Smartwatches have evolved from simple notification devices to powerful health companions, fitness trackers, and lifestyle tools that rival traditional timepieces. In 2026, the smartwatch market offers unprecedented choice, with over 40+ models released just last year from major brands. Whether you’re an iPhone devotee, Android enthusiast, or fitness fanatic, finding the perfect wearable for your wrist has never been more important—or more complex.
This comprehensive guide breaks down the 11 best smartwatches currently available, drawing from extensive expert testing and real-world usage. We’ll explore everything from battery life to health tracking capabilities, helping you make an informed decision that aligns with your lifestyle and budget.
Why 2026 Is the Best Year Yet to Buy a Smartwatch
The smartwatch industry has matured significantly, bringing innovations that address long-standing pain points. Modern devices now feature improved battery life, brighter displays with LTPO technology for always-on functionality, and advanced health sensors including sleep apnea detection and AI-enhanced wellness insights.
The pace of innovation shows no signs of slowing, with major launches from Apple, Samsung, Google, Garmin, and Huawei throughout the year. More importantly, the competitive landscape means better value for consumers, with premium features trickling down to mid-range models faster than ever before.
The 10 Best Smartwatches of 2026: Our Expert Picks
After testing dozens of wearables through rigorous real-world scenarios—from marathon runs to sleep tracking to daily notifications—here are our top recommendations:
1. Google Pixel Watch 4 – Best Overall Smartwatch
Price: From $349.99
The Pixel Watch 4 represents Google’s most refined wearable effort to date, earning our top spot through a combination of design excellence, software polish, and practical innovation.
What Makes It Special:
- Repairable Design: Unlike virtually every other smartwatch, you can replace the display or battery at home, making it genuinely sustainable
- Actua 360 Display: A unique domed screen with 2,000-nit brightness provides exceptional outdoor visibility
- Quick Charge Dock: Charges to 80% in approximately 30 minutes—a game-changer for those who forget overnight charging
- Dual-Band GPS: Ensures accurate outdoor workout tracking
- Emergency Satellite Communications: Provides peace of mind when venturing off-grid
Considerations: Advanced features like Readiness scores require Fitbit Premium (though you get 6 months free). Performance can occasionally lag when loading certain apps, and Gemini AI, while impressive, requires some trial and error to master.
Battery Life: Up to 30 hours (varies with usage)
Best For: Android users seeking the most well-rounded smartwatch experience, especially Pixel phone owners.
2. Samsung Galaxy Watch 8 – Best for Samsung Users
Price: From $349.99
The Galaxy Watch 8 refines Samsung’s winning formula with subtle but meaningful improvements, making it the premier choice for Samsung smartphone owners.
Standout Features:
- One UI Watch 6: Samsung’s polished overlay on Wear OS provides an intuitive, tile-based system
- Google Gemini Integration: Full AI assistant capabilities right out of the box
- Comprehensive Health Tracking: Advanced sleep analysis, detailed fitness metrics, and actionable health insights
- Bright Display: Excellent outdoor visibility with responsive touchscreen
- Two Size Options: 40mm and 44mm cases accommodate different wrist sizes
Trade-offs: Battery life remains day-long (requiring nightly charging), and you’ll need three separate apps for full functionality (Samsung Health, Galaxy Wearable, and Samsung Health Monitor). The price has increased slightly over previous generations.
Battery Life: Approximately 26 hours
Best For: Samsung Galaxy phone users who want seamless ecosystem integration and advanced health tracking.
Alternative: The Galaxy Watch 8 Classic ($499.99) adds a rotating bezel and stainless steel construction for those preferring traditional watch aesthetics.
3. OnePlus Watch 3 – Best Battery Life
Price: $349.99
The OnePlus Watch 3 solves Wear OS’s biggest weakness: battery anxiety. This device delivers flagship features while lasting over a week on a single charge.
Key Highlights:
- Extended Battery Life: Up to 14+ days with typical use (varies by settings)
- Larger Display: Bigger screen than previous models without increasing case size
- Wear OS 5: The latest Google wearable platform with rich app integration
- Dual-Chipset Architecture: Balances performance and power efficiency
- Advanced Health Sensors: ECG, temperature tracking, and vascular health monitoring (regional availability varies)
Limitations: While functional, the design doesn’t quite match the aesthetic appeal of the Pixel Watch or Galaxy Watch. Some advanced features require regulatory clearance in certain regions.
