The online retailer Amazon receives backing from Wall Street: US investment bank Morgan Stanley sees considerable upward potential for the share price.
• Morgan Stanley sees clear upward potential for Amazon share
• Fresh food as a driver for future growth
• Amazon sees good customer acceptance
Morgan Stanley Analyst Brian Nowak has confirmed his “overweight” classification for Amazon. As “Gurufokus” reports, he set a price target of $ 300, with which he sees an upward potential of around 37.5 percent for the share, which lastly at $ 218.15 (as of 25.09.2025).
Fresh food as a growth driver
In a note, Morgan Stanley emphasized that Amazon’s gross star value (GMV) could again significantly increase food for fresh food in the coming years due to the expansion to the US market. Because Morgan Stanley estimates that the spending of the US consumers for fresh food (outside of restaurants) could achieve a volume of around $ 600 billion in 2026. If the shipping giant succeeds in conquering only one percent market share, its GMV growth in 2026 could increase by 120 basis points, now argues.
The analyst added that the existing logistics infrastructure of Amazon, the requirements for the minimum basket size and the margin structure could support profitability in this segment.
In addition, Nowak points out another positive aspect: he explained that a broader penetration of the food market would provide more consumer data, which in turn could strengthen Amazon’s long -term strategy for digital trade.
Amazon USA is driving a massive expansion of the grocery store
In mid-August, Amazon announced that the same-day delivery service in the USA would be expanded to include fresh food such as fruit, vegetables, meat, seafood, dairy products, baked goods and frozen goods. Prime customers are supplied free of charge within a few hours from $ 25, for smaller orders and for non-prime customers, fees are incurred. Initially, this offer is in over 1,000 cities, and there should be over 2,300 cities by the end of the year and another expansion is planned for 2026.
Amazon expects great potential through the new combination option for the product groups: Customers “can order milk together with electronics, oranges, apples and potatoes together with a thriller and frozen pizza for their next home engine project – and have a single shopping cart checked out and have everything delivered home within a few hours,” commented Doug Herrington, CEO from Worldwide Amazon Stores.
According to company, many customers who ordered perishable foods in the previous test regions have bought at Amazon for the first time and these are now returned twice as often to buy with the same-day delivery service than those who have not bought a fresh food. How popular foods are among Prime members is also evident from the fact that, for example, strawberries consistently displace the AirPods from the top 5 of the best-selling products.
Editor finance.net
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