Overview
- Amazon shifted Prime Day into June this year, moving a larger share of sales into the second quarter and changing year‑over‑year quarterly comparisons.
- BofA projects Prime Day gross merchandise value of about $21.6 billion, with first‑party GMV near $11.6 billion and third‑party GMV near $10 billion.
- BofA estimates roughly $12.4 billion in incremental second‑quarter merchandise volume and about $8.5 billion in additional revenue from the event, supporting expectations of a Q2 revenue beat.
- Analysts emphasize that AWS and Amazon's AI products such as Bedrock and AgentCore, along with enterprise deals, are the main drivers of long‑term value rather than retail promotions.
- Market coverage shows strong analyst bullishness including BMO's reiterated Buy with a $355 target, while Amazon's large loan to fund AI infrastructure may pressure near‑term cash flow but aims to expand long‑term margins and enterprise share.