Battery Life: 12-14 days (varies with feature usage)
Best For: Anyone prioritizing battery life above all else while maintaining Wear OS flexibility.
4. Apple Watch Series 11 – Best for iPhone Users
Price: From $399
Apple’s latest mainstream smartwatch brings incremental but important improvements, particularly in battery endurance and durability.
Notable Upgrades:
- Enhanced Battery Life: Finally achieves 24 hours of rated use, with up to 36 hours in low-power mode
- Ion-X Glass: More durable and scratch-resistant display
- Optional 5G Connectivity: Faster downloads and communication when away from your iPhone
- Expanded Health Features: Including improved sleep tracking and new health insights
- watchOS Excellence: The most comprehensive third-party app ecosystem of any smartwatch
Drawbacks: The sleep score feature still lacks the actionable advice found in competitors, and Workout Buddy requires your iPhone nearby to function properly.
Battery Life: Up to 24 hours (36 hours in low-power mode)
Best For: iPhone users seeking the quintessential Apple Watch experience without Ultra pricing.
5. OnePlus Watch 2R – Best Value for Money
Price: $229
The OnePlus Watch 2R proves that exceptional smartwatch experiences don’t require premium pricing. Despite its affordable price point, it delivers flagship-level performance and features.
Value Proposition:
- Identical Internals to OnePlus Watch 2: Same powerful chipset and software experience
- Excellent Battery Life: Multi-day endurance that outperforms watches costing twice as much
- Solid Fitness Tracking: Comprehensive activity monitoring and health insights
- Lightweight Design: Comfortable for all-day wear, though less premium materials than the standard Watch 2
Compromises: Only available in one size (may be too large for smaller wrists), and materials are downgraded from the flagship model. Lacks cellular connectivity.
Battery Life: 5-7 days (varies with usage)
Best For: Budget-conscious buyers wanting Wear OS functionality without sacrificing essential features.
6. Apple Watch SE 3 – Best Budget Apple Watch
Price: From $249
The Apple Watch SE 3 represents outstanding value in Apple’s lineup, offering core functionality at a significantly reduced price point.
What You Get:
- Series 11 Chipset: Same processor as the flagship model ensures smooth performance
- Always-On Display: New to the SE line, addressing a major previous limitation
- Comprehensive Fitness Tracking: Activity rings, workout detection, and health monitoring
- watchOS Integration: Full access to Apple’s ecosystem and third-party apps
- Safety Features: Fall detection, emergency SOS, and crash detection
What You Don’t Get: ECG and blood oxygen monitoring capabilities (note: even Series 11 and Ultra 3 lack blood oxygen in certain regions due to patent disputes).
Battery Life: Up to 18 hours
Best For: iPhone users seeking Apple Watch functionality without the premium price tag.
7. Garmin Venu X1 – Best for Serious Athletes
Price: $799.99 (currently discounted to $599.99)
Garmin’s response to the Apple Watch Ultra, the Venu X1 combines athletic-grade tracking with modern smartwatch design.
Athletic Excellence:
- Outstanding Heart Rate Accuracy: Matches dedicated chest-worn HRM straps in testing
- Large, Bright Display: Two-inch screen with exceptional outdoor visibility
- Ultra-Slim Profile: Just 7.9mm thick despite the square Apple Watch-inspired design
- Extended Battery Life: Up to 8 days, tripling the endurance of competing “Ultra” watches
- Comprehensive Sports Tracking: Advanced metrics for running, cycling, swimming, and more
Considerations: Lacks dual-band GPS (single-band still performed well in testing). The raise-to-wake feature can be slow to respond. Smartwatch features are limited compared to Wear OS or watchOS devices.
Battery Life: 8 days
Best For: Fitness enthusiasts and athletes who want running watch precision with smartwatch convenience.
8. Huawei Watch 5 – Best Health Monitoring
Price: Varies by region
Huawei’s health-focused smartwatch introduces innovative sensor technology that provides unprecedented wellness insights.
