Amazon.com, Inc. (AMZN) - Comprehensive Stock Analysis Report
📋 Investment SnapshotIs AMZN a buy right now? The 10-second read
Reason: Strong business, constructive setup. Expected Return is the upside to the analyst price target; full rationale is detailed below.
📌 Is AMZN a Buy right now?
According to Ultra Stock Analysis Pro, Amazon.com, Inc. (AMZN) is currently rated HOLD (Signal Strength: 3/7). The long-term fundamentals are strong (P/E: 22.1, Revenue Growth: +19.6%), while short-term technicals show a bullish trend (RSI: 64). Consider waiting for support confirmation near $274.75 before adding exposure.
Key takeaways
- Rating & timing: rated HOLD (Signal Strength 3/7), model timing GREEN · BULLISH, WATCHING FOR ENTRY · EXTENDED · BREAKOUT FADED.
- Stop loss: the Conservative fixed 2.0x ATR stop sits at $255.81, 6.8% below the current $274.48.
- Growth vs. valuation: revenue +19.6% YoY with a 13.7% operating margin, at a forward P/E of 26.6x.
- Wall Street: average target $324.94 (+18.4%) from 62 Buy, 4 Hold, 0 Sell ratings.
- Key levels: nearest support $270.73 (-1.4%), nearest resistance $274.75 (+0.1%).
For the latest stock analysis and interactive charts:
📊 Open AMZN Analysis ↗
⚡ QUICK DECISIONShould you buy, hold or wait on AMZN stock today?
💡 Why This Signal ExistsWhy does AMZN carry this rating?
AMZN carries a HOLD rating because valuation and fundamentals remain attractive (Investment Quality 84/100) and the trend is strong (ADX 27), but relative strength has lagged the S&P 500 over the past quarter and only a partial setup is building (Signal Strength 3/7). A breakout above $274.75 on improving volume would upgrade the signal toward BUY; a break below $270.73 would mark deeper weakness.
🎯 CONSENSUS HUDWhat is the Wall Street analyst consensus on AMZN?
The call itself, and the readings behind it. Details read supportive / caution / headwind.
Action plan
MAINTAIN POSITION — currently +1.1% unrealized. Manage it with the stop levels below.
🎯 Intelligent Stop Loss Strategy
Current Price
$274.48
Buy Stop Loss
$255.81
Distance: 7%
Conservative 2.0x
Position Stop Loss
$255.81
Distance: 7%
Hybrid 2.00x
ATR 14 Day
$9.33
Volatility
ADX Strength
26.5
Strong trend
Position up +1% - Adaptive strategy adjusts for momentum
ADX: 20-25 = Emerging trend | 25-50 = Strong trend | 50+ = Very strong
🔮 FUTURE PRICE SCENARIOS (AI Forecast)Where could AMZN stock go over the next week?
To assist with risk management, here are the three most probable paths for AMZN over the next trading week:
🟢 The Bull Case (Probability: 40%)
If AMZN reclaims the $274.75 resistance level, algorithmic targets shift to $324.94. This move would likely be driven by continued sector rotation into Consumer Cyclical.
🔴 The Bear Case (Probability: 40%)
Failure to hold the $270.73 support level triggers a defensive stop-loss signal. In this scenario, the algorithm projects a slide toward the $206.53 liquidity zone (-24.8% from current price).
🟡 The Base Case (Sideways)
Given the current ADX of 27 (strong trend), momentum suggests a directional move is imminent between $270.73 and $274.75 until a volume catalyst occurs.
⚠️ These scenarios are algorithm-generated projections based on technical analysis, not financial advice. Past performance does not guarantee future results.
⚠️ RISK HUD — DEEP DIVEWhat are the biggest risks of buying AMZN now?
Five risk axes scored LOW / MODERATE / HIGH, then the mitigation that follows from them.
📊 BUY-SIDE HUDHow much AMZN should you own, and can you trade it at size?
