#BigTech / New Amazon Halo Squares Off Against Apple Watch In Wearables Market

… The marketplace powerhouse entered the wearables market with a wristband device that tracks various health performance indicators, allows for third-party integrations and also puts Amazon deeper into the subscriptions and services arena.

Dubbed Halo, the project had been kept tightly wrapped in Seattle. No leaks were reported in the press, adding to the weight of the announcement. Halo will directly compete with Apple Watch as well as Fitbit and other wearables on the market. The move also puts Amazon back into the device market.

… Amazon is focusing on the customer experience as well as technology… The suite is … more ambitious than other wellness devices and apps. In addition to measuring movement, heart rate and sleep patterns, Halo will also measure body fat, which is normally done with more sophisticated medical tools.