Health Innovation:
- X-Tap Sensor: Combines pressure, ECG, and PPG sensors for comprehensive monitoring
- One-Tap Health Glance: Instantly measures 9 health indicators with a single button press
- Dual Size Options: Available in 41mm and 45mm cases
- Titanium Construction: Durable and premium materials
- eSIM Support: Cellular connectivity for standalone use
Limitations: The sheer volume of health data can feel overwhelming. Smartwatch functionality (payments, music controls, app support) lags behind Wear OS and watchOS competitors. The side-mounted sensor placement isn’t ideal for all measurements.
Battery Life: 5-7 days (varies with feature usage)
Best For: Health-conscious users obsessed with tracking wellness metrics and willing to accept limited smartwatch functionality.
9. Xiaomi Watch 2 Pro – Best Budget Wear OS
Price: Approximately $300 (varies by region)
Xiaomi’s premium smartwatch brings Wear OS to a more accessible price point without major compromises.
Compelling Features:
- Snapdragon W5+ Gen 1: Flagship processor ensures smooth performance
- Attractive Design: Stainless steel bezel and premium aesthetic
- 1.43-inch AMOLED Display: Bright, sharp, and responsive
- Comprehensive Health Tracking: Including sleep monitoring and extensive fitness features
- 4G Option Available: Stay connected without your phone
- Built-in GPS: Accurate outdoor activity tracking
Shortcomings: Battery life is disappointing at just one day. The companion app feels cluttered. The design is bulky and heavy for some users. Automatic workout tracking is notably absent.
Battery Life: Approximately 24 hours
Best For: Wear OS enthusiasts seeking an affordable, feature-rich smartwatch with premium design.
10. Apple Watch Ultra 3 – Best for Extreme Conditions
Price: From $799
Apple’s flagship outdoor watch remains the ultimate choice for adventurers and extreme sports enthusiasts, though improvements over the Ultra 2 are incremental.
Extreme Capabilities:
- 49mm Titanium Case: The largest, most durable Apple Watch ever
- Brightest Display: Up to 3,000 nits for exceptional outdoor visibility
- 100m Water Resistance: Suitable for recreational diving
- Dual-Frequency GPS: Precise location tracking in challenging environments
- Action Button: Physical control for quick access to workouts and features
- Extended Battery Life: Up to 42 hours, doubling standard Apple Watch endurance
Considerations: Significantly more expensive than the Series 11. Only works with iPhone. Some topographical maps are exclusive to US users. Data depth doesn’t quite match dedicated outdoor watches from Garmin.
Battery Life: Up to 42 hours
Best For: iPhone users who need extreme durability and extended battery for outdoor adventures.
Comparison Table: Top 5 Smartwatches at a Glance
| Smartwatch | Price | Battery Life | Best For | Key Feature | Compatibility |
|---|---|---|---|---|---|
| Google Pixel Watch 4 | $349.99 | 30 hours | Overall best | Repairable design | Android |
| Samsung Galaxy Watch 8 | $349.99 | 26 hours | Samsung users | Gemini AI integration | Android |
| OnePlus Watch 3 | $349.99 | 12-14 days | Battery life | Extended endurance | Android |
| Apple Watch Series 11 | $399 | 24-36 hours | iPhone users | Best app ecosystem | iOS only |
| OnePlus Watch 2R | $229 | 5-7 days | Value | Flagship features, budget price | Android |
Understanding Smartwatch Operating Systems
Your choice of smartphone largely determines which smartwatch ecosystem will serve you best. Here’s what you need to know:
Wear OS (Google)
Best For: Android users, especially those with Google or Samsung phones
Advantages:
- Extensive third-party app support via Google Play Store
- Integration with Google services (Maps, Wallet, Assistant/Gemini)
- Choice across multiple manufacturers and price points
- Improving battery life with newer chipsets
Disadvantages:
- Battery life generally lags behind proprietary systems
- Update availability varies by manufacturer
- Some features exclusive to specific phone brands
Top Devices: Google Pixel Watch 4, Samsung Galaxy Watch 8, OnePlus Watch 3
watchOS (Apple)
Best For: iPhone users exclusively
Advantages:
- Seamless integration with Apple ecosystem
- Best third-party app selection of any platform
- Consistent updates across all models
- Superior privacy and security features
Disadvantages:
- Only works with iPhone
- Generally requires daily charging
- Higher average price point
Top Devices: Apple Watch Series 11, Apple Watch SE 3, Apple Watch Ultra 3
Proprietary Systems (Garmin, Huawei, Fitbit)
Best For: Fitness enthusiasts, those prioritizing battery life
Advantages:
- Exceptional battery life (often 1-2 weeks)
- Specialized fitness and health tracking
- Works with both iOS and Android
Disadvantages:
- Limited third-party app ecosystems
- Fewer smartwatch features compared to Wear OS/watchOS
- Varying levels of smartphone integration
Top Devices: Garmin Venu X1, Huawei Watch 5
Essential Features to Consider Before Buying
Battery Life: Daily Charging vs. Weekly Freedom
Battery endurance remains the most divisive factor in smartwatch selection. Modern devices fall into three categories:
1. Daily Chargers (18-48 hours):
- Apple Watch Series 11, SE 3
- Samsung Galaxy Watch 8
- Google Pixel Watch 4
- Xiaomi Watch 2 Pro
These devices require nightly charging but offer the richest smartwatch features and app ecosystems.
