After CNBC reported that Amazon (AMZN) is considering going into the prescription pharmacy business in the U.S. earlier this month, Wall Street analysts are questioning if the e-commerce giant has larger plans for the healthcare market.

PRICING THREAT: Wells Fargo analyst David Maris said Amazon may be the next threat to drug pricing as the company's move into the prescription pharmacy space could result in increased competition and increased pricing transparency. He added that a Wells Fargo survey of nearly 2,900 U.S. adults found that 54% of those polled said they would use or would probably use "Amazon Pharmacy," indicating patients' willingness to shift from local pharmacies. While the e-commerce giant has not confirmed its U.S. pharmacy interest, if it did enter the market Maris believes it could see fast adoption and "usher in a new age of price transparency." He also wonders if pharmacy "may be just the beginning" and if Amazon eyes the "even larger prize" of fully integrated digital healthcare as telemedicine becomes more widely accepted. Maris said while little is known about Amazon's plans, investors and companies should question the impacts of such a move now.

'SIMPLY AMAZON': In addition, Maxim analyst Tom Forte said that as consumers increasingly interact with Amazon in physical locations, "Amazon.com will become simply Amazon." He analyzed 18 market opportunities, including 14 that Amazon is already pursuing and four - credit, gas stations, pharmacy, and travel - that are new. Among them, he identified ten categories where the global total addressable market exceeds $1T, which included the pharmacy space. Forte said he believes Amazon's potential expansion into the pharmacy market could serve as a driver of sustained revenue growth and its delivery initiatives, such as Prime Now, make it well-positioned for entry. Given Amazon's opportunity to drive incremental sales growth and "further disrupt the retail sector," Forte raised his price target on the stock to $1,300 from $1,075 and keeps a Buy rating on the name.

WHAT TO WATCH: Publicly traded large-cap pharmaceuticals companies include AstraZeneca (AZN), Bristol-Myers (BMY), Eli Lilly (LLY), GlaxoSmithKline (GSK), Johnson & Johnson (JNJ), Merck (MRK), Novartis (NVS), Pfizer (PFE), Roche (RHHBY) and Sanofi (SNY). Publicly traded retail pharmacy operators include CVS Health (CVS), Walgreens (WBA), Fred's (FRED) and Rite Aid (RAD).

PRICE ACTION: Amazon rose 0.1% to $1,012.35 in morning trading. The stock is just dollars away from its recently-reached all-time high of $1,016.50.