Will Amazon’s New Feature Make These Top Institutional Shareholders Happy?

Amazon.com (NASDAQ:AMZN) announced that it will add its X-Ray feature to TV shows, but this already worked with movies because of data from IMDb. However, now, the company will now use the same data for other video content. All members of the Kindle Fire family will receive the feature, and the Amazon Instant Video app on Wii U will get it as well. X-Ray will let users discover more about the content they are reading or watching. Also, Amazon added X-Ray to movies in September 2012.

These institutional firms indicated owning shares of Amazon.com in Q4 2012. They reported owning a total of 322.807 million shares on 12/31/2012. The shares closed at $250.87 on 12/31/2012.

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Here are the ten largest positions in Amazon at the end of December 31, 2012.

Capital World Investors held 27,960,150 shares on 12/31/2012 worth $7,014,362,694. This brought the portfolio total to 2.59 percent.

Price T Rowe Associates Inc /MD/ held 20,211,207 shares on 12/31/2012 worth $5,070,385,401. This brought the portfolio total to 1.49 percent.

Vanguard Group Inc held 15,967,446 shares on 12/31/2012 worth $4,005,753,100. This brought the portfolio total to 0.5 percent.

FMR LLC  held 15,277,270 shares on 12/31/2012 worth $3,832,608,650. This brought the portfolio total to 0.69 percent.

Capital Research Global Investors held 14,941,250 shares on 12/31/2012 worth $3,748,311,315. This brought the portfolio total to 1.79 percent.

State Street Corp held 13,830,096 shares on 12/31/2012 worth $3,469,556,116. This brought the portfolio total to 0.5 percent.

Baillie, Gifford & Co held 11,864,837 shares on 12/31/2012 worth $2,976,531,600. This brought the portfolio total to 9.87 percent.

Blackrock Institutional Trust Company N.A. held 9,460,536 shares on 12/31/2012 worth $2,373,364,620. This brought the portfolio total to 0.55 percent.

Sands Capital Management LLC held 7,730,515 shares on 12/31/2012 worth $1,939,354,260. This brought the portfolio total to 7.77 percent.

JPMorgan Chase & Co held 6,383,188 shares on 12/31/2012 worth $1,601,350,342. This brought the portfolio total to 0.56 percent.

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