Amazon Stock Split Speculation Rises Following AI Shopping Assistant Surge
June 15, 2025 — Seattle, WA — Amazon (NASDAQ: AMZN) is once again at the center of Wall Street buzz, as shares surged more than 9% this week following the public release of its new AI-powered shopping assistant. The sudden rally in Amazon’s stock has reignited investor speculation about the possibility of another stock split — a move the tech giant last executed in 2022.
AI Assistant Goes Viral
Amazon’s latest technological leap comes in the form of an advanced AI shopping assistant embedded in the company’s mobile app and Echo devices. Designed to personalize the shopping experience using natural language processing and real-time recommendations, the assistant quickly captured the attention of both consumers and investors.
Tech analysts say the AI assistant has the potential to reshape how consumers interact with Amazon, possibly increasing customer retention and basket size.
“The AI tool is a game-changer,” said Jessica Meyers, Senior Analyst at WallTech Capital. “It’s intuitive, fast, and perfectly aligned with Amazon’s mission to make shopping effortless. Investors are rightly excited.”
Market Response and Stock Surge
Following the announcement and positive initial user feedback, Amazon’s stock jumped from $170 to over $185 per share, marking one of its sharpest weekly gains in 2025. Trading volumes soared, with retail and institutional investors pouring money into the stock.
The momentum has also fueled renewed chatter about a potential Amazon stock split — a strategy often used by companies to make shares more accessible to retail investors.
“Given Amazon’s history and current stock trajectory, another stock split wouldn’t be surprising,” said David Rosen, a portfolio manager at BlueRock Investments. “The company has a habit of rewarding shareholder confidence with structural moves like this.”
Will Amazon Split Its Stock in 2025? Analysts Say “Watch Closely”
As Amazon’s share price hovers above the $210–$220 mark, investors and analysts are increasingly speculating whether a 2025 stock split could be on the horizon. While no official announcement has been made, multiple sources now deem it “one of the most anticipated splits for 2025,” alongside other mega-cap tech firms.
Market observers note that if Amazon sustains momentum—driven by strong AI and AWS growth—and reaches analyst-targeted levels near $240–$250, pressure will mount for management to consider a split as a means to boost retail investor accessibility . With Q2 earnings approaching and share price climbing, many are urging investors to monitor company communications for any signals in the coming months.
Amazon’s Stock Split History: How Many Times Has Amazon Stock Split
Amazon’s stock split history is marked by strategic moves aimed at increasing accessibility and investor appeal. The company executed its first three stock splits in rapid succession during its early growth phase—2-for-1 in 1998, 3-for-1 in 1999, and another 2-for-1 later that same year. After more than two decades without any such action, Amazon shocked markets with a 20-for-1 stock split in June 2022, reducing its share price from over $2,000 to around $125.
That move was widely seen as a response to rising retail investor interest and a desire to enhance liquidity. Now, as Amazon’s stock climbs again in 2025 amid AI-driven innovation, history could be poised to repeat itself.
Amazon Stock Split Date: The Last Time and What’s Next
Amazon’s most recent stock split—a 20-for-1 division—was announced on March 9, 2022, received shareholder approval in late May, and became effective with the close of trading on June 3, 2022, with newly split shares beginning to trade on June 6, 2022 (tradetaurex.com). Prior to that, Amazon hadn’t split its stock since the dot-com era—its last three splits were in June 1998, January 1999, and September 1999 (ig.com).
As for when Amazon might split again, there’s no official date confirmed. Analysts suggest a future split could align with a rally above $200–$400 per share, potentially timed around upcoming earnings or major product launches. Still, until Amazon’s leadership makes a formal announcement, any speculation remains tentative.
More on Historical Context: Amazon’s 2022 Stock Split
Amazon last split its stock in June 2022, conducting a 20-for-1 stock split that significantly lowered the price of individual shares from over $2,000 to around $125. The move was seen as a step toward attracting more retail investors and making the stock more flexible for inclusion in indexes.
That decision came during a time of high inflation and market volatility, and many credit the move for helping Amazon weather the financial turbulence of the early 2020s.
Now, with the share price once again on the rise and investor enthusiasm reaching new highs, analysts believe the company may be preparing for a similar move — especially with the 2025 holiday shopping season approaching.
What a Stock Split Could Mean for Investors
If Amazon does proceed with another stock split, it wouldn’t change the company’s overall market cap or the value of existing holdings, but it could have a psychological effect, making the stock appear more affordable to new investors.
“Stock splits don’t add intrinsic value, but they do add liquidity and perceived affordability,” explained Janet Liu, equity strategist at Morgan & Fields. “It’s a marketing tool that works surprisingly well, especially with retail traders.”
Speculation is also being driven by Amazon’s upcoming quarterly earnings, scheduled for July 30, where many expect CEO Andy Jassy to address the company’s AI strategy — and possibly signal stockholder-friendly initiatives like a split.
When Will Amazon Stock Split Again? Analysts Weigh In
With Amazon shares soaring past $185 following the viral success of its AI shopping assistant, speculation is mounting over when the tech giant might announce another stock split. While the company has not confirmed any such plans, market analysts suggest that a split could be timed to coincide with Amazon’s upcoming Q2 earnings report in late July.
Historically, Amazon has used stock splits to increase affordability for retail investors and signal long-term confidence. “If momentum continues and share price approaches the $200 mark, a split becomes not just likely—but strategic,” said Emma Grant, senior equity analyst at BrightBridge Capital. Investors are now closely watching company signals and leadership commentary for any hint of an official announcement.
What’s Next?
As of now, Amazon has not made any official statement regarding a stock split. However, the combination of a major AI product launch, a surging stock price, and growing retail interest makes the environment ripe for such a move.
For now, investors are watching closely.
“Whether or not a split happens, the real story is Amazon’s continued dominance in both tech and retail,” said Meyers. “But if they do split again, it’s going to light another fire under the stock.”
