Fiduciary Alliance LLC Boosts Stock Position in Amazon.com, Inc. $AMZN

Key Points

• Fiduciary Alliance LLC boosted its Amazon holding by 5.5% to 160,005 shares (worth $36.93 million), making AMZN its sixth-largest position and about 2.4% of the firm's portfolio.
• Insiders have been net sellers recently: CEO Douglas J. Herrington sold 20,500 shares at $245 under a Rule 10b5‑1 plan, and insiders disposed of 124,186 shares (≈$27.83 million) in the last 90 days; insiders now own 9.7% of the stock.
• Market sentiment is broadly positive—multiple analyst price‑target raises plus catalysts like the expanded Anthropic‑AWS deal and a new GLP‑1 healthcare program underpin bullish views, with an average analyst target around $288.91.

Fiduciary Alliance LLC increased its position in shares of Amazon.com, Inc. (NASDAQ:AMZN - Free Report) by 5.5% during the 4th quarter, according to the company in its most recent disclosure with the Securities and Exchange Commission. The firm owned 160,005 shares of the e-commerce giant's stock after buying an additional 8,352 shares during the period. Amazon.com comprises approximately 2.4% of Fiduciary Alliance LLC's holdings, making the stock its 6th largest holding. Fiduciary Alliance LLC's holdings in Amazon.com were worth $36,932,000 at the end of the most recent quarter.

Several other institutional investors and hedge funds have also recently made changes to their positions in AMZN. Northcape Wealth Management LLC lifted its stake in Amazon.com by 2.1% in the fourth quarter. Northcape Wealth Management LLC now owns 16,254 shares of the e-commerce giant's stock worth $3,752,000 after acquiring an additional 331 shares during the period. Mount Vernon Associates Inc. MD increased its position in Amazon.com by 0.5% during the 4th quarter. Mount Vernon Associates Inc. MD now owns 42,615 shares of the e-commerce giant's stock valued at $9,836,000 after purchasing an additional 205 shares during the period. Campbell Deegan Wealth Management LLC raised its holdings in shares of Amazon.com by 5.0% in the 4th quarter. Campbell Deegan Wealth Management LLC now owns 2,720 shares of the e-commerce giant's stock valued at $628,000 after purchasing an additional 130 shares in the last quarter. Willis Investment Counsel purchased a new stake in shares of Amazon.com in the 4th quarter worth approximately $310,000. Finally, Personal CFO Solutions LLC lifted its position in shares of Amazon.com by 7.3% in the 4th quarter. Personal CFO Solutions LLC now owns 64,868 shares of the e-commerce giant's stock worth $14,973,000 after purchasing an additional 4,406 shares during the period. 72.20% of the stock is currently owned by institutional investors.

Insider Buying and Selling

In other news, CEO Douglas J. Herrington sold 20,500 shares of the company's stock in a transaction dated Tuesday, April 14th. The shares were sold at an average price of $245.00, for a total transaction of $5,022,500.00. Following the transaction, the chief executive officer owned 499,861 shares in the company, valued at $122,465,945. This represents a 3.94% decrease in their ownership of the stock. The transaction was disclosed in a legal filing with the SEC, which is available through this hyperlink. The transaction was executed under a pre-arranged Rule 10b5-1 trading plan. Also, SVP David Zapolsky sold 10,649 shares of the stock in a transaction that occurred on Tuesday, February 24th. The shares were sold at an average price of $205.43, for a total transaction of $2,187,624.07. Following the completion of the transaction, the senior vice president directly owned 41,190 shares of the company's stock, valued at $8,461,661.70. The trade was a 20.54% decrease in their ownership of the stock. Additional details regarding this sale are available in the official SEC disclosure. Insiders sold a total of 124,186 shares of company stock valued at $27,826,739 in the last 90 days. 9.70% of the stock is owned by insiders.

