UBS Raises Amazon.com (AMZN) Price Target to $348
Key Points
- UBS increased its price target for Amazon.com, Inc. from $318 to $348, keeping a Buy rating on the stock.
- UBS's $348 price target implies 39.75% upside from Amazon.com, Inc.'s ($AMZN) current $249.01 share price.
- As of October 26, 2026, Amazon shares traded at $249.09, which is about equal to its recent closing price.
- The average price target from analysts for Amazon is $331.72, indicating that the stock is currently below this mean target.
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On October 26, 2026, UBS raised its price target for Amazon.com, Inc. (AMZN) from $318 to $348, while maintaining a Buy rating on the stock. This update comes as part of UBS's ongoing analysis of Amazon's performance in the retail sector and aligns with their positive outlook for the company. The information was sourced from UBS's research note released on the same day.
AMZN
Amazon.com, Inc.
UBS vs. the S&P 500
Hypothetical returns from UBS's disclosed trades, not real profit or advice. How we model this.
Other Institutional Activity in Amazon.com, Inc.
In recent weeks, several other funds have adjusted their positions in Amazon. BSN CAPITAL PARTNERS grew its stake by 192,400 shares, totaling 340,000 shares worth about $84.8 million. Wilmington Savings Fund Society, FSB added 21,163 shares, bringing its total to 171,278 shares valued at approximately $42.7 million. Additionally, MBL Wealth increased its holdings by 4,478 shares, finishing with 37,979 shares worth about $9.5 million.
Amazon.com, Inc. Stock Down 0.5%
As of October 26, 2026, Amazon shares closed at $249.09. This price is about equal to its recent trading level and is below the 50-day moving average by 2.6%. The stock is also 13.3% below its 52-week high of $287.20, but it remains 27% above its 52-week low of $196.00. The average price target from analysts is $331.72, suggesting that the stock still has room for growth.
$AMZN price target
Amazon.com, Inc. daily closes and this analyst's $348 target. Not advice.
Recent Earnings
Amazon reported trailing twelve-month revenue of $775.7 billion and an EPS of $12.43. The company has shown a revenue growth of 19.6% year-over-year, with a net margin of 17.4% and a return on equity of 30.6%. The next earnings report is scheduled for October 29, 2026.
Earnings drift grade
Outlook vs expectations on the last report — not price action.
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Forward outlook
23 analysts raised price targets.
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EPS & revenue
EPS missed estimates by 3.6%. Revenue met estimates.
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Profit surprise
EBITDA beat by 31 percent. Operating income beat by 90 percent.
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Pre-earnings setup
Bar was high, analysts already very bullish.
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Analyst signal
23 target raises.
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Earnings quality
Gross margin up 1.3 points. Operating margin up 1.3 points. Positive free cash flow.
Earnings Call Summary
Amazon had a strong first quarter with $181.5 billion in revenue and record 13.1 percent operating margin. Cloud computing services grew 28 percent year over year, the fastest pace in 15 quarters, driven by artificial intelligence demand. The company is investing tens of billions in data centers and chips, expecting these upfront costs to deliver strong returns in future years as customers pay for the capacity.
Guidance Amazon expects second quarter sales between $194 billion and $199 billion, up from first quarter's $181.5 billion. Operating income should reach $20 billion to $24 billion as the company invests heavily in artificial intelligence and new satellites for the Amazon LEO business.
Slightly positive report. The quarter was acceptable, but the forward setup is not strong.
Insider Buying and Selling at Amazon.com, Inc.
Recent insider transactions include Matthew S. Garman, who sold 14,541 shares valued at approximately $3.77 million on August 21, 2026. David A. Zapolsky sold 15,430 shares for about $4 million on August 24, 2026. Douglas J. Herrington also sold 1,000 shares on September 1 and another 1,000 shares on October 1, totaling around $506,270.
Analysts Set New Price Targets
On October 26, 2026, UBS maintained a Buy rating on Amazon with a new price target of $348, up from $318. Other firms have also recently provided ratings, with Tigress Financial maintaining a Buy rating and a target of $385, while Wells Fargo and Cantor Fitzgerald kept their Overweight ratings with targets of $329 and $310, respectively.
About Amazon.com, Inc.
Amazon.com, Inc. is a major player in the retail sector, selling a wide range of consumer products and services through both online and physical stores. The company operates in multiple segments, including North America, International, and Amazon Web Services (AWS). This diverse business model supports its strong performance in the market.
Bottom Line
Investors should watch for Amazon's upcoming earnings report on October 29, 2026, as well as any further updates from analysts following this price target change by UBS. Overall, UBS's new target reflects a continued positive outlook for Amazon amidst a competitive retail landscape.
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Source: UBS's rating change on $AMZN (Oct 26, 2026). Written by software, not financial advice. How we make alerts