Portfolio-management read: how much to own, what the historical edge is, and whether the position can be traded at size. Details below read supportive / caution / headwind; grey is context, not a verdict.
📈 SELL-SIDE HUDIs AMZN stock overvalued or undervalued?
Research read: Amazon.com, Inc. · Consumer Cyclical · Internet Retail. What the business is worth and where the Street stands. Details below read supportive / caution / headwind; grey is context, not a verdict.
🧭 Investment Quality vs. Entry QualityHow does AMZN's investment quality compare to its entry quality?
Two independent reads: how good the business is (fundamentals) vs. how stretched the price is against its recent range. Entry Quality is a mean-reversion score — it marks a stock down for trading near the top of its range. It is not the model's timing call, which is GREEN · BULLISH, WATCHING FOR ENTRY · EXTENDED · BREAKOUT FADED and appears in the Consensus HUD above.
Strong on both. AMZN pairs a solid business with a constructive setup.
🧮 Factor AttributionWhat is actually driving AMZN's rating?
What is driving the view — every factor's signed contribution to one net score. Green adds to the bull case; red detracts.
| Factor | Contribution | Pts |
|---|---|---|
| Earnings Growth +242% YoY | +18 | |
| Profitability Margin 17%, ROE 31% | +15 | |
| Trend EMA bullish, ADX 27 | +12 | |
| Revenue Growth +20% YoY | +10 | |
| Momentum RSI 64, MACD bullish | +5 | |
| Sentiment Neutral | +1 | |
| Valuation Fwd P/E 26.6, PEG 1.5 | +0 | |
| Relative Strength -3.5% vs benchmarks (3M) | -3 | |
| Volatility ATR 3.4% of price | -3 |
Net Factor Score: +55 — Strongly bullish factor profile. This weighs the broad bull/bear case; the entry signal (Signal Strength) governs timing — a strong factor score can still read WAIT until a setup triggers.
🏆 Relative StrengthIs AMZN outperforming the S&P 500 and its sector?
The stock's return minus each benchmark's return. Positive = outperforming = leadership; negative = lagging. Relative strength is one of the most durable signals in quantitative research.
| Benchmark | 1-Mo | 3-Mo | 6-Mo |
|---|---|---|---|
| S&P 500 (SPY) | +8.2% | -4.7% | +8.5% |
| Consumer Cyclical (XLY) | +8.5% | +1.0% | +20.8% |
| Retail (XRT) | +6.6% | -6.7% | +18.7% |
AMZN 3-month return: +1.2% · Leadership: MIXED — leads some benchmarks, lags others (see table)
🤖 ML ProbabilityWhat is the probability AMZN stock closes higher?
A gradient-boosted model's estimated probability that price closes higher over each horizon (directional estimate, not a guarantee).
📊 Valuation & Fundamentals vs Consumer Cyclical (12 peers)Is AMZN cheap or expensive versus its sector peers?
● Top 25% in sector ● Middle 50% ● Bottom 25% — each value colored by its rank among 12 Consumer Cyclical peers; "med" is the peer median.
⚔️ AMZN vs. Its Closest PeersHow does AMZN compare to WMT and its other closest peers?
The closest business match first, then the nearest by market cap within Internet Retail from the live sector screener. Industry classification alone is not enough — it files AMZN beside companies in a different line of business — so the direct competitor is seeded explicitly. Green marks the best reading in each row, red the worst.
| Metric | AMZN (this report) | WMT | TSLA | HD |
|---|---|---|---|---|
| Market Cap | $2,960.6B | $890.1B | $1,297.7B | $354.6B |
| Revenue Growth (YoY) | +19.6% | +7.3% | +25.5% | +4.8% |
| Forward P/E | 26.6x | 34.1x | 148.1x | 22.1x |
| PEG Ratio | 1.46 | 4.26 | 4.81 | 2.01 |
| Operating Margin | 13.7% | 4.2% | 1.4% | 11.9% |
| Trend Strength (ADX) | 26.5 | 13.3 | 30.6 | 16.3 |
WMT (Walmart Inc. — closest business match), TSLA (Tesla, Inc.), HD (The Home Depot, Inc.). Peers marked “closest business match” come from the curated rival map; the rest are the nearest by market cap in the same industry. ADX is shown where recent price data is already on file for that peer.
