Amazon CEO Herrington Sells $251,500 in Stock Amid Analyst Optimism

Douglas J. Herrington, CEO of Worldwide Amazon Stores, sold 1,000 shares of Amazon.com Inc. common stock on October 1, 2026, for a total of $251,500. The shares were sold at $251.50 per share under a Rule 10b5-1 trading plan, which he adopted on November 10, 2025.

Following this transaction, Herrington directly holds 474,681 shares of Amazon stock. He also indirectly holds 6,609.348 shares through an Amazon.com 401(k) plan account. The sale occurred while Amazon trades at a P/E ratio of 20.4 and a market capitalization of $2.71 trillion.

Analysts have recently updated their views on Amazon. TD Cowen reiterated a Buy rating with a $350 price target, expecting significant growth in Amazon Web Services (AWS). Cantor Fitzgerald maintained an Overweight rating with a $320 price target, citing new AI-powered advertising tools launched at the unBoxed 2026 conference.

Wells Fargo also reiterated an Overweight rating with a $338 price target, following Amazon’s announcement of a 15% increase in GPU reserve pricing for AWS. A survey by Evercore indicated positive revenue trends for Amazon in digital ad spending, while Goldman Sachs added Amazon to its Director’s Cut list for October.