Amazfit
Amazfit, a smart wearables brand owned by Zepp Health (NYSE: ZEPP), designs and sells fitness smartwatches, smart rings, and body-worn sensors priced $79 to $599.99, targeting runners, hybrid athletes, outdoor enthusiasts, and value-conscious consumers globally via DTC and Amazon.
- Company typePublic
- Founded2015
- HeadquartersMilpitas, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Amazfit does
Amazfit is a smart wearables brand wholly owned by Zepp Health (NYSE: ZEPP), the consumer brand arm of the China-headquartered, NYSE-listed parent company formerly known as Huami Corporation. The company designs, manufactures, and sells fitness-focused smartwatches, smart rings, and body-worn sensor accessories spanning price points from $79 (Bip 6) to $599.99 (Balance Ultra, Cheetah 2 Ultra, T-Rex Ultra 2). Product families are organized into three training worlds (Speed for runners, All-Around for hybrid athletes, Range for outdoor/ultra athletes) plus an Essentials value tier, with hardware unified by the Zepp OS operating system, the BioTracker PPG biometric sensor platform, and the Zepp App companion software.
The underlying technology stack combines proprietary BioTracker photoplethysmography sensors with AI-driven features including Zepp Coach AI (adaptive training plans), BioCharge energy scoring, Zepp Flow voice control, and (in concept form) V1TAL Food Camera computer vision for nutrition logging. Hardware differentiation centers on extended battery life (10-30 days versus daily-charging competitors), premium materials (Grade 5 titanium, sapphire glass) at mid-range price points, dual-band GPS, and the recent Helio Strap Pro body-worn dual-sensor system. The platform integrates natively with Strava, TrainingPeaks, Runna, and Intervals.icu for third-party fitness data exchange.
Amazfit's business model is consumer hardware sales through a direct-to-consumer e-commerce channel (regional amazfit.com storefronts in 14+ countries) and the Amazon marketplace, with no mandatory subscription required for core device functionality. Optional premium services flow through the Zepp App. Brand building is driven by an extensive athlete sponsorship program (Olympic medalists, HYROX champions, marathon and ultra-trail runners), CES trade show presence, third-party editorial coverage, and a flagship three-year exclusive global partnership with HYROX fitness racing events that positions Amazfit as the official wearable across all HYROX competitions worldwide.
Amazfit firmographics
Firmographics- Name
- Amazfit
- Legal name
- Amazfit
- Website
- https://amazfit.com
- Company type
- Public
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Amazfit, a smart wearables brand owned by Zepp Health (NYSE: ZEPP), designs and sells fitness smartwatches, smart rings, and body-worn sensors priced $79 to $599.99, targeting runners, hybrid athletes, outdoor enthusiasts, and value-conscious consumers globally via DTC and Amazon.
- Ownership category
- akta.pro rank
Amazfit industry classification
Industry- Product category
- Consumer Wearables (Fitness Smartwatches and Health Trackers)
- NAICS
- Electromedical and Electrotherapeutic Apparatus Manufacturing (334510), All Other Health and Personal Care Retailers (456199)
- SIC
- Sporting & Athletic Goods, Nec (3949), Electromedical & Electrotherapeutic Apparatus (3845)
- akta.pro primary industry
- Fitness Wearables & Training Tech Retail (Heart-Rate Monitors, GPS Watches, Sensors) (CRAMADAH)
- akta.pro secondary industries
- Fitness Trackers (CRACAIAB), Consumer Health Wearables & Fitness Trackers (Wellness Monitoring) (HLAHACAJ), Smart Fitness & Training Devices (Connected Fitness Sensors, Smart Jump Ropes, etc.) (CRACAQAH)
Keywords
Where Amazfit is headquartered
LocationHeadquarters
- HQ city
- Milpitas
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Amazfit business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Hardware Sales - Smartwatches: Primary revenue stream from selling fitness smartwatches across multiple product lines (Balance, Cheetah, T-Rex, Active, Bip) at various price points from $79 to $599.99.
