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Amazon.com Inc(AMZN)
Advisory History & Simulated Performance *
*as per simulation (see disclosures)- ALL
- 1Y
- 1M
- 1W
- BUY Advisory
- SELL Advisory (Profit)
- SELL Advisory (Loss)
- Profit
- Loss
- PASS (Skip)
Stock price based on last close Advisory Performance History (Simulated)
Upturn Advisory & Investor View for AMZN
09/23/2026: AMZN (2-star) is currently NOT-A-BUY. Pass it for now.
Amazon.com Inc is a large-scale technology conglomerate operating primarily in e-commerce, cloud computing, and digital advertising. The company has a leading position in the public cloud market through AWS and benefits from high customer loyalty via the Prime subscription ecosystem. Its primary growth opportunity lies in integrating generative AI across its services and further scaling high-margin advertising revenue. However, risks include intense cloud competition, significant antitrust regulatory oversight, and potential macroeconomic sensitivity in its retail business. The stock may suit growth-oriented investors looking for long-term compounding, though investors should monitor developments in AI competition and potential regulatory impacts on the core business.
How to Read the Upturn Advisory
The Upturn Star Rating and the current BUY, SELL, or PASS advisory are generated by Upturn’s AI advisory engine based on proprietary signal analysis, price behavior, advisory history, and historical signal performance.
Company fundamentals, valuation, risks, and news provide supporting context about the business.
Investor Fit
| Investor style | Fit | Why |
|---|---|---|
| Growth investor | Strong fit | The company consistently prioritizes long-term expansion and investment in high-growth technology segments. |
| Momentum investor | Strong fit while signal remains positive | Amazon.com Inc often exhibits strong price trends tied to growth milestones in cloud and AI. |
| Value investor | Mixed fit | While valuation has normalized, the stock often trades at a premium reflecting high expected future earnings. |
| Dividend investor | Weak fit | The company does not pay dividends and focuses entirely on reinvesting cash flow. |
| Low-risk investor | Weak fit | The stock can experience significant price volatility due to market sentiment and growth-related risks. |
Risk Profile
| Risk factor | Level | Why it matters |
|---|---|---|
| Price volatility | Medium / high | The stock is sensitive to changes in consumer spending and cloud demand forecasts. |
| Valuation risk | Medium | Market sentiment can lead to wide swings in price-to-earnings multiples. |
| Competition risk (Cloud & AI) | High | Intense rivalry from Microsoft and Alphabet threatens cloud dominance and margin stability. |
| Business quality | Strong | Amazon.com Inc possesses a durable competitive advantage through its network effects. |
| Dividend income | Low / none | Income-oriented investors will not find a yield here. |
| Execution risk | Medium | Managing a massive global logistics network and cloud infrastructure requires flawless operational execution. |
Price Behavior
Strong Uptrend
The stock has maintained a strong upward price trend across the last three quarters.
Moderately Choppy
The stock has experienced noticeable price swings while retaining some directional structure.
Analysis of Past Performance
Type Stock | Historic Profit 1.42% | Avg. Invested days 49 | Today’s Advisory PASS |
Upturn Advisory Rating  | Upturn Advisory Performance  3.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 09/23/2026 |
Upturn Scorecard
Upturn Star Rating 
Company Fundamentals
Financial Health Rating
Growth Momentum Score
Ownership
Top 5 Institutional Investors
Unit Economics (Per $1K Revenue)
Economic Dimensions
Quantitative Style Profile
Style Classification
Quality Focused
Key Highlights
Company Size Large-Cap Stock | Market Capitalization 2.75T USD | Price to earnings Ratio 20.8 | 1Y Target Price 329.2 |
Price to earnings Ratio 20.8 | 1Y Target Price 329.2 | ||
Volume (30-day avg) 33.9M shares | Beta 1.44 | 52 Weeks Range 196.00 - 287.20 | Updated Date 09/23/2026 |
52 Weeks Range 196.00 - 287.20 | Updated Date 09/23/2026 | ||
Dividends yield (FY) - | Basic EPS (TTM) 12.26 |
How Company Makes Money
| Business area | What it includes | Retail investor read |
|---|---|---|
| AWS | Cloud computing, databases, and generative AI services. | This is the company's most profitable engine and primary growth driver. |
| Online Stores | Direct sales of consumer goods via Amazon platforms. | The core e-commerce business that generates massive revenue but operates on thinner margins. |
| Advertising Services | Sponsored products and display ads on Amazon sites. | A rapidly growing, high-margin revenue stream that leverages site traffic. |
| Subscription Services | Amazon Prime memberships and digital content. | This segment drives customer loyalty and recurring revenue. |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Valuation
Trailing PE 20.8 | Forward PE 24.51 | Enterprise Value 2.85T | Price to Sales(TTM) 3.55 |
Enterprise Value 2.85T | Price to Sales(TTM) 3.55 | ||
Enterprise Value to Revenue 3.72 | Enterprise Value to EBITDA 11.37 | Shares Outstanding 10.79B | Shares Floating 9.81B |
Shares Outstanding 10.79B | Shares Floating 9.81B | ||
Percent Insiders 8.87 | Percent Institutions 68.71 |
Upturn AI Summary
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
Financial Metrics
🧭 Investment Snapshot
Total Revenue (Scale)
Total money earned from selling products or services before any costs. It is needed to understand the scale of the business and its ability to generate income.
