UPDATE: Nomura Maintains Amazon at Buy; "Subscribe & Save" Outlook Promising

Nomura reiterated its Buy rating and $285 price target on Amazon

. Nomura commented, "We analyze AMZN's Subscribe & Save initiative giving users discounts on select items when they buy them automatically at regular intervals. The strategy has multiple benefits, increasing purchase frequency and AMZN‟s share of wallet, with potential to alter traditional offline shopping behavior and traffic flow, creating a further means to take share. The program now involves only 8 product categories, but Subscribe & Save SKUs steadily growing (up 9% past 2 months). As distribution efficiencies ramp, AMZN may ultimately make profits on heretofore unprofitable items. Drug stores and retailers like PetSmart may be at risk if AMZN‟s initiative develops well." Amazon closed at $225.23 on Friday.