Fitbit Outsells Apple Watch On Amazon

Whenever Apple decides to release a new iteration of the iPhone, the execs at Cupertino can always count on the diehards turning out in droves to bump sales numbers up. However, it doesn’t appear that the same dynamic holds for the Apple Watch — at least, not on Amazon.

Fitbit announced on Thursday (March 31) that its newest wearable, Fitbit Blaze, has managed to outsell the Apple Watch on its way to capturing the top of the sales charts on Amazon during March, its first month of availability. Chief Business Officer Woody Scal explained that, by moving over 1 million Fitbit Blazes — a fully fledged smartwatch unlike previous fitness tracker-only models — along with another million units of the Alta, the newest fitness tracker of the line, Fitbit has cemented itself as a new player in the smartwatch market.

“At Fitbit, we continue to focus on developing innovative and motivating fitness-first products that our customers love and that help them achieve their health and fitness goals,” Scal said in a statement. “The positive response we’ve received to Blaze and Alta demonstrates our continued ability to innovate and drive strong demand for Fitbit products, which is what has made and kept us the leader in the global wearables category.”

Undoubtedly, the Fitbit Blaze’s price has helped it gain an edge over the more expensive Apple Watch. The Blaze’s base model clocks in at just under $200, while an Apple Watch on Amazon runs almost $100 more.

Whatever the reasoning for the Blaze’s immediate success, MarketWatch explained that it comes in opposition to many early analysts’ prediction about the unit. In fact, when Fitbit announced the Blaze in January, the company’s stock fell 18 percent in a day.

Now? Sales seem to be up, but whether Fitbit’s overt enthusiasm for the Blaze is a product of the sales themselves or a calculated maneuver to rekindle interest in its still-depressed stock, a smartwatch’s time will tell.