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

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Amazon.com, Inc. (AMZN)

245.34

-1.70 (0.69%)

as of Jul 10, 2026, 8:00:00 pm Market Open.

1599 watching

Investor Insights

Jul 12, 2026, 12:00 am

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

Amazon.com, Inc. continues to be a topic of discussion among experts, with many highlighting its strong growth potential driven primarily by its AWS cloud services and increasing investments in artificial intelligence. While the retail segment showcases solid earnings, concerns regarding capital expenditures and competition in the AI space have contributed to a mixed sentiment. Analysts note Amazon's impressive performance in recent quarters, particularly its ability to exceed earnings expectations and its growing advertising business. Some experts mention the need for careful monitoring of stock movements and market conditions, suggesting that investors should approach with a long-term view while considering the valuation dynamics influenced by ongoing growth strategies.

Consensus

Hold

Valuation

Fair Value

Similar

Goog, GOOG

PARTIAL BUY

Amazon reported good numbers, but still got crushed. Why? Sentiment over the entire market, given Covid cases and the upcoming US election. Pick up some shares now and wait till after the election.

BUY ON WEAKNESS

Looking at technicals right now, the market has tried to break through and has failed a couple of times. It could be choppy through the election. We could be ready for a 5-7% pull-back over the next couple of weeks. Your entry point will be late October or early November. He would slightly prefer GOOG-Q.

BUY ON WEAKNESS

Huge run, so has built in a lot of potential. Simple platform to use, so subscriptions will increase. Disruptive to cargo and shipping. Hard not to like it long-term. Valuation not as crazy as it once was. Would consider adding to new portfolios if there's volatility in the next few weeks.

PARTIAL BUY

Amazon vs. Apple He owns Apple. The companies are completely different. Apple's ecosystem will continue to dominate. Amazon's valuation is excessive, but the growth justifies the stock price. Sometimes you hold your nose and buy, say, half a position. Buy, hold and don't trade. Add on weakness. (Same with Microsoft and Google.) Amazon will continue to take share from brick-and-mortar retailers. Just look at how often you shop Amazon.

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Curated by Michael O'Reilly since 2020.
1550+ opinions with 4.81 rating (one of the best performing expert).

TOP PICK

Stockchase Research Editor: Michael O'Reilly Although analysts expect retail spending to grow this holiday by 1.5%, e-commerce sales are expected to be up 25-35% -- and AMZN is the king of this space. Q2 sales were up 40%, revenue up 47% and net income was nearly double year ago levels. The stock recently made a pullback and has re-ignited once again. We like the technical breakout, which now projects up towards $3900. We would trade this with a stop-loss at $2900. Yield 0% (Analysts’ price target is $3726.00)

COMMENT

Prime day is actually two days this year (Tuesday, Wednesday). There's hype preceeding that by analysts today. This led to Amazon jumping 4.75%. Like Apple, there's a risk of disappointing because of this hype.

PAST TOP PICK

(A Top Pick Nov 01/19, Up 78%) Bought when there was a bull's eye on big tech with regulations. Unfortunately, a boost with Covid. Model it growing at 72%. Still not bad value. Still a buy.

BUY ON WEAKNESS

Today's pullback is a buying opportunity ahead of Prime Day next day. People are still shopping online.

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BUY

Amazon wasn't able to meet all the demands with everybody shifting to shopping online. They are growing operations now. He could see Amazon doubling earnings in the next 2-5 years. The value is reasonable considering all the tailwinds.

BUY

AMZN vs. COST vs. WMT Costco has a good management team, good long-term grower, make strategic, smart decisions. Walmart just jumps around too much. They should stick to their knitting, but instead management is always trying to play catch up in different arenas. But, quite frankly, the one to own in this space is Amazon.

BUY ON WEAKNESS

His rule: buy a tech stock that's 25% off highs during the current tech correction. For Amazon, this means buying at $2,660. Amazon is up 62% YTD vs. Apple's 46%. So, this is a reasonable entry point, at least a partial buy.

PAST TOP PICK

(A Top Pick Aug 19/19, Up 79%) A great commercialization focus. They are betting on Jeff Bazos with Amazon too. The consumer experience focus is the heart of their success.

HOLD

Has benefited from the pandemic. Will solidify their ability to be the premier online place to buy things. AWS will be a massive growth engine for them.

BUY

Walmart? It's made great strides to compete with Amazon with next-day delivery. He'd still prefer Amazon, but Walmart will continue to do well. Discount retailers will. Amazon could pull back in this earnings period.

BUY ON WEAKNESS

It'll continue to outperform. Yes, AMZN benefitted from the lockdown. It dominates e-commerce, but they are relatively small in the retail marketplace. Also, people won't run back to malls, so that will help Amazon. Worry about high expectations for tech stocks in general. Amazon will continue to grow its share of retail and e-commerce.

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Amazon.com, Inc. (AMZN)