Amazon PrimeRx
Rolling out a game-changing perk for 148 million U.S. Prime members that delivers prescription discounts at 60,000 pharmacies.
Context
What is Amazon PrimeRx?
PrimeRx is a prescription savings benefit for Amazon Prime members in the U.S. Think of it as the coupon clipper for medications.
Problem
Unfortunately, our Prime members weren't using this new service much
Customers were confused. The benefit was poorly explained, it was hard to compare prices, and the whole thing felt disconnected from the usual Amazon experience. These challenges led to disappointing use rates.
My impact
As design lead, I transformed the end-to-end customer experience
- Strategic clarity: Collaborated with product partners to prioritize information, define the value proposition, and create a clear content framework.
- End-to-end design: Led the entire flow, from entry point and landing page to search results and benefit card profile.
- Content masterplan: Mapped information to mirror the familiar Amazon shopping experience, making medication searches feel straightforward.
Key project wins
A new search functionality is live
- Landing page revamp: Prioritized key benefits and added a prominent search bar for medication price checks.
- Search and compare: Developed the core feature that allows customers to compare prices across pharmacies.
Results
Delivering a healthcare benefit loved by Prime members
- Launched in May 2021, with a notable mention in Amazon's Q1 earnings report.
- Helped uninsured customers save $5 million on prescription costs within a year.
- The work became a foundation for Amazon's further expansion in healthcare.
- The landing-page framework remains in use, demonstrating lasting impact.