RxPass from Amazon Pharmacy
Your meds. $5 a month. That’s not even a latte.
Launched in early 2023, RxPass is a subscription from Amazon Pharmacy built for Prime members who take medications regularly. One low, predictable price for a wide range of eligible generic prescriptions for common conditions like high blood pressure, diabetes, and anxiety—all delivered in two days or less.
from the initial naming and brand architecture, the team’s overarching goal was to develop creative that leaned into both brands—earning trust with the recognizability of Amazon Prime, and driving intrigue with the newness of Amazon Pharmacy.
RxPass →
voice & messaging
RxPass sits between two brands: the familiarity of Prime and the credibility of Amazon Pharmacy. The challenge was to hold both—earning trust through what people already know, while introducing something entirely new.
I built messaging systems and copy direction grounded in a more Prime-centric voice and language style: lead with the benefit, end with a wink. Straightforward, approachable, and easy to understand—without losing the trust and clarity required in healthcare.
naming & brand
What’s in a name? Our small team crafted guidelines, developed illustration systems, chose a brand palette, and designed a flexible system that could scale seamlessly across product and marketing surfaces to introduce this new concept to customers.
The RxPass badge became a key product signal within search and the buy box—clearly identifying which medications were eligible for the subscription. A small detail doing a lot of work.
launch campaign
The system came to life across landing, lifecycle, paid media, PR, and campaign—introducing the offer, explaining what’s included, and helping customers quickly understand if it was right for them.
The launch led to strong customer reception and positive press.
1.7M landing page views
17K active subscribers in week one
system in practice
The system was designed to flex across every touchpoint—from landing and lifecycle to search, buy box badging, and campaign.
Whether introducing the subscription for the first time or helping customers understand medication eligibility, the work focused on reducing friction through clear hierarchy, transparent pricing, and benefit-led messaging that feels easy to follow.
illustrated elements + explainers
Healthcare can feel dense and difficult to navigate, especially when introducing an entirely new program. Illustrated explainers helped simplify the experience—breaking down how RxPass works into clear, approachable moments that feel easy to follow at a glance.
Used across landing and marketing surfaces, the illustrations added clarity, flexibility, and a little delight along the way.
