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

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TOP PICK

A juggernaut that should be in any portfolio. The future is online. Amazon is 10x times bigger than its next competitor, and have a huge lead in web services, but are also hitting the gas in growing. They aren't resting on their laurels. The stock was beaten up in October, because they reduced their growth projections. It's on sale now at $1,500, not $2,000 just a few months ago. (Analysts’ price target is $2159.05)

HOLD

He would defer any sales until early next year, due to the recent pullback, if one was thinking of taking profit. If the market bounces up, this one will definitely participate. It is not growing profits at 50% annually anymore. He would continue to hold if you already do.

PAST TOP PICK

(A Top Pick Oct 31/18, Down 0.4%) In his top 5, with a 4.5% position. Took profits a couple of months ago. Fantastic recurring revenue out of e-commerce. Core holding for him.

HOLD

A record Black Friday and strong Cyber Monday. This is not a valuation they could justify owning now at. They are expanding into many markets, but the multiples are just too high.

WAIT

He never found this expensive. It's a revenue machine that will continue. He's always owned it. Now what's happening is an unwind of too many people owning it. Remember that Amazon has had steep sell-offs in its history. Don't get in now. He's reduced his position. He still believes in it. Wait till it bounces up again.

BUY

Buy more after today's sell-off? Yes, if you believe in the business and its long-term merits. The valuation is high, but this is a 10-20-year business to own. They dominant online retailing and data storage. A high-quality company. If you buy it, buy it gradually to be safe. Don't time the bottom.

PARTIAL BUY

They've corrected lately. Valuations are decent now, so you can peck away at it. Be tactical, considering the holiday shopping season, which he thinks will be decent. But don't go full-bore on this.

BUY

A great growth company. You're buying the stock on very high earnings, 40-50x. If you own this, you will grow with it, but expect a lot of volatility, and it can pull back as much as 50%. He can't say whether now is a bottom, but in 3-5 years you'll be happy to own this.

DON'T BUY

You think you want to own this because they are ubiquitous, but Amazon doesn't offer enough information for investors. Look at other tech companies like Apple, Intel, Google or Facebook--lots of choice. Their growth is impressive, but not enough info.

TOP PICK

He bought during the recent correction. A global brand name with 100 million users and still growing. Their cloud segment is still rising. More internet users are coming from developing markets, so the runway for growth is still strong. Amazon is way ahead any competitors. Trading at 75x earnings isn't cheap but 50% long-term growth rate. (Analysts’ price target is $2132.23)

TOP PICK

The recent pullback is a great entry point. It is at a key support level. They continue to seek out new markets, looking to bring technology to add efficiency. You have to have this in your portfolio. Yield 0%. (Analysts’ price target is $2132.23)

PARTIAL BUY

You can buy an initial half-position now. Id it doubles, don't buy more. If it comes down, buy more. Has had wild price swings lately. Online revenue is growing 17%. They're trying to expand outside the U.S. but face rivals. They also face competition from MSFT in cloud services and now from IBM with their Red Hat purchase. Be careful with Amazon. This could easily fall 30%, so own half a position now.

TOP PICK

Down 25% over the last month, he now has added to make this the largest holding in his portfolio. His price target is $2132. He has owned it since he started the fund six years ago. This is a fantastic opportunity as the company raises prices in its competitive advantage areas and becomes more price conscious in the more competitive ones. Yield 0%. (Analysts’ price target is $2135.38)

DON'T BUY

They've had a rough few days after reporting last week. They're starting to report earnings regularly, so investors can now put multiples on them. Their 56x 2019 earnings are too rich for him. It's trading at 19x book. A great company and will do very well across different ventures. Still too pricey for him, but it's getting reasonable.

BUY

This is for growth-oriented investors that look into the future. The company is still rolling up industry after industry after industry. Now the largest company in the world by market cap. Jeff Bezos is young. He thinks that he will drive the company to highs that we are yet to see. They are competing in the computer space.

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Amazon.com, Inc. (AMZN)