NEW YORK (TheStreet) -- Shares of (AMZN) - Get Report were increasing in pre-market trading on Friday as Guggenheim started coverage of the e-commerce company with a "buy" rating and $950 price target, the Fly reports. is likely to remain both a leader and a beneficiary of the continuing e-commerce "consumer spending evolution," the firm wrote in an analyst note. 

Guggenheim added that it expects the Seattle-based company to grab about 25% of the domestic e-commerce market by 2017 and about 3% of the total retail market, the Fly noted.

The company's Amazon Web Services will also remain a key profit and share driver, the firm noted. Amazon Web Services is the site's cloud computing product. 

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Separately, TheStreet Ratings objectively rated this stock according to its "risk-adjusted" total return prospect over a 12-month investment horizon. Not based on the news in any given day, the rating may differ from Jim Cramer's view or that of this articles's author. TheStreet Ratings has this to say about the recommendation:

TheStreet Ratings team rates as a Buy with a ratings score of B-. COM INC (AMZN) a BUY. This is driven by a few notable strengths, which it believes should have a greater impact than any weaknesses, and should give investors a better performance opportunity than most stocks it covers. The company's strengths can be seen in multiple areas, such as its impressive record of earnings per share growth, compelling growth in net income, robust revenue growth, expanding profit margins and good cash flow from operations. The team feels its strengths outweigh the fact that the company has had generally high debt management risk by most measures that it evaluated.

You can view the full analysis from the report here: AMZN

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