Upbound Group Inc. (NASDAQ: UPBD) announced an agreement with Amazon that will allow Amazon customers to pick up and return orders at more than 1,700 Rent‑A‑Center stores across the continental United States, with the service expected to launch in June 2026.
The partnership extends Amazon’s Counter service, which has been expanding since 2019, into Upbound’s retail footprint. By providing label‑free, box‑free returns, Amazon customers can drop off returns at Rent‑A‑Center locations, creating a new revenue stream for Upbound and increasing foot traffic to its stores.
Upbound’s Q4 2025 results showed earnings per share of $1.01 versus a forecast of $0.97 and revenue of $1.20 billion versus $1.18 billion, reflecting strong performance in its core Acima lease‑to‑own segment. The Amazon partnership is expected to add incremental revenue and support the company’s strategy to diversify beyond lease‑to‑own.
Management highlighted the strategic fit. CEO Fahmi Karam said, “We’re extremely proud to be among Amazon’s largest U.S. retail collaborations for pickups and returns through this agreement and welcome Amazon customers to enjoy the Rent‑A‑Center experience.” Executive Vice President Anthony Blasquez added that the label‑free return process will drive brand awareness and new customer acquisition.
The deal aligns with the omnichannel trend, positioning Rent‑A‑Center stores as service hubs. Analysts noted that the partnership could increase foot traffic and potentially boost sales of Upbound’s financial products, though the company will need to manage integration costs and maintain its core lease‑to‑own margins.
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