Amazon’s Prime Day 2025 Makes Records – Analysts Revise AMZN Price Target Higher

Amazon (NASDAQ: AMZN) has announced that Prime Day 2025 was its most successful to date, with the four-day sales extravaganza, held from July 8th to 11th, generating record-breaking sales. Customers reportedly saved billions of dollars across more than 35 product categories, surpassing all previous iterations, including any prior four-day periods incorporating a Prime Day event.

Doug Herrington, CEO of Amazon Worldwide Stores, attributed the success to the dedication of employees, delivery partners, vendors, and sellers, emphasizing the substantial savings passed on to Prime members on both everyday essentials and sought-after products.

The best-selling items this year included Apple AirPods Pro 2, BIODANCE Bio Collagen Real Deep Mask, and Dawn Platinum Powerwash Dish Spray, showcasing a diverse range of consumer interests. Furthermore, millions of Alexa-enabled devices, such as the Ring Battery Doorbell and Fire TV Stick HD, were purchased, indicating the continued integration of Amazon's ecosystem into consumers' lives.

Rival retailers such as Walmart and Target strategically launched competing promotional events, including Walmart's six-day deals event and Target's Circle Week, aiming to capture a share of the heightened consumer spending during this period.

Amazon's stock gained 1.24% in the final trading day of last week, which was also the final day of the event (11th). Whilst AMZN has underperformed the broader Nasdaq 100 this year, with gains of 2.18% against 8.61%, the view from the street suggests this may be a short term blip.

Looking ahead, analysts anticipate varied performance for Amazon, yet sentiment is moving to the upside on recent revisions. Price targets for the next 12 months range from a low of $195 to a high of $305, with four upside revisions coming at the end of the week.

Citizens JMP raised their price target from $250 to $285, JP Morgan from $240 to $255, Piper Sandler from $212 to $250, and Morgan Stanley from $250 to $300. All four hold Overweight or Outperform ratings on the stock.

While the strong Prime Day performance is undoubtedly a positive sign, markets will be closely watching Amazon's upcoming earnings release for further insights into the company's financial health and growth trajectory. The reported $24.1 billion in U.S. online spending during the four-day event, according to Adobe Analytics, bodes well for retail and advertising revenues.