Identifying Untapped Healthcare Benefits: Could Amazon’s New Health Service Be a Game Changer?

Filed Under: Shopper, Ecommerce, Health Insurance, Healthcare, Retail, Technology


Laura Westraad

Senior Director, In-Person Qualitative Research

In the ever-evolving landscape of healthcare and retail integration, Amazon’s latest venture, in partnership with Omada Health, marks a significant stride in addressing a critical yet often overlooked aspect of healthcare – awareness and access to unused benefits. The Amazon’s New Health Service Helps Patients Identify Unused Benefits article from Supermarket News describes how this initiative is expected to not only increase consumer awareness and utilization patterns, but  also be a potential game changer in improving health outcomes.

The Challenge: A Persistent Gap in Benefit Awareness

The Bureau of Labor Statistics reports a sobering reality that approximately 25% of U.S. adults are unaware of the benefits they’re entitled to under their health care plans. This lack of awareness results in nearly 30% of these benefits going unused each year.

Amazon and Omada Health: Bridging the Knowledge Gap

Amazon’s Health Condition Programs, in collaboration with Omada Health, is not merely a business expansion but a crucial step towards increasing benefit awareness and knowledge that will help consumers who are at risk of and/or managing chronic conditions, such as diabetes and hypertension, access benefits that are proven to help improve healthcare outcomes. By integrating this service into its shopping platform, Amazon leverages its widespread reach to enable awareness and education of benefits among a larger number of consumers.

The Impact on Health Outcomes

Amazon cited that from 2019 to 2022, Omada’s program to identify unused health benefits has shown promising results for people with prediabetes and diabetes. Their program showed a 2% reduction in A1C levels, and 76% of their members achieving Omada Health’s A1C reduction goals. These figures aren’t just indicative of successful program implementation; they are a testament to the potential of such initiatives in positively affecting health outcomes throughout the world.

The Role of Data and Insights in Healthcare Retail

I see Amazon’s move as a pivotal example of how data and customer insights can drive significant changes in the healthcare sector. Understanding consumer behavior and needs allows for tailored health solutions, making healthcare more accessible, engaging, and effective.

Looking Ahead: The Future of Healthcare and Retail Integration

Amazon’s Health Condition Programs signal a broader trend of the convergence of healthcare and retail. This integration is not just about convenience; it’s about addressing a vital need for information and accessibility in healthcare. It prompts a critical question for the industry: How can we further leverage technology and consumer insights to bridge gaps in healthcare?


Amazon’s initiative, backed by data and a profound understanding of consumer needs, is a step towards a future where healthcare benefits are not just a clause in an insurance plan but a readily accessible resource for improving health outcomes. It exemplifies the power of retail giants in transforming healthcare delivery and access, while underscoring the importance of continuous innovation, and consumer-centric approaches in the healthcare industry.

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