Generate Investment Management 13F: Adds $48M to AMZN Stake

Generate Investment Management expanded its footprint in Amazon.com, Inc. (NasdaqGS: AMZN), adding to its holdings according to a Form 13F filed with the SEC on October 14, 2026. Because 13F filings look backward at a prior quarter, these numbers reflect positions held at that time and may not match the fund's exact current holdings today.

What Changed in Generate Investment Management's Amazon.com, Inc. Position

The fund increased its stake by a 27.1% margin during the period, picking up 191,746 shares. That brought its total ownership to 898,945 shares, with a reported value of $223,972,147. This growth follows the firm's recent activity elsewhere, including establishing a brand-new stake in CAVA Group, Inc. earlier in the month.

Other Institutional Activity in Amazon.com, Inc.

Other major institutional players made adjustments to their Amazon holdings around the same reporting cycle. Blackrock Inc. grew its holdings by 12,871,805 shares, ending with 748,403,539 shares worth about $187.1 billion. Vanguard Capital Management LLC grew its holdings by 4,607,444 shares, ending with 635,764,130 shares worth about $158.9 billion. State Street Corporation grew its holdings by 6,754,482 shares, ending with 397,186,958 shares worth about $99.3 billion. FMR, LLC grew its holdings by 6,958,810 shares, ending with 365,660,364 shares worth about $91.4 billion. Meanwhile, Geode Capital Management, LLC trimmed its holdings by 23,324 shares, ending with 233,211,684 shares worth about $58.3 billion.

Amazon.com, Inc. Stock Down 1.7%

Amazon shares recently traded around $249.83 as of October 16, 2026. The stock sits below its 50-day moving average of $257.52, but remains above its 200-day moving average of $242.64. The shares are down about 13.0% from their 52-week high of $287.20, while trading 27.5% above their 52-week low of $196.00.

Recent Earnings

Amazon reported trailing-twelve-month revenue of $775.68 billion alongside trailing earnings of $12.43 per share. The company posted a net profit margin of 17.4% and a return on equity of 30.6%. Revenue grew at a year-over-year rate of 19.6%. The company's next earnings report is scheduled for October 29, 2026.

Insider Buying and Selling at Amazon.com, Inc.

Company insiders have actively adjusted their personal holdings in recent months. On August 21, 2026, officer Matthew S Garman disposed of 14,541 shares valued at $3,766,920. Soon after, on August 24, 2026, officer David A. Zapolsky sold 15,430 shares for a total of $4,004,345. Officer Douglas J Herrington also executed sales, offloading 1,000 shares at an average price of $254.77 on September 1, 2026, for $254,770, followed by another 1,000 shares at $251.50 on October 1, 2026, totaling $251,500.

Analysts Set New Price Targets

Wall Street analysts maintain a favorable outlook on the retailer. On September 30, 2026, Rosenblatt maintained a Buy rating and raised its target to $360.00 from $335.00. On October 5, 2026, TD Cowen reiterated a Buy rating with a $350.00 price target. Tigress Financial maintained a Buy rating on October 6, 2026, lifting its target to $385.00 from $315.00. Wells Fargo maintained an Overweight rating on October 12, 2026, adjusting its target to $329.00 from $338.00. On the same day, Cantor Fitzgerald maintained an Overweight rating while lowering its target to $310.00 from $320.00. Overall, the stock holds a consensus Strong Buy recommendation with a mean price target of $331.46 based on 58 analyst opinions.

About Amazon.com, Inc.

Amazon.com, Inc. operates retail and digital services globally, connecting consumers with products through online and physical storefronts while driving major revenue through its Amazon Web Services cloud computing division. The company also produces consumer electronics like Kindle devices and Echo speakers, alongside digital media content. Institutional adjustments by firms like Generate Investment Management highlight ongoing adjustments by professional asset managers ahead of major corporate earnings announcements.

Bottom Line

Investors are keeping a close watch on Amazon as the company prepares to report quarterly financial results on October 29, 2026. Future Form 13F filings will show whether Generate Investment Management and other institutional funds continue to accumulate shares at these price levels. Keep in mind that 13F filings are backward-looking: they show holdings as of the end of the reporting quarter and may not represent the fund's current position.