Northern Financial Advisors Inc Increases Stock Position in Amazon.com, Inc. $AMZN

Northern Financial Advisors Inc grew its stake in shares of Amazon.com, Inc. (NASDAQ:AMZN) by 37.3% in the 4th quarter, according to its most recent filing with the Securities & Exchange Commission. The firm owned 6,920 shares of the e-commerce giant’s stock after buying an additional 1,881 shares during the period. Amazon.com accounts for approximately 1.8% of Northern Financial Advisors Inc’s holdings, making the stock its 14th biggest holding. Northern Financial Advisors Inc’s holdings in Amazon.com were worth $1,597,000 at the end of the most recent reporting period.

Other institutional investors also recently made changes to their positions in the company. Fairway Wealth LLC grew its stake in shares of Amazon.com by 113.2% during the 3rd quarter. Fairway Wealth LLC now owns 113 shares of the e-commerce giant’s stock valued at $25,000 after buying an additional 60 shares during the period. Sellwood Investment Partners LLC purchased a new stake in Amazon.com during the 3rd quarter worth $27,000. Bridge Generations Wealth Management LLC boosted its position in Amazon.com by 2,330.0% during the 3rd quarter. Bridge Generations Wealth Management LLC now owns 243 shares of the e-commerce giant’s stock worth $53,000 after purchasing an additional 233 shares during the period. Cooksen Wealth LLC boosted its position in Amazon.com by 23.5% during the 2nd quarter. Cooksen Wealth LLC now owns 247 shares of the e-commerce giant’s stock worth $54,000 after purchasing an additional 47 shares during the period. Finally, PayPay Securities Corp boosted its position in Amazon.com by 62.3% during the 3rd quarter. PayPay Securities Corp now owns 250 shares of the e-commerce giant’s stock worth $55,000 after purchasing an additional 96 shares during the period. 72.20% of the stock is owned by hedge funds and other institutional investors.

Amazon.com News Summary

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

• Positive Sentiment: Amazon is being highlighted as a potential AI winner, with multiple reports pointing to strong demand for AWS, custom chips, and AI inference infrastructure as a long-term growth driver. 5 Stocks Positioned to Benefit From the AI Inference Boom (AMZN)
• Positive Sentiment: Amazon’s custom AI chip backlog is reportedly huge, underscoring strong demand for its in-house semiconductor efforts and supporting the bullish case for AWS margins and competitiveness. Amazon’s AI Chip Backlog Stands at a Massive $225 Billion. That’s Great News for This Semiconductor Stock That Has Doubled in 2026
• Positive Sentiment: Amazon is expanding in France with a €15 billion investment in logistics, AI-driven operations, and job creation, which could strengthen its e-commerce and cloud footprint in Europe. Amazon’s €15b France Plan Reshapes Logistics AI And ESG Story
• Neutral Sentiment: Amazon brought back a Microsoft veteran to lead reliability efforts for AI agents inside AWS, a move that signals continued investment in enterprise AI but is not a near-term financial catalyst. Microsoft exec Shawn Bice returns to AWS to lead reliability push for AI agents
• Neutral Sentiment: Several recent articles frame Amazon as undervalued or attractive for long-term investors, but these are opinion pieces rather than new company disclosures. Is Amazon an Undervalued Stock to Buy?
• Negative Sentiment: Investors are also focused on Amazon’s large capital spending plans in 2026, which may keep near-term margins under pressure even if it supports future growth. Is Amazon an Undervalued Stock to Buy?
• Negative Sentiment: Amazon is facing fresh legal and labor-related headlines, including a proposed class-action lawsuit over Fire TV Sticks and continued scrutiny over AI-related layoffs, both of which may weigh on sentiment. Amazon Is Being Sued Over Fire TV Sticks That Stopped Working. Here’s What You Need to Know

Insider Activity at Amazon.com

In other news, CEO Douglas J. Herrington sold 27,500 shares of the stock in a transaction that occurred on Monday, May 4th. The shares were sold at an average price of $275.00, for a total value of $7,562,500.00. Following the completion of the transaction, the chief executive officer directly owned 471,361 shares in the company, valued at $129,624,275. This trade represents a 5.51% decrease in their ownership of the stock. The transaction was disclosed in a legal filing with the SEC, which is accessible through this link. The transaction was executed under a pre-arranged Rule 10b5-1 trading plan. Also, CEO Matthew S. Garman sold 17,751 shares of the firm’s stock in a transaction that occurred on Monday, February 23rd. The stock was sold at an average price of $205.22, for a total transaction of $3,642,860.22. Following the sale, the chief executive officer owned 9,405 shares of the company’s stock, valued at $1,930,094.10. The trade was a 65.37% decrease in their ownership of the stock. The SEC filing for this sale provides additional information. Over the last three months, insiders have sold 191,593 shares of company stock valued at $46,289,241. Insiders own 8.90% of the company’s stock.

Amazon.com Price Performance

AMZN opened at $268.99 on Tuesday. The company’s 50-day moving average price is $230.01 and its 200 day moving average price is $229.45. Amazon.com, Inc. has a fifty-two week low of $196.00 and a fifty-two week high of $278.56. The firm has a market cap of $2.89 trillion, a price-to-earnings ratio of 32.18, a price-to-earnings-growth ratio of 2.04 and a beta of 1.46. The company has a quick ratio of 1.01, a current ratio of 1.18 and a debt-to-equity ratio of 0.27.

Amazon.com (NASDAQ:AMZN) last announced its quarterly earnings results on Wednesday, April 29th. The e-commerce giant reported $2.78 EPS for the quarter, beating the consensus estimate of $1.63 by $1.15. Amazon.com had a net margin of 12.22% and a return on equity of 19.92%. The company had revenue of $181.52 billion for the quarter, compared to analyst estimates of $177.28 billion. During the same quarter last year, the business earned $1.59 earnings per share. Amazon.com’s revenue was up 16.6% compared to the same quarter last year. As a group, sell-side analysts expect that Amazon.com, Inc. will post 7.72 earnings per share for the current year.

Wall Street Analyst Weigh In

A number of brokerages recently weighed in on AMZN. Roth Mkm upped their price target on shares of Amazon.com from $285.00 to $300.00 and gave the stock a “buy” rating in a research report on Thursday, April 30th. Scotiabank reissued an “outperform” rating and issued a $325.00 price objective (up from $275.00) on shares of Amazon.com in a research report on Thursday, April 30th. Piper Sandler reissued an “overweight” rating and issued a $315.00 price objective (up from $260.00) on shares of Amazon.com in a research report on Thursday, April 30th. Wedbush decreased their price objective on shares of Amazon.com from $340.00 to $300.00 and set an “outperform” rating for the company in a research report on Friday, February 6th. Finally, Wells Fargo & Company reissued an “overweight” rating and issued a $313.00 price objective (up from $307.00) on shares of Amazon.com in a research report on Thursday, April 30th. Fifty-six research analysts have rated the stock with a Buy rating and three have given a Hold rating to the company. According to data from MarketBeat, the stock currently has a consensus rating of “Moderate Buy” and a consensus price target of $313.09.

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.