🎯 ANALYST PRICE TARGETSHow high could AMZN go? The full target range
| Average Target: | $324.94 | High Target: | $400.00 |
| Current Price: | $274.48 | Low Target: | $230.00 |
| Upside to Average: | +18.4% | Number of Analysts: | 59 |
🔔 ANALYST RATING CHANGESHave analysts upgraded or downgraded AMZN recently?
Recent upgrades, downgrades, and price target changes (last 90 days)
| Firm | Action | From → To | Date |
|---|---|---|---|
| Piper Sandler | REITERATED | Overweight → Overweight | Jul 31, 2026 |
| Citizens | REITERATED | Market Outperform → Market Outperform | Jul 31, 2026 |
| Needham | REITERATED | Buy → Buy | Jul 31, 2026 |
| Wedbush | REITERATED | Outperform → Outperform | Jul 23, 2026 |
| Citizens | REITERATED | Market Outperform → Market Outperform | Jul 15, 2026 |
| TD Cowen | REITERATED | Buy → Buy | May 12, 2026 |
News Sentiment (14-Day)What is the latest news sentiment on AMZN?
Overall Score: 0.6/10 - Neutral
Bullish Articles (Top 5 of 2)
- BofA, JPMorgan, Oppenheimer Name Their 3 Favorite AI Stocks, One Has a $255 Target
BeInCrypto • Aug 09BofA, JPMorgan & Oppenheimer name their top 3 AI stocks. See the $255 Palantir target, $365 Amazon call and $400 Lam Research price target....
Source: https://beincrypto.com/bofa-jpmorgan-oppenheimer-favorite-ai... - Jeff Bezos breaks his own Amazon record
TheStreet • Aug 09Amazon became the fifth company to reach a $3 trillion market cap on August 3, and its founder quickly moved to capitalize on the moment. Jeff Bezos f...
Source: https://www.thestreet.com/investing/jeff-bezos-4-billion-ama...
Bearish Articles (Top 5 of 2)
- UPS Completed Its Amazon Volume Pullback. Is the Turnaround Finally Working?
Insider Monkey • Aug 09United Parcel Service, Inc. (NYSE:UPS) shares surged in premarket trading on July 28 after the package-delivery company reported a second-quarter beat...
Source: https://finance.yahoo.com/markets/stocks/articles/ups-comple... - Amazon's $86 2-in-1 laptop and tablet has fully-integrated AI features
TheStreet • Aug 09You can't go anywhere today without hearing people talk about artificial intelligence. AI is seeping into every aspect of our daily lives, for better ...
Source: https://www.thestreet.com/shopping/aiprotablet-10-inch-andro...
📊 Sentiment Interpretation
The news sentiment is neutral, indicating balanced coverage without clear directional bias. This suggests market participants are waiting for catalysts or clearer signals. Monitor for changes in sentiment that could indicate emerging trends.
📊 Strategy Comparison: Conservative vs Adaptive
Both strategies analyzed independently. Conservative uses fixed 2.0x ATR stops. Adaptive adjusts stops based on position profit (tighter as profit grows).
Conservative Strategy
OPEN POSITIONFixed 2.0x ATR Stop Loss
Entry: $271.58 on 2026-07-31
Confluence: 4/7 (on the entry bar)
Stop Loss: $255.81
Backtest Results (Since 2018):
Past Win Rate
43%
Past Total Return
+26.7%
Max Drawdown
-16.8%
Avg Trade
+10.4%
Trades
14
Adaptive Strategy
OPEN POSITIONAdaptive ATR Stop Loss (1.0-2.75x)
Entry: $271.58 on 2026-07-31
Confluence: 4/7 (on the entry bar)
Stop Loss: $260.48
Backtest Results (Since 2018):
Past Win Rate
48%
Past Total Return
+19.1%
Max Drawdown
-14.9%
Avg Trade
+5.8%
Trades
25
EXECUTIVE SUMMARY - Essential MetricsWhat are the key metrics for AMZN stock?
