I added to my position in 2022 when the stock went down 50% (1/2 price), something I haven't done since 2007. Prime is running on all cylinders and starting to mature to the middle innings. This means that profits will become predictable and AMZN will be priced as a service business - 6 times sales or 3 TN market cap but still have a long way to go till they are done. AWS is also in the middle innings. They are the first among the Mag 7 to monetize AI from AWS and efficiencies in Prime resulting in higher margins.
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