Fitbit

Fitbit Market Overview

According to in-store data from Grips Intelligence covering January 1 to August 31, 2026, Fitbit — a Google brand under Alphabet (NASDAQ: GOOGL) — recorded an average selling price of $127.01 across tracked channels. Amazon dominates the brand's measured footprint, accounting for 99.9% of year-to-date revenue and leaving virtually no diversification across other tracked retailers. Momentum softened over the June–August window, with revenue falling 8.5% across the period and declining a further 5.6% month over month in the most recent reading. Pricing moved in the opposite direction, rising 1.0% over the same stretch to $129.05, a 1.8% month-over-month increase. The combination of firmer pricing and contracting revenue suggests volume, rather than discounting, is the primary pressure point on Fitbit's current performance.