A woman lying in bed with her hand resting on her stomach, next to a wooden nightstand with a glass of water, a bottle of medication labeled 'Metoprolol ER 50 MG,' and a small white vase with a plant. The background includes a wooden headboard and a beige lamp with a woven shade.

Amazon Pharmacy

Finally, a pharmacy that really delivers.

Amazon Pharmacy is changing the way people fill prescriptions—whether it’s a daily routine or a one-time need. But pharmacy interactions are not the same as buying books or shoes or party balloons.

Healthcare is a place full of complicated processes, confusing technical jargon, and very little time to ask questions. This work translated complex healthcare moments into easy interactions, transparent choices, and a reassuring path forward.

Amazon Pharmacy →

voice & messaging

In healthcare, clarity is everything. We built a voice grounded in simplicity—leading with the benefit, removing friction, and meeting customers where they are.

Across product and marketing, messaging systems were designed to scale: consistent, flexible, and easy to apply across teams and surfaces.

Three smartphones displaying a pharmacy app. The first shows options to send a prescription, transfer a prescription, and check insurance acceptance. The second shows the app searching for insurance. The third shows the successful transfer of prescriptions and adding insurance.

storefront 2.0

The storefront shifted from product-first to education-first—helping customers understand how Amazon Pharmacy works before asking them to act.

Clearer hierarchy, simpler language, and benefit-led messaging led to a +9% increase in signups.

Laptop and smartphone screens displaying the Amazon Pharmacy website with a prescription medication bottle and an illustration of a pharmacist and customer.

system in practice

From onboarding to refill reminders, the work focused on reducing friction at every step—clear prompts, simple actions, and language that feels easy to follow.

it’s here

Building awareness and consideration for a better way to fill prescriptions. Your new pharmacy is Amazon Pharmacy.

agency partner VML
directors anna & ewan

your doctor to your doorstep

A closer look at the fulfillment experience—bringing transparency and humanity to what happens after checkout.

agency partner arts & letters

director kat keene

radically better

A fast, benefit-led campaign designed to reframe pharmacy as something easier, faster, and more affordable.

agency partner arts & letters

director ashkan memarian

created at amazon pharmacy

design direction: lauren kim & jess blank

motion design: jonathan tipton-king