Morgan Stanley has designated Amazon (AMZN) as a "Top Pick," citing the e-commerce giant's strategic expansion into the U.S. fresh grocery market as a key driver for potential upside. Analyst Brian Nowak reaffirmed an "Overweight" rating and set a $300 price target, projecting a 30% upside for the stock.
Morgan Stanley has elevated Amazon.com (AMZN) to its "Top Pick" list, with analyst Brian Nowak reaffirming an "Overweight" rating and establishing a $300 price target. This bullish assessment, released on September 11, 2025, implies an approximately 30% upside from recent trading levels, driven primarily by Amazon's aggressive strategic push into the U.S. fresh grocery market. The move highlights a significant potential growth catalyst for the e-commerce and cloud computing behemoth.
The Fresh Grocery Opportunity
At the core of Morgan Stanley's optimistic outlook is the substantial opportunity within the U.S. fresh grocery sector. Nowak estimates this market, encompassing fresh foods and perishables, to be valued at an estimated $600 billion for consumers by 2026. This figure is roughly equivalent to Amazon's current total estimated U.S. Gross Merchandise Volume (GMV) for 2026, underscoring the scale of the potential expansion.
The analysis posits that even a modest market share capture could significantly impact Amazon's overall growth trajectory. Morgan Stanley suggests that every 1% of market share Amazon secures in this fresh grocery segment could contribute approximately 120 basis points of growth to the firm's forecast for Amazon's total U.S. GMV in 2026. This projection signals a powerful new avenue for revenue expansion beyond its established e-commerce and cloud services.
Strategic Execution and Profitability
Amazon's entry into the fresh grocery market is underpinned by its extensive and sophisticated logistics network. Analysts point to the company's ability to retrofit existing fulfillment centers with cold storage capabilities as a crucial advantage, allowing for the efficient handling and delivery of perishable goods. This strategic retrofitting is integral to Amazon's plan for a broad 2,300-city fresh/perishables launch.
Concerns regarding the profitability of grocery delivery, often characterized by thin margins, were addressed in Morgan Stanley's report. The firm highlighted several safeguards designed to ensure the financial viability of this initiative. These include a $25 minimum basket size for orders, higher merchandise margins typically associated with fresh products, and the potential for larger average basket sizes through "fresh/perishables top-offs." The expectation is that incremental costs will remain manageable, allowing Amazon to generate incremental Earnings Before Interest and Taxes (EBIT) from the grocery portion of orders and further leverage its vast network.
Beyond logistics and margin management, Amazon's expansion into this critical category is also viewed as a strategic play for consumer data. Capturing detailed purchase behaviors and brand affinities within the grocery sector is expected to be instrumental in developing advanced "agentic grocery offerings" and strengthening Amazon's long-term digital commerce strategy.
Market Reaction and Broader Context
Prior to Morgan Stanley's latest pronouncement, Amazon stock had seen a 5% gain year-to-date, trailing the S&P 500's 11% increase over the same period. However, investor sentiment responded positively to the upgrade, with AMZN shares climbing more than 1% following the initial elevation to 'Top Pick' in July, and a further 1.5% on September 8, 2025.
The broader outlook for Amazon extends beyond its grocery ambitions. Morgan Stanley also anticipates robust growth from Amazon Web Services (AWS), projecting it to significantly boost earnings growth through the second half of 2025 and into 2026. Additionally, the firm revised its online advertising growth forecast for 2025 upward to 11% from a previous 8%, reflecting a more optimistic view on tariff rates. Capital expenditure for data centers among the "Big Four" tech companies, including Amazon, is forecasted to reach $392 billion in 2026, marking a 21% increase from 2025 figures.
Expert Perspective
"We believe AMZN has been preparing its fulfillment and delivery station network to be ready for this 2,300-city fresh/perishables launch, by retrofitting existing fulfillment centers/delivery stations with cold storage capabilities," noted Morgan Stanley analyst Brian Nowak, emphasizing Amazon's logistical readiness.
Nowak further elaborated on the financial upside, stating, "Every 1% of market share Amazon captures in this fresh grocery segment could add approximately 120 basis points of growth to Morgan Stanley's forecast for the company's overall U.S. gross merchandise volume in 2026."
Looking Ahead
Amazon's aggressive foray into the U.S. fresh grocery market is poised to reshape the competitive landscape of both e-commerce and traditional retail. The company's continued expansion, leveraging its integrated delivery model and substantial investment in logistics, suggests a sustained effort to capture market share. Investors will be closely monitoring Amazon's execution in this segment, alongside the performance of AWS and its burgeoning online advertising business, as key indicators of its long-term growth trajectory and profitability. The strategic importance of the fresh grocery market to Amazon's overarching digital commerce strategy, particularly in data acquisition and customer retention, will be a focal point in the coming quarters.