Amazon.com Remains a Top Holding for Prospera Financial

Investment firm boosts stake in e-commerce giant during Q3 2025

Mar. 3, 2026 at 5:15am

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Prospera Financial Services Inc, an investment management firm, increased its position in Amazon.com, Inc. (NASDAQ:AMZN) by 4.1% during the third quarter of 2025. Amazon.com remains Prospera's 4th largest holding, accounting for 1.7% of the firm's total portfolio.

Why it matters

Amazon's continued prominence in Prospera's portfolio underscores the e-commerce company's enduring appeal to institutional investors, even as it faces increased regulatory scrutiny and competition. Prospera's increased stake suggests the firm sees long-term growth potential in Amazon's diversified business model spanning retail, cloud computing, and other emerging tech segments.

The details

According to a recent 13F filing, Prospera Financial Services added 17,963 shares of Amazon.com during Q3 2025, bringing its total position to 455,407 shares valued at nearly $100 million. This represents a 4.1% increase in Prospera's Amazon holdings compared to the prior quarter.

  • Prospera Financial Services filed its Q3 2025 13F report in early March 2026.

The players

Prospera Financial Services Inc

An independent investment management firm that provides financial planning and wealth management services to individual and institutional clients.

Amazon.com, Inc.

A multinational technology company that focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence.

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The takeaway

Prospera Financial's increased stake in Amazon.com underscores the e-commerce giant's continued appeal to institutional investors, even as it faces heightened competition and regulatory scrutiny. Amazon's diversified business model spanning retail, cloud, and emerging tech segments appears to offer long-term growth potential that Prospera and other firms find compelling.