Amazon announced the repositioning of its healthcare offerings, rebranding and integrating Amazon Clinic into its hybrid primary care platform One Medical.

The new One Medical Pay-per-visit telehealth service is available across the U.S. and offers consumers two options for healthcare services: a pay-per-visit model and a membership-based model.

The pay-per-visit service allows customers to consult with healthcare providers for common conditions such as pink eye, the flu or sinus infections. Messaging visits are priced at $29 and video visits cost $49.

"For messaging visits, a clinician reviews the customer's information, messages the customer, and customers respond at their convenience," a company blog post explained. "The clinician then sends the customer a personalized treatment plan. For video visits, customers connect with a clinician in real-time on a video call."

The membership plan is $199 annually or $99 for Amazon Prime members. It provides on-demand virtual care, same-day and next-day appointments, and access to more than 150 One Medical offices nationwide.

Members benefit from 24/7 virtual consultations, in-app services for immediate health concerns, and the ability to manage long-term conditions through both virtual and in-person visits.

Amazon Prime members can use the One Medical app to message care teams, access health records, manage prescriptions and book appointments. Scheduled visits and lab services are billed separately.

THE LARGER TREND

The retail giant's announcement comes as the telehealth sector faces tight margins and a need for more cost-effective solutions, even as startups including Updoc and retail chains like The Vitamin Shoppe continue fundraising and rolling out new services.

In April, Walmart announced it will close clinics and end its virtual care program as costs mounted and reimbursement issues proved an intractable challenge.