Northland Securities Inc. Takes Position in Amazon.com, Inc. $AMZN

Key Points

• Northland Securities purchased a new stake of 9,248 Amazon shares in Q4 worth about $2.135 million, making AMZN roughly 2.0% of its holdings and the firm’s 11th-largest position.
• Wall Street remains broadly positive with a MarketBeat consensus of "Moderate Buy" and a $289.39 average price target, while bullish catalysts include OpenAI models coming to Amazon Bedrock/AWS and analyst upgrades such as Mizuho's $325 target emphasizing AWS/AI upside.
• Insider selling has been notable recently: CEO Andrew Jassy sold 31,000 shares and Douglas Herrington sold 20,500, with insiders selling 128,035 shares in the last 90 days—moves investors may view as potential near-term selling pressure.

Northland Securities Inc. purchased a new stake in Amazon.com, Inc. (NASDAQ:AMZN - Free Report) in the 4th quarter, according to the company in its most recent Form 13F filing with the Securities & Exchange Commission. The institutional investor purchased 9,248 shares of the e-commerce giant's stock, valued at approximately $2,135,000. Amazon.com accounts for about 2.0% of Northland Securities Inc.'s holdings, making the stock its 11th largest position.

Other institutional investors and hedge funds also recently made changes to their positions in the company. Fairway Wealth LLC grew its stake in Amazon.com by 113.2% during the third quarter. Fairway Wealth LLC now owns 113 shares of the e-commerce giant's stock worth $25,000 after purchasing an additional 60 shares during the period. Sellwood Investment Partners LLC bought a new position in shares of Amazon.com in the third quarter valued at approximately $27,000. Bridge Generations Wealth Management LLC lifted its holdings in shares of Amazon.com by 2,330.0% in the third quarter. Bridge Generations Wealth Management LLC now owns 243 shares of the e-commerce giant's stock valued at $53,000 after purchasing an additional 233 shares in the last quarter. Cooksen Wealth LLC lifted its holdings in shares of Amazon.com by 23.5% in the second quarter. Cooksen Wealth LLC now owns 247 shares of the e-commerce giant's stock valued at $54,000 after purchasing an additional 47 shares in the last quarter. Finally, PayPay Securities Corp lifted its holdings in shares of Amazon.com by 62.3% in the third quarter. PayPay Securities Corp now owns 250 shares of the e-commerce giant's stock valued at $55,000 after purchasing an additional 96 shares in the last quarter. Institutional investors and hedge funds own 72.20% of the company's stock.

Wall Street Analyst Weigh In

AMZN has been the topic of a number of recent research reports. Tigress Financial raised their target price on Amazon.com from $305.00 to $315.00 and gave the company a "buy" rating in a report on Wednesday, March 25th. Wolfe Research dropped their target price on Amazon.com from $255.00 to $250.00 and set an "outperform" rating on the stock in a report on Thursday, March 19th. Monness Crespi & Hardt dropped their price target on Amazon.com from $300.00 to $280.00 and set a "buy" rating on the stock in a report on Friday, February 6th. Cantor Fitzgerald lifted their price target on Amazon.com from $260.00 to $280.00 and gave the stock an "overweight" rating in a report on Tuesday, April 21st. Finally, Needham & Company LLC reiterated a "buy" rating and set a $265.00 price target on shares of Amazon.com in a report on Tuesday, March 17th. One investment analyst has rated the stock with a Strong Buy rating, fifty-five have given a Buy rating and three have issued a Hold rating to the company's stock. Based on data from MarketBeat, the company presently has a consensus rating of "Moderate Buy" and a consensus price target of $289.39.

