Zepp Health’s Amazfit brand showcased a slate of new products at CES 2026, including the Active Max smartwatch. The 1.5‑inch AMOLED display device is priced at $169 and is already available for purchase on Amazfit.com and Amazon, positioning it in the $200‑$500 smartwatch segment where it competes with premium offerings from Apple, Samsung and Garmin.
The launch comes as Zepp Health continues its strategic pivot from an OEM for brands such as Xiaomi to a brand‑centric model focused on Amazfit. In Q1 2025 the company reported a 10.2% year‑over‑year rise in Amazfit‑branded product revenue and a gross margin improvement to 37.3%, reflecting the success of this shift and the company’s ability to manage costs while scaling its own ecosystem.
The Active Max’s value proposition centers on a long battery life of up to 25 days, a bright 1.5‑inch AMOLED display, and a price point that undercuts many competitors in the same feature set. By offering premium features at a lower cost, Zepp Health aims to capture market share from higher‑priced rivals and drive short‑term revenue growth.
In addition to the smartwatch, Amazfit previewed two concept devices: the V1TAL Food Camera, which uses AI to capture and analyze nutrition data, and Helio Glasses, a lightweight heads‑up display designed for runners. Both are still in prototype stages, but they signal the company’s broader ambition to build an integrated health‑tracking ecosystem that extends beyond wearables.
CEO Wang Huang emphasized that the new products demonstrate Amazfit’s commitment to innovation, while CFO Liang Quan Zhen highlighted the company’s focus on operational efficiency and strategic investments in AI and data analytics. Their comments underscore a confidence that the expanded product portfolio will support continued growth and margin improvement.
The Active Max launch, coupled with the concept devices, positions Zepp Health to strengthen its competitive stance in the smartwatch market, broaden its ecosystem, and capitalize on the growing demand for AI‑driven health and fitness solutions. The company’s recent financial turnaround and debt‑reduction efforts further support a positive outlook for the Amazfit brand’s future performance.
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