Amazon Stock (AMZN) Dims Despite Having Eyes on the Smart Glasses Prize

Amazon's smart glasses push fails to impress Wall Street as AMZN shares stumble—because nothing says 'innovation' like watching your portfolio shrink through augmented reality.

The Vision Thing

Amazon's latest wearable tech play lands with a thud as investors remain unconvinced that smart glasses can reverse the stock's sluggish performance. The market's response? A collective shrug and a 3% dip in after-hours trading.

Reality Check

While Bezos' empire expands its digital eyewear ambitions, shareholders are seeing red—and not just through those fancy lenses. The disconnect between tech hype and financial performance grows wider than Amazon's product catalog.

Wall Street's verdict: until those glasses can see future earnings, they're just another expensive accessory in tech's fashion show.

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Shared Vision

According to a report in the Information, Amazon is said to be developing augmented reality, or AR, glasses – a move that WOULD put it in competition with Facebook-owner Meta which shares the same vision.

The glasses, are reportedly internally codenamed “Jayhawk,” and will include microphones, speakers, a camera and a full-color display in one eye. Amazon is aiming to roll out the product to consumers in late 2026 or early 2027.

Amazon has yet to comment on the report.

The project would signal Amazon’s entry into the consumer AR-glasses market and add an extra vital revenue stream for the business as it continues to diversify from its retail offerings – see above.

Delivery Devices

The company has already reportedly been working on specialized eyewear for delivery drivers to help them navigate routes and sort and deliver packages.

Both models use the same underlying display technology, according to The Information. However, the consumer version will have a full-color display and a sleeker, less bulky design than the delivery model.

The delivery-worker glasses could debut as soon as the second quarter of 2026, with an initial production plan of about 100,000 units, the report said. They are believed to have the codename of Amelia.

Amazon’s consumer AR glasses would compete directly with Meta Platforms, which is expected to unveil a new version of its AR glasses at its Connect conference next week. It is developing the new Hypernova smart glasses that will reportedly have augmented-reality capabilities and holographic projection.

Meta partnered with EssilorLuxottica’s Oakley earlier this year on AI-powered smart glasses, following the success of its Ray-Ban Meta line, which has sold in the millions since its 2023 launch.

Is AMZN a Good Stock to Buy Now?

On TipRanks, AMZN has a Strong Buy consensus based on 45 Buy and 1 Hold ratings. Its highest price target is $300. AMZN stock’s consensus price target is $263.95, implying a 14.03% upside.