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Pre-Earnings Rally Builds for Amazon Stock

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Amazon Starts 2026 Strong—What It Could Mean for the Year

Written by Sam Quirke on January 9, 2026 

What You Need to Know

• Amazon has started 2026 with some decent momentum, after a flat 2025 left investors frustrated. 
• A familiar pattern is starting to emerge, with earnings momentum, analyst conviction, and AWS strength aligning at the right time.
• If this early move holds, 2026 could mark a very different chapter for Amazon compared to last year. 

Shares of Amazon.com Inc. (NASDAQ: AMZN) finished 2025 in a frustrating manner. After hitting an all-time high in November, the stock quickly retreated and ultimately ended the year essentially flat, a disappointing outcome given that the S&P 500 index gained 17% over the same timeframe. 

The start of 2026 did little to inspire confidence. A sharp drop of nearly 2% on the first trading day of the year raised concerns around the start of a downtrend, but over the past week, the tone has shifted decisively.

Amazon has surged as much as 9% over the last three sessions, pushing back to its highest levels since mid-November and reclaiming technical ground it had struggled to hold in the weeks since then. After months of lacklustre performance, Amazon is starting to act like a stock with something to prove. Let’s take a look at what this could mean for its performance in 2026. 

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Why Momentum Is Building Again

Amazon’s sudden strength is not coming out of nowhere. One of the most consistent features of the stock over the past years has been its ability to deliver at earnings time. Quarter after quarter, Amazon has topped analyst expectations in all the right places, reinforcing confidence in its ongoing execution even when the stock performance doesn’t necessarily reflect it.

That pattern matters all the more right now because its next earnings report is due at the end of January. Historically, Amazon’s stock has often rallied higher in anticipation of earnings, especially when the prior positioning has been cautious.

With this momentum suddenly appearing, the setup looks familiar. If confidence continues to build over the next few weeks, a pre-earnings run-up would not be surprising.

Ongoing analyst support, a factor highlighted in the past, is another tailwind. This week, the team at Wolfe Research reiterated its Outperform rating with a $275 price target, while the team at Jefferies maintained its Buy rating and increased its target to $300.

With Amazon currently trading around $240, that’s a solid 25% in potential upside to start the year. 

AWS And the AI Narrative Are Back in Focus

A major driver of the optimism behind these updates is Amazon Web Services (AWS). In its most recent report, AWS posted 20% year-over-year revenue growth, its fastest pace in nearly three years. 

That shift has not gone unnoticed. For much of the past year, the AI narrative around AWS lagged competitors, weighing on sentiment despite solid execution. Recently, that narrative has flipped. Investors are increasingly viewing AWS as a beneficiary rather than a bystander in the AI wave, a shift that is surely underpinning much of this renewed momentum.

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Additional Reasons to Be Excited for 2026

Beyond AWS, Amazon enters 2026 with a long list of potential catalysts that should further support the share price. Analysts continue to point to opportunities across grocery, Amazon Pharmacy, Trainium chips, and its Amazon for Business segment. None of these needs to dominate the story for the stock to work. They simply add layers of additional upside potential that become all the more exciting when the core businesses are firing.

This breadth is part of what makes Amazon’s current setup so interesting. After a year of much consolidation and not a little frustration, the stock is starting 2026 with fresh momentum, bullish sentiment, and multiple levers it can pull as the year unfolds.

What This Means for Investors

For now, at least, Amazon does not need to be perfect; it just needs to be consistent. The good news is that after finishing 2025 flat, expectations are relatively modest. If this momentum carries into the coming weeks, a strong earnings report at the end of the month could be enough to propel the stock back toward November’s highs and beyond.

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Robinhood’s NFL Parlay Push Could Turn Prediction Markets Into a Real Revenue Engine

Author: Jordan Chussler. Originally Published: 12/26/2025. 

