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Rani Molla

Analysts raise Amazon price target on generative-AI opportunities

Morgan Stanley called Amazon an “underappreciated GenAI leader” in an analyst note Monday and raised the e-commerce giant’s price target to $280 from its previous target of $230.

That would imply a 29% increase from where the stock is trading today.

“While we believe the market largely appreciates AWS for its strong GenAI position, AMZN’s GenAI opportunities down the Retail P&L are less appreciated,” Morgan Stanley wrote. It believes the company’s increasing use of AI to improve recommendation algorithms, shopping assistants, logistics, and advertising will lead to “more durable and profitable Retail growth.”

HSBC came to a similar conclusion its own report Monday, raising Amazon’s price target and saying generative AI would “play a far greater role in driving growth” in 2025.

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