Analysts set Amazon stock price target for 2026

Core Viewpoint - Despite a sluggish performance in 2025, Wall Street analysts maintain a bullish outlook on Amazon (NASDAQ: AMZN) stock for 2026, with all major price targets indicating a 'Buy' rating and forecasting at least a 15% rally [1]. Price Targets - The highest 12-month price target for Amazon stock is set by Evercore ISI's Mark Mahaney, predicting a 39.04% increase from $240.93 to $335 [1]. - Bank of America's Justin Post forecasts a 25.76% rise, targeting $303 within the next 12 months [2]. - Jefferies' Brent Hill estimates a similar target of $300 for Amazon stock over the next year [2]. - Wolfe Research's Shweta Khajuria, while maintaining an 'Outperform' rating, lowered her target from $305 to $275, reducing the expected upside from 26.59% to 14.14% [3]. Factors Driving Optimism - Analysts acknowledge Amazon's sluggish performance in 2025 but highlight new product launches and upgrades as key growth drivers [4]. - The expansion of the Alexa ecosystem is noted as a significant factor, with particular optimism surrounding the web-based AI assistant, Alexa.com [4]. - The AI-powered shopping assistant Rufus is also identified as a bullish catalyst, contributing to expectations of continued growth in Amazon Web Services (AWS) [5]. Stock Performance - Amazon stock has shown a strong start to 2026, with a rally of 4.38% from December 31 and 6.37% from its January 2 price of $226.50 to $240.93 as of January 7 pre-market [6][8].