Belkin’s first trackers come ready to attach to your gear.

Belkin, known for selling accessories for Apple’s AirTags, is now launching its own line of item trackers that work with either Apple’s Find My or Google’s Find Hub networks. The four new devices are designed for both Android and iOS users, and the company says they do not require additional cases, key rings, or other hardware to attach to gear. Instead, the trackers come with lanyards or key rings built directly into their designs, a key difference from AirTags and Google’s earlier announced Pixel Tag.

The most affordable option is the Belkin SureFind Spot, priced at $14.99, which comes tethered to a metal key ring. For $24.99, the SureFind Loop Cable Tag offers a secure carry loop that also functions as a short USB-C to USB-C charging cable. Belkin expects both of those models to be available sometime this month.

For people who want to track a wallet without adding bulk, Belkin offers the SureFind Card, a credit card - sized tracker with an IP68 rating. According to Belkin, that rating means the device can survive prolonged submersion in water, though the company notes that Bluetooth does not work under water. Users would have to rely on the tracker’s last known location in that scenario. The SureFind Card is also launching this month at a price of $26.99.

Belkin’s most expensive tracker is the $39.99 SureFind Wallet Stand, which attaches to mobile devices using magnets and folds out to function as a stand. It also blocks RFID signals to protect payment cards from wireless snooping. Unlike the other models, the Wallet Stand will not be available until October.

These trackers arrive as competition in the accessory space heats up, with Apple and Google both pushing their own tracking ecosystems. Belkin’s new products aim to offer a ready-to-use solution out of the box, appealing to consumers who previously had to buy separate holders for their AirTags. The lineup covers several price points and use cases, from simple keychains to wallet-focused designs.

The announcement came amid broader coverage of new tech gadgets, including floor-care robots, projectors, and smart home devices. Belkin’s move into trackers marks a shift for the company, which had built a sideline business around accessories for existing tracking tags. With all four models split across two launch windows, the company is entering the market just ahead of the fall shopping season.

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