As Amazon takes its first steps into the health sector, many established players say they have little to fear.
As Walgreens CEO Stefano Pessina stressed on a recent earnings call with investors, Amazon has "opportunities around the world and in other categories, which are much, much simpler than health care, which is a very regulated business."
In other words, it's too complicated for an e-commerce company like Amazon.
But former Amazon leaders who now work in health care say this view is misguided.
Curtis Kopf worked as a director at Amazon back in the early 2000s, a job that required liaising with the publishing industry. Among his many seemingly crazy tasks at the time: digitizing every book in print. He now views that project as a precursor to Kindle.
"At this point, I don't think there's anything they (Amazon) would be afraid to do," he said, over lunch in Seattle, a stone's throw from the company's headquarters.
After a stint at Microsoft and Alaska Airlines, Kopf now works in the health insurance sector as a senior vice president at Premera Blue Cross. For his first presentation to fellow senior leaders on his team, he detailed a strategy for customer experience inspired by his time at Amazon. Out of that came a program to gather feedback from customers called "Premera Listens."
Kopf is frequently asked about Amazon's strategy for health — to which he responds that he's not ruling anything out.
"Every industry has thought that Amazon wouldn't disrupt them," said Kopf.
As CNBC has reported in recent months, the company has a secret health IT called 1492. It also looked for a general manager to run a new drug business, and it scooped up a colleague of Kopf's at Premera named Mark Lyons to run its internal pharmacy benefits program.