What's Going On With Amazon Stock Thursday

Amazon.Com, Inc AMZN stock is up Thursday as various reports do the rounds.

The third-biggest player in terms of digital ad revenue in the U.S. is eying an advertising-supported Prime Video streaming service tier to boost revenue.

Separately, Amazon is discussing with Warner Bros. Discovery, Inc WBD and Paramount Global PARA about adding the ad-based tiers of their streaming services through Prime Video Channels. 

Bernstein analyst Nikhil Devnani cited the possibility of a Lyft, Inc LYFT takeover by potential suitors Amazon, Alphabet Inc GOOG GOOGL or General Motors Co GM, given the stock's recent returns and the founders stepping back.

Analysts re-rated the stock. Wells Fargo analyst Brian Fitzgerald initiates coverage on Amazon with an Overweight rating and a price target of $159. He named the stock as the firm's Top Pick.

The analyst flagged improving margins and believes the new fulfillment model can boost Amazon shares by more than 30%.

UBS analyst Lloyd Walmsley maintains Amazon with a Buy and raises the price target from $130 to $150.

The session volume surged over 23 million versus the 100-day average of 63 million.

Amazon began the week amid reports of canvassing telecom operators like DISH Network Corp DISH, Verizon Communications Inc VZ, and T-Mobile US, Inc TMUS about offering Prime subscribers $10 a month or possibly for free. The telecom operators and Amazon denied the reports.

Price Action: AMZN shares traded higher by 3.13% at $125.01 on the last check Thursday.

Photo via Phillip Pessar via Flickr