The add-on, called RxPass, will allow Prime members to get as many drugs as they need from a list of 50 generic medications used to treat common conditions.
Amazon also offers a Prime prescription savings benefit, which offers a discount of up to 80% on generic medications and up to 40% on brand-name prescriptions.
The e-retailer faces competition in pharmacy from the likes of CVS, Walgreens and Walmart. Amazon hasn't said how its online pharmacy offering has fared since launch. An August report from Morgan Stanley found Amazon Pharmacy didn't rank as a top perk for Prime members, based on a survey of users, according to Business Insider.
"This is still day one for us where we're at our beginning stages here, but we recognize that change is needed," Gupta said in an interview. "That's what patients across the country are telling us, and that's what Amazon is responding to."
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