AAmazon is reportedly in talks to acquire AI startup Decart for around $7 billion, according to the Wall Street Journal. The deal would add another major AI asset to Amazon’s cloud and technology portfolio if negotiations produce an agreement.
The Wall Street Journal reported on Oct. 11 that Amazon is in talks to buy Decart, an AI startup, for around $7 billion. The report characterizes the transaction as negotiations rather than a completed acquisition, so the terms and outcome remain subject to change.
The reported valuation would make the proposed purchase a sizable addition to Amazon’s AI expansion. Amazon generated $716.9 billion of revenue in fiscal 2025, with a 10.8% net margin and $7.17 in diluted EPS, providing the scale for a transaction of this size while leaving the strategic rationale tied to future AI capabilities.
For Amazon, the link is primarily to its technology and cloud businesses: an acquired AI developer could contribute models, talent or products that complement the company’s broader artificial-intelligence efforts. Decart is the direct transaction target, while Amazon would be the buyer responsible for integrating the startup.
The central uncertainty is that the parties are still described as being in talks. The reported price is around $7 billion, not a finalized purchase price, and no closing timetable or final agreement is established by the current report.
The next concrete markers are an announced agreement, a revised transaction value or a decision by either side to end negotiations. Any later disclosure about Decart’s products, talent and integration into Amazon’s cloud operations would clarify what Amazon is buying and how the purchase would fit its existing AI strategy.
Our take
1 / 7
Our read · Oct 11
Amazon is reportedly negotiating to buy AI startup Decart for around $7 billion.
Why
The strategic benefit would depend on whether Decart adds durable AI capability to Amazon’s cloud and technology businesses rather than simply increasing acquisition spending. Amazon’s $716.9 billion of fiscal 2025 revenue and 10.8% net margin show capacity for the reported transaction, but the deal remains a negotiation at around $7 billion and its operating contribution is not yet defined.
What could change this view
The read fails if talks end without a transaction or if the eventual terms and integration burden leave no clear path to incremental AI revenue or capability.
▲ The case it holds
A $7 billion purchase could give Amazon additional AI products, models or talent to support a business with $716.9 billion of annual revenue.
▼ The case it breaks
The reported price is around $7 billion for a deal that remains unagreed, while Decart’s specific contribution to Amazon’s earnings and cloud growth is still unclear.
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