Shares of e-commerce giant Amazon (NASDAQ: AMZN) opened Friday's session at $242 and are now trying to push past the $250 mark. The stock has jumped close to 7% over the past five days, nudging traders to open fresh positions. On the back of that short burst, institutional brokerage firm Monness has held on to its buy rating for AMZN.
Brian White, the stock analyst at Monness, has lifted his price target for Amazon to $315. The upgrade follows Thursday's move, when the stock hit the earlier $242 forecast. The next estimate for the e-commerce giant now sits above $300, pointing to a double-digit climb.
Going by that forecast, Amazon shares could rise roughly 30% from the current price of $242. Those are striking gains at a moment when Wall Street is uneasy about the company's heavy AI capex. If the call proves accurate, a 30% move would turn a $1,000 investment into $1,300.
Why Monness Sees Amazon Reaching $315
In a note to clients on Wednesday (July 2, 2026), Brian White argued that Amazon's multi-layered digital footprint and a long-term recovery in valuation would carry the stock above $300 and toward the $315 target. He pointed to the company's aggressive buildout of its logistics network through warehouse automation and infrastructure projects.
That automation, he wrote, will generate free cash flow, giving Amazon room to channel funds into its AI and cloud businesses. White said the company's real strength lies in its unmatched diversification across long-term projects, all of which are unfolding at the same time. In his view, Amazon below $250 is a highly attractive buy. He stressed that the profitability story is only getting started, and traders who step in now stand to benefit later.
