Amazon introduces fixed pricing for treating hair loss, while Hims & Hers stock experiences a 15% decline.

• Amazon unveiled new pricing options for Prime members to address common conditions such as erectile dysfunction and men's hair loss.
• The company's move puts it in competition with other direct-to-consumer marketplaces such as Hims & Hers Health and Ro.
• Clinicians and medication are covered for Prime members, with no additional fees.

On Thursday, Amazon announced that Prime members can now access fixed pricing for treating conditions like erectile dysfunction and men's hair loss, as part of its latest effort to compete with other direct-to-consumer marketplaces such as Hims and Ro.

On Thursday, Hims & Hers shares dropped by 17%, heading towards their worst day.

Amazon announced in a blog post that Prime members can view the cost and desired treatment for five common health issues before proceeding with care. Patients can access treatment for anti-aging skin care, motion sickness, erectile dysfunction, eyelash growth, and men's hair loss at affordable prices through Amazon's savings benefit Prime Rx at checkout.

In July 2022, Amazon acquired primary care provider One Medical for approximately $3.9 billion. Thursday's announcement expands on its existing Pay-per-visit telehealth service. Through the service, users can access video visits for $49 and messaging visits for $29 where available. The service offers treatment for more than 30 common conditions, including a sinus infection or pink eye.

Amazon Pharmacy offers discounted pricing on medications and delivers them in standard Amazon packaging. Prime members pay for the consultation and medication, with no additional fees.

For years, Amazon has attempted to penetrate the profitable healthcare industry. In 2020, the company launched its online pharmacy after acquiring PillPack in 2018. Amazon also introduced a telehealth service called Amazon Care and a line of health and wellness devices, which were later discontinued.

CNBC reported on Wednesday that the company has stopped working on a secretive project to create an at-home fertility tracker.

--CNBC's Annie Palmer contributed to this report