Amazon has a new fitness tracker and wants to get personal

Amazon, company that me shopping from a La-Z-Boy possible, is going into fitness-tracking business.

company started selling a wrist band Thursday that tracks workouts, sleep and body fat. It can also listen to your voice all day and tell you when you sounded happy or s.

Amazon might alrey kw what books you like and how often you need toilet paper, but fitness tracker is sure to give company a wealth of new information about its customers.

Jon Reily, global chief strategy officer at Dentsu Commerce and a former Amazon executive, says that microphones in tracker could help it listen to how people talk, which could make its voice assistant Alexa smarter by detecting moods and providing better responses.

And by kwing your body , Amazon may be able to sell you better fitting clothing, making it less likely that you'll return m, Reily said.

Amazon is asking users to get personal, scanning ir body with ir smartphone cameras while wearing boxers or a sports bra with bike shorts.

Data has been a concern with or fitness trackers, including FitBit, which tech giant Google is in process of buying. Regulators in Europe are investigating how deal could give Google more data to use for personalized s, furring its dominate position in online market.

Amazon said health data is encrypted so ors can't see, and users can turn off microphone if y wish.

fitness tracker, called Amazon Halo, costs $100 and has screen. re's also a monthly $4 charge to use all of its features. Those who don't pay up can still track steps, sleep times and heart rates.

Seattle-based Amazon has been trying to score a hit in competitive wearable tech business, which is dominated in U.S. by FitBit and Apple Watch. Last year, Amazon started selling wireless earbuds, finger rings and prescription eyeglasses with Alexa built in, but ne have proven to be hits so far.