- Hardware Sales - Wearable Accessories: Secondary revenue from fitness trackers, smart rings (Helio Ring), screenless straps (Helio Strap), and accessories like straps and chargers.
- Subscription - Optional: No mandatory subscription required for core device functionality. Optional premium services may be offered through Zepp App.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Helio Strap Pro - Hybrid training sensor system for HYROX athletes |
| One time/ perpetual license | Pay-as-you-go | Balance 3 - Hybrid training smartwatch |
| One time/ perpetual license | Pay-as-you-go | Balance Ultra - Premium titanium hybrid training smartwatch |
| One time/ perpetual license | Pay-as-you-go | Cheetah 2 Pro - Performance running watch for marathon preparation |
| One time/ perpetual license | Pay-as-you-go | Cheetah 2 Ultra - Trail running smartwatch |
| One time/ perpetual license | Pay-as-you-go | Active 3 Premium - Entry-level runner smartwatch |
| One time/ perpetual license | Pay-as-you-go | Active Max - Performance fitness smartwatch |
| One time/ perpetual license | Pay-as-you-go | Bip 6 - Everyday smartwatch |
| One time/ perpetual license | Pay-as-you-go | Bip Max - Budget smartwatch for beginners |
| One time/ perpetual license | Pay-as-you-go | T-Rex Ultra 2 - Rugged titanium GPS watch for extreme environments |
| One time/ perpetual license | Pay-as-you-go | T-Rex 3 Pro - Rugged outdoor smartwatch |
| One time/ perpetual license | Pay-as-you-go | T-Rex 3 Pro - Rugged smartwatch (discounted) |
| One time/ perpetual license | Pay-as-you-go | Helio Strap - Screenless fitness tracker |
| One time/ perpetual license | Pay-as-you-go | Helio Ring - Smart ring |
| One time/ perpetual license | Pay-as-you-go | Active 2 - Premium smartwatch |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels11 records
Amazfit product offering
Product offeringCore offering
Amazfit designs, manufactures, and sells smartwatches, smart rings, and body-worn sensor accessories for fitness tracking, sports performance, and everyday health monitoring. Products run on the proprietary Zepp OS and are paired with the Zepp App, which delivers AI-driven coaching (Zepp Coach, BioCharge), recovery analytics, and integrations with Strava, TrainingPeaks, Runna, and Intervals.icu. The portfolio spans entry-level (Bip, Active), hybrid-training (Balance), running (Cheetah), rugged outdoor (T-Rex), and screenless/rings (Helio) categories priced from $79 to $599.99.
Product overview
Amazfit is a smart wearable brand owned by Zepp Health (NYSE: ZEPP) offering a comprehensive portfolio of fitness smartwatches, smart rings, and body-worn sensor accessories. The product line is organized into three training worlds (All-Around, Speed, Range) and an Essentials collection, unified by the Zepp App and Zepp OS platform. Core smartwatch families include: Balance (Balance 3, Balance Ultra, Balance 2) for hybrid training with recovery focus; Active (Active 3 Premium, Active Max, Active 2) for entry-level to mid-range users; Cheetah (Cheetah 2 Pro, Cheetah 2 Ultra) for running and trail performance; T-Rex (T-Rex 3, T-Rex 3 Pro, T-Rex Ultra 2) for rugged outdoor use; and Bip (Bip Max, Bip 6) for everyday budget-friendly tracking. The Helio ecosystem (Helio Strap, Helio Strap Pro, Helio Ring, Helio Armband) extends body-worn sensing beyond the wrist for multi-point training data. AI capabilities are delivered through Zepp Coach (adaptive training plans), BioCharge energy scoring, and Zepp Flow voice control. The company positions as an affordable alternative to premium brands like Garmin and Apple while maintaining comparable hardware specifications.
