Three Quarters, Three Price Hikes — Amazon (AMZN) Stock Has Wall Street’s Attention

TLDR

• AWS is raising reserved GPU compute prices by 20% starting July 1, covering Nvidia B200, B300, H100, and H200 chips.
• This is the third straight quarter of H200 price hikes — AWS GPU reserve prices are now up 20–50% year-to-date.
• Wells Fargo maintained its Buy rating on AMZN with a $312 price target, citing the move as evidence of cloud pricing power.
• 57 analysts rate AMZN a Buy, with a consensus average price target of $312.78 — implying roughly 38.5% upside from recent levels.
• Institutional investors own 72.2% of AMZN stock, with multiple funds adding to positions in Q1 2026.

Amazon (AMZN) closed up 2.5% on Thursday after Wells Fargo praised AWS’s decision to raise reserved GPU compute prices by 20%, calling it a strong signal of pricing power and continued AI infrastructure demand.

Amazon.com, Inc., AMZN

AMZN opened at $232.69 on Friday. The stock sits below its 50-day moving average of $255.53 but above its 200-day moving average of $234.13. Its 52-week range runs from $196.00 to $278.56.

The price increases take effect July 1 and cover several Nvidia chip generations — the B200, B300, H100, and H200.

For the H200 specifically, this is the third consecutive quarter of price hikes. AWS raised H200 prices by 15% in Q1, 10% in Q2, and now another 20% heading into Q3. Year-to-date, AWS GPU reserve prices are up somewhere between 20% and 50% depending on chip type.

Wells Fargo analyst Ken Gawrelski kept his Buy rating and set a $312 price target. His read: the repeated price increases show that demand for AI compute is outpacing supply, and that hyperscalers like AWS can pass higher infrastructure costs along to customers.

AWS Reserve Pricing and What It Means

AWS reserve blocks let customers lock in GPU capacity for up to six months. That customers keep agreeing to higher prices to secure that access says something about how tight supply remains.

Wells Fargo acknowledged the price hikes may not immediately flow into higher revenue, since some customers are on pre-existing contracts. But the firm still sees the move as supportive of AWS’s longer-term growth story.

AMZN carries a Strong Buy consensus across Wall Street. Of the analysts covering the stock in the past three months, 44 rate it a Buy and one rates it a Hold. The average price target sits at $319.24, which implies about 38.5% upside.

Price targets from recent notes: JPMorgan raised its target to $330, Truist lifted theirs to $320, Wolfe Research set a $320 target, and Deutsche Bank went to $315.

Institutional Activity and Other Catalysts

Institutional ownership stands at 72.2%. Clark Asset Management added 4,879 shares in Q1, bringing its total AMZN position to 38,238 shares worth about $7.96 million. Arrowstreet Capital increased its stake by 21% in Q4, now holding over 24.6 million shares valued at roughly $5.7 billion.

Beyond GPU pricing, Amazon has a few other irons in the fire. The company announced a $13 billion investment in India through 2030 to expand AI and cloud infrastructure. Prime Day demand also appears strong, with reports pointing to record sales expectations.

On the risk side, EU regulators have indicated AWS may face stricter competition rules — a potential overhang worth watching. Some analysts have also flagged concerns around heavy capital expenditure levels.

Amazon’s most recent quarterly earnings came in at $2.78 EPS, beating the $1.63 consensus by $1.15. Revenue was $181.52 billion, up 16.6% year-over-year.

CEO Andrew Jassy sold 20,000 shares on May 21 at $263.42 under a pre-arranged 10b5-1 plan.

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