| TECHNICAL METRICS | VALUE | FUNDAMENTAL METRICS | VALUE |
|---|---|---|---|
| Current Price | $274.48 | Market Cap | $2960.6B |
| Past Win Rate (Backtest) | 42.9% (14 trades) | Forward P/E | 26.6x |
| Past Total Return | +26.7% | Analyst Target | $324.94 |
| RSI / Trend Strength | 64 / 27 | Upside to Target | +18.4% |
| MACD Signal | Bullish | Revenue Growth | +19.6% |
| Profit Factor | 4.24 | Institutional Own. | 68.1% |
| Position Entry | 2026-07-31 @ $271.58 | Analyst Ratings | 62 Buy / 4 Hold / 0 Sell |
| Open Position Past P&L | +1.1% |
🤖 ALGORITHMIC CONVICTION & METHODOLOGYHow is the AMZN rating calculated?
Why this rating?
The Ultra Stock Analysis algorithm has assigned a HOLD rating to AMZN based on a confluence of 3 distinct factors:
- Technical Momentum: The RSI (64) is currently showing strong momentum in 43% of 14 backtested trades.
- Trend Strength: ADX at 27 indicates a strong trend (25-50) supporting directional moves. News sentiment is neutral (Neutral).
- Volatility Profile: The ATR ($9.33) indicates high volatility (3.4% of price), suggesting potential moves of 6.8%+ on breakouts.
📊 Confidence Interval:
Based on 7+ years of historical data, signals with this specific technical fingerprint have resulted in a positive return 43% of the time across 14 historical trades over a medium-term (months) hold period, with an average return of +10.4% per trade.
📊 How the Signal Strength score works (and why it can read low in an uptrend)
Signal Strength is a tactical entry-timing score, not a trend or fundamentals grade. It only adds points from setups that flag a fresh reason to enter — breakouts, momentum divergences, and oversold/volume/volatility extremes. Trend direction and fundamentals are scored in their own sections above. A setup must reach 3+ points to register as a signal and 5+ for a strong BUY. Individual boxes below can be checked — a stacked EMA trend alone is worth 2 points — without crossing the 3-point bar; when that happens the registered Signal Strength stays at 3/7, meaning no new entry trigger today — not a bearish call.
| Signal | Pts | What it flags | Now |
|---|---|---|---|
| Valid Breakout | 3 | Close breaks above the 20-day high on >1.5× volume | ✗ |
| EMA Trend Alignment | 2 | EMA20 > EMA50 > EMA200 (stacked uptrend) | ✓ |
| RSI Bullish Divergence | 2 | Price firms while RSI was falling — a reversal setup | ✗ |
| MACD Bullish Divergence | 2 | Price firms while MACD was falling — a reversal setup | ✗ |
| Strong Trend (ADX > 25) | 1 | ADX > 25 confirming the stacked EMAs | ✓ |
| High Volume (>1.5×) | 1 | Volume surge confirming the move | ✗ |
| RSI Oversold | 1 | RSI < 30 — stretched to the downside (bounce setup) | ✗ |
| Below Lower Bollinger | 1 | Close below the lower band (mean-reversion setup) | ✗ |
| Volume Accumulation | 1 | Up-volume divergence — quiet accumulation | ✗ |
Points met on the latest bar: 3 → registered Signal Strength 3/7. A setup must reach 3+ points to register as a signal (5+ for a strong BUY); below that it reads 0.
This is why AMZN can show a bullish EMA trend and solid fundamentals while Signal Strength reads 3/7: those are already-in-trend and value measures, whereas this score fires only on a new tactical setup (an oversold bounce, a divergence, or a high-volume breakout) — none of which is present on the latest bar.
