Amazfit is no longer just the cheaper smartwatch brand

Amazfit is no longer just playing the cheap smartwatch card. Zepp Health’s latest investor comments show a brand that now wants to sit higher up the wearable market, without completely walking away from the value end.

The numbers explain the shift. Zepp Health said its average selling price rose by more than 20% year-on-year, helped by stronger demand for higher-end Amazfit models. That is a big change for a brand that built much of its reputation on undercutting Garmin, Fitbit and Apple Watch.

The price ceiling has moved

Now make no mistake – Amazfit still sells plenty of affordable watches. But the top of the range now looks very different. T-Rex 3 Pro comes in at around $399. The recently launched T-Rex Ultra 2 pushes that further to about $549.

That still keeps Amazfit below the obvious premium rivals. Apple Watch Ultra 3 starts at $799, while Garmin Fenix 8 commonly sits around the $999 level before discounts. So Amazfit is not trying to match Garmin or Apple on price. Which is a good thing. If Amazfit can offer enough of the same outdoor and training appeal for less money, the higher pricing still works.

T-Rex is doing the heavy lifting

The T-Rex line is the obvious place to test this. Outdoor watches already carry higher price expectations because buyers care about battery life, materials, GPS, maps and durability. A higher-priced T-Rex makes more sense than a much more expensive Bip or Active watch.

Despite the price hike, Zepp Health said the more expensive T-Rex models accounted for nearly half of T-Rex family unit sales in March and April. That suggests buyers are not just looking at Amazfit because it is cheap. Some are now choosing the more expensive versions inside the range.

The company also said it has more T-Rex family products lined up for 2026, so this does not look like a single premium experiment. Falcon 2 could be part of that push if it lands later this year, and that would likely move the price ceiling even higher.

The same shift shows up elsewhere. Balance 3 and Balance Ultra lean into HYROX, recovery, readiness and hybrid training. Cheetah 2 Pro and Cheetah 2 Ultra take the pitch into running, with Zepp Coach, training plans, recovery insights and third-party platform links.

Value is still the safety net

Zepp Health is not abandoning cheaper models. Active Max, Active 3 Premium and Bip Max still keep Amazfit tied to the value side of the market. That gives the brand useful cover. It can chase higher margins with T-Rex, Balance and Cheetah, while still keeping entry-level buyers in the ecosystem.

The risk is confusion. Amazfit used to be easy to understand. It meant long battery life, lots of features and lower prices. Now the message is broader. Some models still fit that old formula. Others are trying to compete with proper sports watches.

But that may be exactly where Zepp Health wants to land. Amazfit does not need to become Garmin. It just needs enough buyers to see a $549 Amazfit as a credible alternative to an $799 or $999 watch.