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Amazon stock heading to $400: Analyst

Amazon now a $400 stock: Pro
Amazon now a $400 stock: Pro

Despite its seemingly lofty valuation, Amazon.com stock remains cheap when compared to other retailers, Stifel Nicolaus analyst Jordan Rohan said Friday.

The Seattle-based company traded at a 1.4 multiple to its expected gross annual sales, which was below where most retailers trade. "You have plenty out there, broadly, that trade at two or three times sales," Rohan said on CNBC.

Amazon's share price hit an all-time high Friday, a day after reporting that revenue had jumped 24 percent in its third-quarter earnings report.

(Read more: It's tough to trade Amazon stock: Colin Gillis)

On CNBC's "Halftime Report," Rohan, who had a "buy" rating and a $400 price target on the stock, said that Amazon's future was key.

Amazon shares soar on Q3 beat
Amazon shares soar on Q3 beat

"To me, this isn't such a bubble valuation," he said. "I think this is valuation that's underpinned by strong fundamentals, a dominant position, perhaps the most durable franchise.

"What's going to be around 20 or 50 years from now? Do you really think Amazon's going to be supplanted by anybody else? The way it looks right now, Amazon's further ahead of its peers today than it was a year ago, three years ago or five years ago. They continue to extend." Rohan noted that Amazon had established fulfillment centers in the facilities of such companies as Procter & Gamble due to a high volume of sales.

(Watch video: Amazon shares hit all-time high on strong 3Q)

The only potential drags on Amazon's growth, he added, might be the likes of Google or Apple.

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"These are things that could take some of the edge off of Amazon, some of the reasons for buying it, a little bit of the shine," he said.

But as for a traditional bricks-and-mortar retailer such as Wal-Mart, Rohan said there's no threat "without lowering its prices everywhere," leading to "a shortfall of biblical proportions."

"So, at the end of the day, Amazon's in a great position to compete against traditional retailers for structural reasons," he said. "I just don't know how easy it is for someone to compete with them."

By CNBC's Bruno J. Navarro. Follow him on Twitter @Bruno_J_Navarro.

Trader disclosure: On Oct. 25, 2013 Jordan Rohan is long AMZN; Jordan Rohan is long EBAY; Jordan Rohan is long EXPE; Jordan Rohan is long GOOG; Jordan Rohan is long FB; Jordan Rohan is long GRPN; Jordan Rohan is long MELI; Jordan Rohan is long P; Jordan Rohan is long TRIP; Jordan Rohan is long YHOO; Jordan Rohan is long ZNGA.