UBS has raised its target price for Amazon.com, Inc. from $230 to $264, maintaining a Buy rating due to the company's enhancements in one-day and same-day Prime delivery and growth in high-margin revenue streams like ad-supported Prime Video. The average price target from 65 analysts stands at $237.24, with estimates ranging from $180.00 to $285.00. However, GuruFocus estimates a GF Value of $181.39 for Amazon in one year, indicating a potential downside of 21.53% from the current price of $231.15.