GRIPS CUSTOMERS & RESEARCH PARTNERS
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.
OVER TIME
Over the last three months, revenue on tracked retailers has declined by 22% from Feb to Apr.
OVER TIME
Over the last three months, average selling price on tracked retailers has decreased by 15% from Feb to Apr.
REVENUE SHARE
Revenue distribution across product categories for Oura on Best Buy.
REVENUE SHARE
Revenue distribution across tracked retailers for Oura.
BY REVENUE
Oura sells 86% online and 14% offline. Online runs through 1 retailer; offline through 1. Online share has moved from 0% in Dec to 80% in Apr.
Online
86%
14%
Offline
Online channels
86%
Offline channels
14%
BY REVIEW COUNT
Across 2.66M ratings on 2 retailers, Oura averages 4.3★. Most reviews sit on products in the 4.2–4.4★ range.
BRAND AVERAGE
4.3
/ 5
From 2.66M ratings
Brackets group products by their displayed average rating; each product's reviews are credited to its product-average bracket. This is not a per-star customer breakdown.
