Wearable Tech Hits its Stride on Retail Media

Wearable Tech Logged Its Strongest Month Yet

Wearable Tech impressions skyrocketed to a record high in November 2025, increasing +287% MoM as brands leaned into Black Friday and holiday messaging. Campaigns from Whoop, Samsung Galaxy, and Garmin helped drive impressions to their highest level of the past three years.

Prior to the recent spike, YoY growth was relatively modest throughout 2025, as the category followed a consistent seasonal pattern. Impressions started strong in January as fitness trackers helped bring New Year’s resolutions to life, then picked back up in Q2 as warmer weather breathed new life into exercise routines. For the third year in a row, November marked the peak month for retail media activity.

Fitbit Set the Pace on Retail Media

In 2025, leaders in the Wearable Tech category spanned everything from watches and rings to AI-powered note takers and glasses. Many of the biggest names in tech joined the race, including devices from Google, Samsung, Meta, and Apple.

Google’s Fitbit led the pack on retail media, earning 431M impressions through November. Fitbit relied heavily on Amazon, where OnSite Display ads aimed to convert high-intent shoppers. Whoop ranked #2 at 353M impressions while following a similar retailer strategy. Other top brands diversified their efforts across RMNs, often with a large share going to Best Buy.

Amazon & Best Buy Took the Lead

Amazon was the top RMN for Wearable Tech in 2025, delivering more than double the impressions of any other retailer (1.2B). Best Buy ranked #2 at 547M, while big box and club stores trailed by a wide margin.

As we’ve seen with other categories, advertisers at Amazon leaned heavily into OnSite Display to engage shoppers close to conversion. At other retailers, channel strategies were more diverse. At Best Buy, for example, 15% of impressions ran on YouTube, led by a campaign promoting “4 Must-Haves For Moving Your Body.” Walmart saw a high volume of TikTok activity, driven by Meta Ray-Ban Glasses.

Top Advertisers Unwrapped Holiday Discounts

This November’s record-breaking spike was powered by holiday campaigns from Whoop, Samsung Galaxy, and Garmin, who all promoted timely discounts for the gift-giving season.

Whoop led all Wearable Tech advertisers with 146M impressions, fueled by Amazon Display ads promoting  Black Friday Savings. Samsung prioritized their Galaxy Watch over the Galaxy Ring, while turning to Best Buy to highlight $70 savings. Garmin followed a similar approach, using holiday messaging to promote up to $250 off their Fenix watch at Best Buy.

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