Amazon has announced a new move into the pharmacy sector, introducing low-cost treatments for lifestyle conditions such as hair loss and anti-aging skin care, directly challenging companies such as Hims & Hers. Wall Street analysts called it a “serious competitive threat.”

This expansion builds on Amazon’s $5/month RxPass service, which offers regular prescription drugs at discounts to Prime members.

New deals include anti-aging treatments starting at $10/month and anti-hair loss treatments starting at $16/month. Amazon pointed out that Prime members could save up to 92% on some treatments compared to other services.

CEO Andy Jassy emphasized the goal of simplifying health care and moving customers away from traditional pharmacies, which he described as inconvenient.

Amazon is also expanding its brick-and-mortar pharmacy presence, planning to open 20 locations in cities like Boston and Dallas by 2025. The retailer aims to eliminate surprise medical bills and offer transparent pricing for drugs and telehealth services, according to Dr. Vin Gupta, Chief Medical Officer. officer for Amazon pharmacy.