Every major 2026 12-month price target from leading sell-side firms rates Amazon shares as a Buy, forecasting at least a 15% rally. Evercore ISI’s Mark Mahaney leads with a 39.04% upside projection, Bank of America’s Justin Post sees a 25.76% gain, and Jefferies’ Brent Hill concurs with a target implying roughly a 25% advance. Wolfe Research’s Shweta Khajuria, while maintaining a Buy rating, trimmed her forecast to a 14.14% upside, down from 26.59%, reflecting the only notable divergence in an otherwise uniformly bullish consensus.

Analysts highlight Amazon’s accelerated deployment of artificial-intelligence initiatives as a key growth driver. The expansion of the Alexa ecosystem—most recently with the web-based AI assistant in early access—earns particular praise, as does the launch of Rufus, Amazon’s AI-powered shopping assistant. Wall Street notes that continued enhancements in AWS, including new generative-AI tools and enterprise cloud services rolled out in 2025, should sustain margin expansion and revenue growth into 2026.

Despite a tepid 2025, Amazon’s stock has already demonstrated tangible strength to start 2026. In the first week of trading, shares rose approximately 4.4% from the prior year’s closing level and nearly 6.4% from the start-of-January quote, reinforcing the view that bullish price targets may be achievable. Investors are interpreting this early rally as validation of the sell-side’s confidence in Amazon’s strategic investments and long-term growth trajectory.