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Featured Story from MarketBeat

Amazon Takes a Bite Out of Hims: What Its GLP-1 Entrance Means

Written by Leo Miller. Originally Published: 4/28/2026. 

Hims logo overlaid on a pink background with an apple, measuring tape, and assorted supplement capsules.

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.
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GLP-1 seller Hims & Hers Health (NYSE: HIMS) has seen significant volatility in its stock price lately. Notably, despite a 41% single-day surge in early March, HIMS remains down nearly 10% in 2026. That sharp move followed an announcement that Hims and Novo Nordisk A/S (NYSE: NVO), the maker of Wegovy, were entering into a new collaboration.

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 the Wegovy pill. Novo also dropped its lawsuit against Hims. With Novo’s revenues moving in the wrong direction, Hims will act as a sales channel for the company.

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However, 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, and the announcement sent HIMS shares down 4%. Here’s how Amazon is positioning itself and what it could mean for Hims going forward.

Amazon Enters GLP-1 Game Through One Medical

Amazon 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 the drugs start as low as $149 per month, which is in line with Hims’s pricing.

Amazon will also offer injectables for Wegovy and Zepbound, Lilly’s highly popular weight-loss drug. Cash-pay prices for these drugs start as low as $299 per month. While Zepbound prices are equal to Hims’s, Hims offers Wegovy injectables starting at $199.

Customers who use Hims or One Medical also must pay a membership fee. On this front, Amazon has a clear advantage. Amazon Prime members can add a One Medical membership for just $9 a month or $99 per year. That compares favorably with Hims, whose membership fee is $39 for the first month and $149 thereafter.

Furthermore, Amazon is offering same-day GLP-1 delivery to nearly 3,000 cities. It plans to expand that number to 4,500 cities by the end of 2026. Meanwhile, Hims notes delivery times of “as early as two days to a week.”

Amazon’s Lower Cost, Faster Delivery: A Problem for Hims

While Amazon may not necessarily be trying to undercut Hims on drug pricing, its lower membership fee and faster delivery times have clear advantages for consumers. For Amazon Prime members, an injectable Wegovy prescription would cost around $3,700 per year before taxes. On Hims, the total price would be above $4,000. For injectable Zepbound, the math is even worse: about $3,700 annually on One Medical, while exceeding $5,000 at Hims. At the same time, Amazon’s delivery speed could be much faster.

This poses a real competitive challenge for Hims. At the end of the day, the two companies are offering similar products and services at very different price points. Capital One estimates that there are approximately 180.1 million Amazon Prime members in the United States. Thus, for around half the U.S. population, it likely would not make economic sense to choose Hims over One Medical.

Additionally, an Amazon Prime membership costs just $139 per year. So if a consumer only wanted an Amazon Prime membership to access GLP-1s through One Medical, they could still pay less overall than they would with Hims.

However, whether consumers recognize this and decide to move to Amazon is far from certain. Hims has built a significant customer base of over 2.5 million subscribers and is growing fast. Sales hit $2.35 billion in 2025, up 59% year over year, but analysts expect growth to moderate sharply in 2026 to around 16%.

Hims isn’t new to competition, with many similar companies having entered its market over the past several years. However, none of those competitors has had the size and scope that Amazon does.

Hims Faces Greater Competition, Mixed Analyst Support

Overall, it will likely take several quarters to determine whether Amazon’s entry into this market significantly hurts Hims’s growth. Hims’s next earnings will cover Q1 2026, before One Medical’s GLP-1 launch. Given Amazon’s position as arguably the most powerful consumer company in the world, the long-term risks to Hims are very real.

Analysts continue to take a highly mixed view of Hims stock. MarketBeat currently tracks13 Hold ratings, four Buys, and one Sell.

The MarketBeat consensus price target near $32.50 implies about 10% upside in shares. However, targets updated after the company’s February earnings report are far less optimistic. They average approximately $26.30, a figure that implies around 10% downside.

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Published by RJ Hamster

I was born on 6 August 1956 in San Francisco, California to Janet and (the late) Richard Hovis. I grew up in Santa Monica, California where I attended elementary, junior high school, and high school (graduating in 1974), in addition to involvement in sports and recreation (Little League +, the Boy’s Club ++). Further, it was in elementary school – St. Augustine’s By-the -Sea Parish School that I found, and made the choice to truly journey with God. I attended Arizona State University from 1974 to 1977 – seeking to become an architect, however, I was not accepted, and, as such, I graduated with a Liberal Arts degree. Upon graduation from Arizona State University, I attended Cal Poly San Luis Obispo and studied City and Regional Planning at the Master’s level. I successfully completed one (1) year in a two (2) year program – I did not complete the Master’s degree in City and Regional Planning – due to personal reasons. I returned to Santa Monica where I started (October 1979) my career as graphic designer with Exxon Company, USA. I spent five years with Exxon Company, USA. While working with Exxon Company, USA I was accepted into architectural school – Sci-Arc in Southern California, however, I did not attend preferring to stay with Exxon.. In 1982 I married Laura Flosi and in April 1983 we had our one and only child – Lauren Alain Hovis – a gift from God. We moved to Phoenix, Arizona in 1984 from Los Angeles, where I went to work as a graphic designer with Kitchell CEM (from 1985 -1987). From 1987 – 1995 I was an independent contractor, and a registered representative in mortgage finance, financial management, graphic design, and drafting. Further, I attended the University of Phoenix and successfully obtained a Master’s in Business Administration (MBA) in 1982. I was also a member of the Scottsdale Jaycees, where I became very involved in community events and projects. In 1994, I accepted a cartography position with the Defense Mapping Agency in Reston, Virginia. As such, I relocated from Phoenix to Reston. In 1998, I was accepted and worked as a Visual Information Officer with the Central Intelligence Agency. In 2002, I worked as a Support Officer until my retirement (due to a need for shoulder surgery) in September 2018. Away from my Federal Government service, I have been involved in various organizations and activities in Northern Virginia. In November of 2011, I married Rebecca Ouellette in Santa Monica, California. I reside in San Tan Valley, AZ with my two hamster - Jess and Timothy, our fish, our lizard - RJ Lizard., and our cats - Pearl and Grey. As to hobbies, I enjoy playing sports, attending sporting events, mentoring individuals from financial management to hamsters, building models, photography, travel, multimedia design, managing partner for RJ Hamster, and jazz – smooth jazz to a samba or a bossa nova. Love and God Bless, Peter – aka RJ Hamster Jo hi

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