What Price Amazon? Pick One, Analysts Decide

SAN FRANCISCO -- Welcome to the battle of the rock 'em, sock 'em Amazon.com (AMZN Quote) analysts.

Take a seat and watch CIBC Oppenheimer analyst Henry Blodget -- described by co-workers as tall, blond-haired and blue-eyed -- duke it out with Merrill Lynch analyst Jonathan Cohen -- described as short, bald and "bubbly." If that's not enough to tell them apart, Blodget is the one with bull horns strapped on.

Blodget stepped into the arena Wednesday with an eye-bulging price target of 400 for the giant Internet book retailer. Cohen responded Thursday by reiterating his reduce rating and stated his bearish 12-month price target of "under $50 a share." The stock would have to fall at least 83% from Wednesday's closing price of 289 to hit that mark by this time next year. Neither firm served as an underwriter for Amazon, whose shares closed off 4.2% Thursday at 276 3/4. ...