Shares of small-cap NovaBay Pharmaceuticals (NBY) have jumped and been halted for volatility several times during today’s session after the company announced this morning that Avenova Direct is available “at affordable pricing and without a prescription” on Amazon.com (AMZN) through the company’s new direct-to-consumer online channel. “Avenova, the leading lid and lash spray, is designed for the removal of bacteria and debris on and around the eyelid margin that contribute to bacterial eye infections, which represent approximately 85% of the dry eye market,” NovaBay stated in its press release prior to the open. Avenova Direct is available from Amazon in the U.S. in a 20ml size for $29.99. “While prescription Avenova continues to be available through retail pharmacies and direct in-office sales by certain eye care specialists, patients and physicians have asked for greater accessibility to the product. In response, we are launching our new U.S. direct-to-consumer channel, which is a significant step in ensuring easy access at an affordable price. This direct channel further provides NovaBay with set pricing that is not impacted by the current health plan reimbursement environment,” said Justin Hall, Interim President and CEO of NovaBay. In afternoon trading, NovaBay shares are up $1.64, or 516%, to $1.96.