Amazon unveils the new wearable product ‘Halo’, a health and fitness wristband that can track body fat, sleep temp, and emotions.
It’s similar to some of the features that you’ve already seen on the market it has:
- Heart rate sensors it does basic sleep tracking that we have come to expect from our Fitbit and Apple watch.
- Some features are kind of different and might freak some users out. There’s an emotion tracking part where it takes snippets of your voice throughout the day and points out. You know, towards the end of the day, hey have you been anxious, have you been hesitant, have you been elated in a good mood, and tries to kind of walk you through various points when you when you’ve been up and down emotionally.
- There is also this feature that takes a 3D body scan via an app and gives you a sense of your body fat percentage, and that is something that typically is only done by pro athletes.
Amazon says they want to bring that kind of feature to the mainstream for their first wearable product.
Consumers are wondering about how Amazon they’re going to mingle this data with their other data or not. Because their concern would be, are they going to check our emotional states when we are open to shopping, or are they going to take our body scan and start recommending either clothes or diet shakes to us based on how it looks.
Maybe this will be used for any targeted advertising if Amazon finds out that we are in a good mood are they going to try to sell us a product.
Amazon says absolutely not, this data is going to be deleted immediately it’s not going to be stored in the cloud you can also opt-out at any time it’s an opt-in product, so you don’t have to use it if you choose to buy the Halo device and app, so they were obvious that you know this isn’t going to be tied into any of their e-commerce products.
They also said that there’s no integration with the Amazon Alexa in case you have one of their home speakers, so this is meant to be very, very separate, and they seem to have thought privacy quite a bit, although.
Who knows where their users will trust them because they’ve certainly had privacy and security hiccups in the past.
The most exciting thing about this announcement: no integration with Alexa, also no integration with prime. We wonder is that to try and address those crossover or privacy concerns. You know does Amazon miss out on selling this to their 100 million-plus prime households by separating it, we thought that was such a curious decision.
Privacy seemed to be top of mind for them; they didn’t want to do really anything that could raise questions about how they intend to use this data. Because as they get into the health and medical space which they’ve been doing in the past few years, this is really sensitive information. Can you imagine if you know, Amazon was picking up on things that you said throughout the day and trying to sell you something? It would be extremely creepy, so we think that for a healthcare product, they need to be very, very careful about how they approach this, and it seems like they have been.
We don’t know how consumers will react to this because not everybody trusts tech companies and kind of amazon’s up there on the list of companies that I think have abused user data in the past.