Amazon.com could use its four-day Prime Day to push shoppers toward Alexa for Shopping, Bank of America said.
The brokerage reiterated its Buy rating and $310 price target, implying about 30.5% upside from the stock’s June 18 close of $237.50, and it expects Prime Day, running June 23-26, to generate roughly $21.6 billion in gross merchandise volume, about 5% year over year, with $11.6 billion in first‑party GMV and $10 billion in third‑party GMV.
According to Amazon, Alexa for Shopping can surface personalized deals and recommendations from a customer’s history, show up to 365 days of price history, set price alerts and enable automatic purchases once target prices are met.
Bank of America said those features could lift engagement, improve conversion and protect direct traffic, and it estimates Alexa could add more than $200 billion in incremental GMV by 2035 and contribute over $20 billion in additional retail profit over time.
The firm also forecast second‑quarter revenue at or above the high end of Amazon’s $199 billion guidance and attributed roughly $8.5 billion of incremental revenue in the quarter to Prime Day.
Amazon shares have averaged a 2.2% gain in the week after Prime Day over the past five years, and Benzinga Pro data showed the stock was up 3.38% at $245.52 at the time of publication as a tech‑led rally lifted the Nasdaq and the S&P 500.
