GRIPS CUSTOMERS & RESEARCH PARTNERS
Fitbit, a Google subsidiary under Alphabet Inc. (NASDAQ: GOOGL), posted an average product price of $110.79 across the January 1 to September 30, 2026 period, according to in-store data tracked by Grips Intelligence. Channel concentration is near-total, with Amazon accounting for 99.9% of year-to-date revenue. Momentum softened over the July to September 2026 window, as revenue fell 12.7% month-over-month and declined 17.8% across the quarter overall. Pricing moved in the opposite direction, with the average selling price rising 6.5% over the same stretch to $115.80, despite a 2.6% monthly dip. The assortment spans a wide price spread, from the $86.24 Inspire 3 to the $153.87 Versa 4, giving the brand room to trade shoppers up even as volume cools.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 18% from Jul to Sep.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 7% from Jul to Sep.
REVENUE SHARE
Revenue distribution across product categories for Fitbit on Amazon.
REVENUE SHARE
Revenue distribution across tracked channels for Fitbit.
BY REVIEW COUNT
Across 3.19M ratings on 1 channel, Fitbit averages 4.3★. Most reviews for the products are in the 4.2–4.4 range.
BRAND AVERAGE
4.3
/ 5
From 3.19M ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$102.30
Price
$11M
Revenue
$124.26
Price
$6.1M
Revenue
$86.24
Price
$5.2M
Revenue
$153.87
Price
$4.28M
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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