While there are certainly better fitness trackers for hardcore athletes, none of them offer the kind of robust third-party support you’ll get with a flagship Apple Watch, nor do they integrate as well with Apple’s larger device ecosystem.

You can also slash up to 54% off the Cricut Hat Press, Echo Buds, TurboTax Deluxe software, and Echo Pop Kids.

If the holiday gift you were yearning for but didn’t get was a new Apple Watch, now’s the time to buy one in Amazon’s new sale.