Amazon.com Inc (NASDAQ:AMZN) continues to show resilience in its e-commerce operations, according to insights shared by Bank of America analysts following the Prosper Show 2026.
The two-day conference brought together marketplaces, third-party merchants, and service providers, focusing on retail media, AI applications, and brand building.
The bank’s analysts maintained a ‘Buy’ rating on Amazon, with a price target of $275, citing ongoing share gains in e-commerce. Shares traded hands at $210 on Monday afternoon.
Attendees at the event largely downplayed concerns that AI, particularly large language models (LLMs), would disrupt direct traffic to Amazon.
“LLMs today help more with consideration, and purchases are still done directly on Amazon,” the analysts noted, though sellers are increasingly using generative AI tools to optimize listings.
Data shared at the conference also indicated that top sellers are consolidating market activity, the analysts noted. According to Skai, traffic per seller on Amazon has grown 31% since 2021, while new seller registrations fell 44% year-over-year in 2025. The number of sellers generating over $100 million in gross merchandise volume rose to 235, up from 50 in 2021, suggesting a concentration among larger merchants.
Further, Bank of America pointed out that retail media continues to be a key growth area. Skai reported that the sector grew 33% year-over-year in the fourth quarter of 2025, with Amazon controlling an estimated 79% of the market. Brands are increasingly allocating larger budgets to the channel, which Skai projects will reach $108 billion in 2026, up from $37 billion in 2021.
Despite potential inflationary pressures from higher oil prices, many sellers have held their pricing steady for now. “Sellers may be reluctant to increase prices given market share concerns,” they wrote, with some noting that higher prices in the past had affected their position on Amazon.