Amazon wrapped up its biggest Prime Day yet on June 26, but the e-commerce giant’s attention is fixed on a longer-term challenge: securing the energy to power its artificial intelligence ambitions. The company signed the largest onshore wind-power contract in the UK, while its stock slid toward a key technical support level.
The four-day shopping event, moved forward from July to June 23-26, generated an estimated $26.3 billion in sales across 26 countries, according to Adobe. That represents a roughly 9% jump from the $24.1 billion recorded in 2025. The first day alone lifted US online spending to $8.3 billion, a 5.3% year-on-year increase. Yet the average order value fell to $46.89 from $57.12 in the same period last year, with seven out of ten items costing less than $20.
Behind the headline sales figures, Amazon’s push into AI-assisted shopping is showing early promise — and early limitations. Customers who arrived via AI-powered sources converted at a 50.7% higher rate than other users, while spending nearly half the time on the site. Alexa for Shopping now offers personalised deals and automatic purchases when a target price is reached, and the Rufus chatbot is designed as a virtual shopping assistant. But many shoppers are using Rufus mainly to verify whether a discount is genuine, rather than as a full-fledged helper. The deeper integration of AI into the purchasing journey remains a work in progress.
On the energy front, Amazon inked a long-term agreement for 90 megawatts of wind power from the planned Chirmorie wind farm in southern Scotland, developed by egg Power. Vestas will supply the turbines and local firms handle construction. This is the 50th green energy project the company has established in the UK, and once all projects are running, Amazon’s UK renewable capacity will exceed one gigawatt — enough to power more than a million British homes. The deal addresses a fundamental constraint: without a guaranteed power supply, the growth of Amazon’s data-intensive cloud and AI services would stall.
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Those services, particularly Amazon Web Services, are driving the company’s financials. AWS revenue climbed 28% to $37.6 billion in the most recent quarter, helping push total revenue past $181 billion. But the cost of expansion is immense. Amazon is financing a $200 billion build-out of AI data centres through a bond issuance, a short-term drag on the balance sheet that executives hope will cement the company’s cloud and AI leadership.
Meanwhile, regulators in Brussels are turning up the heat. The European Commission plans to designate AWS as a “gatekeeper” under the Digital Markets Act, which would force costly changes — including interoperability requirements and restrictions on customer lock-in. Fines for non-compliance can reach 10% of global annual revenue. This regulatory cloud, combined with the heavy capex programme, has weighed on the share price. Amazon stock closed near €200 on Thursday, testing the 200-day moving average at roughly that level. It now sits around €199.26, about 16% below the 52-week high of €238.05 hit in May, and has lost nearly 15% over the past 30 days.
The next catalyst for the shares will be the upcoming quarterly earnings report. If Amazon can convince investors that its cloud margins remain robust and that the Prime Day revenue spike was genuine, the 200-day line may hold firm as a floor. Until then, the energy deal offers a tangible response to the physical infrastructure challenge, even if it doesn’t directly lift quarterly sales.
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