Amazon is entering the wearables market in a big way.

The company on Thursday introduced a wristband for health and fitness tracking called Halo, alongside a subscription service and smartphone app.

The space is currently dominated by the Apple Watch and devices from Fitbit, which is awaiting regulatory approval for an acquisition by Alphabet’s Google. Amazon’s Halo product builds on these older fitness-tracking devices with features that have never been seen in a mainstream wearable device, including one that tracks a user’s emotional state by listening to the tone of their voice, and another that provides a three-dimensional rendering of their body with an estimated body fat percentage. 

It’s a departure for Amazon’s hardware business, which has previously focused on in-home devices, such as the Echo smart speakers and the Fire TV streaming video devices. Amazon showed off some wearable devices at its annual hardware event last fall, including wireless headphones and a set of glasses with built-in access to the Alexa voice assistant. But Halo is its first real shot at capturing a piece the fast-growing wearables market, which Gartner last year estimated would top $50 billion in 2020. 

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