Amazon underperformed the market in 2025.
Amazon had a disappointing 2025, with the stock only rising around 6% while the S&P 500 gained around 18%. That’s a sharp underperformance and will have been frustrating for investors since nearly every other big tech company had a much better year. However, thanks to its underperformance, Amazon may be slated to enjoy a much better year ahead.
So, could Amazon be the comeback stock of the year in 2026? I’ve got three reasons why I think that will be the case, and investors should consider adding Amazon to their portfolio as a result.
Image source: Amazon.
1. Amazon Web Services is picking up steam
Although Amazon Web Services (AWS) may not be the first thing you think of when you hear Amazon, it’s the most important in my opinion. AWS is Amazon’s cloud computing wing, and is benefiting from two massive tailwinds.
First is the general migration to the cloud. Before cloud computing, companies had to host websites on premises and maintain…
https://www.fool.com/investing/2026/01/02/3-reasons-why-amazon-will-be-the-comeback-stock-of/
