Discover the latest results from Amazon, the evolution of Amazon’s stock price, and the 2026 outlook for Amazon’s shares. Through a fundamental and technical approach, we will try to answer the question everyone is asking: should you invest in Amazon stock in 2026?

You cannot invest in Amazon stock via a PEA, including one of the best PEA accounts since Amazon is an American security and is therefore not eligible for the share savings plan. You can position yourself in Amazon stock, either directly or through derivatives, from one of the best securities accounts.

Who is Amazon? Timeline of key dates that shaped the Amazon company

1994 – Amazon was founded

1995 – Launch of Amazon.com

1997 – Initial Public Offering (IPO)

2000 – Launch of the Amazon marketplace

2005 – Creation of Amazon Prime

2006 – Birth of AWS (Amazon Web Services)

2014 – Launch of Alexa and Echo devices

2017 – Acquisition of Whole Foods

2020 – Surge in activity during the Covid-19 crisis

2025 – Strategic pivot toward AI and profitability

What are Amazon’s latest results? What are the prospects for Amazon in 2026?

On October 30, 2025, Amazon published solid quarterly results, as for the period ended September 30, 2025, Amazon’s revenue stood at $180.2 billion, up 13% year over year, while net income jumped to $21.2 billion, compared with $15.3 billion a year earlier, a rise of nearly 38%.

Operating income stood at $17.4 billion, a level flat year over year, pressured by $4.3 billion in exceptional charges related notably to a settlement with the Federal Trade Commission and to restructuring costs.

Excluding non-recurring items, adjusted operating income would have reached $21.7 billion, signaling a real improvement in profitability.

In detail, AWS continued to drive Amazon’s performance with revenue growth of 20% to $33 billion, while online retail activities posted a more modest but robust growth in North America and internationally.

Amazon also indicated that the publication of its 2025 annual results was expected in early February 2026, during the presentation of the fourth-quarter accounts.

Summary table of Amazon’s key financial figures

What is Amazon’s stock price today?

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What are Amazon’s key sectors for 2026?

In 2026, Amazon remains a key player in global e-commerce, a business that continues to be the group’s historical backbone despite increasing competitive pressure from Chinese platforms such as Temu, Shein, and AliExpress, which continue to gain ground with Western consumers by selling products at very low prices.

But beyond online shopping, Amazon’s growth dynamics rely mainly on its high value-added activities. Cloud computing, via AWS, remains the main profitability engine for Amazon, driven by accelerating demand from businesses and the surge in computing power needs linked to artificial intelligence.

At the same time, Amazon is intensifying its investments in generative AI, both in terms of infrastructure and in proprietary models, with the aim of capturing an increasing share of the technology value chain. These two pillars (cloud and AI) are now the strategic levers for Amazon’s value creation in 2026.

Amazon is also looking to consolidate growth levers that are more discreet but strategic, starting with online advertising, which has become a high-margin revenue source for the group. Thanks to the wealth of its proprietary data from e-commerce and Prime Video, Amazon is gradually establishing itself as a major player in digital advertising, capable of rivaling the sector’s traditional giants.

What are the fundamentals of Amazon stock? Our view and fundamental analysis

Amazon’s fundamental analysis clearly highlights the strength of its growth and the ongoing improvement in its profitability, two elements that constitute the stock’s main strengths. The Amazon group also benefits from a robust balance sheet, giving it ample financial flexibility to invest and weather economic cycles.

However, despite the recent stock price correction, the valuation remains high relative to sector standards, a point that should prompt investors to maintain a stringent reading of the group’s fundamentals, despite solid overall results.

Summary table of Amazon’s key financial indicators

How high can Amazon stock rise in 2026? Technical analysis and Café de la Bourse’s view

From a technical analysis standpoint, Amazon stock is currently moving within a clearly defined trading range between $240 and $210, indicating a phase of market hesitation. Chart enthusiasts will also recognize the potential formation of a head-and-shoulders pattern, typically interpreted as a sign of a weakening trend.

The key level to monitor for Amazon stock remains the resistance at $234.50, a zone where prices recently rebounded before turning lower again. Note that the $234.50 resistance has been tested six times over the last six months. Amazon stock is trading today around $226.50, heading toward the next support zone at $213.

In this context, the most prudent scenario is to wait for a test of the next support, as a bounce of Amazon above $213 could offer a tactical buying opportunity, with a return expected toward $234.50, and then, if breached, toward the major resistance at $242.

Technical chart of Amazon stock price in 2026

Conversely, a clean break of the $213 support would open the door to a more pronounced correction for Amazon stock, with a potential target around $186. These technical levels will need to be monitored very closely in the coming weeks.

Key technical levels of Amazon stock

Should you buy Amazon stock in 2026? Café de la Bourse’s view

After hitting an all-time high around $258 in October 2025, Amazon stock is now trading at more reasonable valuations, with the share price currently heading toward the $213 zone, identified as a key technical support.

In this context, it seems reasonable to consider a position in Amazon stock in 2026, especially since the group’s fundamentals remain solid and its main growth drivers (cloud, artificial intelligence, and advertising) remain well oriented.

However, financial markets are inherently unpredictable and no scenario is guaranteed. To hedge against volatility and market uncertainties, it may be wise to favor a gradual investment strategy, such as Dollar Cost Averaging (DCA), which smooths entry points and reduces market-timing risk.

By investing through a plan, you limit the impact of market volatility and spread your purchase risk over several months, or even several years. This approach helps avoid investing at the worst possible moment and smooths the acquisition price of your position over time.

How to invest in and trade Amazon stock in practice?

The simplest solution to invest in Amazon stock is to acquire directly Amazon shares, or, since Amazon’s price exceeds $220, to buy a fractional share thanks to online brokers offering fractional shares, a perfect solution for investors with smaller capital who want to diversify. It will thus be possible to buy Amazon stock or a fraction of it with brokers such as eToro, XTB, Trade Republic, or Interactive Brokers.

An interesting alternative is to invest via ETFs that include Amazon. Many index funds track large technology capitalizations, and some thematic ETFs focused on e-commerce, artificial intelligence, or cloud computing allow exposure to Amazon while diversifying your portfolio. To buy ETFs, you can turn to online brokers such as IG, Freedom24, or BoursoBank, for example.

Finally, for more active traders looking to capitalize on short-term movements in Amazon’s stock price, there are various leveraged financial products. ETPs, options, warrants, and turbos offer trading opportunities on the stock’s volatility, allowing you to trade its short-term movements with limited capital, via brokerage firms such as Saxo Bank, DEGIRO, or Bourse Direct.

All of our information is, by nature, generic. It does not take into account your personal situation and in no way constitutes personalized recommendations for executing transactions and cannot be considered financial investment advice, nor any solicitation to buy or sell financial instruments. The reader is solely responsible for using the information provided, and Cafedelabourse.com’s publisher cannot be held liable. Cafedelabourse.com’s publisher cannot be held responsible in case of error, omission, or ill-timed investment.