When Amazon Pharmacy launched RxPass in early 2023, it made waves across the pharmacy industry. The program, available exclusively to Amazon Prime members, offered a $5/month flat-rate subscription for unlimited access to a list of commonly prescribed generic medications—with delivery included.
At the time, Dr. Vin Gupta, Chief Medical Officer at Amazon Pharmacy, stated that “RxPass is Amazon Pharmacy’s latest effort to help patients save time, save money, and stay healthy.”
But two years later, how has the service evolved—and what do pharmacies need to know in 2025?
Let’s break down Amazon RxPass, including benefits and shortcomings, and how those have changed and evolved since the launch.
Amazon RxPass benefits
There’s no question that RxPass offers appealing benefits for Amazon Prime members, a group that now includes an estimated 180 million Americans. To better understand its impact, let’s take a closer look at what RxPass provides from the patient’s point of view.
✅ RxPass offers a low flat fee – including shipping.
The most notable advantage of RxPass is its flat-rate pricing. For just $5 per month, Amazon Prime members can fill all of their eligible prescriptions included in the program. This model could offer significant savings for patients, particularly those taking multiple generic medications from the RxPass list. For example, a patient previously paying $15 for three qualifying prescriptions could now pay only $5 total.
✅ RxPass provides convenient delivery.
Another advantage RxPass offers is the convenience of medications delivered directly to patients’ doors, eliminating a trip to the pharmacy.
✅ RxPass simplifies the process by bypassing insurance.
Navigating insurance prescription coverage and understanding copays can be a daunting task for patients. With RxPass they bypass the use of insurance and offer a flat fee for patients.
Amazon RxPass shortcomings
❌ RxPass does not cover government-funded Medicaid or Medicare.
RxPass doesn’t process any medications through insurance, including government-funded ones. Thus, patients with Medicaid or Medicare coverage are not eligible to receive their benefits if they choose to use RxPass.
❌ RxPass is not available nationwide.
As of mid-2025, Amazon RxPass remains unavailable in California, Texas, and Washington. While the service initially launched with broader limitations—including states like Louisiana, Maryland, Minnesota, New Hampshire, and Pennsylvania—many of those restrictions have since been lifted. Patients in those states can now access RxPass, but residents of California, Texas, and Washington are still excluded due to ongoing regulatory and compliance challenges. It’s always a good idea to check Amazon’s official Terms of Use or log in to your Amazon Pharmacy account for the most current availability by ZIP code.
❌ RxPass is limited to Amazon Prime members.
While many Americans already subscribe to Amazon Prime, a significant portion of the population would need to pay an additional $139 annually just to become eligible for RxPass. This added cost may limit participation especially among patients who are cost-conscious or already managing tight healthcare budgets.
❌ RxPass only offers certain generic drugs.
The RxPass formulary has grown to include over 100 generic medications used for chronic conditions like high blood pressure, high cholesterol, diabetes, and mental health. However, it’s still limited to low-cost generics and excludes more complex therapies, branded medications, and controlled substances.
❌ RxPass offers no personal interaction.
One key disadvantage of Amazon Pharmacy and similar online models is the absence of the personalized care that independent pharmacies provide. Patients enrolled in RxPass will experience a highly transactional process where prescriptions are managed electronically and shipped directly, with minimal to no interaction with a pharmacist or pharmacy team. This lack of relationship-based care can leave gaps in medication counseling, adherence support, and overall patient trust.
Impacts of RxPass on pharmacies
⚠️ Fragmentation of care is a concern, but not yet widespread.
Pharmacists have reported occasional issues with incomplete medication histories, particularly among patients who are cost-conscious and filling meds through multiple channels (including RxPass, discount cards, and local fills). However, it hasn’t become a dominant challenge yet.
⚠️ RxPass has increased price pressure on generics.
Some pharmacies, especially those serving uninsured or underinsured populations, have had to explain why their pricing on generics may be higher than Amazon’s flat $5 rate.
⚠️ Pharmacies are being asked more about convenience and delivery.
RxPass may not have caused patients to leave in droves, but it has raised expectations around home delivery and digital refills, prompting many community pharmacies to modernize.
Looking ahead…
If Amazon expands RxPass to cover more medications or partners with employers or insurers, it could significantly increase competitive pressure. This may deepen fragmentation in medication records, increase reconciliation risks, and push pharmacies toward real-time data-sharing or regulatory reforms—all while accelerating the shift toward hybrid care models that balance digital convenience with in-person support.
Ways independent pharmacies can compete
While Amazon RxPass may offer convenient access to certain generic medications at a low monthly cost, independent pharmacies continue to deliver value in ways that online models simply can’t replicate. From personalized care to trusted relationships and hands-on clinical support, these strengths set community pharmacies apart. As online pharmacy options expand, it’s more important than ever to lean into what makes your pharmacy unique while also adopting technologies that enhance convenience and meet evolving patient expectations.
Here are a few strategies to help your pharmacy stay competitive:
💡 Maintain the personal connections.
Personal interactions are independent pharmacies’ greatest advantage over online pharmacies. Take advantage of these opportunities by taking time to counsel and connect with patients. You might even consider expanding your pharmacy services to encourage more face-to-face interactions and build those relationships that will keep your customers coming back.
💡 Offer delivery services.
To stay competitive with online pharmacies, and even other brick-and-mortar pharmacies, having a reliable delivery service is imperative.
💡 Use technology to optimize your patient experience.
In today’s digital landscape, offering online self-service options is no longer a luxury, it’s a necessity. Investing in technology that delivers fast, seamless experiences while still preserving the personal connection your pharmacy is known for can help you meet patient expectations and build long-term loyalty.
With our Patient Relationship Management Platform, you can provide patients with personalized digital experiences including the ability to request refills online or through a mobile app, send secure two-way messages, schedule appointments, and more!
Utilizing an efficient IVR system is another way technology can be implemented to take your patient experience to the next level. Whether patients are calling in for a refill or someone has a question regarding their prescription, ensuring your IVR is equipped with helpful options for your customers will help you create a positive patient experience.
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