2. Weekend Warriors (3-7 days):
- OnePlus Watch 2R
- Huawei Watch 5
- Some Garmin models
Balanced approach offering good smartwatch features with reduced charging frequency.
3. Long-Distance Runners (7+ days):
- OnePlus Watch 3 (12-14 days)
- Garmin Venu X1 (8 days)
- Garmin Forerunner series (varies)
Prioritize endurance over extensive app ecosystems, ideal for travelers and outdoor enthusiasts.
Fast Charging Technology: The Google Pixel Watch 4’s Quick Charge Dock achieves 80% charge in approximately 30 minutes, making daily charging less burdensome.
Health and Fitness Tracking
Modern smartwatches have evolved into comprehensive health monitors. Here’s what to expect:
Standard Features (Most Devices):
- Heart rate monitoring (24/7)
- Step counting and activity tracking
- Sleep quality analysis
- Workout detection and tracking
- Calorie burn estimation
Advanced Health Sensors:
- ECG (Electrocardiogram): Detects irregular heart rhythms (available on Apple Watch Series 11, Samsung Galaxy Watch 8, OnePlus Watch 3, Huawei Watch 5)
- Blood Oxygen (SpO2): Measures oxygen saturation (availability varies; Apple devices currently lack this due to patent disputes in some regions)
- Temperature Sensing: Tracks body temperature changes (OnePlus Watch 3, Apple Watch Series 11)
- Stress Monitoring: Uses heart rate variability to assess stress levels
- Sleep Apnea Detection: New in 2026 on select models
Accuracy Considerations: In testing, the Garmin Venu X1 and Google Pixel Watch 4 demonstrated heart rate accuracy closely matching dedicated chest-worn HRM straps. However, wrist-based sensors can be less reliable during high-intensity interval training or activities with significant arm movement.
Display Quality and Design
Screen Technology:
- AMOLED/OLED: Vibrant colors, deep blacks, excellent contrast (most models)
- LTPO: Low-temperature polycrystalline oxide allows variable refresh rates, enabling always-on displays while preserving battery
- Brightness: Look for 2,000+ nits for optimal outdoor visibility (Google Pixel Watch 4: 2,000 nits, Apple Watch Ultra 3: 3,000 nits)
Screen Protection:
- Sapphire Crystal: Highly scratch-resistant (Garmin Venu X1, Apple Watch Ultra 3)
- Gorilla Glass: Good protection with better touch sensitivity (many Wear OS devices)
- Ion-X Glass: Apple’s proprietary strengthened glass (Apple Watch Series 11)
Design Philosophy:
- Circular Displays: Traditional watch aesthetic (Samsung Galaxy Watch 8, Huawei Watch 5, OnePlus Watch 3)
- Square Displays: Maximize screen real estate, better for reading notifications (Apple Watch series, Google Pixel Watch uses circular)
- Hybrid Designs: Combine analog watch faces with smart features (Withings ScanWatch Nova)
Connectivity and Smart Features
Essential Connectivity:
- Bluetooth: Standard on all models for phone pairing
- Wi-Fi: Enables app downloads and updates without phone proximity
- GPS: Built-in satellite positioning for accurate outdoor tracking
- NFC: Contactless payments via Apple Pay, Google Pay, Samsung Pay
Optional Upgrades:
- Cellular/LTE: Make calls, send texts, stream music without your phone ($50-100 premium, plus carrier fees)
- 5G: Faster data speeds when separated from phone (Apple Watch Series 11)
Smart Assistant Support:
- Siri: Apple Watch exclusive
- Google Assistant/Gemini: Wear OS devices
- Bixby: Samsung watches (Google Assistant/Gemini also available)
- Alexa: Select models like Xiaomi Watch 2 Pro
Emergency Features:
- Fall detection and crash detection (Apple Watch, Samsung Galaxy Watch)
- Emergency satellite communications (Google Pixel Watch 4, Apple Watch Ultra 3)
- Emergency SOS
Price Ranges and Value Considerations
Budget Options (Under $250)
- Best Pick: OnePlus Watch 2R ($229)
- Apple Option: Apple Watch SE 3 ($249)
These devices deliver core smartwatch functionality with some compromises on premium materials or advanced sensors.
