As Amazon (AMZN) ventures further into health care, the online giant may have to work harder to gain consumer trust in a market characterized by a heavy emphasis on patient privacy, at least based on recent actions allegedly taken by its PillPack subsidiary.

Over the past year, PillPack has been accused in different lawsuits of violating federal law by calling or texting consumers to solicit business, a practice that has prompted regulators to take a tougher stand against unwanted marketing. And in one suit, PillPack is attempting to force a consumer to settle her claim in arbitration, a stance that is unlikely to be seen as friendly toward potential customers. Both claim privacy was invaded.

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