Oura

Oura Market Overview

According to in-store data from Grips Intelligence, Oura generated the majority of its revenue through Amazon, which accounted for 83.9% of sales between January and April 2026, with Best Buy capturing the remaining 16.1% across the two tracked retailers. The brand's average product price during this period stood at $364.07, though pricing showed a notable downward trend, declining 10.8% over the measured months. Overall revenue also faced headwinds, dropping 20.9% over the same timeframe, suggesting softening demand or increased competitive pressure in the smart ring category. The Silver variant in sizes 7 through 10 dominated the top-selling product lists on both Amazon and Best Buy, indicating strong consumer preference for the more accessibly priced $349 option over premium finishes like Gold at $499. These trends point to a price-sensitive consumer base and a brand increasingly reliant on Amazon as its primary sales channel.