Amazon has partnered with nutrition startup Fay to offer personalized dietitian services through its Health Benefits Connector, a move that makes Fay the first nutrition-care provider on Amazon’s digital health platform. The collaboration aims to increase access to preventive nutrition care that is often covered by insurance.
Amazon’s Health Benefits Connector helps enrolled users discover and access digital health services through their employer or insurance benefits. Users can search for programs related to mental health, prediabetes, diabetes, high blood pressure, joint or muscle pain, fertility, pregnancy, postpartum, menopause, and more. Many programs include features like health coaching, connected devices (e.g. glucose meters, smart scales), community support, and personalized plans.
The Connector checks whether a user is covered for a given digital health program using their insurance/employer information. If coverage is confirmed, the user can enroll in the program directly via the platform.
Fay uses artificial intelligence to match individuals with registered dietitians based on their health history, goals, and insurance eligibility. The service includes preventive care, counseling, coaching, meal‐planning, and long-term dietary support.
Users eligible for Fay through the Health Benefits Connector may often access its services at no out-of-pocket cost, depending on their insurance plan or employer benefits. Fay serves customers in all 50 U.S. states, with a network of over 3,600 dietitians.
In a linkedin post, the owner, founder of Fay, Sammy Faycurry shared the details of the new collaboration with Amazon.
Many U.S. adults are unaware of health benefits included in their insurance plans. Amazon designed the Connector in part to surface these benefits more visibly.
Limitations and Considerations
Insurance coverage for Fay’s services depends on the individual’s health plan and employer; those without appropriate benefits may not access the service without cost.
Digital nutrition services depend on internet access, user literacy with technology, and user engagement. The effectiveness of such programs varies with adherence and consistency.
“Fay and Amazon collaborate to make preventive nutrition care easier to access through Health Benefits Connector.” Fay Nutrition, September 16, 2025 https://www.faynutrition.com/post/fay-amazon-hbc-announcement
(Rh/Eth/TL)