Evercore ISI raised its price target for Amazon to $335, highlighting the potential of AI-powered shopping assistant Rufus. Analyst Mark Mahaney estimates that this tool, used by more than 250 million customers in 2025, could generate $56 billion in incremental gross merchandise volume by 2028. Rufus users are 60% more likely to make a purchase compared to non-users. The assistant contributed roughly $10 billion in incremental GMV in 2025. Evercore projects that AI-driven commerce could generate up to $31 billion in additional revenue and $6.8 billion in incremental operating income.
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