It didn't seem to impact Jeff Bezos' wedding but shares of Amazon have made almost no progress so far in 2025. With YTD gains of only 2% $AMZN is underperforming the S&P500, not to mention fellow Three King Merchants Walmart and Costco:

I'm talking my book, and Amazon isn't quite the bargain it was before ramping off the Tariff Pause (more on that below) but shares of Amazon are probably the best deal consumers are going to find during Summer Christmas ("Prime Day" to laypeople) this week. 

Here are three reasons to buy Amazon now:

1. The Consumer is Spending More Than Expected... at least at the good merchants

I hear the objections to this already. Retail sales were down in May. And according to surveys (or at least the headlines interpreting consumer surveys). At this point May was 100 years ago. In the here and now Amazon's Prime Day has been extended to 4 days, which essentially matches the week long copy-cat sales offered at Target, Walmart and the other retailers who have been trying to compete with Amazon's...