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亚马逊（AMZN）股价上涨，Prime 大型促销日考验消费者需求

2026-10-08 04:15:36
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核心要点

亚马逊“Prime 大型购物节”测试消费者支出能力
亚马逊扩大生鲜食品及低价产品供应
AWS（亚马逊云科技）与广告业务支撑公司业绩
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亚马逊股价上涨 0.98%，反映消费者需求疲软下的 Prime 大型购物节表现

在经历盘中低点约 253.30 美元后，亚马逊（AMZN）股价回升。截至午盘早期，股价已突破 258 美元并维持在高位附近，最终收于 258.81 美元，涨幅为 0.98%。此次股价波动正值消费者信心指数走弱的背景下，亚马逊仍在继续其“Prime 大型购物节”活动。

Prime 大型购物节测试消费者支出意愿

10 月 6 日，亚马逊启动了“Prime 大型购物节”，而此时消费者信心仍面临压力。据路透社报道，美国商会消费者信心指数在 9 月降至 81.9，创下自 2014 年以来的最低读数，给以消费为导向的股票带来了额外压力。

与此同时，消费者可选消费选择型行业 SPDR 基金（Consumer Discretionary Select Sector SPDR Fund）在截至 10 月 2 日的一周内下跌了 0.47%。亚马逊是该基金的最大持仓股，在可选消费板块中占据重要权重。因此，亚马逊的假日销售表现可能会影响市场对可选消费支出的整体情绪。

As household budget management tightens and spending habits shift, Amazon has expanded its range of low-priced products. The company reported a 17% increase in global paid orders in the second quarter. In addition, its Amazon Haul platform offered more than 6 million U.S. products priced under $10 in July.

Amazon expands the field of fresh food and low-cost products

Amazon has also increased its focus on fresh food to expand daily retail categories. Since the beginning of 2026, the number of monthly active customers purchasing perishable foods has increased by more than 50%. This growth supports Amazon's extension from traditional online shopping to high-frequency home shopping.

Amazon reported second-quarter results ahead of a sharp decline in consumer confidence in September. However, the timing of Prime Day affected the comparison between the second and third quarters. Management said that after excluding the Prime Day time effect, growth in the third quarter would increase by nearly 400 basis points.

Amazon expects third-quarter revenue to be between $197 billion and $202 billion. This represents an increase of approximately 9% to 12% compared to US$180.2 billion a year ago. The company's quarterly earnings report will provide more details on retail demand during the current holiday period.

AWS and advertising support Amazon operations

Amazon Cloud Technology (AWS) contributed $16.6 billion of Amazon's $27.5 billion second-quarter operating profit. However, the total includes approximately $1.2 billion in tariff refunds and accounting gains on energy contracts. Despite this, AWS remains a major contributor to Amazon's overall operating performance.

The advertising business also continued to expand during the quarter, generating $19.8 billion in revenue. The division grew by 26%, becoming another high-growth business segment in addition to cloud computing. These businesses provide Amazon with other sources of revenue beyond core online retail.

Amazon also reported second quarter GAAP (General Accounting Standards) net income of $62.6 billion. The figure includes $53.4 billion in non-operating pretax income, mainly related to its investment in Anthropic. At the same time, Amazon is still investing heavily to expand infrastructure, cloud capacity and its broader logistics network.

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