NEW YORK (TheStreet) -- Shares of Amazon.com (AMZN) - Get Report are surging this morning and research firms are rushing to increase their price targets on the stock after the e-commerce giant unexpectedly reported a quarterly profit and gave a better than expected revenue forecast for its new quarter.

UPGRADES: Barclays analyst Paul Vogel upgraded Amazon to Overweight from Equal Weight, saying the online retailer's margins are expanding much faster than previously thought. Vogel views the company's outside the U.S. and Web Services revenue growth as both a surprise and sustainable, telling investors that the second quarter "was too good in our view to wait" for an upgrade. He raised his price target for Amazon shares to $700 from $412. B. Riley analyst Scott Tilghman also upgraded Amazon this morning, upping it to Buy from Neutral as he also believes the company's revenue upside looks sustainable. Tilghman, who believes margin upside is likely to follow, raised his price target for the stock to $646 from $428.

TARGETS ABOVE $700: JPMorgan analyst Doug Anmuth raised his December 2016 price target for Amazon.com to $710 and reiterates an Overweight rating on the stock, as he believes Amazon is now benefiting from its investments in Prime, category expansion and fulfillment centers. Meanwhile, Morgan Stanley analyst Brian Nowak hiked his price target on Amazon.com to $740, which is the highest among firms tracked by Bloomberg at time of writing. Nowak, who entitled his note "The Everything Quarter," said the company's business is inflecting around the globe and noted that top-line growth accelerated in all four of its main retail segments for the second quarter in a row.

PRICE ACTION: In pre-market trading following its report after the closing bell last night, Amazon shares surged 22% to $588 per share.

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