IBM vs. Amazon—Vote Now in "Squawk Box Money Madness"

The Amazon Prime service of the Internet giant is getting people to buy more, Morningstar Analyst R.J. Hottovy told CNBC's "Squawk Box" on Monday.

Coupled with the company's Kindle tablets and e-reader offerings, Hottovy said those factors are among the reasons he thinks the stock can increase 17 percent to $300 in the next 12 months. He did cite the push to collect online sales taxes as a headwind.

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So two-seed Amazon is on the "new tech" side of the "Squawk Box Money Madness" match-up of the day. The North region three-seed IBM is on the "old tech" side. Our stock tournament is more than half through the opening "Squawk 16" round.

(Vote Now on Facebook: IBM vs. Amazon)

Brian White, analyst at Topeka Capital Markets, said his price target for IBM is $251 a share, which would be an 18 percent increase from current levels.

What's driving the stock? White said the company is giving shareholders an excellent return of capital, while expanding margins and turning in consistent earnings performance. But he cited a tougher IT spending environment as a headwind.

Now it's your turn to vote. Go to our Facebook page and decide which stock you want to send through to our "Elevated 8" next round.

(Vote Now on Facebook: IBM vs. Amazon)

Friday's "Money Madness" contest featured General Electric against Wells Fargo. GE advanced with 61 percent of the vote.

By CNBC's Matthew J. Belvedere; Follow him on Twitter @Matt_SquawkCNBC. Neither analyst had any disclosures to report.