Amazon, GoodRx target US prescription subscribers as health insurance coverage slips
AMZN•Amazon and GoodRx are promoting flat-fee prescription services as consumers face rising costs and fewer health insurance options. Amazon said RxPass subscribers have nearly tripled since its 2023 launch, while GoodRx subscription revenue rose 39% year over year to $28.5 million in the second quarter.
1. Subscription plans grow
Amazon charges $5 per month for RxPass, which offers select generic drugs to Prime members; GoodRx's Companion costs $14.99 per month and also discounts telehealth, vision, dental and lab services. Amazon said more than 70% of RxPass customers fill at least three medications. GoodRx said its subscription plans grew 14% in the second quarter.
2. Costs drive interest
Analysts said the plans can help people save money, including those with insurance. GoodRx CEO Wendy Barnes described Companion as a complement to insurance, citing consumers facing higher out-of-pocket costs, rising deductibles and narrower lists of covered drugs.
3. Generics and other services
Amazon offers around 50 generic drugs, while GoodRx offers over 250. Analysts said subscriptions can also steer customers toward other company services; Amazon gives Prime subscribers a discount on One Medical primary care. Investors expect RxPass revenue to remain modest compared with Amazon's projected $828 billion in 2026 revenue, according to LSEG data.