Mid-Range ($250-$400)
- Best Overall: Google Pixel Watch 4 ($349.99)
- Best for Samsung: Galaxy Watch 8 ($349.99)
- Best Battery: OnePlus Watch 3 ($349.99)
- Best for iPhone: Apple Watch Series 11 ($399)
The sweet spot for most buyers, offering flagship features at reasonable prices.
Premium ($400+)
- Best for Athletes: Garmin Venu X1 ($799.99, often discounted to $599.99)
- Best for Extreme: Apple Watch Ultra 3 ($799)
- Best Alternative: Samsung Galaxy Watch 8 Classic ($499.99)
Justify the premium through specialized features, superior materials, or extended battery life.
When to Buy: Timing Your Purchase
Best Times for Deals:
- January Sales: Post-holiday discounts and New Year fitness promotions
- Amazon Prime Day: July brings significant wearable discounts
- Prime Big Deal Days: October sees additional savings
- Black Friday/Cyber Monday: November offers the year’s deepest discounts (even on recent releases)
New Release Timing:
- Apple: Typically September announcements for Watch Series and SE models, occasional spring updates
- Samsung: Usually August Galaxy Unpacked events
- Google: October Made by Google launches (though Pixel Watch 4 released earlier in 2026)
- Garmin: Various times throughout the year, with major outdoor watches often in spring
Strategy: Previous-generation models like the Galaxy Watch 7, Pixel Watch 3, and Apple Watch Series 10 remain available at significant discounts while still offering excellent performance and years of software support.
Compatibility Considerations
iPhone Users
Optimal Choices:
- Apple Watch Series 11
- Apple Watch SE 3
- Apple Watch Ultra 3
Alternatives That Work:
- Garmin Venu X1 (limited smart features)
- Huawei Watch 5 (basic functionality)
- Fitbit devices (decent integration)
Important: Wear OS watches offer minimal functionality with iPhones, lacking access to third-party apps and many smart features.
Android Users
Google/Pixel Phone Owners:
- Best: Google Pixel Watch 4 (deepest integration)
- Alternative: Samsung Galaxy Watch 8 (excellent, but some Samsung-specific features)
Samsung Phone Owners:
- Best: Samsung Galaxy Watch 8 (exclusive features with Samsung phones)
- Alternative: Google Pixel Watch 4 (works perfectly, but misses Samsung-specific health features)
Other Android Phones:
- OnePlus Watch 3
- OnePlus Watch 2R
- Xiaomi Watch 2 Pro
- Garmin Venu X1
- Huawei Watch 5
Making Your Final Decision: 5 Key Questions
1. What’s your smartphone? iPhone users should strongly consider Apple Watch unless fitness tracking is paramount. Android users have broader choice but should prioritize ecosystem match (Samsung watch with Samsung phone, Pixel Watch with Pixel phone).
3. How important is battery life? If nightly charging is unacceptable, avoid Apple Watch and most Wear OS devices (except OnePlus models). Consider Garmin or the OnePlus Watch 3 instead.
