Walmart is testing the lower bounds of branded wearable pricing with what appears to be a steeply discounted Samsung smartwatch at $99, a move that could reshape expectations for mainstream devices under $100. The promotion was highlighted by StartupNews.fyi in an article titled “Walmart is selling a $99 Samsung smartwatch that I actually highly recommend,” which frames the offer as unusually strong value for buyers who want a recognizable brand and modern features without a premium price tag.
If sustained, the pricing underscores the degree to which big-box retailers and major electronics brands are willing to compress margins—and move prior-generation devices—to capture volume in a market that has matured quickly. Premium smartwatches now largely compete on incremental refinements, while price and ecosystem fit have become decisive for most buyers. A $99 Samsung-branded option, even if tied to an older model or a limited-time promotion, pushes that dynamic to an extreme in a category where the most recognizable alternatives typically start several tiers higher.
The appeal is straightforward. For Android users, Samsung’s watches generally combine robust notification handling, fitness tracking, and broad app support within a familiar interface that integrates cleanly with Samsung phones and works well across many other Android devices. Historically, those strengths have come at a midrange or premium price. A $99 entry point lowers the adoption barrier not only for first-time smartwatch buyers, but also for owners of aging fitness bands or older smartwatches looking for a low-cost upgrade from a known brand.
There are practical caveats consumers should weigh—some of which the low price likely implies. Deeply discounted Samsung wearables at mass retailers are often prior-generation models or special configurations. That can translate into shorter remaining software support windows, older health sensors, or performance that reflects hardware from a year or two ago. Shoppers should scrutinize the specific model number, size, connectivity options, and whether the unit is new, refurbished, or part of a bundle. Warranty coverage and return policies matter more at this price point, particularly if inventory is comprised of clearance stock.
Even so, the headline number carries strategic significance. Aggressive promotions on recognizable wearables have become a predictable lever during the fourth quarter, when retailers seek to pull forward demand and brands look to balance channel inventory after newer flagships arrive. A $99 Samsung watch forces comparisons not just with ultra-budget devices from lesser-known manufacturers, but also with entry-level and midrange offerings from Fitbit, Amazfit, and Garmin, and with discounted older models from Google and Samsung itself. It also sets an anchor price in consumers’ minds that could depress willingness to pay for feature-limited trackers and squeeze the midrange where many wearables currently compete.
For Samsung, widespread availability of a sub-$100 watch broadens the funnel into its ecosystem at a time when platform stickiness is as valuable as device margins. Wearables amplify the utility of smartphones, and recurring use of health and fitness features can deepen engagement with first-party services. For Walmart, the promotion aligns with a long-standing strategy of using aggressive consumer electronics deals to drive traffic, both online and in stores, while reinforcing its role as a destination for recognizable brands at discount prices.
The durability of this pricing remains to be seen. Inventory-dependent rollbacks can vanish quickly, and past cycles suggest that the most eye-catching deals are often limited to specific colors, sizes, or regions. Still, the optics of a $99 Samsung smartwatch have ripple effects even if the promotion proves fleeting. Competitors are likely to respond with their own holiday discounts, and consumers inclined to wait may become more price-sensitive, especially on older models.
The broader market context is instructive. The smartwatch category has stabilized after an early phase of rapid innovation, with health and safety features, battery life, and software refinements now defining value. In that environment, a reputable, previous-generation device can deliver most of what typical users want at a fraction of flagship pricing. That appears to be the bet behind the Walmart offer called out by StartupNews.fyi—and it is a bet that could expand the category’s addressable audience heading into the year’s busiest shopping weeks.
For prospective buyers, the guidance is simple: confirm the exact model and condition, check compatibility with your phone, and weigh the expected software support horizon. If those boxes are ticked, a $99 Samsung smartwatch is not just a sharp deal—it is a signal that premium-brand wearables are entering a new, more accessible pricing era.
