Fitness Tracker: AI Visibility Market Discovery Index

Benchmark Summary

Questions This Section Answers

• Which fitness tracker brand leads AI recommendation coverage, and by how much?
• Which brands had the largest coverage gain and decline in October 2026?
• Did recommendation-shaped answers become more common this month?

Samsung remains the coverage leader in the Fitness Tracker category, with valid recommendation coverage of 69.3% in October 2026, down from 70.3% in July 2026. The gap to the next brand, Amazfit (owned by Zepp Health), stands at 2.9 points, with Amazfit holding 66.4% in October 2026, up from 0.6% in July 2026.

October 2026 was a mixed month with movement in both directions. The largest coverage increase came from Amazfit (owned by Zepp Health), which rose to 66.4% in October 2026 from 17.2% in September 2026. The largest coverage decline was Oura Health Oy, which fell to 3.7% in October 2026 from 4.5% in September 2026, marking the third consecutive monthly decline. Apple TV+ was the other significant decliner, falling to 1.1% in October 2026 from 3.4% in July 2026.

Across the four-month series, most established brands held within normal month-to-month variation. Amazfit (owned by Zepp Health) is the notable exception, moving from a near-absent 0.6% in July 2026 to 66.4% in October 2026, a rise of 65.8 points. Oura Health Oy declined in each of the three months since July 2026.

The benchmark began with 800 prompt-surface observations in each month and produced 437 qualified observations after qualification in October 2026.

Current Benchmark at a Glance

Qualified surface breadth refers to the number of canonical AI surface families, of six possible, with at least one qualified observation: ChatGPT, Copilot, Gemini, Perplexity, AI Overviews, and AI Mode. All six families were qualified in both July 2026 and October 2026.

For the strategic interpretation of this benchmark, read CiteWorks Studio's analysis of How AI Search Is Recommending Fitness Tracker

Research Scope and Qualification

Questions This Section Answers

• How many prompt observations were collected, and how many qualified for the public benchmark?
• Why is the public denominator smaller than the raw collection universe?

The public benchmark is narrower than the raw collection universe by design.

Brand-level percentages use the qualified observations as the public denominator, not the raw collection. Link AI Visibility Market Discovery Methodology.

Current Brand Standings

Questions This Section Answers

• Which fitness tracker brands have the highest presence and valid recommendation coverage?
• How do top-three and rank-one rates differ among the leading brands?

How to Read the Standings

• Presence rate: share of qualified observations where the brand is mentioned at all.
• Valid recommendation coverage: share of qualified observations where the brand receives a valid recommendation.
• Top-three rate: share of qualified observations where the brand appears in a top-three recommendation.
• Rank-one rate: share of qualified observations where the brand is the first recommendation.
• Net sentiment: positive mentions minus negative mentions divided by total mentions.

For formulas and denominator rules, see AI Visibility Market Discovery Metric Definitions.

Recommendation Coverage Movement

Questions This Section Answers

• Which fitness tracker brand saw the largest movement since the July 2026 baseline?
• Where did coverage decline for established brands like Oura, Fitbit, and Garmin?
• Is Polar Electro Oy's decline a real trend or still normal variation?

Largest Increase: Amazfit (owned by Zepp Health)

Amazfit (owned by Zepp Health) rose to 66.4% valid recommendation coverage in October 2026 from 0.6% in July 2026, an increase of 65.8 points. The move accelerated sharply month over month: the brand jumped to 46.8% in August 2026, receded to 17.2% in September 2026, then climbed to 66.4% in October 2026, a prior-to-current rise of 49.2 points. This rise accompanies a presence rate of 84.4% in October 2026, up from 1.9% in July 2026, and a top-three rate of 22.4% in October 2026, up from 0.2% in July 2026. The brand now holds the second-highest valid recommendation coverage in the category, 2.9 points behind Samsung.

Largest Decline: Oura Health Oy

Oura Health Oy declined to 3.7% valid recommendation coverage in October 2026 from 8.4% in July 2026, a drop of 4.7 points. Coverage moved down in each of the three months since July 2026. Presence rate declined to 7.1% in October 2026 from 11.2% in July 2026, and net sentiment dropped to 0.32 in October 2026 from 0.72 in July 2026.

