Enter Amazon diagnostics: India’s new D2C at-home testing

Issue 129 l Eka’s Weekly Roundup (24 July 2025)

Jul 24, 2025

In June, Amazon announced it was going to launch at-home diagnostics across 6 cities in India. Amazon’s health initiatives aren’t new: in May, Amazon Therapy partnered with Talkspace to start fulfilling some mental health prescriptions. Amazon has also integrated OneMedical to offer membership and/or pay-per-visit treatment plans depending on Prime membership. And then Amazon acquired Pillpack back in 2018, and folded the brand within its Amazon group in 2022. Amazon does seem to be doubling down on disrupting health across diagnostics, fulfilment, and patient experience.

Amazon is piloting diagnostics testing in India, after it announced last month that it had launched an integrated, at-home blood-testing service in 6 key cities.
Health isn’t a new interest, but diagnostics is a new step. OneMedical, Pillpack, and Talkspace all show that Amazon is serious about owning elements (or all?) of the health vertical. Diagnostics is however a new space for Amazon.
Doubling down on health? We’re left wondering just how Amazon’s Indian experiment may health-tech verticals where home diagnostics and precision wellness converge… Let’s see which country will be next!

Setting the scene: India’s diagnostic landscape 🗞️

India’s diagnostics is worth $15b, with diagnostics services focussed on Tier 1 and Tier 2 cities. People outside these catchment areas often have to travel for hours to access reliable medical services.
Amazon will launch a doorstep sample collection collection model. The platform will also introduce real-time slot visibility, map-based address validation (given addresses & post-codes can be difficult to read in hyperlocal contexts), and secure digital report access via the Amazon Health dashboard.
As the release notes, “Amazon customers will now get access to complete end-to-end healthcare services, spanning from tele-consultation, delivery of medicines, and accredited testing, all under Amazon Medical”.

What’s actually been announced so far

Launch details: The press release was published on June 2025, and said that the scheme would cover six metropolitan areas (Bengaluru, Delhi NCR, Gurgaon, Noida, Mumbai, Hyderabad).
Service scope: Over 800 diagnostic assays, including routine, metabolic, and specialized tests, with sample pickup within 60 minutes and digital reports in under six hours. This reminds us of Neko’s huge push on speed and convenience of delivery for the consumer.
Partnership: Amazon is partnering with Orange Health Labs, integrated into the Amazon app under the Amazon Medical umbrella. Most of their pilots now seem to be JVs / collaborations between health pureplays (brand / credibility / distribution?) and itself.

Reminder of what else Amazon has been up to in Health

(Near full-stack?) integrated tele-health + pharmacy + AI platform: Amazon combines virtual care via Amazon One Medical (formerly Amazon Clinic), seamless prescription fulfillment through Amazon Pharmacy (including PillPack), and AI tooling (i.e. HealthScribe) to streamline care delivery and coordination. One big question for me is just how full-stack it wants to go. Diagnostics feels like one step closer to that full-stack vision.
Health division reorganization around focused units (this followed quite a few senior leadership departures): In early 2025, Amazon reorganized Health Services into six specialized divisions (primary care, pharmacy, digital health tech, data analytics). Amazon’s health division had quite a few senior leadership departures before this including Dr. Sunita Mishra, Amazon’s chief medical officer, Dr. Vin Gupta, who served as chief medical officer for Amazon Pharmacy, and Aaron Martin, vice president of healthcare at the company (as reported by Forbes).
Leveraging AWS & supply‑chain strengths for scale: This is the real opportunity, esp. when we think about the diagnostic context. In the UK, there are strict regulations on medical facilities / warehouses vs. general facilities so there isn’t a total 100% synergy between fulfilment services and launching a full-stack health provider network… but it’s still Amazon and it’s compounding data advantages are huge.