NEW YORK (TheStreet) -- Shares of (AMZN) - Get Report were higher in mid-afternoon trading on Friday as Mizuho upped its price target on the e-commerce company's stock to $950 from $855, reiterating a "buy" rating, the Fly reports.

The increase follows the firm's first survey of U.S. customers, which revealed that 50% of respondents belong to's Prime paid membership service.

The Seattle-based company has more than 60 million U.S. Prime members, the firm estimates.

Mizuho said that is in the "best position" to take an "out-sized" market share as retail shifts to online, the Fly notes.

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Additionally, Mizuho estimates that's voice-controlled Echo and Alexa products and services could generate "well over $11 billion" in revenue by 2020.

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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 rated this stock as a "buy" with a ratings score of B-.

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. We feel its strengths outweigh the fact that the company has had generally high debt management risk by most measures that we evaluated.

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

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