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Amazon OTC Line's Impact On Pricing Grows Along With Its SKUs

Executive Summary

Amazon's Basic Care OTC brand SKUs have doubled units since last year's launch and is putting great pricing pressure on private label competitors, says a Jefferies analyst. But a private label consultant says the e-commerce giant's threat to competitors in the consumer health market is over-hyped.

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Amazon’s Solimo supplement and Basic Care OTC lines unlikely to expand much, says Jefferies analyst Brian Tanquilut. Still, brands are well positioned against retail private label competitors, as most products are priced lower than similar products by Walgreens and CVS.

Amazon Expands Consumer Health With Advantage Of Cutting Prices

E-commerce giant expands consumer health footprint in past six months with launches of generic OTC drug product lines at prices in some cases significantly undercutting competitors.  Primary Health and SoundHealth OTC drugs range from a few dollars less to about half the cost of brand name equivalents.

Amazon's Consumer Health Expansion Comes With Prices Sliced

E-commerce giant expands consumer health footprint in past six months with launches of generic OTC drug product lines at prices in some cases significantly undercutting competitors.  Primary Health and SoundHealth OTC drugs range from a few dollars less to about half the cost of brand name equivalents.

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