rxpass
by amazon pharmacy
naming & brand strategy
creative direction
brand design
Launched in early 2023, RxPass is a new subscription from Amazon Pharmacy, just for Prime members. For only $5 a month, Prime members can get all of their eligible medications for one low, predictable price. And, it includes most common generic medications for high blood pressure, diabetes, anxiety. All delivered in 2 days or less.
The overarching goal was to develop creative that leans into both the Amazon Pharmacy and Prime brands — earn trust with the recognizability of Prime, and drive intrigue with the specialty and newness of Amazon Pharmacy. We crafted guidelines, designed new illustrations, chose a brand palette, and built a landing page and a lot of marketing assets. The launch led to positive press and customer reception, and in the first week of launch, 1.7m landing page views and 17k active subscribers.
rxpass →
The RxPass badge is an important label used within Amazon search and in the ‘buy box’ to indicate to customers which medications are eligible for the $5/month subscription.
The goals for the RxPass landing page are multi-faceted — it needed to introduce RxPass as an offer from Amazon Pharmacy just for Prime members, educate on what is included in the $5/month subscription, and help customers understand if it was right for them.
