Cantor Fitzgerald Stands by Amazon Overweight Rating After AI Tool Reveals

Cantor Fitzgerald has reaffirmed its Overweight rating and $320 price target for Amazon.com stock, following the company’s unBoxed 2026 conference. The firm’s target suggests significant upside potential from the current stock price of $251.52. Amazon recently unveiled several AI-powered advertising tools at the event, including Amazon Ads Agent for conversational campaign management and Full-Funnel Campaigns for automating creative, audiences, and optimization. Other new products include DVA+ for unified campaigns and Sponsored Services with Yelp.

Testing of the new AI tools showed promising results, with Full-Funnel Campaigns delivering a 67% higher long-term return on ad spend and a 29% lower new-to-brand acquisition cost. New AI creative tools also drove up to 15% sales growth during testing. Analyst Deepak Mathivanan maintained Cantor Fitzgerald’s positive outlook on Amazon, noting that the stock appears undervalued at current levels.

In other recent developments, Amazon announced a 15% increase in GPU reserve pricing for Amazon Web Services (AWS), effective October 7, 2026. This follows a previous 20% increase set for July 1, 2026, marking the fourth consecutive quarterly price hike. Wells Fargo reiterated its Overweight rating on Amazon, citing AWS’s pricing power as a key factor. Goldman Sachs added Amazon to its Director’s Cut list, while Rosenblatt raised its price target to $360, maintaining a Buy rating.

Additionally, CSL has partnered with AWS to leverage AI and cloud computing in drug research and development. These strategic moves highlight Amazon’s efforts to strengthen its market positioning and expand its technological capabilities.