How High Will Amazon Stock Go in 2026? Experts Weigh In
Written by
Stacy Sare Cohen
Edited by
Jenna Klaverweiden
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When a stock gets as big as Amazon (AMZN), growth by itself isn’t enough. Investors want to see that a company is running efficiently and protecting its margins, and they want to see that future gains aren’t already baked into the price.
That’s why opinions on Amazon’s stock in 2026 are split-even among experts who are confident in the company over the long term. Here’s how high Amazon stock could go in 2026, according to finance experts.
Also see what an investment in Amazon at the beginning of 2025 would be worth now.
A Valuation Reality Check
CFA Michael Collins of WinCap Financial, who has worked in wealth management since 2012, said Amazon “looks fully priced” on WinCap’s quant screens. “The stock ranks poorly relative to peers in the Mag 7, with valuation stretched and capital efficiency not keeping pace.”
Collins explained that Amazon’s returns could disappoint. “When expectations are this high, and the numbers don’t back it up, returns tend to disappoint,” he said.
A Different Perspective
Others believe the stock hasn’t hit its ceiling yet.
“Amazon’s shares could reach $340 to $370 by the end of 2026, with upside toward $400 if market conditions remain supportive,” said Ali Zane, personal finance expert and CEO of Imax Credit Repair.
He pointed to Amazon Web Services (AWS) growth, expanding advertising revenue and continued cost savings from automation as the main drivers.
It Comes Down to Execution, Not Hype
The focus on margins is exactly what investors tend to care about most, according to finance journalist Leeron Hoory.
She said Amazon’s growth is more about execution than hype. “When you look at Amazon’s services: cloud, advertising, logistics, etc., they all are foundational forces. Managing costs is just as vital as managing revenue,” she explained.
Hoory also pointed to AWS and artificial intelligence (AI). “AWS is something investors always watch, no matter what. Moreover, with AI, competition is fierce. Amazon’s benefit, however, is time. It has been around for years, and if the market is stable, investors are bound to lean towards them,” Hoory said. “Amazon doesn’t rely on any ‘cloud storage boom’ — the truth is investors care more about margins than expansion, and Amazon is seen as something durable, stable and far from speculative.”
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