Pharma Retail Media in the United States

The definitive guide for CHC brands looking to master advertising on pharmaceutical e-commerce platforms in the United States.

Introduction: Why Retail Media Is Becoming Essential for Pharma in the United States

Retail media is transforming how Consumer Healthcare (CHC) brands reach consumers at the most decisive moment: the point of purchase. In the United States, this phenomenon is gaining significant momentum in the pharmaceutical sector, with clear growth signals across the market.

Here are some key figures to provide context:

• Online sales represent approximately 12% of total pharmacy revenue in the United States. This ratio, while higher than in many European markets, still shows considerable growth potential in the coming years.
• Online pharmacy and health product sales grow by approximately 25% annually, driven by dietary supplements, personal care, wellness, and beauty products.
• Amazon captures approximately 35% of purchase intent in health and wellness products, making it the leading platform in terms of purchase consideration in this segment.
• The retail media market in the United States exceeded $45 billion in 2025, across all sectors, and continues to grow at a sustained rate of 15-20% annually.

For CHC brands, these data points reveal a strategic imperative: the time to invest in a retail media strategy for CHC brands in the United States is now, before competition intensifies and acquisition costs skyrocket.