As Rx goes the way of retail, same-day prescription delivery sets a new bar for pharmacy access

When it comes to getting what you want right now, Amazon, Inc. is king—unless what you want is a prescription refill.

In the world of e-commerce, it’s hard to dispute the dominance of Amazon. Jeff Bezos’ multinational, omnifunctional technology company set the standard for convenience in online shopping in 2015, when they made same-day delivery available to Prime members across 120 metro areas in the U.S.

Five years later, at the height of the COVID-19 pandemic, Amazon carved a path into the heart of healthcare with Amazon Pharmacy. Investors were convinced that the company’s sprawling logistical infrastructure (and lucrative USPS partnership) would allow it to reign supreme in the burgeoning drug delivery space, too: On launch day, competitors GoodRx, Rite Aid, Walgreens, and CVS all saw significant stock price declines.

But even a few years on, Amazon Pharmacy’s delivery speed was still maxed at a two-day turnaround in most cities. The market was poised for some fresh tech startup to come along and beat Amazon’s delivery times—what would surely be a brief victory, followed by an inevitable acquisition by the tech giant.

However, it wasn’t a buyout-ready startup that challenged Amazon’s position, but the company that previously held the title of retail king: Walmart.

Who offers same-day Rx delivery in 2025?

In January 2025, Walmart announced that its Same-Day Pharmacy Delivery program was expanding operations from six states to 49. With this move, the company effectively became the first company to offer same-day prescription delivery nationwide.

Now, as the other major players scramble to keep up, the pharmaceutical industry is facing a new reality, where same-day prescription fulfillment is no longer a luxury, but an expectation.

Walmart didn’t pioneer same-day Rx delivery, but they are currently leading the way in terms of coverage. Walmart’s network of nearly 4,600 stores enables it to rapidly deliver drugs to around 90% of the U.S. population.

By comparison, Amazon says its pharmacy services will offer same-day delivery to around 45% of the country by the end of 2025.

Traditional players like Walgreens and CVS are still largely limited by their brick-and-mortar footprint, only offering day-of delivery to consumers within a certain radius of their stores. In fact, that footprint seems to be shrinking: CVS just wrapped up a three-year plan to shutter 900 stores, and Walgreens plans to close 1,200 over the next few years, raising questions about their long-term plans for these services.

And Kroger, a grocery giant with a long history of providing pharmaceutical and primary care services within its retail locations, is just dipping its toe into the rapid fulfillment waters: In late 2024, Kroger announced it would offer same-day Rx delivery to patients in Dallas and Houston through its partnership with ScriptDrop.

Uber (through its Uber Health and Uber Eats brands) also partners with ScriptDrop to provide same-day delivery within a 15-mile radius of “preferred” pharmacies. What’s behind the rise of prescription delivery services?

What’s behind the rise of same-day Rx delivery?

The last few years have seen online pharmacies and rapid prescription fulfillment skyrocket—but why now? There are a few factors driving the trend:

Consumers demand convenience

Patients are consumers, too (a fact providers are increasingly contending with as they try to build more welcoming digital experiences). As the lines between retail and healthcare continue to blur, patients’ expectations around pharmacy access are beginning to align with the ones they hold for groceries, food delivery, and online shopping.

Telehealth is here to stay

While telehealth utilization isn’t where it was at the peak of the pandemic, it’s undeniably a standardized component of healthcare. As more patients receive prescriptions through virtual doctor visits, online formularies and same-day medication delivery are a natural extension of the digital-first care experience.

AI innovations are enhancing logistics

Walmart’s same-day delivery service is enabled by the company’s AI-powered platform, Spark Delivery. As AI simultaneously becomes more accessible and powerful, retailers and pharmacies can use it to more accurately define delivery areas based on recorded customer behavior and insights derived from external data, expediting delivery times and expanding service areas.

Same-day delivery delivers a much-needed competitive edge

The U.S. pharmaceutical market is projected to exceed $1 trillion by 2033. With both traditional pharmacies and retailers jockeying for position in this crowded market, same-day delivery is seen as an opportunity to outperform competitors and keep consumers within a company’s ecosystem.

What does same-day delivery mean for the pharmaceutical market?

Same-day prescription delivery is undoubtedly a benefit for patients, and not just because of the convenience. A 2024 study found that nearly half of U.S. counties contain at least one community without a pharmacy within 10 miles. In rural and other underserved areas, Rx delivery can improve access to crucial care and elevate population health outcomes.

But what about the pharmaceutical industry itself?

Clearly, traditional pharmacies are struggling to keep up with the strides made by retailers like Walmart and Amazon. Aside from the ongoing store closings announced by CVS and Walgreens, we’ve seen Rite Aid enter and exit bankruptcy during the period that same-day Rx delivery began to expand among its competitors.

To remain competitive, traditional pharmacies will likely need to continue partnering with companies that can expand their reach beyond their shrinking geographic footprint. Alternatively, they might opt to enhance their in-store services, providing additional value that compels patients to make the trip.

Some pharmaceutical developers may get in on the trend, too. As companies like Pfizer and Eli Lilly explore direct-to-consumer sales, same-day delivery seems like a logical next step in their operations. However, these developers may also be driven to commit to costly production and distribution optimizations in order to keep up with the expectations of patients and retail partners.

Learn more

As same-day Rx delivery expands across the U.S., we could see a shift in patient demand for certain medications.

Currently, these services are prohibited from delivering controlled substances, and many won’t deliver medications that require refrigeration. Patients seeking support for chronic pain, ADHD, or diabetes, for instance, may opt for more easily available alternatives. Additionally, patients with short-term or urgent medical needs may be more inclined to use same-day delivery for medications like antibiotics, antivirals, or anti-inflammatories.

Providers, developers, and other organizations selling into healthcare can stay informed about shifts in the pharmaceutical market with the Atlas Prescription Claims dataset. With insights from our de-identified, all-payor claims, you can respond quickly to market needs, create high-value market segmentations, and inform product development more effectively.

Sign up for a free trial today, see how our data and analytics can help you navigate the rapidly evolving healthcare landscape.