$AMZN, Amazon.com, Inc. / 10080 Is AMZN a buy at its current price of $706? With a $780 price target this offers approximately 10% upside. For me, I definitely want to hold a position with 10% upside, but I would almost never add to something unless it offered above ~20% upside and was one of the highest conviction ideas available. I find AMZN attractive on the basis of its competitive advantages as an all-inclusive shopping resource, its diversification into a number of high-growth areas, continuing global expansion, its improving earnings and cash flow numbers, and slight undervaluation based on current projected financial criteria. Of course, I always encourage those to do their own diligence regarding any investment idea. Anything viewed from any resource should be viewed as a means for sourcing ideas, not a replacement for investigating the idea independently.