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2023 Smartwatch Trends in the US: Insights and Opportunities for Retailers


In 2023, the smartwatch has evolved beyond a mere time-telling device. It’s a personal assistant, a fitness companion, and a style statement, all wrapped around your wrist. As technology advances, these wearables have become indispensable, offering users seamless integration with their daily lives, from tracking health metrics to managing notifications. For the modern professional, a smartwatch is not just about convenience; it’s about optimizing productivity and staying connected in an ever-accelerating digital age.

Table of Contents
Market overview
Decoding the details: A deep dive into smartwatch categories
Suggestions for retailers and businessmen

Market overview

The smartwatch industry has witnessed a meteoric rise in recent years, becoming an integral part of our daily lives. From fitness enthusiasts tracking their workouts to professionals managing their schedules, the demand for these wearables has surged. 

apple watch

The smartwatch industry has witnessed significant growth over the years. According to a report from Fortune Business Insights, the global smartwatch market size was valued at USD 25.61 billion in 2022. It’s projected to grow from USD 29.31 billion in 2023 to a staggering USD 77.22 billion by 2030. This growth trajectory represents a Compound Annual Growth Rate (CAGR) of 14.84% during the forecast period.

The smartwatch market has experienced fluctuations in interest over time. According to Google Ads, December 2022 saw a spike in search volumes, likely influenced by the holiday shopping season. In contrast, June 2023 witnessed a decline, which could be attributed to seasonal dips or shifts in consumer priorities. 

trends over time for smartwatch

The peak search volume was in December 2022, reaching 49,397,700. The lowest volume was in June 2023, totaling 33,563,000. Overall, there was an approximate decrease of 11.93% in search interest from the beginning to the end of this period.

On the other hand, Amazon JungleScout data reveals a short-term decrease of 0.32% in search volume over the past 30 days, but a positive 90-day trend with an increase of 1.12%. This data suggests that while there might be short-term fluctuations, the overarching demand for smartwatches remains robust.

As the smartwatch market continues to evolve, certain areas present significant growth opportunities. Features like fitness tracking, heart rate monitoring, and GPS have gained traction among users. Brands like Apple, Samsung, and Amazfit have capitalized on these trends, offering products that cater to specific consumer needs. For online retailers and businesses, understanding these growth areas is crucial to tap into the market’s potential and cater to the evolving demands of consumers.

Decoding the details: A deep dive into smartwatch categories

In the rapidly evolving smartwatch market, understanding the nuances of consumer preferences is paramount. By dissecting the market into specific categories, we can gain a clearer picture of the driving forces behind consumer choices.

Features & specs: What makes the wrist tick?

search volumes by features or specifications

The allure of a smartwatch often lies in its features and specifications, which cater to diverse needs and lifestyles. Delving deeper into the data from Amazon JungleScout, it’s evident that health and fitness functionalities are not just a trend but a driving force in consumer choices. The “Fitness tracker” feature, with an overwhelming 153,581 searches, stands as a testament to the growing health consciousness among users. Following closely are the “Running watch” and “Heart rate monitor watch” with 23,007 and 20,565 searches respectively, emphasizing the demand for real-time health metrics.

Moreover, features like “Sleep” and “GPS”, with 18,741 and 17,546 searches respectively, highlight the evolving needs of the modern consumer – from tracking sleep patterns to navigating unfamiliar terrains. 

For manufacturers and retailers, these insights are invaluable. They not only reflect current market demands but also hint at the direction in which smartwatch innovations should be steered. As technology continues to evolve, understanding these specific consumer preferences will be the key to staying ahead in the competitive smartwatch landscape.

Brand battles: The titans of timekeeping

Delving into the Brands or Manufacturers reveals some evident leaders. According to Google Ads, Apple led the pack with a search volume of 5,000, closely followed by Samsung at 4,900, and Amazfit with 2,600. This dominance by Apple and Samsung is not surprising given their longstanding reputation in the tech industry.

search volumes by brands or manufacturers

On Amazon JungleScout, the trend is even more pronounced. Apple emerges as the top brand with a whopping 1,525,600 searches. Samsung is a close second with 1,508,700, and Amazfit trails with 1,300,200. Fitbit also has 1,000,000 searches.The significant search volumes for these brands suggest their dominant position in the market. Apple’s smartwatches, known for their integration with the iOS ecosystem and health-centric features, appeal to a premium segment of consumers. Samsung and Amazfit, on the other hand, offer a blend of affordability, durability, and advanced features, meeting the demands of a wider audience.

Pricing preferences: Where affordability meets functionality

serach volumes by price range

In the smartwatch market, price plays a pivotal role in shaping consumer choices. According to Google Ads, the “under 200” price bracket garnered a volume of 2,900 searches, suggesting a strong inclination towards budget-friendly options. This trend is further emphasized by the “under 500” range, which saw 1,600 searches. Interestingly, the “under 2000” category also captured attention with 2,300 searches, indicating a segment of consumers willing to invest in premium features and advanced functionalities. For retailers, understanding these pricing preferences can be instrumental in curating a diverse product range that caters to both budget-conscious buyers and those seeking high-end specifications.

Demographic dive: Who’s strapping up?

Understanding the target demographics is crucial for tailoring marketing strategies. According to Google Ads, “Smartwatch for Men” had a search volume of 602,000, while “Smartwatch for Women” and “Smartwatch for Girls” both stood at 301,000. Interestingly, “Smartwatch for Boys” had a volume of 135,000, indicating a growing interest in smartwatches among younger males.

search volumes by target demographics

Amazon JungleScout paints a similar picture with “Smartwatch for Men” leading at 1,526,500 and “Smartwatch for Women” closely following with 1,519,900. This data suggests that smartwatches are equally appealing to both genders, with a slight edge towards men.

search volumes by target demographics-amazon

Suggestions for retailers and businessmen

In the dynamic landscape of the smartwatch industry, staying ahead of the curve is essential for retailers and businessmen. With the data at hand, there are clear strategies that can be employed to harness the potential of this market.

smart watch

Firstly, online retailers should prioritize the features that consumers are actively searching for. According to Amazon JungleScout, features like “Fitness tracker” and “Running watch” have seen significant search volumes. By highlighting these features in marketing campaigns and product listings, retailers can attract a larger segment of potential buyers.

For non-brand and small manufacturers, the data presents an opportunity to align with current market demands. While big brands like Apple and Samsung dominate the search volumes, there’s a growing interest in affordable options, as indicated by the “under 200” price range’s popularity on Google Ads. Small manufacturers can capitalize on this by offering feature-rich smartwatches at competitive price points.

Additionally, considering the equal appeal of smartwatches to both genders, as shown by the search volumes for “Smartwatch for Men” and “Smartwatch for Women”, products should be designed and marketed to cater to both demographics. Offering a diverse range of designs and functionalities can help tap into this balanced market.

Lastly, collaborations or partnerships with fitness or health apps can be a game-changer. Given the emphasis on health-centric features, integrating popular fitness apps or offering exclusive features can set a brand apart in this competitive market.


The smartwatch industry in 2023 is teeming with opportunities. From the data, it’s evident that consumers are not just looking for a tech accessory but a device that complements their lifestyle, health, and fitness goals. Brands like Apple, Samsung, and Amazfit have set the benchmark, but there’s ample room for innovation and differentiation. As the market continues to evolve, the onus is on retailers and manufacturers to adapt, innovate, and offer products that resonate with the modern consumer’s needs and desires. The future of the smartwatch industry is bright, and those who align with these trends will undoubtedly reap the rewards.

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