Amazon has announced that it will be discontinuing its line of motion tracking bands, the Amazon Halo collection, effective July 31. The decision comes after the company faced significant headwinds, including an increasingly crowded market and an uncertain economic environment. The move is expected to result in role reductions within the Halo development division.
The company is encouraging customers who purchased the Halo Band, Halo View, and Halo Rise within the last 12 months to return the devices for a refund. Amazon is also encouraging customers to send any Halo devices to its in-house recycling program.
In a statement released on April 26, Amazon said, “We recently made the very difficult decision to stop supporting Amazon Halo. Beginning on August 1, 2023, Amazon Halo devices, and the Amazon Halo app, will no longer function.”
The discontinuation of the Amazon Halo collection is expected to impact a large customer base that has come to rely on the motion tracking bands. However, Amazon’s decision to discontinue the line may open up opportunities for other companies in the motion tracking market to gain market share.
The move also highlights the challenges that Amazon faces in trying to dominate every product category. While the company has a reputation for adapting nearly any service to its library of shopper choices, it appears that it could not get its foot in the door in time to price out the competition in the motion tracking market.
