This chart shows Amazon’s pharmacy business is struggling to gain traction even among its most active shoppers


  • Morgan Stanley recently asked Amazon Prime users why they subscribed and which services lured them.
  • Most people said they subscribed for free delivery and streaming content.
  • Pharmacy drew less support than other struggling services, like Prime Gaming and Amazon Fresh.

Amazon‘s pharmacy business has barely registered with the retailer’s most loyal shoppers, a recent survey from Morgan Stanley found.

In the survey, which asked Amazon Prime users to pick a reason for having a membership, only 2% of the respondents chose Amazon Pharmacy, the company’s online-prescription service.

Pharmacy received the least number of votes, with most members picking other perks, like free two-day shipping and its video-streaming service, as the main driver for a subscription. It also lags behind other less successful services, like Prime Gaming and Amazon Fresh, which both received single-digit support.

The data suggests Amazon’s pharmacy business has largely failed to gain traction among Prime subscribers, who spend more and buy more frequently on the e-commerce site than nonmembers. Driving Prime adoption is an important measure of success for any Amazon business, as it drives further spending from the shoppers.

Prime is Amazon’s membership program that comes with several perks for a fixed monthly or annual fee. Amazon announced last year that it had over 200 million Prime members worldwide.

An Amazon spokesperson said it’s unfair to compare Prime’s prescription benefit with free delivery and video streaming because the pharmacy service had been available for a shorter period.

“To compare a newer Prime benefit like the Prime prescription savings benefit, to one like Prime Video or two-day delivery, isn’t a true apples to apples comparison. The Prime prescription savings benefit is relatively new, and we are committed over the long term to making healthcare services easier and more affordable,” the spokesperson wrote in an email.

Amazon launched its pharmacy service in 2020, a little over two years after acquiring the online-prescription startup PillPack for about $750 million. The business has gone through several changes over the years and most recently was made one of the four pillars of Amazon’s health initiatives, as Insider previously reported.

It has been doubling down on its healthcare business lately. Just last month, Amazon announced plans to acquire One Medical, a primary-care business, for $3.9 billion. Amazon is also in the bidding for the home-healthcare-services company Signify Health, The Wall Street Journal reported.

Amazon CEO Andy Jassy called the company’s healthcare business a “significant disruptor” in the medical-care field and one of the company’s top innovations during an internal all-hands meeting last year, Insider previously reported.

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Contact the reporter Eugene Kim via the encrypted-messaging apps Signal or Telegram (+1-650-942-3061) or email (ekim@insider.com).



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