Analysts Tick Amazon’s Price Rally: But Could It Be Approaching A Black Spot? (NASDAQ: AMZN) was one of the most impressive tech stocks in 2012. The e-commerce giant rallied 40 percent during the period; it is now up about 8.5 percent in 2013. Amazon seems to be ready to carry on last year’s rally through 2013, and possibly beyond. Indeed, even analysts are being wooed to believing that Amazon is likely to hit $300 per share and above in the near future.

Could All These Major Analysts Be Wrong?

According to recent ratings, as from January 7 to January 18, Bank of America boosted the company’s price target from $274 to $300 while Benchmark Co. analysts ticked their price target on the internet-based company from $260 to $310. Goldman Sachs has a rating of $315, whereas Deutsche Bank analysts rate the stock at $305.

Moreover, two major analyst firms have upgraded Amazon this year, including Morgan Stanley, from Equal weight to Overweight, with a price target of $325. Pacific Crest has upgraded the stock from Sector perform to Sector Outperform with a price target of $346.

Of all the ratings in 2013, only two firms rate Amazon at a price below $300 per share. Nomura with $285, and Barclays capital setting its price target at $245.

Amazon’s Thriving Revenues are Based on Aggressive Pricing

Amazon’s e-commerce business is arguably undisputable now. However, the company’s smart devices unit is trying to challenge against an industry dominated by smart devices giant Apple(NASDAQ: AAPL)Barnes & Noble‘s Nook buisiness is also beginning to flex its muscles after teaming up with Microsoft and Pearson. Apple’s iPads pose the ultimate challenge to Amazon’s Kindle Fire and Kindle Fire HD tablets. This has forced the internet company to resign to price competition as the only viable tool for mounting challenge in the industry.

Apple’s iDevices trade at a high premium in the market. Apple recently introduced iPad mini, which in essence competes with, the cheaply-priced tablets from Amazon and Google. However, the 16GB model of iPad mini already trades at a premium of 69% of Amazon’s 16GB Kindle Fire tablet. On a positive side, this has helped Amazon to ship several units. However, according to a report published by Bloomberg, Amazon incurs a loss of $10 on every Kindle Fire sold. The company relies on, sales from the content unit to bridge the gap.

Amazon’s Marginal Trap is a Black Spot

Statistically, Amazon’s margins have been among the worst for any profitable company in its industry. The company’s operating and profit margins have fallen consistently over the last two years. The company now has a trailing 12-month profit margin of about 0.07 percent while its operating margin stands at 0.93 percent. Amazon’s gross margin is nearly half of Apple’s as it stands at only 0.24 percent as compared to the iPhone maker’s 0.44 percent.

The company’s price to earnings multiple sounds almost ridiculous at 3239.52 times compared to Apple’s 11.33. Interestingly, Amazon’s quarterly revenue growth is at par with Apple’s at 0.27 as per the most recent quarter results (September 30, 2012 quarter).

Additionally, reports suggest that Apple could be forced to revise its pricing on music downloads for iPhone owners who wish to download from their Amazon cloud. This is likely put pressure on Amazon’s revenues as competition settles on an equal footing. Currently, Amazon sells music at about a dollar less than the cost on iTunes, which gives it a marginal advantage over Apple.

The Bottom Line

Amazon had a great 2012, at least in terms of revenues and share price. The company rallied amid dwindling margins and now seems to be aiming at the $300 mark. However, it remains to be seen whether the company’s poor profitability margins would be the turning point of this rally in 2013. This would also go along way proving wrong a list of high profile analysts.