Has Amazfit discounted any of its 2026 watches?

Not as of June 2026. All seven products launched this year are holding at MSRP. Periodic coupon codes exist but are shallow and short-lived.

Why are Amazfit's prices rising?

Zepp Health confirmed that average selling prices rose more than 20 per cent year-over-year in Q1 2026, driven by a deliberate shift toward premium materials, including titanium and sapphire glass, across the range.

Is Amazfit a good value compared to Garmin at the same price?

On materials, yes. On features, software depth, and ecosystem maturity, no.

What is Porter's 'stuck in the middle' theory?

Michael Porter argued in Competitive Strategy (1980) that firms which fail to commit to either cost leadership or differentiation end up in an indefensible middle ground. He called this being stuck in the middle and described it as almost guaranteeing low profitability.