Forbes Financial Planning Inc. Makes New Investment in Amazon.com, Inc. $AMZN

Posted by Brenda Bartman on Jun 28th, 2026

Forbes Financial Planning Inc. bought a new stake in Amazon.com, Inc. (NASDAQ:AMZN) during the first quarter, according to the company in its most recent 13F filing with the Securities & Exchange Commission. The fund bought 2,900 shares of the e-commerce giant’s stock, valued at approximately $604,000. Amazon.com accounts for 0.3% of Forbes Financial Planning Inc.’s investment portfolio, making the stock its 26th biggest position.

Other institutional investors and hedge funds also recently added to or reduced their stakes in the company. Compagnie Lombard Odier SCmA acquired a new position in shares of Amazon.com in the third quarter valued at approximately $451,642,000. Narwhal Capital Management lifted its holdings in Amazon.com by 2.3% during the 4th quarter. Narwhal Capital Management now owns 216,606 shares of the e-commerce giant’s stock worth $49,997,000 after buying an additional 4,854 shares in the last quarter. Arrowstreet Capital Limited Partnership boosted its position in Amazon.com by 21.0% in the 4th quarter. Arrowstreet Capital Limited Partnership now owns 24,653,228 shares of the e-commerce giant’s stock valued at $5,690,463,000 after buying an additional 4,275,942 shares during the period. Weaver Capital Management LLC grew its stake in shares of Amazon.com by 13.6% in the fourth quarter. Weaver Capital Management LLC now owns 39,264 shares of the e-commerce giant’s stock worth $9,063,000 after acquiring an additional 4,713 shares in the last quarter. Finally, Ethos Financial Group LLC grew its stake in shares of Amazon.com by 9.6% in the fourth quarter. Ethos Financial Group LLC now owns 36,485 shares of the e-commerce giant’s stock worth $8,421,000 after acquiring an additional 3,196 shares in the last quarter. Hedge funds and other institutional investors own 72.20% of the company’s stock.

Analysts Set New Price Targets

Several analysts have recently issued reports on AMZN shares. Benchmark increased their price objective on Amazon.com from $275.00 to $370.00 and gave the company a “buy” rating in a research note on Thursday, April 30th. The Goldman Sachs Group restated a “buy” rating and issued a $325.00 price objective (up from $275.00) on shares of Amazon.com in a report on Thursday, April 30th. Piper Sandler set a $330.00 price objective on shares of Amazon.com in a research report on Thursday, June 11th. Wells Fargo & Company set a $312.00 target price on shares of Amazon.com and gave the stock an “overweight” rating in a research note on Wednesday, May 20th. Finally, TD Securities raised Amazon.com to a “buy” rating in a report on Monday, April 13th. Fifty-seven equities research analysts have rated the stock with a Buy rating and three have given a Hold rating to the stock. According to data from MarketBeat.com, the stock currently has a consensus rating of “Moderate Buy” and an average target price of $312.78.

Check Out Our Latest Stock Analysis on Amazon.com

Amazon.com Stock Performance

Shares of Amazon.com stock opened at $232.69 on Friday. 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, Inc. has a 52 week low of $196.00 and a 52 week high of $278.56. The firm’s 50 day moving average is $255.53 and its two-hundred day moving average is $234.13. The firm has a market capitalization of $2.50 trillion, a P/E ratio of 27.83, a P/E/G ratio of 1.74 and a beta of 1.44.

Amazon.com (NASDAQ:AMZN – Get Free Report) last issued its quarterly earnings data on Wednesday, April 29th. The e-commerce giant reported $2.78 earnings per share for the quarter, topping 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 business had revenue of $181.52 billion during the quarter, compared to the consensus estimate of $177.28 billion. During the same quarter in the previous year, the firm earned $1.59 EPS. The company’s revenue was up 16.6% compared to the same quarter last year. Research analysts forecast that Amazon.com, Inc. will post 7.71 EPS for the current fiscal year.

Insider Activity

In other Amazon.com news, CEO Matthew S. Garman sold 15,467 shares of the firm’s stock in a transaction dated Thursday, May 21st. The stock was sold at an average price of $263.40, for a total transaction of $4,074,007.80. Following the transaction, the chief executive officer owned 14,159 shares of the company’s stock, valued at approximately $3,729,480.60. This trade represents a 52.21% decrease in their ownership of the stock. The sale was disclosed in a document filed with the SEC, which can be accessed through this hyperlink. The transaction was executed under a pre-arranged Rule 10b5-1 trading plan. Also, VP Shelley Reynolds sold 2,363 shares of the firm’s stock in a transaction dated Thursday, May 21st. The stock was sold at an average price of $262.38, for a total value of $620,003.94. Following the transaction, the vice president directly owned 119,780 shares in the company, valued at approximately $31,427,876.40. The trade was a 1.93% decrease in their position. The SEC filing for this sale provides additional information. The transaction was executed under a pre-arranged Rule 10b5-1 trading plan. Insiders sold 195,774 shares of company stock worth $51,614,434 over the last three months. Company insiders own 8.90% of the company’s stock.

Key Amazon.com News

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

Positive Sentiment: Amazon Web Services raised prices on certain AI GPU and capacity-block offerings, which suggests strong demand and improved pricing power for its cloud business. Article Title
Positive Sentiment: Amazon said it will invest an additional $13 billion in India through 2030 to expand AI and cloud infrastructure, reinforcing long-term growth ambitions in a key market. Article Title
Positive Sentiment: Prime Day appears to be generating strong demand, with reports pointing to record sales expectations and early momentum from AI-driven shopping activity. Article Title
Positive Sentiment: Several analysts reiterated bullish views, including Wells Fargo and BMO Capital, signaling continued confidence in Amazon’s cloud, advertising, and AI-driven earnings power. Article Title
Neutral Sentiment: Media coverage also highlighted Amazon as a stock that hedge funds and prominent investors continue to own heavily, but these are not immediate fundamental catalysts. Article Title
Negative Sentiment: Some articles pointed to ongoing concerns about Amazon’s heavy capex, insider selling, and the stock breaking below key technical levels, which may be limiting gains. Article Title
Negative Sentiment: Separately, EU regulators said Amazon’s cloud business may face stricter competition rules, adding a potential overhang for AWS. Article Title

Amazon.com Profile

(Free Report)

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.