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This Week's Bonus Story
Amazon Takes a Bite Out of Hims: What Its GLP-1 Entrance MeansBy Leo Miller. First 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: Elon Musk: This Could Turn $100 into $100,000
GLP-1 seller Hims & Hers Health (NYSE: HIMS) has experienced notable volatility in its stock price recently. Despite a 41% single-day surge in early March related to a new collaboration with Novo Nordisk A/S (NYSE: NVO), HIMS remains down nearly 10% so far in 2026. That surge followed an announcement that the two companies would work together on weight-loss products. Under the agreement, Novo will allow Hims to sell branded versions of its Ozempic and Wegovy injectables as well as the Wegovy pill, and Novo dropped its lawsuit against Hims. As Novo faces pressure on its revenues, the deal positions Hims to act as an additional sales channel for the company.
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Now Hims also 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. The announcement drove HIMS shares down about 4%. Here’s how Amazon is positioning itself and what it could mean for Hims going forward. Amazon Enters the GLP-1 Market Through One MedicalAmazon says the Wegovy pill and Foundayo — Eli Lilly and Company’s (NYSE: LLY) recently approved oral GLP‑1 (clinical name orforglipron) — will be available through One Medical. Cash-pay prices for these oral options start as low as $149 per month, roughly in line with Hims' pricing. Amazon will also offer injectables for Wegovy and Zepbound (Lilly’s popular weight-loss drug), with cash-pay prices starting around $299 per month. While Zepbound prices are comparable between the services, Hims advertises Wegovy injectables starting at $199. Both Hims and One Medical require a membership fee. On this front Amazon has an edge: Prime members can add a One Medical membership for $9 per month or $99 per year, compared with Hims' membership cost 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 and plans to expand coverage to 4,500 cities by the end of 2026. Hims notes delivery times of “as early as two days to a week.” Lower Cost and Faster Delivery: A Competitive ThreatEven if Amazon is not explicitly trying to undercut Hims on drug prices, its lower membership fee and faster delivery give consumers clear advantages. For Prime members, an injectable Wegovy prescription through One Medical would cost roughly $3,700 per year before taxes; the equivalent on Hims would exceed $4,000. For injectable Zepbound, annual costs are about $3,700 on One Medical versus more than $5,000 at Hims. Faster delivery could further tilt consumer preference toward Amazon. This creates a real competitive challenge. Both firms offer similar products and services, but at meaningfully different total costs. Capital One estimates there are approximately 180.1 million Amazon Prime members in the U.S. — a substantial addressable audience for One Medical. For many consumers, the economics could favor Amazon over Hims. An Amazon Prime membership itself costs about $139 per year, so even factoring in Prime, some consumers could pay less overall by getting GLP‑1s via One Medical than by using Hims. That said, whether consumers will notice these differences and switch providers is uncertain. Hims has built a sizable customer base of more than 2.5 million subscribers and is growing rapidly. Sales reached $2.35 billion in 2025, up 59% year over year, although analysts expect growth to slow to roughly 16% in 2026. Hims is accustomed to competition from a number of entrants over recent years, but none have matched the scale and reach of Amazon. Greater Competition and Mixed Analyst SentimentIt will likely take several quarters to see whether Amazon’s One Medical offering meaningfully harms Hims' growth. Hims' next earnings report will cover Q1 2026 and precedes One Medical’s GLP‑1 rollout, so investors will be watching subsequent quarters closely. Given Amazon’s size and distribution advantages, the long‑term risks to Hims are real. Analysts remain divided on Hims stock. MarketBeat currently tracks 13 Hold ratings, four Buys, and one Sell. The MarketBeat consensus price target of about $32.50 implies roughly 10% upside from current levels. However, targets updated after the company’s February earnings report are less optimistic, averaging around $26.30 — a figure that would imply roughly 10% downside. |
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