GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence data tracking Amazon and Best Buy from January to February 2026, Fitbit experienced a significant revenue decline of 44.2% over the observed period, signaling potential challenges in maintaining sales momentum. Amazon dominates Fitbit's retail distribution, commanding a striking 95.8% revenue share compared to Best Buy's modest 4.2%. The brand's average product price sits at $128.14, with a slight overall price decrease of 2.0% during the tracking period despite a 3.2% month-over-month uptick in the most recent month. The Fitbit Charge 6 and Versa 4 remain the brand's leading products across both retailers, with average prices ranging from approximately $131 to $182 depending on the model and retailer. These trends suggest Fitbit is navigating a challenging sales environment while leaning heavily on Amazon as its primary revenue driver.
OVER TIME
Over the last three months, revenue on tracked retailers has declined by 44% from Dec to Feb.
OVER TIME
Over the last three months, average selling price on tracked retailers has decreased by 2% from Dec to Feb.
REVENUE SHARE
Revenue distribution across product categories for Fitbit on Best Buy.
REVENUE SHARE
Revenue distribution across tracked retailers for Fitbit.
BY REVENUE
