15:34 - 11.09.2025

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September 11, Fineko/abc.az. Morgan Stanley has named Amazon.com its new favorite, citing the company’s entry into the $600 billion fresh food market as a key growth driver.

According to ABC.AZ, the bank said in a note that Amazon’s move into the perishable goods market could “provide sustainably faster growth,” with “every 1% share capture” adding about 120 basis points to U.S. gross merchandise volume (GMV).

In its report, Morgan Stanley modeled U.S. spending on food and consumer goods in 2026 at about $1.6 trillion, with fresh and perishable products accounting for around $600 billion.

The firm said this category is “roughly equal to Amazon’s current total GMV in the U.S. (~$570 billion) in 2026” and represents a huge opportunity in addition to the company’s more than $50 billion grocery business, which until now has not included perishable products.