Amazon Expands Virtual Pediatric Care with New Pay-Per-Visit Service
Amazon One Medical, the primary care provider acquired by Amazon in 2022, has announced a new virtual healthcare service targeting children ages 2 to 11. The service offers pay-per-visit options, with message-based consultations priced at $29 and video visits at $49, providing accessible care without the need for insurance or a One Medical membership.Service Features and Coverage
The pediatric virtual care offering addresses a variety of common conditions including pink eye, lice infestations, and over ten skin-related issues such as eczema, bug bites, contact dermatitis, and fungal rashes. Additionally, the service facilitates renewals for EpiPen prescriptions and asthma medications, making it a convenient option for timely healthcare needs.“This service isn’t meant to replace a family’s relationship with their child’s pediatrician, but rather to serve as a convenient option for those ‘in-between’ moments for parents with time-sensitive concerns who don’t already have on-demand access through a One Medical membership,” said Dr. Natasha Bhuyan, family physician and national medical director for Amazon One Medical.Context Amid Shifts in Retail Health Services
Amazon’s launch of pediatric virtual care follows its 2024 introduction of pay-per-visit virtual healthcare for adults. This expansion comes at a time when traditional retail health providers like Walgreens, CVS, and Walmart are scaling back their in-store health services. The industry is witnessing significant store closures, with Rite Aid shuttering all remaining locations and CVS and Walgreens closing hundreds of stores over recent years. In parallel, Amazon has introduced prescription vending machines at its One Medical clinics, starting in Los Angeles. These kiosks dispense commonly prescribed medications such as antibiotics, inhalers, and blood pressure drugs, signaling a potential disruption to conventional pharmacy models.Strategic Expansion in Healthcare Sector
Amazon’s healthcare ambitions have grown steadily since its 2018 acquisition of PillPack for $750 million and the subsequent launch of Amazon Pharmacy in 2020. The $3.9 billion acquisition of One Medical in 2024 further solidified Amazon’s position in direct primary care and virtual health services.FinOracleAI — Market View
Amazon’s introduction of a pay-per-visit virtual pediatric care service represents a strategic move to capture a growing segment within telehealth. By offering affordable, on-demand care without insurance barriers, Amazon is positioned to attract families seeking convenient healthcare alternatives.- Opportunities: Expansion into pediatric telehealth broadens Amazon’s healthcare footprint and leverages existing infrastructure.
- Risks: Potential regulatory scrutiny and competition from established pediatric providers and emerging telehealth startups.
- Disruption to traditional pharmacy and retail health models through integrated virtual care and prescription kiosks.
- Consumer adoption dependent on trust and quality of care perception.
Impact: Amazon’s virtual pediatric care service is likely to accelerate telehealth adoption, intensify competition in retail health, and influence the future landscape of accessible children’s healthcare.
