Amazon Stock Can Fall 10%, Reach a Low of $230: Rothschild Prediction

Amazon stock (NASDAQ: AMZN) opened Wednesday’s trading session at $254.98 and has seen little to no growth over the past month. Prices have mostly stagnated, and AMZN has been revolving around the $250 level since early August. This makes the equity risky, as traders are investing more in other AI-related stocks that deliver better returns. From Micron stock to SanDisk stock and SK Hynix stock, these have been delivering better returns to investors.

A Dip to $230 on the Cards For Amazon Stock, Predicts Rothschild

On the heels of the ongoing price stagnation, international equity and research firm Rothschild & Co Redburn has lowered Amazon stock’s price target. Alexander Haissl, the Global Technology research head of the firm, wrote in a note to clients on Monday (September 21, 2026), cautioning that AMZN could see new lows. The analyst lowered the rating from buy to ‘hold,’ indicating bearishness on the e-commerce giant.

The financial strategist maintained a ‘hold’ rating and predicted that Amazon stock could fall to $230 next. That’s a dip of $25 from its current price of $255. This makes taking an entry position in AMZN risky, as a downturn is on the cards. It also marks a dip of approximately 10% from its present value. Therefore, an investment of $1,000 could turn into $900 if the price prediction turns out to be accurate. That’s negative trading, and breaking even could take more time, as traders would wait for further dips before taking an entry position.

The analyst’s cautious stance stems primarily from conservative growth expectations regarding Amazon Web Services (AWS). He wrote in the note that growth deceleration and increasing AI competition are making Amazon stock face potential headwinds compared to broader consensus expectations. This makes AMZN prime for a fall, as it does not have a support base to scale up on the charts.