Amazon’s stock topped $400 a share for the first time in early trading Friday after flirting with that record for much of this month.

The stock increase follows several upgrades from analysts in recent months, including Goldman Sachs and UBS, citing growth in the ecommerce market and the strength of Amazon businesses like Kindle and Amazon Web Services. The surge also coincides with reports this month that Amazon had a very strong holiday season.

Amazon hit $300 for the first time back in July.