Dive Brief:

Seniors on Medicare can now use PillPack from Amazon Pharmacy, a service that pre-sorts medication packets before sending them to consumers’ homes, the e-commerce giant announced Tuesday.

Amazon also announced a new feature allowing customers to invite caregivers to manage medications on their behalf.

The new offerings appear geared at enticing the senior population — massive consumers of healthcare who may be unfamiliar with ordering medications online — to Amazon Pharmacy, which Amazon launched in 2020 and bills as a transparent marketplace for more affordable prescription drugs.

Dive Insight:

Despite some downsizing last year and reports of lackluster consumer interest , Amazon has stayed bullish in the online pharmacy space, hoping to lean into what analysts say th

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