GLOBAL SMART WEARABLES LEADER AMAZFIT LAUNCHES IN AUSTRALIA
Amazfit, a leading global smart wearable brand owned by Zepp Health (NYSE: ZEPP), today officially launched its dedicated Australian online store with a focus on growing its presence locally. With a vision to deliver the next generation of wearables to Australians, Amazfit arrives locally as consumers increasingly expect wearable technology to provide meaningful and accurate guidance about their training, sleep, stress, energy and recovery that goes well beyond simply counting steps or recording workouts.
By combining proprietary biometric sensors, artificial intelligence, sports-science algorithms, advanced GPS technology and long battery life, Amazfit has grown into a global leader in smart wearables. Established in 2015 and owned by health technology company Zepp Health, Amazfit is available in more than 90 countries, has a community of more than 42 million daily active users and has sold more than 200 million globally. It has received multiple global iF Design Awards and Red Dot Design Awards across its range.
Zepp Health develops many of the technologies behind Amazfit products internally, including its Zepp OS operating system, BioTracker™ biometric sensing platform, sports and health algorithms, AI-supported coaching tools, GPS and navigation technologies and the Zepp App. This approach gives Amazfit full control of the wearable experience on its products, from the sensors collecting information to the software interpreting it and the applications presenting it to users. It also allows Amazfit to develop products for different stages of people’s health and performance journey as it converts measurements into understandable and practical insights.
Amazfit’s philosophy that high-performance technology should be accessible to everyday athletes is also reflected in its ability to deliver technologies and functionality that have previously only been available in premium-priced devices.
Amazfit’s performance credentials are further reinforced through its relationship with HYROX, the global fitness-racing competition that combines eight one-kilometre runs with eight functional workout stations. Amazfit is the Global Partner for HYROX for the next 3 years, aligning the brand with one of the world’s fastest-growing mass-participation fitness formats. The relationship extends beyond brand visibility. Amazfit has developed dedicated HYROX functionality that helps participants record the running and functional components of training and competition.
The local Australian launch is headlined by two of its most successful global products, the Amazfit Active 3 Premium smartwatch and Amazfit Helio Strap, showcasing the brand’s expertise across performance, health and recovery to Australians for the first time.
The Active 3 Premium is designed to help new and developing runners build consistency and progress through structured guidance. It combines structured running guidance, advanced health monitoring, offline maps, recovery insights and extended battery life in an accessible premium smartwatch.
The Helio Strap extends monitoring beyond the traditional smartwatch, creating a screen-free option for users who want to track training, sleep and recovery. It delivers continuous heart-rate monitoring, recording heart-rate data every second through a secure arm-worn design engineered to reduce movement interference during high-intensity exercise.
“Australia is one of the most active and health-conscious markets in the world, and active consumers now increasingly want to understand how sleep, stress, exercise, cardiovascular indicators and recovery interact for long-term wellbeing. Amazfit is built around this shift from recording activity to interpreting health and performance, in a meaningful and accurate way”, said Robbie Wu, APAC General Manager, Amazfit.
“The next generation of wearable technology will not be defined by how much data a device collects, but rather how intelligently it interprets that information and helps people act on it. People want technology that helps explain whether they are recovered, how their sleep may be affecting performance, when to push harder and when it may be time to rest.”
“This is where Amazfit stands apart, as we bring together AI, health science and performance technology to create a wearable experience that is more personal, more useful and better suited to the way Australians live and train.”
About Amazfit Active 3 Premium
The Active 3 Premium demonstrates Amazfit’s ability to bring advanced running and health technology into a smartwatch designed for everyday use. Built for new and entry-level runners working towards their first meaningful goal, it includes built-in running workouts and Zepp Coach™ adaptive running plans designed to introduce greater structure, consistency and confidence.
Advanced running metrics provide greater insight into effort and technique, while its navigation capabilities include six-satellite positioning, offline maps, turn-by-turn directions, automatic rerouting and point-to-point route planning. Four gigabytes of internal storage allows users to retain maps and selected audio content on the watch for phone-free activity.
The watch also monitors health and recovery indicators including heart rate, blood oxygen, stress, sleep quality and recovery insights through Amazfit’s BioTracker™ technology.
The 45mm stainless-steel design features four physical control buttons and a 1.32-inch AMOLED display protected by sapphire glass reaches up to 3,000 nits of peak brightness, helping maps and training data remain visible in direct sunlight. Up to 12 days of typical battery life (under typical use) supports ongoing training, sleep monitoring and recovery tracking without daily charging.
The watch also offers Bluetooth calling, Zepp Flow™ voice interaction and connections with selected training platforms.
The Amazfit Active 3 Premium has a recommended retail price (RRP) of A$239, and available in Apex Silver, Atlas Blue and Aero White.
About Amazfit Helio Strap
The Amazfit Helio Strap is a lightweight, screen-free health and performance wearable designed to provide continuous monitoring without distraction.
Helio Strap puts accurate heart-rate data at the centre, and is focused on discreet, continuous monitoring focused on the body rather than a screen. Designed to be worn on the wrist throughout the day or on the upper arm during exercise, the Helio Strap captures heart-rate information every second.
Its secure upper-arm position helps reduce sensor movement during dynamic and high-intensity activity. Placing the BioTracker™ sensor securely on the upper arm and closer to the heart is designed to deliver more consistent and reliable readings during demanding exercise.
The Helio Strap can broadcast accurate, real-time heart-rate information to compatible Amazfit watches, cycling computers, fitness equipment and fitness applications. It can also record workouts without a phone present and synchronise the information to the Zepp App afterwards.
Beyond exercise, the lightweight, screen-free device supports continuous health and recovery monitoring, including heart-rate variability, sleep, blood oxygen, stress and BioCharge™ energy information. It offers up to 10 days of battery life and does not require a subscription to access its core health and fitness experience.
It includes 27 sports modes through the Zepp App, including strength-training and HYROX functionality, and provides post-workout information including estimated VO₂ max, training effect, training load and recovery time.
The Amazfit Helio Strap has a recommended retail price (RRP) of A$166, and available in Black.
Used individually, the Active 3 Premium and Helio Strap address different consumer needs. Used together within the broader Amazfit ecosystem, they demonstrate the company’s ambition to create a more continuous view of health and performance. The Helio Strap can continue collecting information when a smartwatch is charging, not being worn or unsuitable for a particular training session. This helps reduce gaps in the user’s data and provides the Zepp App with a more complete picture of training, sleep, stress and recovery.
Information from Amazfit products is brought together through the Zepp App, where users can review health trends, workouts, sleep, energy and recovery information without a mandatory subscription for the core experience. The ecosystem also supports connections with selected third-party platforms such as Strava, TrainingPeaks, adidas Running and komoot.
About the Author
Alex Novus While not travelling, reading, gaming, watching films AND writing reviews and articles, Alex loves exploring the shops of Melbourne searching for classic pop culture trinkets.
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