Decliner: Apple TV+

Apple TV+ declined to 1.1% valid recommendation coverage in October 2026 from 3.4% in July 2026, a drop of 2.3 points. The brand neared absent in September 2026 at 0.0% coverage before returning to 1.1% in October 2026, a prior-to-current rise of 1.1 points. Presence rate stood at 1.6% in October 2026.

Watch Item: Polar Electro Oy

Polar Electro Oy declined to 1.6% valid recommendation coverage in October 2026 from 3.0% in July 2026, a drop of 1.4 points. Coverage moved down in each of the three months since July 2026, though the cumulative change remains within normal month-to-month variation. This is not yet a trend.

Category Leader: Samsung

Samsung holds the top position in valid recommendation coverage at 69.3% in October 2026, down from 70.3% in July 2026. Its presence rate is effectively stable at 97.9% in October 2026 versus 97.2% in July 2026, and its top-three rate rose to 54.0% in October 2026 from 43.4% in July 2026, an increase of 10.6 points. Samsung has been the category leader across all four months in the series.

Recommendation Placement Snapshot

Questions This Section Answers

• Which leading fitness tracker brands appear most often in top-three recommendations?
• Do high coverage and high rank-one rates always move together?

Coverage alone does not show how prominently a brand is recommended. Among the leading brands, placement rates reveal distinct patterns. Samsung is recommended in a top-three position in 54.0% of qualified observations in October 2026, up from 43.4% in July 2026, while its rank-one rate moved to 11.7% from 11.6%. Garmin Ltd. appears in a top-three position in 41.9% of observations in October 2026, up from 37.2% in July 2026, with a rank-one rate of 12.1% from 13.8%. Fitbit shows a top-three rate of 26.5% in October 2026, up from 22.8% in July 2026, with rank-one rate at 6.4%. Amazfit (owned by Zepp Health) recorded a top-three rate of 22.4% in October 2026, up from 0.2% in July 2026, with a rank-one rate of 7.3%.

Close coverage can still hide different first-position rates; Samsung's higher top-three rate than Garmin Ltd. in October 2026 pairs with a marginally lower rank-one rate.

Buyer-Intent Distribution

Questions This Section Answers

• What buyer-intent classes are represented in the qualified observations?
• Are pricing or multi-brand comparison questions currently measured in the fitness tracker benchmark?

All qualified observations in both July and October 2026 fell into the Brand Recommendation class of buyer intent.

The current public series measures Brand Recommendation discovery and does not yet contain qualified observations in the Pricing & Value or Multi-Brand Comparison classes.

Historical Measurement Record

Evidence and Source Layer

Questions This Section Answers

• What data does each prompt-level observation retain?
• Does a cited source prove it caused an AI recommendation?

The benchmark is built from prompt-level observations that retain the query, AI/search surface, answer, brand outcome, recommendation placement, sentiment, and, where exposed, citations or attributable evidence sources. Source presence is evidence about the information environment. It is not automatically proof that the source caused the recommendation.

Scope Boundaries

This public benchmark does not measure:

• Market share or sales attribution
• Every possible AI response, only a qualified sample
• Organic search ranking
• Social mention volume
• Private or sponsored channels
• Causality from a metric movement alone

Top 10 Cited Domains

Questions This Section Answers

• Which domains do AI platforms cite most often in the fitness tracker category?
• How concentrated are citations across the top domains?
• Do any tracked fitness tracker brands' own domains appear in the top cited list?

Across all AI platform responses in October 2026, the benchmark observed 6,103 citations across 1,214 unique domains.

Citations are moderately concentrated at the top: the ten most-cited domains account for roughly 35% of all citations, while the remaining 1,204 unique domains share the rest. No tracked brand's own domain appears in the top 10. The list is dominated by consumer technology review and recommendation sites, with wareable.com, techradar.com, tomsguide.com, cnet.com, pcmag.com, and techadvisor.com reflecting the prominent role of specialist reviews in shaping AI recommendations in this vertical; video, general web, and community platforms (youtube.com, google.com, reddit.com) also feature heavily.

About This Benchmark

The LLM Authority Index AI Visibility Market Discovery Index measures how AI and search surfaces recommend brands within a category, based on audited monthly observations across six canonical AI surface families. Research links:

• AI Visibility Market Discovery Methodology
• AI Visibility Market Discovery Metric Definitions
• AI Visibility Market Discovery Research Standards
• Modeled AI Visibility Authority Value

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