❓ AMZN — Common Questions
Every answer below is generated from the same figures as the report above, as of the data date on the cover.
📊 APPENDIX A - Complete Technical Indicators
Comprehensive technical data for quantitative analysis, grouped by what each indicator measures. Price leads; the three Bollinger bands sit together with the band position that reads them.
| Indicator | Value | Indicator | Value |
|---|---|---|---|
| Price & Volume | |||
| Current Price | $274.48 | Volume | 33.8M |
| Avg Volume | 50.5M | Beta | 1.45 |
| Trend | |||
| EMA 20 | $255.67 | EMA 50 | $250.06 |
| EMA 200 | $237.85 | VWAP | $275.18 |
| Trend Strength (ADX) | 26.54 | Distance from EMA 20 | +7.4% |
| Momentum | |||
| RSI (14) | 64.21 | MACD | 7.58 |
| MACD Signal | 3.49 | MACD Histogram | 4.09 |
| Stochastic %K | 76.95 | Stochastic %D | 80.16 |
| Bollinger Bands (20, 2σ) | |||
| Bollinger Upper | $287.33 | Bollinger Middle | $251.59 |
| Bollinger Lower | $215.86 | Band Position | 82.0% (0% = lower band, 100% = upper) |
| Volatility | |||
| ATR (14) | $9.33 | ATR as % of price | 3.4% |
| Signal | |||
| Confluence Score | 3/7 | Trade Signal | BUY — fired 2026-08-03 (4d ago) |
💼 APPENDIX B - Complete Fundamental Metrics
Comprehensive Fundamental Data for Financial Analysis
| Valuation Metrics | Performance | ||
|---|---|---|---|
| Market Cap | $2960.6B | Revenue | $775.7B |
| Forward P/E | 26.6 | Revenue Growth | +19.6% |
| Trailing P/E | 22.1 | Gross Margin | 50.8% |
| Price/Sales | 3.82 | Operating Margin | 13.7% |
| Price/Book | 5.37 | Profit Margin | 17.4% |
| PEG Ratio | 1.46 | ROE | 30.6% |
| Enterprise Value | $3089.3B | Free Cash Flow | $3.2B |
| EPS (Forward) | $10.33 | Dividend Yield | 0.00% |
| 52-Week Range | $196.00 - $287.20 | ||
📈 APPENDIX C - Complete Trade History & Backtest Results
Comprehensive Trading Performance and Position Details
Backtest Performance Metrics
Current Open Position
| Entry Date | Entry Price | Past P&L | Entry Stop Loss |
|---|---|---|---|
| 2026-07-31 | $271.58 | +1.07% | $252.56 |
Recent Trade History (Last 10 Trades)
| Entry Date | Exit Date | Entry Price | Exit Price | Return % | Result |
|---|---|---|---|---|---|
| 2021-09-08 | 2021-09-28 | $176.27 | $165.80 | -5.94% | Loss |
| 2021-10-04 | 2021-12-20 | $159.49 | $167.08 | +4.76% | Win |
| 2022-03-08 | 2022-05-10 | $136.01 | $108.86 | -19.97% | Loss |
| 2022-05-24 | 2022-11-08 | $104.10 | $89.98 | -13.56% | Loss |
| 2022-11-21 | 2023-06-13 | $92.46 | $126.66 | +36.99% | Win |
| 2023-08-04 | 2023-09-26 | $139.57 | $125.98 | -9.74% | Loss |
| 2023-11-06 | 2024-07-30 | $139.74 | $181.71 | +30.03% | Win |
| 2024-07-31 | 2024-08-01 | $186.98 | $184.07 | -1.56% | Loss |
| 2024-09-20 | 2025-02-28 | $191.60 | $212.28 | +10.79% | Win |
| 2025-04-07 | 2026-06-22 | $175.26 | $232.79 | +32.83% | Win |
Summary: 14 total trades | Strategy: Conservative Stop Loss (Fixed ATR-based)
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