Oura will sell its smart rings to Amazon as the rivalry between Apple and Samsung grows

Oura will now sell its smart rings Amazonits latest retail expansion as the health and wellness wearable space continues to grow.

Starting Thursday, Oura will have its full selection of rings and accessories available to US shoppers on Amazon through its own brand store. It will also offer sizing kits for sale, helping customers find the right size and then providing them with a discounted price equivalent to the price of the sizing kit.

Oura’s new approach to e-commerce with Amazon builds on the partnership it announced Best buy last year to give the company its first US-based large-scale retail opportunity. Previously, the company largely sold its products directly to consumers through its website.

“Amazon is a natural step for us,” said Oura Chief Marketing Officer Doug Sweeney. “It’s a huge ecosystem, and in terms of product reviews and demand, it’s really important.”

The move also comes as Oura faces a new challenge from Samsung in the smart ring category. The Galaxy Ring, Samsung’s latest wearable, is expected to launch this year with health tracking features including heart rate and sleep monitoring, while giving users an estimate of their readiness for the day.

Apple is also adding more health features to its Watch series.

Oura rings are equipped with research-grade sensors to track everything from heart rate to temperature to sleep cycles. This data is then analyzed to provide insight into activities and exercise, stress levels and overall health.

Amazon was among the competitors directly in the space of devices aimed at people’s wrists, fingers and other parts of the body. But the market, while worth billions, has been shaken in recent years. Amazon discontinued production of its Halo wearable in April of last year, citing an overcrowded segment, among other reasons. Early wearable leader Fitbit was acquired by Google years ago and integrated by Alphabet into the Google Pixel Watch.