Amazon, through a partnership with health brand consultancy Arcadia Group, will sell an exclusive new brand of consumer-focused medical devices, including blood pressure cuffs and glucose monitors, according to CNBC.
Arcadia Group said it had created a brand of at-home medical devices for Amazon, called Choice. It will be sold exclusively on the e-commerce giant's website.
"I approached Amazon last year as they began to expand their healthcare footprint," Arcadia CEO Bob Guest told CNBC. "I felt that something that was missing from their offerings was products for people with diabetes and other chronic disease states."
Although Choice will be run by Arcadia Group and is exclusive to Amazon, it is not an Amazon private label brand, an Amazon spokesperson told CNBC.
The Choice brand is working to expand its offerings. A page on its website asks visitors to vote on which health products it should offer next.
This is the latest move by Amazon to sell more exclusive health brands on its website. In February, news broke that it had quietly launched Basic Care, an exclusive line of 60 over-the-counter healthcare products, including ibuprofen and hair regrowth treatment.