5. What’s your primary use case?
- Notifications and apps: Apple Watch Series 11 or Samsung Galaxy Watch 8
- Fitness tracking: Garmin Venu X1 or Google Pixel Watch 4
- Health monitoring: Huawei Watch 5 or Apple Watch Series 11
- Value: OnePlus Watch 2R
- Outdoor adventures: Apple Watch Ultra 3 or Garmin Venu X1
7. What’s your budget? Under $250: OnePlus Watch 2R or Apple Watch SE 3 $250-$400: Google Pixel Watch 4, Samsung Galaxy Watch 8, OnePlus Watch 3, or Apple Watch Series 11 $400+: Garmin Venu X1, Apple Watch Ultra 3, or Samsung Galaxy Watch 8 Classic
9. How long do you plan to keep it? Consider software support longevity:
- Apple Watch: Approximately 5 years of updates
- Samsung Galaxy Watch: 4 years of Wear OS upgrades, 5 years of security patches
- Google Pixel Watch: At least 3 years of updates
- Garmin: Varies, but hardware typically outlasts software support needs
The Verdict: Which Smartwatch Should You Buy?
After extensive testing and evaluation, here are our top recommendations by category:
Best Overall: Google Pixel Watch 4 – The most refined Wear OS experience with innovative features like repairability and fast charging sets a new standard.
Best for iPhone: Apple Watch Series 11 – Improved battery life and durability make this the easy choice for most iPhone users.
Best Value: OnePlus Watch 2R – Flagship features at a mid-range price prove exceptional value is possible without major compromises.
Best Battery Life: OnePlus Watch 3 – Two weeks of endurance while maintaining Wear OS flexibility solves smartwatch’s biggest pain point.
Best for Athletes: Garmin Venu X1 – Pro-grade fitness tracking in a modern smartwatch package justifies the premium price.
Best Budget Apple Watch: Apple Watch SE 3 – Core Apple Watch functionality at half the price of the Series 11.
Best for Samsung Users: Samsung Galaxy Watch 8 – Deep ecosystem integration and polished software make this the premier choice for Galaxy phone owners.
Best Health Tracking: Huawei Watch 5 – Innovative X-Tap sensor provides unmatched wellness insights for health-conscious users.
The smartwatch landscape in 2026 offers something for everyone, from budget-conscious buyers to extreme athletes to tech enthusiasts. By considering your smartphone ecosystem, prioritizing your must-have features, and understanding the trade-offs between battery life and functionality, you’ll find the perfect wearable companion for your wrist.
Frequently Asked Questions
Q: Can I use an Apple Watch with an Android phone? A: No. Apple Watch requires an iPhone for setup and functionality.
Q: Do smartwatches work without a phone? A: Basic functions like time, fitness tracking, and music playback work offline. Cellular models can make calls and send messages independently. However, setup, app installation, and many features require phone connectivity.
Q: How accurate are smartwatch health sensors? A: Modern smartwatches provide reasonably accurate health data for consumer use. Heart rate monitoring has improved significantly, with top models like the Garmin Venu X1 and Google Pixel Watch 4 matching dedicated HRM straps in testing. However, medical-grade accuracy requires clinical devices.
Q: What’s the difference between a smartwatch and a fitness tracker? A: Smartwatches offer comprehensive features including third-party apps, notifications, calls, and payments alongside fitness tracking. Fitness trackers focus primarily on health and activity monitoring with limited smart features.
Q: How long do smartwatches typically last? A: With proper care, hardware typically lasts 3-5 years. Software support determines practical longevity: Apple Watch (5 years), Samsung (4-5 years), Google (3+ years). Battery degradation becomes noticeable after 2-3 years of daily charging.
Q: Are smartwatches waterproof? A: Most modern smartwatches are water-resistant (not waterproof). Common ratings include 5 ATM/50 meters (suitable for swimming), with premium models like the Apple Watch Ultra 3 rated to 100 meters. Always check specific ratings before water activities.
Q: Do I need cellular connectivity? A: Cellular adds $50-100 to the purchase price plus monthly carrier fees ($10-15). It’s valuable if you regularly exercise or run errands without your phone. Otherwise, standard Bluetooth/Wi-Fi models suffice for most users.
Final Thoughts
The smartwatch you choose should enhance your daily life, not complicate it. Whether you prioritize seamless smartphone integration, extensive battery life, comprehensive health tracking, or simply want a stylish timepiece with smart capabilities, the options in 2026 deliver unprecedented value and functionality.
Start by identifying your non-negotiables, then explore the models that meet your criteria. Remember that even “budget” smartwatches today offer features that were flagship-exclusive just 3 years ago. The future of wearable technology is already on your wrist—you just need to pick the right one.
This guide was last updated in January 2026 and reflects the current smartwatch market. Prices and availability may vary by region and retailer.