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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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.
Amazon introduced Basic Care line of cough, cold, allergy and digestive treatment OTCs developed in a partnership with Perrigo. The range could be a major threat to store brand and private label OTCs, though success may depend on whether consumers wait for Amazon deliveries or shop at stores.
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