Insider Buying and Selling

In other news, CEO Andrew R. Jassy sold 31,000 shares of Amazon.com stock in a transaction on Friday, April 17th. The stock was sold at an average price of $255.00, for a total value of $7,905,000.00. Following the completion of the transaction, the chief executive officer directly owned 2,207,118 shares in the company, valued at approximately $562,815,090. The trade was a 1.39% decrease in their ownership of the stock. The sale was disclosed in a document filed with the Securities & Exchange Commission, which can be accessed through the SEC website. The transaction was executed under a pre-arranged Rule 10b5-1 trading plan. Also, CEO Douglas J. Herrington sold 20,500 shares of Amazon.com stock in a transaction on Tuesday, April 14th. The shares were sold at an average price of $245.00, for a total value of $5,022,500.00. Following the completion of the transaction, the chief executive officer owned 499,861 shares of the company's stock, valued at approximately $122,465,945. This trade represents a 3.94% decrease in their ownership of the stock. The SEC filing for this sale provides additional information. The transaction was executed under a pre-arranged Rule 10b5-1 trading plan. Insiders sold 128,035 shares of company stock valued at $28,827,479 in the last 90 days. Corporate insiders own 8.90% of the company's stock.

Amazon.com Stock Performance

Shares of AMZN opened at $259.70 on Wednesday. The firm has a market cap of $2.79 trillion, a PE ratio of 36.22, a PEG ratio of 1.95 and a beta of 1.38. The stock's fifty day moving average price is $221.26 and its two-hundred day moving average price is $226.83. The company has a debt-to-equity ratio of 0.16, a current ratio of 1.05 and a quick ratio of 0.88. Amazon.com, Inc. has a 1 year low of $178.85 and a 1 year high of $264.50.

Amazon.com (NASDAQ:AMZN - Get Free Report) last announced its quarterly earnings results on Thursday, February 5th. The e-commerce giant reported $1.95 earnings per share for the quarter, missing the consensus estimate of $1.97 by ($0.02). The company had revenue of $213.39 billion during the quarter, compared to analysts' expectations of $211.02 billion. Amazon.com had a net margin of 10.83% and a return on equity of 21.87%. Amazon.com's revenue for the quarter was up 13.6% compared to the same quarter last year. During the same quarter last year, the firm posted $1.86 earnings per share. On average, equities research analysts forecast that Amazon.com, Inc. will post 7.71 EPS for the current year.

Key Stories Impacting Amazon.com

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

• Positive Sentiment: OpenAI models are now coming to Amazon Bedrock/AWS in limited preview — a major distribution win for AWS that strengthens Amazon’s position as an AI infrastructure provider and could lift high‑margin cloud revenue. OpenAI expands Amazon deal after Microsoft loosens exclusivity terms
• Positive Sentiment: Mizuho raised its AMZN price target to $325 and reiterated an Outperform rating, signaling bullish analyst conviction that AWS (and Amazon’s chips/AI stack) is the core long‑term driver. Mizuho Raises Amazon Price Target to $325
• Positive Sentiment: Amazon rolled out new AI features — interactive audio Q&A on product pages and expanded Amazon Connect agentic tools for supply‑chain, HR and customer service — which help monetize AI across retail, ads and enterprise services. Amazon launches an AI-powered audio Q&A experience on product pages
• Positive Sentiment: Amazon secured exclusive multi‑year rights to Oprah Winfrey’s podcast content — a content/ad monetization catalyst for Amazon Music/Wondery and advertising growth. Amazon secures exclusive rights to Oprah Winfrey's podcast
• Neutral Sentiment: Q1 earnings are due after the close (April 29). The report is the proximate catalyst — strong AWS/AI disclosures could push shares higher, but heavy capex and margin commentary could trigger short‑term volatility. 'Get Ready,' Says Top Analyst as Amazon Stock Heads Into 'Hyperscaler Wednesday'
• Neutral Sentiment: Wall Street remains largely bullish (many buy ratings and higher targets), creating upside but also setting high expectations going into earnings. Amazon Pulls The Mag 7 Higher
• Negative Sentiment: Insider sale: Director Jonathan Rubinstein sold ~3,849 shares under a 10b5‑1 plan — a routine disclosure but often watched by investors as potential near‑term selling pressure. Director Jonathan Rubinstein SEC filing
• Negative Sentiment: EU regulators signaled plans to target cloud and AI under new Big Tech rules — increased regulation could raise compliance costs and limit some commercial flexibility in Europe. EU rules reining in Big Tech will now target cloud services and AI
• Negative Sentiment: Retail investor caution and macro/AI sentiment swings raise the chance of a post‑earnings unwind even if results are strong — positioning is crowded. Amazon Loses the Faith of Retail Investors Ahead of Q1 Earnings

About Amazon.com

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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