Aurohealth, a maker of generic store brand pharmaceuticals, has quietly launched a new Amazon Exclusive OTC pharmaceuticals brand called Primary Health, we have found. It’s the latest in a series of new health care brands to be created exclusively for Amazon as the company seeks to further expand its pharmaceutical efforts.
Aurohealth is a division of Hyderabad-based Aurobindo Pharma, which reported revenues of USD $2.6 billion last year.
Primary Health becomes the fourth Amazon Exclusive OTC medicines brand we have found, joining Basic Care (Perrigo), SoundHealth (Bestco), and Wellness Basics (PL Developments). Last week, a new Amazon Exclusive brand of home blood monitors called Choice launched. Just a few weeks ago, Amazon closed its acquisition of online pharmacy Pillpack, for which it said it paid $753 million net of cash. Amazon is also ramping up its B2B healthcare sales efforts, which it says is seeing “rocket ship” growth.
We are seeing 4 Primary Health products that have launched thus far:
- Primary Health Maximum Strength Mucus Relief DM (guaifenesin and dextromethorphan tablets, generic version of Maximum Strength Mucinex DM)
- Primary Health Mucus Relief DM (guaifenesin and dextromethorphan tablets, generic version of Mucinex DM)
- Primary Health Acid Reducer (esomeprazole magnesium capsules, generic version of Nexium 24 HR)
- Primary Health Acid Reducer (omeprazole magnesium tablets, generic version of Prilosec OTC)
These have all launched with Vine reviews rating the products 4 to 4.5 stars.
Given Amazon’s rapidly expanding healthcare efforts, there is much speculation about where the company might go next.
Amazon has formed a Boston-based health care “non-profit-seeking” joint venture with Berkshire Hathaway and JP Morgan and hired a CEO, surgeon and public health leader Atul Gawande. Gawande has yet to announce more details on the initiative’s direction or strategy, other than that he wants it to, “Take some of the middlemen out of the system.”
Amazon is in the process of rolling out Amazon Go automated grocery and convenience stores in urban areas. Were Amazon to start using those stores to distribute pharmaceutical products, it could affect current leading retail pharmacies like CVS, Walgreens, Walmart, grocery pharmacies, and others. (Aurohealth also appears to make products for CVS, as some CVS brand products share customer service phone numbers with Primary Health brand products.)
Amazon has also begun the process of applying to sell health and life insurance in India. It is also rumored to be exploring the insurance markets in the US, UK, and other countries as well. While Amazon does not offer consumer insurance directly as of now, it has consumer data that could theoretically help it to assess risk and lower fraud rates.
As for Primary Health, we would generally expect Aurohealth and Amazon to roll out additional products over the coming weeks and months. We have reached out to Aurohealth for comment about the company’s plans for its Primary Health brand and will update this if we receive a response. Aurohealth shares an address with AuroMedics Pharma, which is listed as the owner of the Primary Health trademark filing.
Like other Amazon Exclusive brands, Primary Health products are now being promoted in Amazon search results as “Top Rated from Our Brands”. As part of its Amazon Accelerator program to grow its portfolio of private brands, Amazon is offering marketing services like these promotional placements to help give Amazon Exclusive brands a boost. Amazon Exclusive brands “receive a suite of marketing support executed by our Amazon merchandising team. Products with high ratings and reviews can receive additional placements across Amazon.com,” Amazon says.