Oura

Oura Market Overview

According to in-store data from Grips Intelligence, Oura generated the majority of its revenue through Amazon, which accounted for 85.5% of total sales across Amazon and Best Buy from January to May 2026, with Best Buy capturing the remaining 14.5%. The brand's average product price during this period stood at $287.98, reflecting a notable 9.9% overall decline in average pricing over the tracked months. Oura's revenue also experienced a downward trend, dropping 12.9% over the March to May 2026 period, suggesting potential softening in consumer demand or increased competitive pressure. The Silver variant of the Oura Ring 4 at $349.00 dominated Amazon's top-selling listings across multiple sizes, while Best Buy offered a broader color selection with slightly varied pricing. These trends indicate that while Oura maintains strong channel concentration on Amazon, the brand faces pricing and revenue headwinds heading into mid-2026.