Amazon shares closed at $259.53 on October 12, 2026, after touching an intraday high of $263.70 amid modest selling pressure following minor price-target reductions from firms including Cantor Fitzgerald and Wells Fargo. Strong U.S. online sales of $9.86 billion during Prime Big Deal Days earlier in the month, up 8.5% year-over-year, reinforced retail momentum, while AWS revenue growth of 37% and a $496 billion backlog continue to underpin valuation multiples near 3.6 times sales. With Q3 earnings scheduled for October 29 and consensus price targets clustered around $310–$330, trader focus centers on whether sustained AI-driven cloud demand and margin expansion can lift the stock toward the upper end of its $196–$287 52-week range before month-end.