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This Week’s Exclusive Story

Amazon Now Delivery Push Could Boost Its 2026 Outlook

Author: Sam Quirke. Posted: 12/22/2025. 

At a Glance

• Amazon Now aims to redefine convenience with near-instant delivery in dense urban areas, targeting spontaneous consumer purchases.
• The initiative leverages Amazon’s mature logistics infrastructure and offers optional upside without risking the broader business model.
• Analysts remain bullish on Amazon, viewing Amazon Now as a potential catalyst for breaking the stock’s current consolidation phase.

Amazon.com Inc. (NASDAQ: AMZN) has rarely lacked ambition, but its latest initiative is one of its most direct attempts to redefine everyday convenience. Amazon Now, launched at the start of December, is designed to bring near-instant delivery to dense urban areas, narrowing the gap between online ordering and physical retail. For investors, the question is whether Amazon Now could move the stock heading into 2026.

Despite strong fundamentals and solid earnings, the stock has spent much of the past six months trading sideways. Amazon Now arrives at a moment when the business looks healthy, sentiment is constructive, and the market is waiting for a catalyst. Let’s take a closer look to see whether this could be it.

What Amazon Now Changes in Amazon’s Model

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At its core, Amazon Now is about speed and frequency. Unlike traditional Prime delivery, which optimizes for next-day or two-day fulfillment at scale, Amazon Now is built for immediacy. The aim is to make Amazon the default choice not just for planned purchases but for spontaneous ones as well.

Strategically, that difference matters. Faster delivery can boost order frequency, deepen consumer spending habits, and strengthen brand loyalty. It also reinforces Prime’s value proposition beyond shipping savings. If successful, Amazon Now could capture more everyday spending — especially in categories where convenience outweighs price.

Timing favors the launch. Amazon’s logistics network is denser and more mature in major metropolitan areas than it has ever been, giving the company a structural advantage competitors will struggle to match. While ultra-fast delivery is costly, Amazon is one of the few players with the scale to attempt it without upending its broader model.

Importantly, Amazon Now is an upside opportunity, not a dependency. The company doesn’t need the initiative to be a runaway success for its overall business to thrive — an important point for risk-conscious investors.

Analysts Are Excited, Even If Proof Comes Later

Since the announcement earlier in the month, analysts have been updating bullish stances on the stock.

BMO Capital Markets, JPMorgan Chase, TD Cowen, and Jefferies have reiterated Buy or equivalent ratings on Amazon shares in recent weeks, and that momentum looks likely to continue into January. 

Some recent price targets reach as high as $305, implying roughly 35% upside from current levels.

At the same time, there have been no meaningful downgrades tied to margin fears or execution risk around the launch.

That absence of red flags is notable. It’s hard to quantify how much Amazon Now will boost near-term earnings, but analysts’ reactions suggest confidence that the initiative fits Amazon’s long-term playbook.

Why Execution Could Unlock the Next Move Higher

The stock has been consolidating for months, trading in a relatively narrow range since July, with only a brief pop after November’s earnings report. That move faded and left AMZN marking time while many of its mega-cap peers sit near highs.

This price action suggests investors are waiting for a catalyst. They’re not rushing to sell, but they’re also not aggressively bidding the stock higher. Amazon Now introduces a fresh variable that could change that balance.

If early signals show customers adopting the service without a disproportionate hit to margins, the market may reassess Amazon’s growth profile into 2026 and beyond. That won’t require perfection — just evidence that speed can scale without undermining profitability.

Conversely, if execution stumbles or costs balloon, the stock is likely to remain range-bound. Expectations are not stretched and sentiment is constructive, so for investors watching AMZN drift, this urban delivery push might finally provide the spark they’ve been waiting for.

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