Amazon Prime Day may be over, but the sales event gave one appliance maker a bigger Wall Street story.SharkNinja, the company behind Shark vacuums and Ninja kitchen appliances, has built a business around making everyday household products feel more exciting.The appliances are sold through major retailers, online channels, and direct-to-consumer platforms. This has given shoppers several ways to buy products that often gain traction through social media, reviews, and big retail events.And the strategy is showing up in the company’s sales data and analysts’ bets on the stock.Bank of America raises SharkNinja price targetIn a recent note shared with TheStreet, Bank of America reiterated its buy rating on SharkNinja and raised its price target to $165 from $145.BofA analyst Andrew Didora said Nielsen point-of-sale data showed domestic SharkNinja product sell-through increased 17% for the week ending June 20 and 86.2% for the week ending June 27.More Bank of America:Bank of America gives stock market investors a summer reality checkBank of America revamps interest-rate forecast for rest of 2026Bank of America takes firm position on inflation, economyOn a combined basis, sell-through grew 51.5% year over year, according to the note, which prompted the firm to raise SharkNinja’s price target.According to the data, the increase in sales was driven by Amazon’s Prime Day timing and viral interest in products such as the Ninja SLUSHi and Shark ChillPill.The new increase by BofA matters more because SharkNinja’s stock has already had a strong run. Latest data show the stock trading at $152.125, close to the company’s 52-week high of $154.04, reached on July 2. Overall, the company’s stock is up more than 36% year to date and 37% over the past year, at the time of writing.
SharkNinja’s stock is up 36% year to date.Foltin/SharkNinja via Getty Images
What is sell-through?Sell-through is important because it measures how many products move from retailers to shoppers, not just shipments into stores. That makes it a useful early signal ahead of earnings because it shows whether consumers are actually buying the products retailers have on shelves.BofA said SharkNinja’s second-quarter domestic sell-through is now tracking up 25.7%, compared with 18.4% two weeks earlier and well above 2.6% industry growth.The firm said the sharp increase was driven partly by the timing of Amazon’s Prime Day, which ran June 23 through June 26 this year, compared with July 8 through July 11 last year. This pulled some demand into late June, meaning SharkNinja will face tougher comparisons in early July.Still, BofA said the data was strong enough to support a higher valuation, and the firm remains comfortable with its 10% domestic growth estimate for the second quarter.The $165 target implied 10.8% upside from BofA’s July 7 price of $148.92. With the stock now closer to $152, the target still implies about 8.5% upside.Viral Shark and Ninja products boost salesSharkNinja is turning everyday appliances into products people talk about online, which has contributed to its viral growth.BofA said direct-to-consumer platforms add an estimated 200 to 300 basis points to SharkNinja’s sales growth. That makes viral moments on platforms like TikTok more important, as they can help push specific products into shoppers’ carts.Recent summer products appear to be helping. BofA said influencer videos highlighting the Shark ChillPill generated nearly 3 million views over the past week. Meanwhile, a recent post from tennis player Aryna Sabalenka surpassed 3 million views. The Ninja SLUSHi and Ninja Frost Vault Cooler also saw strong engagement, with three SLUSHi-related influencer videos accumulating more than 7 million views in recent weeks.An official SharkNinja SLUSHi Twist video reached 800,000 views in a few days, while a Ninja Frost Vault Cooler video topped 500,000 views after one day, according to the note.That kind of traction matters because small appliances are a competitive category, and many shoppers are still cautious about discretionary purchases. A viral product can help a company stand out in a market where shoppers are comparing price, usefulness, and reviews before buying.BofA also highlighted SharkNinja’s TikTok Shop bestsellers. For Ninja Kitchen, the top products included:Ninja Single-Serve Specialty Coffee MakerNinja Belgian Waffle Maker ProNinja SLUSHi Professional Frozen Drink MakerNinja CREAMi XL Ice Cream & Frozen Treat MakerNinja BlendBOSS Tumbler BlenderFor Shark Home, bestsellers included:Shark HydroDuoShark StainStrikerShark WandVac Cordless Handheld VacuumShark HEPA Air PurifierShark Navigator Lift-Away Deluxe Upright VacuumSharkNinja’s Q1 results reveals BofA’s interest in sales dataSharkNinja’s latest earnings provide more context to BofA’s bullish view.The company reported first-quarter net sales of $1.41 billion, up 15.6% year over year. Adjusted net income rose 25.1% to $154.8 million, and adjusted earnings per share increased 25.3% to $1.09.SharkNinja also raised its fiscal 2026 outlook. The company now expects net sales to increase 11.5% to 12.5%, above its prior forecast of 10% to 11%. It also expects adjusted earnings per share of $6.00 to $6.10, up from its earlier range of $5.90 to $6.00.The growth was broad enough to explain why BofA is paying attention to multiple product categories.Cleaning Appliances’ net sales rose 17% in Q1, driven by carpet extractors and corded vacuums. Cooking and Beverage Appliances rose 19.8%, helped by the Ninja Luxe Café espresso machine and Ninja Crispi. And Beauty and Home Environment Appliances jumped 40.8%, driven by skin care products.International growth was also strong. SharkNinja said international net sales rose 31.6% in the first quarter, helped by global expansion and the introduction of existing product categories into new markets.On the company’s earnings call, CEO Mark Barrocas said consumers were actively seeking out SharkNinja products and incorporating them into their daily lives. Management added that direct-to-consumer and TikTok Shop channels were growing faster than the overall domestic business, though the company did not break out exact figures for those channels.That fits BofA’s broader argument. SharkNinja is not just relying on one hit appliance. The company is trying to turn product innovation, social media, direct selling, and retail partnerships into a repeatable growth engine.SharkNinja still faces consumer and tariff risksThe bullish case has limits.BofA said downside risks to its SharkNinja price target include a slowing macro environment that could pressure higher-ticket product categories, increased tariffs, and increased competition. Those risks are not theoretical. SharkNinja said in its Q1 release that gross margin pressure was partly tied to tariff costs in the U.S. market. The company also warned that uncertainty around tariffs, geopolitics, and global economies could affect its outlook and future results.This is relevant not just to the company but also to consumers because tariffs and cost pressures can eventually influence pricing and promotions.It also matters for investors, since SharkNinja’s recent stock gains leave less room for disappointment if sales trends cool after Prime Day or if viral product demand proves temporary.For now, BofA sees the momentum continuing.For shoppers, the question is whether SharkNinja can keep creating products that feel useful, distinctive, and viral enough to justify the purchase. For investors, the question is whether that demand can keep outpacing the broader appliance market after Prime Day fades.Related: Bank of America sets alarming SpaceX stock price target