Amazon.com Inc. (NASDAQ:AMZN) stock is up about 1% in Wednesday’s premarket session as investors head into the open with steady risk appetite. Nasdaq futures are down 0.01%, while S&P 500 futures have gained 0.11%.

Amazon Expands AI Shopping Push

In other news, the company blocked Meta Platforms Inc.’s (NASDAQ:META) Muse AI agent from shopping on Amazon.com. Amazon requires automated systems to identify themselves and stop accessing its services when requested.

At the same time, Amazon is expanding its own AI shopping ecosystem. The company combined Rufus and Alexa+ into Alexa for Shopping. The service can compare products, track prices, build shopping carts and automate purchases.

Amazon has also challenged Perplexity AI over its Comet shopping agent, alleging unauthorized access to customer accounts.

Technical Analysis

Amazon is trading in a key decision zone. The stock is hovering just above its 20-day, 50-day and 100-day simple moving averages, which are clustered near $255 to $256.

Meanwhile, Amazon remains 6.7% above its 200-day SMA of $240.53. That keeps the longer-term trend constructive despite choppy near-term trading.

Momentum is neutral. The stock’s relative strength index stands at 48.86. An RSI near 50 suggests neither buyers nor sellers have clear control.

The moving-average picture is also mixed. The 20-day SMA remains below the 50-day SMA, signaling a weaker near-term trend. However, the 50-day SMA remains above the 200-day SMA following a golden cross in May.

Amazon reached a 52-week high in August after rebounding from a July swing low. Recent trading suggests the stock is consolidating after that midyear rally.

Key resistance stands near $267.50, an area where rallies could face selling pressure. Support sits near $226, a prior demand zone defended by buyers earlier this year.

Analyst Outlook

The stock carries a Buy consensus rating and an average price forecast of $331.48.

Wells Fargo maintained an Overweight rating on Sept. 3 and raised its price target to $338. Rosenblatt maintained a Buy rating with a $335 target on Aug. 20. UBS maintained a Buy rating and raised its target to $318 on July 31.

Benzinga Edge Rankings

Amazon’s Benzinga Edge rankings show its strongest reading in growth.

The stock has a Momentum score of 75.59 and a Growth score of 94.02. Its Quality score stands at 58.33, while its Value score is 57.92.

The scores point to a growth-led profile with relatively strong momentum. Value and quality rank closer to the middle of the broader market.

Top ETF Exposure

Amazon carries significant weight in several exchange-traded funds.

The company represents 9.78% of the First Trust Dow Jones Internet Index Fund (NYSE:FDN), 9.13% of the Franklin Focused Dynamic Growth ETF (NASDAQ:FFOG) and 8.71% of the Eagle Capital Select Equity ETF (NYSE:EAGL).

Because Amazon has a large weighting in these funds, sizable ETF inflows or outflows can contribute to buying or selling pressure in the stock.

Price Action

Amazon.com shares were up 0.55% at $256.38 during Wednesday’s premarket trading, according to Benzinga Pro data.

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