Net Income (Profit)
Final profit after all expenses, interest, and taxes are deducted. It is needed to determine the overall profitability available to shareholders.
Free Cash Flow (Cash Strength)
Cash remaining after operating activities and capital expenditures, showing cash available for growth. It is needed to evaluate the company’s ability to invest, pay dividends, or reduce debt.
📈 Growth & Strength
Operating Income (Core Profit)
Profit from core operations after deducting all operating expenses. It is needed to measure how efficiently the company runs its primary business activities.
EBITDA (Cash Earnings)
Earnings before interest, taxes, depreciation, and amortization, indicating operating cash potential. It is needed to compare operating performance across companies without accounting or financing differences.
Gross Profit (Unit Profitability)
Revenue minus cost of revenue, showing profit after direct production costs. It is needed to evaluate core business profitability before overhead expenses.
🛡️ Financial Safety
Cash (Liquidity Buffer)
Total cash and cash equivalents on hand. It is needed to evaluate immediate liquidity and financial flexibility.
Total Debt (Leverage Risk)
Total debt including both short-term and long-term components. It is needed to assess the company’s leverage and financial risk.
Net Working Capital (Short-Term Health)
Current assets minus current liabilities, indicating short-term liquidity strength. It is needed to assess whether the company can meet its short-term obligations.
🧱 Balance Sheet Strength
Stockholder Equity (Net Worth)
Total equity value held by shareholders. It is needed to understand the net worth of the company from the owners’ perspective.
Total Assets (Asset Base)
The full value of everything the company owns, including cash, inventory, equipment, and investments. It is needed to understand the resource base used to generate revenue.
Income Before Tax (Pre-Tax Earnings)
Income before provision for income taxes. It is needed to analyze profitability independent of tax structures.
⚙️ Cost & Drag Factors
Cost of Revenue (Production Cost)
Direct costs required to produce and deliver the products or services sold. It is needed to assess efficiency in production and service delivery.
Total Operating Expenses (Operating Cost)
Indirect costs of running the business such as salaries, marketing, and administration. It is needed to understand how much it costs to sustain ongoing business operations.
Income Tax Expense (Tax Drag)
Amount of taxes paid or payable to the government. It is needed to evaluate the impact of taxation on overall profitability.
News (Last Updated: 09/23/2026)
About Amazon.com Inc
Exchange NASDAQ | Headquarters Seattle, WA, United States | ||
IPO Launch date 1997-05-15 | President, CEO & Director Mr. Andrew R. Jassy | ||
Sector Consumer Cyclical | Industry Internet Retail | Full time employees 1595000 | Website https://www.amazon.com |
Full time employees 1595000 | Website https://www.amazon.com | ||
Amazon.com, Inc. engages in the retail sale of consumer products, advertising, and subscriptions service through online and physical stores in North America and internationally. The company operates through three segments: North America, International, and Amazon Web Services (AWS). It also manufactures and sells electronic devices, including Kindle, fire tablets, fire TVs, echo, ring, blink, and eero; and develops and produces media content. In addition, the company offers programs that enable sellers to sell their products in its stores; and programs that allow authors, independent publishers, musicians, filmmakers, Twitch streamers, skill and app developers, and others to publish and sell content. Further, it provides compute, storage, Artificial intelligence, database, analytics, machine learning, and other services, as well as advertising services through programs, such as sponsored ads, display, and video advertising. Additionally, the company offers Amazon Prime, a membership program. The company's products offered through its stores include merchandise and content purchased for resale and products offered by third-party sellers. It serves consumers, sellers, developers, enterprises, content creators, advertisers, and employees. The company was incorporated in 1994 and is headquartered in Seattle, Washington.
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