Ahead of next week’s Prime Day, Wall Street is bullish on AMZN stock and sees strong upside potential.
Analysts Remain Bullish on AMZN Stock
Heading into the Prime Day event, Bank of America analyst Justin Post reiterated a Buy rating on AMZN stock with a price target of $310. Post noted that Amazon expects its AI shopping assistant, Alexa for Shopping, to be an essential tool for discovery and tracking deals during Prime Day and to boost conversion rates and speed on the platform. The 5-star analyst sees the possibility of Alexa for Shopping generating more than $200 billion in incremental gross merchandise value (GMV) by 2035 and $20 billion in incremental retail profit.
Post noted that this year, Prime Day has been moved from July to June. He expects Prime Day GMV to increase by about 5% to $21.6 billion, reflecting a slowdown compared to 55% growth in 2025, which benefited from the shift to a 96-hour window. Post expects Prime Day to deliver $12.4 billion in incremental GMV in Q2 2026 and $8.5 billion in incremental revenue. He is optimistic that Amazon will continue to win market share in online retail. Also, Post expects Amazon to mitigate margin pressure during major promotional periods through efficiencies in its logistics network and increased advertising during the event.
