Amazon Pharmacy is rolling out new features in hopes of attracting more seniors covered by Medicare’s drug benefit, a potentially lucrative market dominated by CVS Health and Walgreens.

In an announcement Tuesday, Amazon said it is launching a new “caregiver support feature” that allows its customers to have someone else manage medications on their behalf. Once the caregivers are verified through a secure invitation, “caregivers can now manage medications for their loved ones,” the company said.

In addition, customers with Medicare Part D drug coverage can now access PillPack, Amazon’s online pharmacy that is designed to simplify medication management, particularly for multiple prescriptions via pre-sorted and labeled packets delivered directly to patients’ doors.

It’s the latest effo

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