Will Amazon.com’s Top Institutional Shareholders Buy More From Fewer Ads?

For the year-to-date, Amazon.com Inc.’s (NASDAQ:AMZN) shares are up 47.7 percent. On Monday, the company said it would enable customers to opt out of advertisements on its new Kindle Fire devices. But it will come at a cost.

Don’t Miss: AMAZON: Swimming in the Moats of Others.

For an additional $15, buyers can stop seeing the occasional ads shown on the devices. The news comes after a slew of criticism regarding the arrangement, which has assisted Amazon in keeping prices down on its tablets.

From the $15 fee to get rid of ads to make customers happy, will Amazon.com’s largest shareholders increase their holdings?970 institutional firms indicated owning shares of Amazon.com Inc. (NASDAQ:AMZN) in Q2 2012. These firms reported owning a total of 323.75 million shares on 06/30/2012. The shares closed at $228.35 on 06/30/2012.

Here are the ten largest positions in Amazon.com Inc. at the end of June 30th, 2012.

Capital World Investors held 25,149,600 shares on 06/30/2012 worth $5,742,911,314. This brought the portfolio total to 2.15%.

Price T Rowe Associates Inc /MD/ held 18,254,896 shares on 06/30/2012 worth $4,168,505,613. This brought the portfolio total to 1.31%.

Vanguard Group Inc held 15,301,622 shares on 06/30/2012 worth $3,494,125,477. This brought the portfolio total to 0.48%.

FMR LLC held 15,276,472 shares on 06/30/2012 worth $3,488,382,474. This brought the portfolio total to 0.67%.

Capital Research Global Investors held 15,254,750 shares on 06/30/2012 worth $3,483,422,256. This brought the portfolio total to 1.58%.

State Street Corp held 13,128,451 shares on 06/30/2012 worth $2,997,881,866. This brought the portfolio total to 0.48%.

Baillie Gifford & Co held 12,136,092 shares on 06/30/2012 worth $2,771,276,682. This brought the portfolio total to 10.28%.

Blackrock Institutional Trust Company N.A. held 9,129,569 shares on 06/30/2012 worth $2,084,737,137. This brought the portfolio total to 0.5%.

Sands Capital Management LLC held 7,329,854 shares on 06/30/2012 worth $1,673,772,206. This brought the portfolio total to 7.59%.

Jennison Associates LLC held 6,949,127 shares on 06/30/2012 worth $1,586,833,193. This brought the portfolio total to 2.04%.

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