Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Amazon Pharmacy is primed and ready

Amazon.com Inc. has a market capitalization of $1.855 trillion as of July 14, 2021, putting it in the rarified company of other trillionaire corporations such as Alphabet ($1.73 trillion), Apple ($2.43 trillion), and Microsoft ($2.116 trillion). As the world’s largest online retailer, it has enormous leverage to enter new industries and markets—and it has now turned its attention to the US healthcare space.

The biggest advantage Amazon has in any online market is its Prime membership program, launched in the US in 2005. This year, that will equate to 151.9 million users, or 58.2% of the US population. By the end of 2025, that figure will reach 168.3 million, eMarketer estimates, or 62.4% of the population. The launch of Amazon Pharmacy in November 2020, along with a new Prime Rx benefit, simply adds another category for members to try and may create even more shopper loyalty.

Prime members are noteworthy for their loyalty to the channel. Nearly three-quarters of people who used their Prime benefits weekly started their product searches with Amazon, according to May 2020 research by CivicScience. Only 21% of Prime users started their searches with Google. People who weren’t Prime members, however, chose to start their searches on Google (42%) more often than on Amazon (29%).

Even before the launch of Amazon Pharmacy, sales of products in the health/personal care/beauty category were growing. Although eMarketer’s figures do not factor in prescription drug sales, they do include regular retail pharmacy products, such as over-the-counter medications like aspirin, eye drops, and other topical treatments. In 2021, this category will top $30 billion in sales on Amazon, accounting for 32.4% of the retailer’s ecommerce sales and growing 32.2% over 2020, according to eMarketer estimates.

The growth in online sales of these front-of-store retail pharmacy items indicates that shoppers are likely to explore Amazon Pharmacy for prices on prescription medications. This could entice them to explore other healthcare offerings on the site, such as vitamins, supplements, and over-the-counter drugs.

When it comes to looking for prescription drug information, the internet is a popular resource. Over half of US adults said they spoke with a medical professional about prescriptions, closely followed by those who did online searches regarding specific drugs and those who searched online for information on specific medical conditions, according to a DeepIntent survey conducted in January 2021.