Amazon

Amazon Pharmacy RxPass Subscription - Case Study

I led the design of Amazon Pharmacy's RxPass subscription service. making it simple for customers to understand the benefits of the program, enroll, and save on medication expenses.

I presented concepts to Amazon Pharmacy's Senior VP and my work was included in a series of reviews with Andy Jassy (Amazon's CEO).

Context

RxPass is a subscription service that provides patients with affordable access to medication that treat 80 common health conditions, such as high blood pressure, anxiety, and acid reflux.

RxPass gained national media attention and was recorded as our most successful feature release for customers and the business in the first 3 years of Amazon Pharmacy's launch.

Problem

Pricing for medication is constantly changing, customers face heavy logistical and financial burdens coordinating their care, and ordering medication can be an inconvenience.

Solution

RxPass customers pay $5 for all of their eligible medication. The cost is fixed at a low price and when opting into auto-refills, customers enable a convenient automated experience to receive their medication.

Results

RxPass led to unprecedented growth, more than doubling our growth and retentions goals. Most importantly, customers shared their experience subscribing was easy and the service helps them better manage their healthcare needs.

“With the launch of RxPass and Rx Coupons, we're seeing unprecedented growth.”

- Andy Jassy (CEO)

“Customers are already saving hundreds of dollars with our RxPass Prime benefit.”

- John Love (VP)