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PillPack: Amazon's $194M Pharmacy Gamble
Inside the logistics-heavy startup that promised to simplify medication management
PillPack didn't just disrupt the pharmacy—it attacked the fundamental pain point of medication adherence with a radical premise: sort and ship everything to your door. Acquired by Amazon in 2018 for $1 billion, this isn't just a pharmacy; it's a logistics experiment that's still finding its footing.
"PillPack's genius wasn't in the medication—it was in the packaging. They turned a daily chore into a monthly subscription."
The User Paradox
PillPack's traffic tells a story of brand recognition over conversion. With 61% direct traffic and only 28% organic search, they're a known entity struggling to attract new users. The 133K monthly visits seem impressive until you realize they're competing with giants like CVS and Walgreens, which see millions. Their top keyword—'pillpack'—gets 5,600 searches monthly, but 'pill pack' (the generic term) gets 2,510. This suggests strong brand recall but weak category ownership.
The Amazon Effect
Since the 2018 acquisition, PillPack has become Amazon Pharmacy's cornerstone. The tech stack reveals Amazon's fingerprints: AWS CloudFront, Customer.io for engagement, and a PWA approach. However, the revenue numbers ($194M) are modest for a $1B acquisition. This suggests PillPack isn't a standalone growth engine but a strategic piece of Amazon's broader healthcare push—more about data and ecosystem than immediate profitability.
The Trustpilot rating of 1.5/5 with 329 reviews is alarming for a consumer-facing health product. While competitors like CVS hover around 4/5, PillPack's low score points to operational friction—likely delivery issues, insurance problems, or customer service gaps. For a company promising 'pharmacy simplified,' this disconnect between promise and reality is the biggest red flag.
- Logistics-first model: Pre-sorted weekly packs eliminate daily pill management
- Insurance integration: Handles Medicare Part D and commercial plans
- Amazon backend: Leverages AWS infrastructure for scalability
- Direct-to-consumer: No pharmacy visits required
- Multi-medication support: Complex regimens are their specialty
The Verdict: A Strategic Asset, Not a Profit Center
PillPack's value isn't in its revenue—it's in the data and ecosystem it provides Amazon for the healthcare wars ahead.
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PillPack - Pharmacy Simplified
We’re a full-service online pharmacy that packages your medication and delivers to your door every month.
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Reviews (20)
I love PillPack, lack of flexibility
I love PillPack. My medications are on time and accurate. The only drawback is flexibility. My husband and I found ourselves unexpectedly away on business for two weeks more than we planned. Meanwhile, our scripts ran out, but our new scripts had already been sent to our home. This was a problem that resulted in paying out of pocket. If we had been with a pharmacy chain, they could have filled our prescriptions anywhere we would be.
Pill Pack used to be great
Pill Pack used to be great. Now I deal with constant headaches of scripts being sent to Amazon Pharmacy (don't they own Pill pack?) and have to get it transferred back.
PillPack's Steady Decline In Quality & Customer Service - New Patients Beware
Been with PillPack for over 8 years. Has been a steady decline in quality ever since Amazon got involved. Without warning, they shipped all bottles this month. And when you call to complain, they don't take any responsibility. I have backup insurance of GoodRx in addition to my own work supplied prescription insurance yet PillPack now shops for the higher price? The cost of one med was 1/2 the prescription price, why wasn't that offered? GoodRx had it cheaper too. I don't trust the people at Amazon to make medical decisions for me. There is no accountability. Pretty sure they violated some pharmacy laws. The pricing is poor now, the packaging is getting worse, the plastic they use has been lower and lower quality. They continue to print out all the paperwork, which I have opted out of to save a tree. Amazon / PillPack doesn't seem capable of running a medical pharmacy, let alone the safe & secure & sanitary delivery of medicine. Amazon/PillPack has lost alot of my trust from this experience. Perhaps it's time to switch to my bulk provider if Amazon is unable to run a pharmacy.
Screwed me over
I had met my deductible and had $0 copays on all meds. They took $75 out of my checking acct stating that was what coming back from insurance on one of my Rxs. I contacted insurance and they advised that a PA was needed and that pill pack was running it as cash price. THEY NEVER TOLD ME OR THE DOC THAT A PA WAS NEEDED!!! After numerous calls and emails they refused to rerun after I got my doc to submit PA for the $0 copay and refused to return my money. I hadn’t even received the product yet. Would not ever recommend them!!
PillPack used to be AMAZING
PillPack used to be AMAZING, even after Amazon bought them. Until Amazon started operating the company as part of Amazon Pharmacy, now it is subpar at best. I have used PillPack for years and I dont recall a time when I ever had an issue with a prescription being delivered in a bottle that I didnt ask for that way--now its a monthly occurance
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About pillpack.com
We’re a full-service online pharmacy that packages your medication and delivers to your door every month.
Company Overview
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Technology Stack
pillpack.com uses 10 technologies across their website including Amazon Web Services, AWS CloudFront, Customer.io, Twitter Cards, PWA, and more.
Cloud & Hosting
Amazon Web Services, AWS CloudFront
Email Marketing
Customer.io
Web Standards
Twitter Cards, PWA
CSS Frameworks
Bootstrap, Tailwind CSS
JavaScript Libraries
Swiper, ScrollReveal, jQuery
Traffic & Audience
pillpack.com receives approximately 133.1K monthly visitors and ranks #241,962 globally. The website has a bounce rate of 33% with visitors viewing an average of 4.5 pages per visit. Users spend an average of 3:09 on the site.
The majority of pillpack.com's traffic comes from undefined, undefined, .
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