Differentiator
Problem solved
Functional benefit
Brands
- Helio System: Hybrid training ecosystem including Helio Strap, Helio Strap Pro, Helio Ring, and Helio Armband for comprehensive body-worn tracking across training disciplines.
- Zepp App
Products and services
- Helio Strap Pro Body-worn dual-sensor accessory combining an upper-arm heart rate sensor and a waist-mounted nine-axis motion sensor, designed for hybrid athletes to capture cardio effort, movement quality, core stability, and muscle load.
- Balance 3 Hybrid training smartwatch built around the Hybrid Training System for individuals balancing multiple fitness disciplines, with AMOLED display, dual-frequency GPS, and up to 21-day battery life.
- Balance Ultra Flagship Balance series smartwatch in Grade 5 titanium with extended battery life, larger display, enhanced physical controls, and integration with the Helio Strap Pro multi-sensor system.
- Balance 2 Premium multi-sport smartwatch engineered for driven professionals and athletes, featuring BioCharge energy monitoring, sapphire glass, 10 ATM water resistance, and over 170 sport modes.
- Active 3 Premium Entry-level runner smartwatch featuring a 1.32-inch AMOLED display with sapphire glass, six-satellite GPS, BioTracker-based health monitoring, and up to 12-day battery life.
Quantifiable outcome
- Battery life up to 30 days (T-Rex Ultra 2) vs 1 day (Apple Watch)
- +2 more outcomes
Companies that use Amazfit
Customer profileNamed customers11 records
Segments5 records
Ideal customer profiles4 records
Amazfit technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability6 records
Feature8 records
Amazfit partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, flagship and minor.
- StravacoreAmazfit is one of 14 launch partners for Strava's major strength training update, receiving new Workout Log for recording sets, reps, and weight, auto-populated muscle maps, and five strength-focused shareables. Update targets hybrid athletes combining running, cycling, lifting, CrossFit, and mobility work.
- TrainingPeakscoreAmazfit Cheetah 2 Pro integrates with TrainingPeaks for workout synchronization, enabling coaches and athletes to manage training load and planning.
- HYROXflagshipThree-year global partnership making Amazfit the exclusive smart wearables partner across all HYROX events worldwide. Partnership covers smartwatches, rings, cameras, glasses, and straps, along with connected app experiences, HYROX-specific training modes, and performance-data integrations. Extends to HYROX 365 training network of gyms, coaches, and athletes. Zepp Health CEO Wayne Huang affirmed shared commitment to enhancing athlete experiences through wearable technology.
- StravacoreStrava Instant Workouts feature supports integration with Amazfit smartwatches, allowing users to display specific workouts on their devices.
- PhilipsminorStrategic partnership in bone conduction headphones market announced as a market development. Amazfit collaboration with Philips in audio wearables segment.
- TargetminorZepp Clarity hearing aid lineup distributed through Target alongside Best Buy and Amazon. This represents Zepp Health's broader health ecosystem beyond Amazfit wearables.
- Best BuyminorZepp Clarity hearing aid lineup distributed through Best Buy alongside Target and Amazon.
Scale indicators8 records
Recent moves6 records
Expansion highlights7 records
Amazfit competitors and assessment
Company assessmentDirect peers
- Whoop: Whoop's screenless band and subscription model directly competes with Amazfit's Helio Strap and Helio Ring on recovery, strain, and sleep tracking for serious athletes — though Whoop is subscription-only while Amazfit is no-subscription.
- Garmin: Garmin is the dominant GPS sports watch maker (Forerunner, Fenix, Instinct) competing head-to-head with Amazfit's Cheetah, T-Rex, and Balance lines for runners, triathletes, and outdoor athletes. Both brands emphasize multi-band GPS, battery endurance, and training metrics.
- Polar: Polar is a long-established heart-rate and fitness watch brand (Vantage, Ignite, Pacer) directly comparable to Amazfit on HR sensor accuracy, training load metrics, and sport mode coverage for endurance athletes.
