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Additional Reading from MarketBeat Media

2 Ways to Trade Amazon Ahead of Earnings

Submitted by Sam Quirke. Originally Published: 1/20/2026. 

In Brief

• Amazon heads into earnings well below its November high, though with an intact uptrend. 
• Bulls see a catch-up trade taking shape after a flat 2025, while the bears want proof that growth has not quietly peaked.
• With analyst support also very strong, it’s hard not to want to buy into Amazon’s potential—the only question is when. 

Shares of tech giant Amazon.com Inc. (NASDAQ: AMZN) were trading just above $230 the week of Jan. 20 as the company prepares for its first earnings report of the year, due in early February. Technically, the stock remains in an uptrend—supported by a run of higher lows—but it is beginning to look uncomfortably flat.

Amazon has struggled for weeks to push through the record high it set in November, leaving the stock in limbo while the broader market continues to make fresh highs.

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That divergence, rare for Amazon, makes the upcoming report more important. The company has a long list of positives working in its favor, yet it finished 2025 essentially flat and hasn’t hit the ground running in 2026.

With geopolitical tensions rattling markets, this earnings report feels less like a routine update and more like an opportunity for Amazon to shake off inertia and reassert the longer-term uptrend. Below is a closer look at the setup and how investors might consider playing it.

Framing the Setup

Looking at the chart, the picture is straightforward. After retreating from the high it hit in early November, Amazon needs to re-ignite momentum fairly quickly; otherwise, the stock will likely begin drifting lower.

That Amazon has maintained its higher-low structure is encouraging and suggests buyers are still stepping in on weakness. However, trends cannot persist indefinitely without meaningful progress, and the stock needs to prove it can reach a new high to justify continued optimism.

The burden of proof sits with the bulls, and a strong earnings report would go a long way toward waking the stock up. As discussed below, expectations are high that 2026 could be a solid year for Amazon.

Option #1: Back the Catch-Up Trade

The more aggressive approach is to buy ahead of earnings if you believe Amazon is unfairly discounted. The idea is that a strong report would trigger a catch-up rally. After underperforming in 2025 while the broader market rallied, a bullish earnings reaction could open the door to a sharp move higher.

Analyst support, both from late 2025 and in early 2026, reinforces that view.

Recent reiterations and upgrades—including calls from Scotiabank and New Street Research—have produced price targets ranging from the mid-$260s to $350, underscoring how many analysts see upside.

Even with rising geopolitical risk, firms such as Wedbush continue to argue that large-cap tech, Amazon included, remains an attractive sector. For investors who can tolerate the volatility that surrounds earnings, this strategy is about positioning early and trusting the longer-term story.

Option #2: Wait for Confirmation

The more cautious strategy is to stay on the sidelines until earnings reduce some uncertainty. After trading sideways for so long, Amazon has eroded some investor trust, and there’s a legitimate argument that the stock needs to prove growth hasn’t stalled before moving higher.

This approach also factors in macro risk. With markets sensitive to geopolitical headlines, even a decent report could be met with a muted reaction if it doesn’t check every box. Waiting helps avoid a potential sell-the-news move and allows you to enter once the direction is clearer.

The trade-off is that clarity often comes at a higher price. If Amazon pops back toward the $260 level on strong results, latecomers may find themselves chasing the rally.

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