Oura's smart rings will be available on Amazon, intensifying competition with Apple and Samsung wearables.

• Oura, the company known for its smart ring that monitors the health of its wearers, will begin selling its products on Amazon.
• The company has continued its shift from direct-to-consumer sales to retail, with its expansion to Best Buy last year being a part of this transition.
• With Samsung's anticipated entry into the smart ring market this year, the category is becoming increasingly competitive, as Apple continues to enhance its Watch's health-focused features.

Oura has announced that it will sell its smart rings on its latest retail expansion, as the health and wellness wearable space continues to expand.

From Thursday, Oura's complete range of rings and accessories will be accessible to U.S. customers on Amazon via its own brand store. Additionally, customers can purchase sizing kits to determine their ideal fit, followed by a discounted price equivalent to the cost of the sizing kit.

Oura has recently partnered with Amazon to expand its e-commerce approach in the US, leveraging its existing partnership announced last year. Prior to this, the company primarily sold its products directly to consumers through its website.

"Amazon is a natural choice for us," said Oura chief marketing officer Doug Sweeny. "It's a vast marketplace and its product reviews and search capabilities are crucial."

Oura is facing a new challenge from Samsung in the smart ring category with the launch of the Galaxy Ring, which is expected to have health-tracking features such as heart rate and sleep monitoring, as well as a score for users' readiness for the day.

Apple has also been adding more health features to its Watch series.

Our rings are equipped with research-grade sensors that track heart rate, temperature, and sleep cycles. This data is analyzed to provide insights on activities and exercise, stress levels, and overall health status.

Amazon, one of the competitors in the device space, targeted people's wrists, fingers, and other body parts. However, the market worth billions has experienced a shakeout in recent years. Amazon discontinued its Halo wearable in April of last year due to a crowded segment and other reasons. Fitbit, the early wearable leader, was acquired by Google years ago and integrated into a Google Pixel Watch.