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Just For You
Amazon Takes a Bite Out of Hims: What Its GLP-1 Entrance MeansReported by Leo Miller. Published: 4/28/2026. 
Key Points
- After Hims reached a key deal with Novo Nordisk, Amazon rained on the company's parade.
- Amazon is launching its own weight management platform, offering popular GLP-1s.
- Amazon's cost and delivery advantages put Hims in a difficult competitive position.
- Special Report: Iran War TRUTH
GLP-1 seller Hims & Hers Health (NYSE: HIMS) has experienced significant volatility lately. Despite a 41% single-day surge in early March following a new collaboration announcement, HIMS remains down nearly 10% year to date in 2026. That surge came when Hims and Novo Nordisk A/S (NYSE: NVO), maker of Wegovy, announced a new collaboration. Under the agreement, Hims no longer needs to sell copycat versions of Novo’s weight-loss and diabetes drugs. Novo will allow Hims to sell branded versions of its Ozempic and Wegovy injectables, as well as a Wegovy pill formulation. Novo also dropped its lawsuit against Hims. With Novo’s revenue trends weakening, Hims will serve as an additional sales channel for the company.
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But Hims now faces competition from one of the largest consumer companies in the world: Amazon.com (NASDAQ: AMZN). In mid-April, Amazon added a weight-management offering to its One Medical platform, a move that sent HIMS shares down about 4%. Here’s how Amazon is positioning itself and what it could mean for Hims going forward. Amazon Enters GLP-1 Game Through One MedicalAmazon says the Wegovy pill and the Foundayo GLP-1 pill will be available through One Medical. Foundayo is Eli Lilly and Company’s (NYSE: LLY) recently approved oral GLP-1, also known by the clinical name orforglipron. Cash-pay prices for these oral options start as low as $149 per month, similar to Hims' cash pricing. Amazon will also offer injectables for Wegovy and Zepbound, Lilly’s popular weight-loss drug. Cash-pay prices for these injectables start at about $299 per month. While Zepbound pricing matches Hims', Hims advertises Wegovy injectables starting at $199. Both Hims and One Medical charge membership fees, and here Amazon has a clear advantage. Amazon Prime members can add a One Medical membership for $9 a month or $99 per year, compared with Hims' membership pricing of $39 for the first month and $149 per year thereafter. Amazon is also offering same-day GLP-1 delivery to nearly 3,000 cities, with plans to expand to 4,500 cities by the end of 2026. By contrast, Hims notes delivery times of “as early as two days to a week.” Amazon’s Lower Cost, Faster Delivery: A Problem for HimsEven if Amazon isn't explicitly trying to undercut Hims on drug prices, its lower membership fee and faster delivery create clear consumer advantages. For example, an injectable Wegovy prescription through One Medical would cost roughly $3,700 per year for Prime members before taxes; Hims' comparable total exceeds $4,000. For injectable Zepbound, annual cost on One Medical is about $3,700 versus more than $5,000 through Hims. Amazon’s faster delivery could further tilt the balance. That presents a meaningful competitive challenge. The two firms are offering similar products and services at materially different total costs. Capital One estimates there are about 180.1 million Amazon Prime members in the U.S. — roughly half the population — so for many consumers a shift to One Medical could be economically attractive. Moreover, an Amazon Prime membership itself costs just $139 per year. Even if a consumer signed up for Prime primarily to access GLP-1 therapies through One Medical, the combined cost could still be lower than Hims overall. That said, whether consumers will recognize the savings and switch to Amazon is uncertain. Hims has built a substantial base of more than 2.5 million subscribers and is still growing rapidly. Sales reached $2.35 billion in 2025, up 59% year over year, though analysts expect growth to moderate to around 16% in 2026. Hims has weathered competition from similar entrants over the past several years, but none match Amazon's scale and distribution reach. Hims Faces Greater Competition, Mixed Analyst SupportIt will likely take several quarters to assess whether Amazon’s entry materially harms Hims' growth. Hims’ next earnings report will cover Q1 2026, before One Medical’s GLP-1 launch. Given Amazon’s enormous consumer presence, the longer-term risks to Hims are significant. Analysts remain divided on Hims stock. MarketBeat currently tracks 13 Hold ratings, four Buys and one Sell. The MarketBeat consensus price target near $32.50 implies roughly 10% upside. However, targets updated after the company’s February earnings report are less optimistic, averaging about $26.30 — which would imply roughly 10% downside. |
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