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By Martin Heubel · September 8, 2025 · Curated by George's Blog
#Amazon's Next Big Move in Healthcare: Launching Amazon #Pharmacy in Europe ⛑️🇪🇺
It's a launch that has been a long time in the making: Regulatory hurdles and a fragmented market have led Amazon to delay the move several times.
But according to several of my industry contacts, we can expect Amazon to enter the $500 billion EU healthcare market soon.
Not only because the new European Health Data Space Regulation (#EHDS) enables e-prescriptions and cross-border interoperability, lowering the structural barriers to entry.
But also because Amazon has now established the same-day delivery fulfilment infrastructure to reach shoppers who already make their everyday purchases on the platform.
Allowing the tech retailer to embed Pharmacy directly into Prime's convenience flywheel:
✅ Seamless prescription delivery alongside daily orders
✅ Retaining customers through automated replenishment
✅ One ecosystem for healthcare, OTC, and everyday purchases
Before you get too excited, let's not forget:
Shoppers purchasing pharmaceuticals must trust the platform to receive authentic and verified products. Managing the risk of counterfeits and eroding customer trust are non-negotiables if Amazon wants to win in the healthcare space.
Is Amazon great at this today? I don't think so.
Yet, the launch of Amazon Pharmacy in #Europe is only a question of WHEN, not IF.
Healthcare brands should ready their strategies if they want to protect their market share. Ignoring this new entrant could otherwise turn very soon into a fatal mistake.
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What do you think? Would you buy your prescriptions from Amazon?
Let me know in the comments!
#amazonpharmacy #amazonstrategy