Oura will now sell its smart rings on Amazon , its latest retail expansion as the health and wellness wearable space continues to grow. Starting Thursday, Oura will have its full selection of rings and accessories available to U.S. shoppers on Amazon through its own brand store. The move also comes as Oura faces a new challenge from Samsung in the smart ring category, as well as other wearables adding more health benefits. More than one million Oura rings have been sold to date, according to Oura. As for Samsung's potential entry into a ring, Sweeny said Oura is viewing it "as a positive thing."

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Persons: Oura, Doug Sweeny, Sweeny, Fitbit Organizations: Best, Oura, CNBC Disruptor, Samsung, Apple, Garmin, Amazon, Google, Watch Locations: U.S