Soar...

Shannon Stapleton | Reuters

Jeff Bezos

Morgan Stanley has a new report out for investors that outlines how Amazon's potential push into pharmacy would benefit consumers. 

The authors speculate that Amazon could open "virtual retail pharmacies," leveraging its Prime Now network for millions of U.S. consumers to buy drugs online..

It would not be a huge challenge for Amazon to become a pharmacy and get added to existing pharmacy benefits managers' networks.  

Secondly, the company could establish relationships with manufacturers of inexpensive generic drugs.

And finally, and most critically, Amazon would build partnerships with makers of branded drugs.

If the company is successful, Morgan Stanley expects that the rebates and other discounts that are currently retained by companies including the pharmacy benefits managers could "pass back to consumers.

Amazon would finally kill the little businesses and then the prices will soar.  It's all about the money.  Just a thought.