Shares of Amazon.com Inc. rallied 1% in morning trade Friday, putting it on track to close at yet another record high. The e-commerce giant’s stock is headed for a seventh-straight gain, and fifth straight record close. The stock had recorded six-straight record closes, and seven-straight gains, on March 12. The stock has now run up 4.0% during its win streak, adding about $31.0 billion in market capitalization. Amazon’s market cap of $798.4 billion ranks second, behind Apple Inc.’s $930.9 billion and just ahead of Alphabet Inc.’s $788.4 billion. The stock has outperformed the broader consumer discretionary sector, as the SPDR Consumer Discretionary Select Sector ETF has gained 1.5% over the past 7 sessions. Amazon is the ETF’s most heavily weighted components. The S&P 500 has inched up 0.2% over the past seven sessions. Earlier this week, Amazon expanded its discounts on Whole Foods Market sale items for Prime members, the company said it was adding 1,500 new workers in Oklahoma with its first fulfillment center in that state and MKM Partners raised its stock price target to $1,840, calling Amazon the “best long-term growth story” of mega-cap stocks.