Amazon launches medical device brand focused on diabetes and cardiovascular disease

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The Seattle tech giant has joined forces with brand consultancy business Arcadia Group to launch Choice, a brand of consumer-use medical devices.

Amazon’s most recent move into healthcare involves medical devices.

The Seattle tech giant has teamed up with brand consultancy business Arcadia Group to launch a brand of consumer-use medical devices for diabetes and hypertension management.

Called Choice, the new brand will initially include blood glucose monitors and blood pressure monitors accompanied by supporting mobile apps that offer measurement tracking, data mobility and reminders.

In a statement, Arcadia Group CEO Bob Guest said that the organizations plan to “incorporate voice-driven measurement interpretation as well as individualize wellness recommendations. This is all possible with Alexa, and will provide patients with a wellness experience not available until now.”

The Choice website also has a page that asks users to vote on which products it should make available next, such as insulin, heart rate monitors or lancets.

As for Amazon, a spokesperson told CNBC that “Choice is exclusive to Amazon but is not an Amazon private-label brand.”

The Seattle company has busy in healthcare as of late. In June, it announced its plans to acquire PillPack, an online pharmacy that offers pre-sorted medications and home delivery.

Of course, there’s also the Amazon-J.P. Morgan-Berkshire Hathaway collaboration. First announced in January, the Boston-based venture will initially focus on tech solutions that will help the three companies’ U.S. employees and their families with healthcare. In July, Atul Gawande took the reins as CEO of the initiative. More recently, Jack Stoddard was named COO.