$AMZN - MORGAN STANLEY NAMES AMAZON TOP PICK ON GROCERY PUSH Morgan Stanley added Amazon as a top pick, citing its move into the $600 billion fresh grocery market as a major growth driver. The bank estimates every 1% market share could add 120 basis points to U.S. gross merchandise volume. Amazon has prepared for a 2,300-city rollout by adding cold storage to fulfillment centers and leveraging physical stores. Morgan Stanley said profitability concerns are mitigated by a $25 order minimum, higher margins on fresh goods, and larger basket sizes. The firm believes Amazon’s grocery expansion can generate incremental profit while boosting network efficiency.