UBS issued a rare downgrade on Amazon’s stock, with analyst Eric Sheridan basing part of that call on a recent survey to explore whether the company could charge more for Prime. On Amazon’s recent fourth quarter earnings call, the company said it was considering raising the annual fee by $20 to $40. Sheridan writes: “Our survey results call into question our prior views about the value that a broad set of consumers are applying to the current iteration of Amazon Prime.” He adds, “We were negatively surprised by the results of the survey.” The downgrade and survey weighed on Amazon’s […]
