Amazon (AMZN) stock has risen just shy of 5% YTD, with April’s stock crash making most of its gains this past year irrelevant. With its AI prospects booming and AWS cloud computing looking promising, Amazon has plenty of potential in 2026. One of its most promising prospects in the new year, according to analysts at Evercore, is its Rufus AI assistant.
Indeed, A top Evercore analyst expects AI-powered shopping assistant Rufus and agentic commerce to boost Amazon’s business. Analyst Mark Mahaney went on to reiterate a Buy rating on Amazon AMZN stock with a price target of $335. Mahaney writes that he expects Rufus and agentic commerce to boost AMZN’s sales. While the latter isn’t quite ready yet, its tandem with Rufus will help Amazon customers with their shopping habits and decision-making, bringing more profit to the e-commerce giant. As a result, his forecasted 50% growth from current prices would put AMZN at around $345, a huge jump from its current ATH.
Additionally, Mahaney praised growth at AWS, growing demand for new Trainium AI chips, further strong growth in advertising revenue, and a ramp in the new Alexa+. “At the end of the day, Amazon remains a high-quality compounder (25% EPS compound annual growth rate), with solid double-digit revenue growth, expanding operating margins, and free cash flow likely to increase materially in a 24-month timeframe,” Mahaney said.
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Furthermore, Mahaney notes that Amazon disclosed that more than 250 million customers used Rufus last year, contributing to an additional $10 billion in gross merchandise value (GMV). This was a massive catalyst for its strong earnings each quarter in 2025. With the continued development and reliance on AI technology, Amazon is poised for another dominant year of revenue, which could boost AMZN stock.
Amazon (AMZN) shows potential for significant growth in 2026, with analysts predicting nearly 50% upside driven by AWS growth and advertising revenue. Several other firms outside of Evercore have faith in AMZN’s upside. Wedbush’s current price target for the stock is $340.00, while Cantor Fitzgerald’s is $315.00. Both forecasts are significantly above the current market price of $233.