Orange is the new healthcare bet Amazon won't commit to

Buried deep in Amazon's app is a partnership with Orange Health Labs for at-home diagnostics—it's third healthcare experiment in India after pharmacy and telemedicine.

The strategy? Target existing customers with zero advertising spend, keeping the bet low-risk while competitors like Bigbasket and Blinkit capture other categories.

With its U.S. healthcare playbook built on insurance infrastructure that doesn't exist in India, Amazon is playing a cautious waiting game. The question: is this genuine ambition or just a way to keep a foot in the door?

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