Trending Headlines about Amazon.com

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

• Positive Sentiment: Expanded Anthropic partnership boosts long‑term AWS revenue visibility — Amazon announced a multi‑billion dollar investment and an Anthropic commitment that analysts frame as locking in >$100B of future AWS demand, supporting cloud growth and the AI narrative. Read More.
• Positive Sentiment: Multiple analyst upgrades/price‑target raises (BMO, Bernstein, UBS, Arete, others) are reinforcing bullish sentiment and providing near‑term support ahead of earnings. Read More.
• Positive Sentiment: New healthcare revenue stream: Amazon launched a nationwide GLP‑1 weight‑loss program via One Medical + Amazon Pharmacy, which could create recurring pharmacy/clinic revenue and broaden growth beyond retail and cloud. Read More.
• Neutral Sentiment: CEO Andy Jassy executed a pre‑arranged 10b5‑1 sale of 31,000 shares — a routine diversification event that is not an obvious signal on fundamentals. Read More.
• Neutral Sentiment: Internal reorg: Amazon is stripping traditional job titles in some units and using "builder" labels — signals of cultural/operational change but limited direct near‑term revenue impact. Read More.
• Negative Sentiment: Regulatory/legal risk resurfaced after California’s attorney general said unsealed filings show Amazon pressured retailers to raise prices — this could trigger fines, remedies or protracted litigation if allegations proceed. Read More.
• Negative Sentiment: Profitability/capex concerns: while the Anthropic/AWS deals lift revenue visibility, analysts warn the AI push requires massive capex and operating spend that could pressure near‑term margins and free cash flow. Read More.
• Negative Sentiment: Retail competition intensifies — Walmart/Sam’s Club rolling out faster delivery options and decision‑layer competition (shopping AI/assistants) could compress retail margins and slow unit growth. Read More.

Amazon.com Price Performance

NASDAQ AMZN opened at $255.08 on Friday. The firm's fifty day simple moving average is $217.54 and its two-hundred day simple moving average is $225.95. The firm has a market capitalization of $2.74 trillion, a P/E ratio of 35.58, a P/E/G ratio of 1.91 and a beta of 1.38. The company has a current ratio of 1.05, a quick ratio of 0.88 and a debt-to-equity ratio of 0.16. Amazon.com, Inc. has a 12-month low of $178.85 and a 12-month high of $258.79.

Amazon.com (NASDAQ:AMZN - Get Free Report) last issued its quarterly earnings data on Thursday, February 5th. The e-commerce giant reported $1.95 EPS for the quarter, missing the consensus estimate of $1.97 by ($0.02). Amazon.com had a net margin of 10.83% and a return on equity of 21.87%. The business had revenue of $213.39 billion for the quarter, compared to analysts' expectations of $211.02 billion. During the same quarter in the prior year, the company posted $1.86 EPS. The business's revenue for the quarter was up 13.6% on a year-over-year basis. Analysts forecast that Amazon.com, Inc. will post 7.72 EPS for the current fiscal year.

Analysts Set New Price Targets

Several equities analysts recently issued reports on the stock. Maxim Group lifted their price objective on shares of Amazon.com from $280.00 to $290.00 and gave the company a "buy" rating in a report on Friday, February 6th. Morgan Stanley restated an "overweight" rating and set a $300.00 target price (down from $315.00) on shares of Amazon.com in a report on Friday, February 6th. Scotiabank reaffirmed an "outperform" rating and set a $275.00 target price (down from $300.00) on shares of Amazon.com in a research report on Friday, February 6th. Tigress Financial lifted their price target on Amazon.com from $305.00 to $315.00 and gave the company a "buy" rating in a report on Wednesday, March 25th. Finally, Piper Sandler reissued an "overweight" rating and issued a $260.00 price target (down from $300.00) on shares of Amazon.com in a research report on Friday, February 6th. One analyst has rated the stock with a Strong Buy rating, fifty-four have assigned a Buy rating and four have assigned a Hold rating to the stock. According to MarketBeat.com, the stock currently has an average rating of "Moderate Buy" and an average price target of $288.91.

Amazon.com Company 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.

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