According to Bloomberg, insurance companies and drug-benefit managers have struck a series of deals in recent months designed in part to thwart a potential big splash in the health world from Amazon. But the online retail giant’s decision to buy online pharmacy PillPack rapidly accelerates the threat posed to entrenched retailers, suppliers and middlemen.

The news comes following an announcement in February that Amazon has launched its own line of over-the-counter (OTC) pharmaceutical products, effectively posing a challenge to pharmacy retail chains.