What You Need to Know

• Robinhood has announced that it is expanding its prediction markets feature to include NFL prop bets and parlays. 
• The stock is up nearly 205% this year, but that momentum could carry into 2026 as more users are drawn to the app and away from competitors like DraftKings and FanDuel.
• Despite those gains, analysts still see more than 14% potential upside for HOOD over the next 12 months.

When you think of financial sector stocks, companies like JPMorgan Chase (NYSE: JPM)and Bank of America (NYSE: BAC) are likely to come to mind.

But since its initial public offering on July 29, 2021, perhaps no fintech company has differentiated itself from the pack more than Robinhood (NASDAQ: HOOD).

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The financial services company may be best known for its mobile-first brokerage platform, a favorite among retail investors, which aims to “democratize finance for all,” according to the company.

Now Robinhood is looking to expand beyond equities and derivatives by setting its sights on the NFL prop bet and parlay market, immediately emerging as a competitor to online sportsbooks including Hard Rock Bet, DraftKings (NASDAQ: DKNG), and Flutter Entertainment’s (NYSE: FLUT)FanDuel.

Sports Betting Has Become Very Big Business

Since its federal legalization in 2018, online sports betting has become the fastest-growing sector of gambling. Now legal in 35 states and Washington, D.C., the rise of betting apps allows users to place wagers around the clock.

The combination of mobile technology and convenience has been a major growth driver, with younger Americans flocking to online sportsbooks.

With the NFL and college football playoffs quickly approaching, this acts as a short-term catalyst, and Robinhood wants in on the action.

According to industry consultancy firm Grand View Research, the sports betting market is projected to grow at a compound annual growth rate (CAGR) of 11% from 2025 to 2030, rising from approximately $100 billion to more than $187 billion over the forecast period.

Robinhood’s Foray Into Prediction Markets

The move into prop bets and parlays builds on the company’s success with prediction markets—Robinhood’s fastest-growing product.

That feature lets users place bets not only on sports events but also on outcomes like who will win the Grammy for Song of the Year, how many subscribers Mr. Beast will have by year-end, and who is most likely to host Saturday Night Live during its 51st season.

But sports remain the big draw, especially for Robinhood’s target demographic of young and often first-time investors. JB Mackenzie, vice president and general manager of futures and international, told CNBC that users can currently trade preset combinations for game outcomes, point totals, and spreads of individual NFL games. Beginning in 2026, they will be able to create custom combos (e.g., parlays) across NFL games.

CNBC also reported that Robinhood is already seeing top-line benefits from its prediction markets feature, which is on pace to generate $300 million in revenue in 2025. In November alone, the platform saw more than 3 billion prediction market contracts traded, a 20% increase over October.

Bolstered Revenue Could Produce More Consistent Results

With the expansion of its prediction market offerings, Robinhood is aiming to bolster its top line and produce more consistent results from an earnings perspective. Over the past five quarters, the company has missed on earnings per share (EPS) expectations twice.

Robinhood has missed revenue forecasts just once — a significant miss: analysts expected about $930 million in quarterly revenue in Q4 2024, but the company reported only $637 million, a shortfall of roughly 31.5%.

And while net income turned positive last year for the first time since the company went public, its $556 million in Q3 net income paled compared to the $916 million profit in Q4 2024.

Similarly, net cash from operating activities, which reached $3.509 billion in Q2, swung to negative $1.576 billion in Q3 — a swing of nearly 145%.

In that vein, Robinhood’s success with and expansion of its prediction markets platform could be the key to posting more consistent financial results in 2026 and beyond.

Despite Eye-Catching Gains in 2025, HOOD Remains Attractively Rated

Still, despite those mixed results, the stock has had an exceptional run this year.

HOOD is up nearly 205% in 2025, and that momentum could carry into the new year as more users are drawn to the app’s suite of features and away from competitors like Hard Rock Bet, DraftKings and FanDuel.

Analysts see more than 14% potential upside over the next 12 months for the stock, and shares carry a Moderate Buy rating.

The stock features incredibly high institutional ownership of more than 93%, while short interestis currently modest at 5.78% of the float.

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