Amazon: Your stock is on Fire

It has been a year since we urged people to “keep calm and carry on clicking”over nervousness about Amazon’s wilting share price. Writing a year later, market sentiment could not be more different. Amazon shares have been on “Fire” throughout 2015—the price has more than doubled.

E-Commerce was in the headlines as the rush began on Black Friday and continued throughout December as Christmas shopping began in earnest. Adobe Digital Index reported 17% growth (Adobe measures 80 of the top 100 online retailers in the United States) in online sales for the Cyber 5 period (Thanksgiving Day through Cyber Monday). At the same time, ShopperTrak reported a 10% decline for brick-and-mortar sales during the four days from Thanksgiving Day. The divergence was expected of course—E-commerce is gathering momentum at the expense of traditional in-store shopping—but the extent is still shocking.

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