- Huawei: Huawei Watch GT and Band series compete directly with Amazfit's mid-tier watches (Balance, Active) on battery life, dual-band GPS, and value pricing, with strong distribution in Asia and growing presence in Europe and Latin America.
- Coros: Coros builds premium GPS endurance watches (Apex, Pace, Vertix) at price points that overlap directly with Amazfit's Cheetah and T-Rex Pro lines, targeting marathoners, ultra-runners, and climbers with similar training-load features.
- Xiaomi: Xiaomi's Mi Band and Watch series compete head-to-head with Amazfit's Bip and Active lines in the value segment (€50–200), with similar PPG-based health tracking and AMOLED displays at aggressive price points, especially in Asia.
- Fitbit (Google): Fitbit competes with Amazfit's Active and Bip value-tier fitness trackers and smartwatches, offering comparable health-tracking features at similar price points (Charge, Versa, Sense lines) with Google's ecosystem backing.
Emerging players
- Oura: Oura is the smart-ring category leader and directly comparable to Amazfit's Helio Ring on sleep, readiness, and recovery tracking. Oura's subscription and brand cachet make it the premium benchmark that Helio Ring undercuts on price.
Broad incumbents
- Apple (Apple Watch): Apple Watch dominates the premium smartwatch segment with deep iOS integration. Amazfit explicitly positions itself as a value-priced alternative with superior battery life — Apple is the benchmark incumbent, not a direct price competitor.
- Samsung (Galaxy Watch): Samsung's Galaxy Watch line competes with Amazfit across mid- and high-tier smartwatches with Wear OS and tighter Galaxy phone integration, anchoring the Android side of the premium wearable market that Amazfit's Balance and Cheetah lines challenge on value.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Amazfit social profiles
Digital presenceAmazfit financial estimates
Financial estimateRevenue estimate
Valuation estimate
Amazfit leadership team
Management profileNumber of profiles
Profiles1 record
Amazfit funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Amazfit M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Amazfit
What does Amazfit do?
Amazfit designs, manufactures, and sells smartwatches, smart rings, and body-worn sensor accessories for fitness tracking, sports performance, and everyday health monitoring. Products run on the proprietary Zepp OS and are paired with the Zepp App, which delivers AI-driven coaching (Zepp Coach, BioCharge), recovery analytics, and integrations with Strava, TrainingPeaks, Runna, and Intervals.icu. The portfolio spans entry-level (Bip, Active), hybrid-training (Balance), running (Cheetah), rugged outdoor (T-Rex), and screenless/rings (Helio) categories priced from $79 to $599.99.
Is Amazfit a public or private company?
Amazfit is a public company. It is classified as corporate owned and is currently operating.
When was Amazfit founded?
Amazfit was founded in 2015. It employs 51 to 100 people.
Where is Amazfit based?
Amazfit is headquartered in Milpitas, United States, in the North America region.
How does Amazfit make money?
Three revenue lines are on record. Hardware Sales - Smartwatches are the primary driver. The others are hardware Sales - Wearable Accessories and subscription - Optional.
Who are Amazfit's main competitors?
Direct peers on record are Whoop, Garmin, Polar, Huawei, Coros, Xiaomi and Fitbit (Google). Oura is listed as an emerging player. Broad incumbents are Apple (Apple Watch) and Samsung (Galaxy Watch).
Does Amazfit have an API?
No public API is recorded for Amazfit.
What industry is Amazfit in?
Amazfit's product category is Consumer Wearables (Fitness Smartwatches and Health Trackers). Its primary akta.pro industry code is CRAMADAH, Fitness Wearables & Training Tech Retail (Heart-Rate Monitors, GPS Watches, Sensors), with a secondary code of CRACAIAB, Fitness Trackers. Its NAICS code is 334510 and its SIC code is 3949.