Should I reduce my position in Amazon.com?

**No**, we do not recommend reducing your position in Amazon.com (AMZN) based on the current technical and fundamental analysis.

1. **Technical Analysis Indicators**:
- The stock is currently trading below its 5-day, 10-day, and 20-day moving averages, which are $231.15, $228.57, and $225.71 respectively. This suggests a short-term downward trend, but it is important to consider the broader context.
- The MACD (Moving Average Convergence Divergence) is at 0.28, which is not a strong indicator on its own, but it does suggest that the stock is neither overbought nor oversold.
- The RSI (Relative Strength Index) is at 62.32, which is near the midpoint of the 30-70 range and indicates neither an overbought nor an oversold condition.
- The KDJ (Stochastic Oscillator) is at 63.75, which is also near the midpoint and suggests a lack of strong momentum.
- The Bollinger Bands are at $225.71, which is the lower band. This could indicate a potential for the stock to move upwards as it approaches the middle band.

|code|Ticker|Name|Date|Support Level|Resistance Level|market_code|
|---|---|---|---|---|---|---|
|AMZN|AMZN.O|Amazon.com|20250729|165.2850|234.2900|185|

|code|Ticker|Name|Date|Closing Price|market_code|
|---|---|---|---|---|---|
|AMZN|AMZN.O|Amazon.com|20250729|231.01|185|

|code|Ticker|Name|Date|Moving Average|market_code|
|---|---|---|---|---|---|
|AMZN|AMZN.O|Amazon.com|20250729|231.1520|185|

|code|Ticker|Name|Date|Boll|RSI|KDJ|MACD|market_code|
|---|---|---|---|---|---|---|---|---|
|AMZN|AMZN.O|Amazon.com|20250729|225.7105|62.3234|63.7489|0.2838|185|

2. **Fundamental Analysis**:
- **Price Target Increases**: Stifel has raised its price target for Amazon to $262, reflecting confidence in the company's growth potential.
- **Positive Q2 Prospects**: Stifel's optimism is based on third-party data indicating that Amazon may exceed earnings expectations, particularly due to strategic deals and tariff delays.
- **CEO's Statement**: Amazon's CEO has stated that tariffs have not hurt the company, which could be a positive sign for its resilience and profitability.
- **AI and Cloud Growth**: Amazon's investments in AI and cloud infrastructure are expected to pay off, with significant revenue growth projected in these areas.
3. **Market Sentiment and Analyst Ratings**:
- The average analyst target price is $251.93, with a high estimate of $305.00 and a low estimate of $195.00. This suggests that analysts see potential for the stock to increase from its current price.
- The average brokerage recommendation is "Outperform," indicating a positive outlook from analysts.

In conclusion, while the stock may have some short-term volatility, the overall technical and fundamental indicators suggest that Amazon.com is a strong long-term investment. The recent price target increases and positive outlook from analysts support this view. However, it's important to consider your individual risk tolerance and investment goals before making any decisions.