Amazon.com

AMZN · NASDAQ

$262.63+$0.18 (+0.07%)TodayMarket closed · Oct 20, 4:05 PM ET

Prev close $262.45

AMZN analyst rating

BuyConsensus of 37 analysts over the last 12 months. 95% rate it a buy.

Strong buy0
Buy35
Hold2
Underperform0
Sell0

12-month price target · 67 analysts

Average $329.27 (+25.4% upside)

Low: $209.07
Now: $262.63
High: $425.25

Upgrades and downgrades

The latest rating actions, newest first

AMZN analyst upgrades, downgrades and rating actions
Firm	Date	Action	Rating	Price target	Hit rate
Morgan Stanley	Oct 19, 2026	Maintains	Overweight	$335.00 → $350.00	60%
Wells Fargo	Oct 12, 2026	Maintains	Overweight	$338.00 → $329.00	55%
Cantor Fitzgerald	Oct 12, 2026	Maintains	Overweight	$320.00 → $310.00	63%
Tigress Financial	Oct 6, 2026	Maintains	Buy	$315.00 → $385.00	56%
TD Cowen	Oct 5, 2026	Maintains	Buy	$350.00	55%
Rosenblatt	Sep 30, 2026	Maintains	Buy	$335.00 → $360.00	62%
Wells Fargo	Sep 3, 2026	Maintains	Overweight	$328.00 → $338.00	55%
Rosenblatt	Aug 20, 2026	Initiates	Buy	$335.00	62%
UBS	Jul 31, 2026	Maintains	Buy	$305.00 → $318.00	59%
Telsey Advisory Group	Jul 31, 2026	Maintains	Outperform	$315.00 → $335.00	51%

The case for and against

Updated Oct 14, 2026

Bull case

Amazon.com is viewed positively because its business is shifting toward a higher-margin, more capital-efficient mix where AWS, advertising, and third-party services increasingly outweigh lower-margin retail economics. Q2 results underscore that thesis, with revenue up 20% to $200.6 billion, operating income up 43% to $27.5 billion, and AWS revenue rising 37% to $42.2 billion while AWS operating margin reached 39.4%, showing strong operating leverage and monetization of prior investment. Its integrated AI, cloud, commerce, and logistics platform should deepen customer engagement, raise purchase frequency, and expand ad monetization, while heavy investment in infrastructure and proprietary silicon is expected to convert into faster earnings growth and improving capital returns.

Bear case

Amazon.com is pressured by a capital cycle that is still outpacing earnings, as operating capital rose about 34% over the LTM while NOPAT increased only 13.87%, pulling ROC down from 14.28% to 12.11% and reducing Economic Profit 23.52% to $20.03 billion. Although net sales reached $775.68 billion and EBITDAR climbed to $320.87 billion for the 12 months ending June 2026, the business remains exposed to slower AI monetization, heavy AWS and fulfillment capex, and rising depreciation that can mute operating leverage. Its retail-heavy mix, competitive cloud and advertising markets, and sensitivity to weaker consumer demand, higher costs, and regulatory scrutiny all increase the risk that future capital growth continues to outrun earnings growth.

Information on this page is provided for informational purposes only and is not a recommendation to buy, sell or hold any security. Investing involves risk, including possible loss of principal. Market data is delayed at least 15 minutes and is provided without warranty. Analyst ratings, price targets and company data come from third-party sources. Past performance does not guarantee future results.