Google Stops Selling Fitbit Devices in 29 Markets

Google has quietly stopped selling Fitbit products in 29 markets across the world. A support page spotted by Android Authority listed 16 across the EU and APAC regions where Google stopped offering Fitbit fitness trackers and smartwatches, and 9to5Google later found another support page detailing the discontinuation of sales in Mexico and the broader Latin America countries.

If you’re in Europe, Fitbit devices are no longer available for purchase in 11 countries: That’s Croatia, Czech Republic, Estonia, Hungary, Latvia, Lithuania, Luxembourg, Poland, Portugal, Romania, and Slovakia.

For users in the APAC region, Fitbit devices are no longer available in Hong Kong, Korea, Malaysia, Thailand, and the Philippines. In a statement shared with TechCentral this week, a Google spokesperson also said that the company was also no longer selling Fitbit and Nest devices in South Africa.

The Google representative said that this was “to align our hardware portfolio to map closer to Pixel’s regional availability”. Google spent $2.1 billion to acquire Fitbit back in 2019, so it’s a bit strange to see the company restrict availability for these devices four years later.

If you’re in a country where Fitbit devices are no longer available for purchase, Google said that it will still support these devices with software and security markets. Moreover, Google has also stopped auto-renewals of Fitbit Premium memberships in these 29 markets, but users can still resubscribe to the service in the Fitbit app after the end of their billing period.