Fitbit just launched a new version of its Versa smartwatch, and it could give the Apple Watch some serious competition

Fitbit

The Fitbit Versa 2.

• Fitbit just announced the Versa 2, a new version of its popular smartwatch that brings new features like Amazon Alexa support, an improved screen, and longer battery life.
• The watch launches on September 9 and will cost $200.
• The new features could make Fitbit a more formidable rival to its biggest competitors in the smartwatch industry, particularly Apple.
• Visit Business Insider's homepage for more stories.

Fitbit just announced a new version of its popular smartwatch: the Versa 2. The upgraded model brings improvements like built-in access to Amazon's Alexa voice assistant, an improved screen, new sleep tracking features, and longer battery life. It starts at $199.95 and launches on September 15.

Such changes can help make Fitbit's Versa 2 a more formidable rival to competitors like Samsung and Apple, which currently lead the smartwatch industry with 15.9% and 46.4% global market share respectively in Q2, according to Strategy Analytics.

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Read more: Everything we know about the next Apple Watch, which could launch as soon as next month

That's because the new Versa brings critical features that Fitbit previously lacked compared to competitors like Apple. Here are some of the key upgrades you get with a Versa 2:

• Voice compatibility with Amazon Alexa support
• A sharper AMOLED screen
• Mobile payments by default
• Spotify Premium access
• A paid subscription service called Fitbit Premium, which includes deeper health insights and guided workouts. It will be priced at $9.99 per month when it launches in September.
• A personal coaching feature is also coming to the service in 2020

In addition to the standard version of the Versa 2, a special edition version will be available too, and it will come with a free three-month trial for Fitbit Premium and a high-end woven band.

Scroll on for a closer look at what to expect from the new Versa.

Get the latest Fitbit stock price here.