Amazon Shuts Down Secret Project To Develop Fertility Tracker

Amazon has discontinued its secretive "Encore" project to develop an at-home fertility tracker, resulting in layoffs for around 100 employees. The project, part of Amazon's Grand Challenge division, aimed to launch a device and app that would predict fertility through saliva testing but was ultimately terminated to control costs. CNBC reports: The project was born out of the company's 2020 acquisition of Wisconsin-based startup bluDiagnostics, the sources said. BluDiagnostics was founded in 2015 by Weibel, Katie Brenner and Jodi Schroll, all of whom joined Grand Challenge. The startup had developed a thermometer-like device, called FertilityFinder, to help women track their fertility from home by testing their saliva and measuring two key hormones, estradiol and progesterone. The results of the test were viewable through a corresponding app. Business Insider reported on aspects of the fertility device in 2022, when its codename was Project Tiberius.

The team was working to develop its own saliva collection device and mobile app, which could predict when a user might be in the fertile window. Users could also log their period symptoms, sexual activity and other data to assist with tracking their fertility. There are similar offerings on the market from companies including Inne, Oova, Ava and Mira, along with fertility and ovulation tracking apps such as Flo, Clue and Max Levchin's Glow. Amazon initially aimed to release the product this year, but the timing was pushed out after the team encountered technical issues with the device, one of the people said. It was a costly endeavor and required significant upfront investments for lab research and development, in addition to the high salaries for scientists and engineers, the sources said, adding that the team's weekly overhead was roughly $1.5 million. Amazon didn't comment on the figure. Only one project now remains active within Grand Challenge. Its focus is on health tech, the people said. "We regularly review our businesses to ensure we focus on areas where we can make the biggest difference for customers," said Amazon spokesperson Margaret Callahan. "Following a recent review, we've decided to discontinue this project within Grand Challenge, and we're working directly with employees whose roles are impacted to support them through the transition and help them find other opportunities within Amazon."

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