Pure Financial Advisors LLC Has $23.10 Million Stock Holdings in Amazon.com, Inc. $AMZN

Pure Financial Advisors LLC increased its holdings in shares of Amazon.com, Inc. (NASDAQ:AMZN) by 4.3% during the third quarter, according to its most recent Form 13F filing with the Securities and Exchange Commission. The institutional investor owned 105,222 shares of the e-commerce giant’s stock after buying an additional 4,367 shares during the quarter. Pure Financial Advisors LLC’s holdings in Amazon.com were worth $23,104,000 as of its most recent filing with the Securities and Exchange Commission.

Other hedge funds have also recently bought and sold shares of the company. Brighton Jones LLC boosted its holdings in shares of Amazon.com by 10.9% during the fourth quarter. Brighton Jones LLC now owns 4,036,091 shares of the e-commerce giant’s stock worth $885,478,000 after purchasing an additional 397,007 shares during the period. Revolve Wealth Partners LLC boosted its stake in shares of Amazon.com by 4.1% during the 4th quarter. Revolve Wealth Partners LLC now owns 25,045 shares of the e-commerce giant’s stock valued at $5,495,000 after buying an additional 986 shares during the period. Bank Pictet & Cie Europe AG grew its holdings in shares of Amazon.com by 2.8% during the 4th quarter. Bank Pictet & Cie Europe AG now owns 2,016,869 shares of the e-commerce giant’s stock valued at $442,481,000 after acquiring an additional 54,987 shares in the last quarter. Highview Capital Management LLC DE increased its stake in shares of Amazon.com by 5.5% in the fourth quarter. Highview Capital Management LLC DE now owns 28,975 shares of the e-commerce giant’s stock worth $6,357,000 after acquiring an additional 1,518 shares during the last quarter. Finally, Liberty Square Wealth Partners LLC acquired a new position in shares of Amazon.com in the fourth quarter worth $2,153,000. 72.20% of the stock is owned by hedge funds and other institutional investors.

Insider Buying and Selling

In other Amazon.com news, CEO Andrew R. Jassy sold 19,872 shares of the firm’s stock in a transaction that occurred on Friday, November 21st. The stock was sold at an average price of $216.94, for a total value of $4,311,031.68. Following the sale, the chief executive officer owned 2,208,310 shares of the company’s stock, valued at $479,070,771.40. This trade represents a 0.89% decrease in their position. The transaction was disclosed in a filing with the SEC, which is available through this link. Also, Director Daniel P. Huttenlocher sold 1,237 shares of Amazon.com 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 completion of the transaction, the director directly owned 26,148 shares in the company, valued at approximately $5,925,398.28. This represents a 4.52% decrease in their ownership of the stock. The disclosure for this sale is available in the SEC filing. Insiders sold a total of 79,734 shares of company stock valued at $18,534,017 in the last quarter. Insiders own 9.70% of the company’s stock.

Amazon.com News Summary

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

• Positive Sentiment: AWS strength and bullish analyst notes are driving optimism — MarketBeat says Amazon “starts 2026 strong,” citing AWS growth, pre-earnings momentum, and reiterated/raised price targets from firms including Wolfe Research and Jefferies. Amazon Starts 2026 Strong—What It Could Mean for the Year
• Positive Sentiment: AWS cleared a major Options Clearing Corporation security review, and BMO raised its AMZN price target to $304 — a credibility boost for AWS with large, regulated clients and a near-term catalyst for multiple analyst upgrades. AWS Clears OCC Security Review as BMO Raises Amazon PT to $304
• Positive Sentiment: Regulatory risk eased in Europe: Reuters reports big tech, including Amazon, avoided the strictest provisions in an EU digital rule overhaul — reduces a major policy overhang for large platform stocks. Big Tech Spared Strict Rules in EU Digital Rule Overhaul
• Neutral Sentiment: Amazon’s ecosystem partnerships continue to expand (e.g., distribution or platform ties referenced in coverage such as a Roku collaboration), which can support ad and device distribution but are incremental to the AWS-led story. Roku Stock Has More Than 30% Upside, Says Evercore
• Neutral Sentiment: Amazon Business added an EcoVadis integration to surface sustainability ratings for sellers — a niche product improvement that may help B2B sales over time. Amazon Business Store Enables Sellers To Display EcoVadis Sustainability Performance
• Neutral Sentiment: Large private AI funding (Anthropic) and broader AI investment trends lift the sector — this is a market-level tailwind for AWS but not unique to Amazon. Anthropic Signs Term Sheet for $10 Billion Funding Round
• Negative Sentiment: Merchant complaints about an Amazon AI tool allegedly listing products without seller knowledge raise reputational and merchant-relations risks that could attract regulatory or platform-friction headlines. Amazon AI Tool Blindsides Merchants
• Negative Sentiment: Workplace policy stories (requests for employees to list accomplishments; new RTO monitoring) may dent morale and create negative press — usually low-impact to fundamentals but worth monitoring. Amazon Demands Proof of Productivity From Employees
• Negative Sentiment: Heavy insider selling flagged in data summaries can worry some investors about timing of executive stock moves (though many sales are routine); treat as a watch item rather than a definitive signal. Amazon Stock Opinions on AWS Growth and AI Investments (QuiverQuant)

Analyst Upgrades and Downgrades

A number of research firms recently issued reports on AMZN. Cantor Fitzgerald set a $260.00 price objective on Amazon.com and gave the company an “overweight” rating in a research report on Thursday. BNP Paribas Exane began coverage on Amazon.com in a report on Monday, November 24th. They set an “outperform” rating for the company. Wolfe Research restated an “outperform” rating and issued a $275.00 price objective on shares of Amazon.com in a report on Monday. Weiss Ratings reaffirmed a “buy (b)” rating on shares of Amazon.com in a research report on Monday, December 29th. Finally, Daiwa Capital Markets boosted their target price on shares of Amazon.com from $254.00 to $300.00 and gave the stock a “buy” rating in a research report on Tuesday, November 11th. One equities research analyst has rated the stock with a Strong Buy rating, fifty-six have given a Buy rating and four have given a Hold rating to the company. According to MarketBeat, Amazon.com has a consensus rating of “Moderate Buy” and an average target price of $295.23.

Amazon.com Trading Up 2.0%

NASDAQ:AMZN opened at $246.29 on Friday. The company’s 50 day moving average is $233.16 and its 200-day moving average is $227.46. The company has a quick ratio of 0.80, a current ratio of 1.01 and a debt-to-equity ratio of 0.14. Amazon.com, Inc. has a 12 month low of $161.38 and a 12 month high of $258.60. The firm has a market cap of $2.63 trillion, a price-to-earnings ratio of 34.79, a P/E/G ratio of 1.52 and a beta of 1.37.

Amazon.com (NASDAQ:AMZN) last posted its earnings results on Thursday, October 30th. The e-commerce giant reported $1.95 earnings per share (EPS) for the quarter, beating analysts’ consensus estimates of $1.57 by $0.38. The business had revenue of $180.17 billion for the quarter, compared to analyst estimates of $177.53 billion. Amazon.com had a net margin of 11.06% and a return on equity of 23.62%. Amazon.com’s revenue was up 13.4% compared to the same quarter last year. During the same period last year, the business posted $1.43 EPS. Equities analysts anticipate that Amazon.com, Inc. will post 6.31 EPS for the current year.

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.