Sterling Investment Counsel LLC Buys 12,224 Shares of Amazon.com, Inc. $AMZN

Sterling Investment Counsel LLC boosted its stake in Amazon.com, Inc. (NASDAQ:AMZN) by 79.4% during the third quarter, according to its most recent Form 13F filing with the Securities and Exchange Commission (SEC). The institutional investor owned 27,611 shares of the e-commerce giant’s stock after purchasing an additional 12,224 shares during the quarter. Amazon.com comprises approximately 1.9% of Sterling Investment Counsel LLC’s portfolio, making the stock its 14th biggest holding. Sterling Investment Counsel LLC’s holdings in Amazon.com were worth $6,063,000 as of its most recent SEC filing.

Other hedge funds and other institutional investors have also bought and sold shares of the company. Wilson Asset Management International PTY Ltd. purchased a new stake in Amazon.com in the second quarter worth approximately $11,102,000. ARK Investment Management LLC lifted its holdings in shares of Amazon.com by 8.3% in the 2nd quarter. ARK Investment Management LLC now owns 1,140,494 shares of the e-commerce giant’s stock worth $250,213,000 after acquiring an additional 86,978 shares during the last quarter. Buckhead Capital Management LLC boosted its stake in shares of Amazon.com by 16.1% in the 2nd quarter. Buckhead Capital Management LLC now owns 28,407 shares of the e-commerce giant’s stock valued at $6,232,000 after purchasing an additional 3,948 shares in the last quarter. Border to Coast Pensions Partnership Ltd grew its holdings in shares of Amazon.com by 6.0% during the 2nd quarter. Border to Coast Pensions Partnership Ltd now owns 1,136,311 shares of the e-commerce giant’s stock valued at $249,295,000 after purchasing an additional 63,924 shares during the last quarter. Finally, Alpha Wealth Funds LLC raised its position in Amazon.com by 172.8% in the 2nd quarter. Alpha Wealth Funds LLC now owns 3,012 shares of the e-commerce giant’s stock worth $667,000 after purchasing an additional 1,908 shares during the period. Hedge funds and other institutional investors own 72.20% of the company’s stock.

Insiders Place Their Bets

In other Amazon.com news, Director Keith Brian Alexander sold 900 shares of Amazon.com stock in a transaction that occurred on Monday, November 17th. The stock was sold at an average price of $233.00, for a total transaction of $209,700.00. Following the sale, the director directly owned 7,170 shares of the company’s stock, valued at approximately $1,670,610. The trade was a 11.15% decrease in their position. The transaction was disclosed in a legal filing with the SEC, which can be accessed through this link. Also, Director Daniel P. Huttenlocher sold 1,237 shares of the company’s stock in a transaction that occurred on Thursday, November 20th. The stock was sold at an average price of $226.61, for a total value of $280,316.57. Following the transaction, the director owned 26,148 shares in the company, valued at $5,925,398.28. This trade represents a 4.52% decrease in their position. Additional details regarding this sale are available in the official SEC disclosure. Insiders sold a total of 79,734 shares of company stock valued at $18,534,017 over the last ninety days. 10.80% of the stock is owned by corporate insiders.

Analyst Upgrades and Downgrades

A number of brokerages have recently issued reports on AMZN. Truist Financial set a $290.00 price objective on Amazon.com in a research note on Friday, October 31st. Cantor Fitzgerald set a $260.00 price target on Amazon.com and gave the stock an “overweight” rating in a research note on Thursday, January 8th. KeyCorp reiterated an “overweight” rating on shares of Amazon.com in a research report on Friday, December 5th. Piper Sandler restated an “overweight” rating on shares of Amazon.com in a report on Wednesday, December 3rd. Finally, TD Cowen upped their price target on shares of Amazon.com from $300.00 to $315.00 and gave the company a “buy” rating in a report on Tuesday. One equities research analyst has rated the stock with a Strong Buy rating, fifty-six have assigned a Buy rating and four have given a Hold rating to the company. Based on data from MarketBeat.com, Amazon.com has an average rating of “Moderate Buy” and a consensus target price of $295.61.

