Despite sluggish 2025 performance, every major 2026 Wall Street 12-month price target for Amazon (NASDAQ: AMZN) stock rates AMZN shares as a ‘Buy,’ and each forecasts at least a 15%  a rally.

Wall Street forecasts Amazon stock price for 2026

The highest of the January price targets was provided by the Evercore ISI analyst Mark Mahaney, who predicted a 39.04% rally for Amazon stock from its press time price of $240.93 to $335.

Bank of America’s (NYSE: BAC) Justin Post was similarly optimistic as he forecasted AMZN shares would rise 25.76% and hit $303 in the next 12 months. 

Jefferies’ Wall Street analyst Brent Hill provided a very similar figure on January 4 when he estimated the technology and e-commerce company would reach $300 over the next year.

Despite maintaining an ‘Outperform,’ ‘Buy’ – rating, Shweta Khajuria of Wolfe Research proved something of an outlier as she lowered her 12-month Amazon stock price target from $305 to $275, thus decreasing the expected upside from 26.59% to 14.14%.

Why Wall Street is bullish on Amazon stock in  2026

Generally, analysts all noted AMZN stock’s somewhat sluggish performance in 2025, but also highlighted the lineup of new products and upgrades. 

The expansion of the Alexa ecosystem was one of the cited factors, with BofA being particularly optimistic about the web-based artificial intelligence (AI) assistant, Alexa.com, which was recently made available to early access users.

The AI-powered shopping assistant Rufus was also noted as a bullish catalyst in Evercore ISI’s note and falls into the broader trend of expecting the continued expansion of Amazon Web Services (AWS) to drive growth.

Amazon stock starts 2026 with a strong rally

Lastly, even though Amazon’s 2025 performance was underwhelming, AMZN shares’ movements at the start of 2026 appear to be already justifying the bullish predictions.

In less than seven days, Amazon stock has rallied 4.38% from December 31 and 6.37% from its January 2 price of $226.50 to its press time price of $240.93 in the January 7 pre-market.

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