Daybreak Orange is the new healthcare bet Amazon won't commit to
Dec 22, 2025
Amazon is quietly venturing into at-home diagnostics in India through a partnership with Orange Health Labs. This low-risk strategy targets existing customers without heavy advertising. The collaboration leverages Orange's efficiency while sidestepping challenges of managing logistics. Despite modest revenue from its pharmacy and clinics, Amazon is taking a cautious approach, learning from its U.S. healthcare attempts, and maintaining flexibility in the growing Indian market. Is this a genuine ambition or simply a strategic placeholder?
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User Chooses Known Lab Over Amazon
- Devi searched for at-home blood tests and clicked a familiar lab brand instead of the Amazon-linked Orange Health result.
- Most urban Indians stick to known lab brands, so Amazon's diagnostics link often goes unnoticed.
Scale From Existing Customers
- Amazon can become a major diagnostics player by converting a small share of its existing buyers.
- Even 3–5% adoption would immediately scale Amazon into one of India's largest diagnostics players.
Partnership Over Build Strategy
- Amazon partnered with Orange Health to enter diagnostics rather than build the complex on-ground operations itself.
- Partnering let Amazon test the vertical quickly without handling phlebotomy, sample logistics, or time-sensitive labs.