Amazon (AMZN) rose to all-time highs Tuesday after research firm Bernstein set a $1000 price target on the shares, with the bullish call followed by Amazon announcing a “self-service” video platform billed by media outlets as a potential competitor to Alphabet’s (GOOG) YouTube.

AMAZON ENTERS VIDEO CREATION: Amazon today introduced Amazon Video Direct, a “self-service” program for video creators to publish content to Amazon users. Creators can earn royalties based on hours streamed, and videos can also be made available to rent or purchase, to view free with ads, or packaged as an add-on subscription. Amazon also launched the Video Direct “Stars” program, giving creators a share of a $1M monthly fund distributed based on the top 100 AVD titles in Prime Video.

MEAL KIT PRODUCT: Speaking during the company’s earnings conference call yesterday, Tyson Foods (TSN) CEO Donald Smith reaffirmed its partnership with Amazon, which will see the company launching “Tyson Taste Makers,” a line of home meal kits to be delivered through AmazonFresh this fall.

BERNSTEIN SETS $1000 TARGET: Bernstein analyst Carlos Kirjner raised his price target on Amazon to $1,000 from $770 this morning given the company’s recent quarterly results and prospects for outsize margin expansion. In the first quarter, Kirjner saw “very strong” revenue trajectory alongside significant slowing of expenses in Technology and Content as well as Amazon Web services. The analyst believes Amazon’s businesses “are now so large, fast-growing, and profitable that it is harder and harder for the company to find new areas of investment to keep up with the growth in gross profits,” and it will only get more difficult for Amazon to outspend profits as it adds high-margin AWS and Marketplace revenue, slows content spending growth, and continues rolling out efficient, next-generation fulfillment centers. Stated another way, “time is on the side of margin expansion,” with Kirjner concluding that margins could grow “much faster than they have in the next two years than in the last two,” potentially reaching 39.18% in 2017.