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Just For You
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 recently. Despite a 41% single-day surge in early March, HIMS remains down nearly 10% in 2026. That jump followed a new collaboration announced with Novo Nordisk A/S (NYSE: NVO), the maker of Wegovy, which was detailed in the companies’ joint statement. 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 Ozempic and Wegovy injectables as well as the Wegovy oral pill, and Novo dropped its lawsuit against Hims. With Novo’s revenues under pressure, Hims can act 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—an announcement 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 Foundayo, Eli Lilly and Company’s (NYSE: LLY) recently approved oral GLP‑1 (clinically known as orforglipron), will be available through One Medical. Cash‑pay prices for these oral drugs start as low as $149 per month, which is broadly in line with Hims’ pricing. Amazon will also offer injectables for Wegovy and Zepbound, Lilly’s popular weight‑loss injectable. Cash‑pay prices for injectables start as low as $299 per month. Amazon’s Zepbound pricing matches Hims’, while Hims advertises Wegovy injectables starting at $199. Both Hims and One Medical require a membership fee, 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 fee of $39 for the first month and $149 thereafter. Amazon is also offering same‑day GLP‑1 delivery to nearly 3,000 cities and plans to expand that 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 pricing, its lower membership fee and faster delivery offer clear consumer advantages. For Amazon Prime members, an injectable Wegovy prescription would cost roughly $3,700 per year before taxes; on Hims the total would exceed $4,000. For injectable Zepbound, the annual cost is about $3,700 on One Medical versus more than $5,000 at Hims. Amazon’s faster delivery could also be a meaningful differentiator. This presents a genuine competitive challenge for Hims. Both firms provide similar products and services but at materially different effective prices. Capital One estimates about 180.1 million Amazon Prime members in the U.S.—roughly half the population—so for a large swath of consumers it may not make economic sense to choose Hims over One Medical. Moreover, an Amazon Prime membership costs $139 per year, so even consumers who sign up primarily to access One Medical could still pay less overall than they would at Hims. That said, it’s unclear how quickly consumers will shift. Hims has built a sizable customer base of over 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 in 2026 to around 16%. Hims has long operated in a competitive market with many entrants, but few rivals have the scale and reach that Amazon brings. Hims Faces Greater Competition, Mixed Analyst SupportIt will likely take several quarters to determine whether Amazon’s entry materially harms Hims’ growth. Hims’ next earnings will cover Q1 2026, before One Medical’s GLP‑1 launch. Given Amazon’s clout as one of the world’s most powerful consumer companies, the long‑term risks to Hims are meaningful. Analysts’ views on Hims remain mixed. MarketBeat currently tracks 13 Hold ratings, four Buys, and one Sell. The MarketBeat consensus price target near $32.50 implies roughly 10% upside for the shares. However, price targets updated after Hims’ February earnings report are less optimistic—averaging about $26.30, which implies roughly 10% downside. |
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