Copenhagen, Jan 10, 2026, 20:43 CET — The market has closed.
Novo Nordisk A/S Class B shares (NOVOb.CO) rose 3% on Friday after Amazon Pharmacy announced it had started selling the company’s Wegovy weight-loss pill, expanding availability for U.S. patients just days following the drug’s market debut. The Copenhagen-traded stock closed at 381.45 Danish crowns. (Reuters)
The launch of Amazon’s new channel is crucial, as those initial weeks often shape prescription growth and pricing control. Investors have swiftly knocked stocks at the first hint of weakening demand or discounts extending past just starter doses.
It also places a busy storefront in front of a drug category that continues to face coverage gaps. Many patients end up paying out of pocket or comparing options between telehealth services and pharmacies while insurers sort out reimbursement policies.
Amazon said eligible customers with commercial insurance might pay just $25 for a one-month supply, while the cash price starts at $149 monthly. Tanvi Patel, Amazon Pharmacy’s vice president and general manager, emphasized the company’s goal to offer “more choice, greater transparency, and fewer barriers to care.” She also noted the pill will be available in Amazon Pharmacy kiosks within weeks. (Business Wire)
Wegovy’s new pill contains semaglutide, the same active ingredient found in Novo’s injectable Wegovy and its diabetes treatment Ozempic. It belongs to the GLP-1 class, which mimics a gut hormone involved in controlling appetite and blood sugar. The FDA gave the oral version the green light in December, putting Novo ahead of Eli Lilly in the race to dominate the obesity pill market. Sydbank analyst Soren Lontoft Hansen projects peak annual sales for the Wegovy pill at around 24 billion Danish crowns. (Reuters)
The stock edged close to this week’s high on Friday, trading in a range from 369.0 to 389.8 crowns. About 8.95 million shares changed hands, setting support near 370 and resistance just below 390. (Investing)
Traders are focusing on a few key near-term issues rather than the broader obesity narrative. They’re watching for early signals on whether the cash price attracts new customers, how quickly prescriptions pick up in major retail outlets, and if patients maintain the pill regimen or revert to injections.
However, the pill’s financial outlook might fall short if insurers stick to tight coverage policies and Novo leans more heavily on rebates to protect sales. Pricing pressure is expected to intensify as 2026 approaches. ClearBridge Investments analyst Marshall Gordon weighed in on Europe’s probable approach: “You can’t force the Europeans to just all of a sudden spend more.” (Reuters)
Upcoming catalysts are set. Novo plans to release its full-year 2025 results on Feb. 4, ahead of Nasdaq Copenhagen’s open. CEO Mike Doustdar is also lined up to speak at the J.P. Morgan Healthcare Conference on Jan. 13.
