Amazon Adds Fay Health Benefits Connector for AI-powered Personalized Dietitian Services & Instant Coverage

The partnership positions nutrition alongside other digital health categories Amazon is promoting through the Connector.

Global tech giant, Amazon has partnered with US-based nutrition platform, Fay, to bring dietitian-led counseling to its Health Benefits Connector, expanding the scope of services available through its telehealth enrollment channel.

The agreement makes Fay the first nutrition care provider to join the Connector. The move allows Amazon customers to check insurance coverage and sign up for personalized nutrition counseling directly from Amazon’s platform, without navigating multiple health portals.

The partnership highlights the role of personalization within telehealth. Fay’s platform automates administrative work such as insurance verification and billing, allowing dietitians to focus on patient engagement.

The Health Benefits Connector is Amazon’s enrollment interface that surfaces health programs when customers browse wellness-related categories. It enables real-time insurance checks and integrates sign-up flows for in-network digital health services.

Until now, Amazon’s focus had been chronic condition and behavioral health programs offered by partners such as Teladoc, Hinge Health, and Talkspace. Adding Fay introduces personalized nutrition care into the same system.

Fay operates a nationwide network of more than 3,600 registered dietitians and accepts all major insurers. Its technology uses artificial intelligence to pair individuals with dietitians who match their medical history, health goals, and insurance eligibility.

The company says this approach is designed to personalize care plans while ensuring services are accessible under existing health benefits.

“Nutrition is the single most underutilized lever in preventing chronic disease — and we believe it should be as easy to access as ordering from Amazon,” said Fay co-founder and CEO Sam Faycurry in the release.

Once enrolled, users can connect with dietitians for individualized meal planning, counseling, and ongoing support. Fay’s model emphasizes tailoring care to each person’s health conditions and preferences, with coverage often available at no out-of-pocket cost depending on insurance.

Amazon Health Services framed the integration as an extension of its telehealth network. “We are excited to offer Fay as the first nutrition care service on Health Benefits Connector. They have a scalable, intelligent offering that helps to make dietitian care more accessible and affordable,” said John Singerling, Director of Strategic Growth and Network Development at Amazon Health Services.

For Amazon, embedding that capability into the Connector simplifies access for consumers who may not be aware of the nutrition benefits included in their insurance plans.

The announcement follows Fay’s $50 million Series B funding round, led by Goldman Sachs, which valued the company at roughly $500 million. Proceeds were earmarked for expanding its clinical network and insurer integrations.

No financial details of the Amazon agreement were disclosed. Specifics such as coverage by employer, plan restrictions, or utilization targets were not shared.

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