To stand out from the crowded fitness tracker market, Amazfit uniquely positioned itself as a fashion brand to attract fashion conscious consumers. Amazfit products played a key role in establishing this brand image. The center module along with a series of accessories offers the user a wide selection of different styles. No matter the user is wearing a formal dress, a T-shirt or a sport outfit, he/she is able to find a band that fits to the outfit and occasion.

Simple and pure, the ceramic center module has been reduced to its essential. The ring shape is inspired by traditional jade pendant that symbolizes peaceful and happy life in Chinese culture. Also as a functional element, the aperture in the center creates endless opportunities for accessories to attach to the center module.

Amazfit is a smart wearable device that tracks user’s activity and sleep. It syncs the data with smartphone via BLE to help users get a better understanding of their health. It wakes up the user through gentle vibration during their light sleep without disturbing others. It also alerts the user through vibration when there are important incoming calls and messages. By aware of whether the user is asleep or awake, Amazfit allows seamless interaction between the user and surrounding smart devices. (e.g. It automatically turns off the light when the user falls asleep).

With similar function with Mi Band, Amazfit has been sold 4 times the price of Mi band with a much higher profit margin. The brand has also been well received by consumers. Amazfit's Weibo(Chinese equivalent of Twitter) account reached 400K followers in a few weeks after the launch of the brand.