• Amazon announced that Prime members can access new upfront pricing to treat five common conditions such as erectile dysfunction and male pattern hair loss.
• The move puts the company in competition with other direct-to-consumer marketplaces like Hims & Hers Health and Ro.
• Prime members will pay for a consultation with a clinician and medications, but there will be no additional charges.

Amazon announced Thursday that Prime members can access new fixed prices to treat conditions such as erectile dysfunction and hair loss in men, its latest effort to compete with other direct-to-consumer marketplaces like His health and that of him and Ro.

Shares of Hims & Hers fell as much as 17% on Thursday, on pace with their worst day.

Amazon said in a blog post that Prime members can find out the cost of a telehealth visit and desired treatment before deciding to pursue care for five common conditions. Patients can access anti-aging skin treatment starting at $10 per month; motion sickness for $2 per use; erectile dysfunction at $19 per month; eyelash growth for $43 per month and male hair loss for $16 per month using the Amazon Prime Rx savings benefit at checkout.

Amazon acquired primary care provider One Medical for approximately $3.9 billion in July 2022, and Thursday’s announcement builds on its existing pay-as-you-go telehealth offering. Video visits through the service cost $49 and messaging visits cost $29 when available. Users can get treatment for more than 30 common conditions like a sinus infection or pink eye.

Medicines dispensed through Amazon Pharmacy are eligible for discounted prices and will be delivered to patients’ doors in standard Amazon packaging. Prime members will pay for the consultation and medication, but there will be no additional costs, the blog states.

Amazon has been trying to break into the lucrative healthcare sector for years. The company spear its own online pharmacy in 2020 following its buyout of PillPack in 2018. Amazon introduced, and later farma telehealth service called Amazon Care, as well as a range of health and wellness devices.

The company also ended its secret efforts to develop a fertility monitoring at homeas CNBC reported on Wednesday.

–CNBC’s Annie Palmer contributed to this report