Bank of America Securities analyst Justin Post maintained a Buy rating on Amazon following the company’s recent launch of Alexa.com, a web-based extension of its voice assistant. Post emphasized that broadening Alexa access beyond dedicated devices into browsers strengthens engagement in smart-home management and family-oriented workflows. He highlighted that deeper integration with Amazon’s retail and service ecosystem could drive higher monetization opportunities over the next 12 months. Consensus data from TipRanks shows 47 analyst reviews on the stock, with 46 Buys and an average 12-month price target implying roughly 24% upside.

Amazon has been piloting Shop Direct, an AI-powered shopping tool that scrapes product listings from third-party websites and displays them alongside Amazon’s own inventory. Retailers such as Hitchcock Paper and Bobo Design Studio reported receiving unsolicited orders for items they do not sell, citing cases where customers received incorrect merchandise. Businesses have publicly decried the practice on social media, arguing that it forces them into a dropshipping model without consent and exposes them to reputational risk. Amazon has since removed several disputed listings after direct complaints, but the episode has underlined friction between the e-commerce giant’s data-aggregation ambitions and merchants’ expectations of control over inventory and branding.