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Amazon is a global leader in e-commerce and cloud computing that has continually proven that it can diversify its business model well beyond being just one of the world's largest online retailers. Study its financial results, strategic initiatives by SWOT Analysis, and access its market positioning in industry by using PESTEL Analysis and Porter’s Five Forces Analysis. In order to ascertain the intrinsic value and assess the future prospects of Amazon, the study then utilizes several financial models, Enterprise Discounted Cash Flow (EDCF), Adjusted Present Value (APV) and Discounted Economic Profit (DEP). The study presents Amazon is potentially overvalued (December 31, 2024).