Amazon.com Stock Performance

NASDAQ:AMZN opened at $242.60 on Wednesday. The company has a quick ratio of 0.80, a current ratio of 1.01 and a debt-to-equity ratio of 0.14. The firm’s fifty day simple moving average is $232.93 and its 200 day simple moving average is $228.29. The stock has a market cap of $2.59 trillion, a P/E ratio of 34.27, a price-to-earnings-growth ratio of 1.55 and a beta of 1.37. Amazon.com, Inc. has a twelve month low of $161.38 and a twelve month high of $258.60.

Amazon.com (NASDAQ:AMZN) last posted its earnings results on Thursday, October 30th. The e-commerce giant reported $1.95 EPS for the quarter, topping the consensus estimate of $1.57 by $0.38. The firm had revenue of $180.17 billion during the quarter, compared to analysts’ expectations of $177.53 billion. Amazon.com had a net margin of 11.06% and a return on equity of 23.62%. The company’s quarterly revenue was up 13.4% compared to the same quarter last year. During the same period last year, the company posted $1.43 EPS. As a group, research analysts predict that Amazon.com, Inc. will post 6.31 EPS for the current year.

Key Headlines Impacting Amazon.com

Here are the key news stories impacting Amazon.com this week:

• Positive Sentiment: Amazon’s consumer AI push (Alexa+ Web) is being framed as a major strategic catalyst — it can boost Prime stickiness, ARPU and showcase AWS’s ability to run large-scale AI workloads. This is a core reason analysts have turned bullish on the name. Amazon Unveils Alexa+ Web—The AI Strategy Wall Street Has Waited For
• Positive Sentiment: AWS margin expansion and backlog strength are accelerating — analysts point to higher margins and a large AI/cloud backlog as a durable profit engine that supports valuation upside. Amazon’s AWS Margin Expansion Accelerates
• Positive Sentiment: Analysts reiterated/upgraded bullish views and raised targets (BofA reiterated Buy with a $303 PT; TD Cowen raised its PT toward $315; Bernstein and others named AMZN a top large-cap AI/tech pick), reinforcing upside expectations. AI Sentiment on Amazon (AMZN) Could Improve in 2026, BofA Says
• Positive Sentiment: Regulatory/legacy legal risk eased slightly when Italy’s antitrust fine was reduced, removing some near-term headline risk. Italy antitrust cuts Amazon record fine to $878.2 million
• Neutral Sentiment: Amazon is expanding retail experiments (big-box concept and “Just Walk Out” for pop-ups), which signal long-term omnichannel ambition but are incremental near-term revenue drivers. Amazon supersizes its Walmart rivalry with new big-box retail concept Amazon Brings Just Walk Out Tech to Pop-Up Stores
• Negative Sentiment: The Financial Times / Reuters story that Amazon is pressuring suppliers for price cuts (up to ~30%) as it reverses prior tariff concessions is the likely immediate drag — the move can compress supplier economics, risk supply frictions or political backlash and signals margin-focused cost-taking that markets sometimes view as operational strain. Amazon pushes suppliers for cuts ahead of Supreme Court tariff ruling, FT reports

Amazon.com Profile

Amazon.com, Inc is a diversified technology and retail company best known for its e-commerce marketplace and broad portfolio of consumer and enterprise services. Founded by Jeff Bezos in 1994 and headquartered in Seattle, Washington, the company launched as an online bookseller and expanded into a global retail platform that sells products directly to consumers and provides a marketplace for third-party sellers. Over time Amazon has grown beyond retail into areas including cloud computing, digital media, devices and logistics.

Key businesses and offerings include Amazon’s online marketplace and fulfillment services, the Amazon Prime membership program (which bundles expedited shipping with streaming and other benefits), Amazon Web Services (AWS) which supplies on-demand cloud computing and storage to businesses and public-sector customers, and a range of content and advertising services such as Prime Video and Amazon Advertising.