Amazon.com, Inc. (AMZN) Buy, Sell or Hold

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Amazon.com, Inc. (AMZN)

246.52

+1.18 (0.48%)

as of Jul 13, 2026, 2:39:27 pm Market Open.

1599 watching

Investor Insights

Jul 13, 2026, 12:00 am

This summary was created by AI, based on 84 opinions in the last 12 months.

Amazon.com, Inc. (AMZN) is noted for its strong positioning in both e-commerce and cloud computing through AWS, with analysts expressing optimism about its growth trajectory in AI technology and infrastructure investments. Many expect AWS to play a pivotal role in driving future revenues, especially as the AI sector expands. Recent financial performance, including impressive earnings and revenue growth, aligns with analysts' belief in Amazon's strategic investments in AI capabilities and logistics, although some express concerns about capital expenditures and the overall market environment. The stock, while under pressure due to profitability concerns and spending, is seen as a long-term hold, with many experts indicating that Amazon is likely to benefit from its robust ecosystem and operational innovations, including a focus on supply chain logistics and AI advancements.

Consensus

Buy

Valuation

Fair Value

Similar

Google, GOOGL

BUY

If you really want it, buy before the split, as usually the stock goes up afterwards. Bigger question is the future of the FAANG stocks as a unit. Some will do better, some worse. For example, NFLX has a first-mover advantage in streaming, but now there's competition. AMZN will continue to do well, as the accelerating e-commerce trend will continue.

BUY

He will buy this. It has the most potential upside among the FAANGs. It's about to retake its 200-day moving average. It will be splitting.

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TOP PICK

Announcement of 20-1 stock split and $10B stock buyback last week sent price soaring 15.5%. Paul Harris recently gave a BUY signal. Social media mentions are up 350% for the past 24h.

BUY

Low margin business, but lots of volume and it grows quickly. AWS subsidiary is the largest player in cloud. Great business. E-commerce will continue to grow. Benefited from the pandemic, so last year was tough. Undervalued at these levels.

PARTIAL BUY

Allan Tong’s Discover Picks Let's circle back to this tech/retail giant. Since announcing its 20-1 stock split after the Wednesday close last week, shares have jumped from $2,785.58 to nearly $3,000 in a time when tech stocks are getting hammered. Over the past 24 months, which covers the Covid pandemic, Amazon shares have risen 64%. To compare, QQQ-Q, the major tech ETF, has climbed nearly 70%, Microsoft 77% and Apple over 120%. You may say that 64% is not bad over two years, but the performance is disappointing in light of the e-commerce boom of this period. Read 3 Stock Splits to Watch for our full analysis.

WATCH

She's sold this after the stock split. Has no regrets. She was underweight this the past year. Their newly announced buyback is silly--amounts to only 0.7% of shares outstanding. It's a confidence measure. No, not ready to buy back shares of Amazon, but it's on her radar.

HOLD

AMZN vs. GOOG Both are splitting stocks. Though this has no economic effect on the company, it does have a psychological effect. Becomes more attractive to those with limited budgets. Creates the opportunity to perhaps be included in the Dow, a price-weighted index. Very good companies. GOOG trades inexpensively compared to growth rate. AMZN is growing into its multiple and doing good things, but not as mature as GOOG.

BUY

Wasn't a great quarter, though a great stock reaction. Then, shares fell to $2,700 earlier this week, an 18-month low. A $10 billion share buyback doesn't move the needle on a company this big. Amazon can trade higher at current levels. Play long. Look for the bounce to the post-earnings level of $3,350.

COMMENT

Amazon announced a 20-1 stock split. It's just funny math. This move will attract retail buyers, but this won't move the stock that much. Usually, a company splits a stock when things are going well, but Amazon isn't doing particularly well (compared to its FAANG peers).

DON'T BUY

Amazon announced a 20-1 stock split He's shocked that they're doing it now. This was a pandemic stock. We're coming out of Covid, so the stock split is another lever to pull. It feels like Amazon is doing this out of weakness, not strength.

PAST TOP PICK

(A Top Pick Mar 02/21, Down 12%) Remains incredibly strong: they lead the cloud business which is booming; are thriving in advertising with 70% margins; Amazon Prime has pricing power and also doing well. These businesses are doing better than their retail operation, which offers only 3% margins. Trades at 42x earnings, which is expensive, but there are years of growth ahead. A great company.

BUY

Equal positions of AMZN and GOOG? Owns and likes both. GOOG had a strong quarter. Online users and digital spending will continue to grow. E-commerce and AWS for AMZN is also growing. GOOG has a cheaper forward PE, but price to sales is higher. Would make some sense to have equal positions. Again, if you have 60% in tech, review your portfolio and rebalance.

BUY

Yes, the stock is underpriced. Amazon is worth $5,000 a share, but will it go there? How do you place a multiple on their cloud business alone? Is AWS worth a third of Amazon's market cap? There are so many moving parts here. Also, Amazon's logistics network rivals any courier--how do you value that? And does the market care? Earnings have soared at Amazon, but the market hasn't reacted to raise shares. He'd love to see a re-rating, but doubts it'll happen anytime soon.

COMMENT

There's no place to play defence. It used to be megacap tech. Consumer spending will digest higher prices and the housing market will continue to accelerate. Cash is losing you money in this environment. 40% YOY growth from AWS and 30% margin. At some point, the inflation/ discount rate becomes less of an issue--when do we get the tipping point where energy and materials are no longer defensive stocks (though they are benfiting currently)? This is a difficult investing environment--where is there to hide?

COMMENT

It's trading at 45x earnings--it's the cheapest in a long time, but the market isn't rewarding stocks like this.

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Amazon.com, Inc. (AMZN)