Should You Buy Amazon Stock in 2025? Expert Guide for Canadians

What is Amazon?

Note: EBITDA is estimated based on recent operating income and margins.

How much is Amazon stock?

The price of Amazon stock is rising this week. As of today, Amazon shares are trading at $206.25 USD, up $0.66 (+0.32%) over the past 24 hours and gaining approximately 4.0% for the week.

There is currently no dividend yield, as the company does not pay dividends. With a beta of 1.31, the stock is considered more volatile than the overall market—offering both dynamic potential and added risk for California investors.

Our full analysis on Amazon stock

After closely analyzing Amazon’s latest financial disclosures and evaluating the stock’s trajectory over the past three years, we have integrated a broad set of data sources—including fundamental metrics, technical signals, peer comparison, and macro trends—using our proprietary algorithmic models. The resulting picture highlights Amazon as a dynamic force at the intersection of digital commerce, cloud infrastructure, and technological innovation. So, why might Amazon stock once again become a strategic entry point into the global tech sector as we approach 2025?

Recent Performance and Market Context

Amazon’s stock is currently trading at $206.25 USD, representing a robust plus 12.01% return over the past twelve months. Short-term momentum is also constructive, with a near 4% gain in just the past week and an 8% climb across six months. Importantly, these advances come amid a period of sector-wide volatility, reaffirming investor faith in Amazon’s long-term growth model, even as the Consumer Discretionary sector endures cyclical pressures.

Key positive developments reinforce this trend. In Q1 2025, Amazon delivered $155.67 billion in revenue (up 9% year-over-year) and $17.1 billion in net profit—a striking 64% leap versus the previous year—while EPS surpassed analyst forecasts by nearly 18%. The upward earnings surprise, paired with Amazon beating consensus revenue targets, not only supports ongoing share price resiliency but also signals operational excellence.

From a broader perspective, Amazon’s leadership in e-commerce and its aggressive expansion in cloud computing persist as tailwinds. Both sectors are directly benefiting from enduring digital transformation across North America and key global markets, underpinned by robust consumer spending, increased enterprise digitization, and a favorable macroeconomic context as inflationary pressures stabilize and tech regulatory concerns in the U.S. show signs of easing.

Technical Analysis

Turning to the technical picture, Amazon exhibits several encouraging indicators that often precede renewed bullish momentum:

• Relative Strength Index (RSI 14): At 61.30, the RSI remains in neutral territory—neither oversold nor overbought—suggesting there is capacity for additional upside without technical exhaustion.
• Moving Averages: The stock is currently above its 20- and 50-day simple moving averages (SMA), which are clustering around $191–$195, comfortably below the current price. The 100-day SMA sits at $207.63, providing a key pivot point, while 200-day readings ($199.81 SMA) indicate longer-term technical support is holding firm.
• Momentum Oscillators: Williams %R registers -25.70, generating a buy signal. Meanwhile, the MACD (12,26) stands at 5.11—currently reflecting past overextension but nearing levels that have historically preceded reversals upward.
• Support and Resistance: Significant support can be found at $202.94 and $200.70, which have repeatedly acted as demand zones. Resistance is not far ahead at $207.14, $209.11, and $211.35—a breakout above these could accelerate new buying interest.
• Consensus Signals: The technical consensus leans from neutral to bullish, with a strong majority of moving averages now flashing buy signals (10 bullish, 0 neutral, 2 bearish), confirming positive trend strength.

While minor consolidation is possible, this technical structure appears favourable for either a short-term swing or a longer-term accumulation strategy, especially if upcoming catalysts are unleashed.

Fundamental Analysis

Amazon’s core fundamentals remain undeniably robust:

• Revenue Growth: The company continues to achieve consistent high-single- to double-digit revenue expansion. Q1 2025’s 9% YoY top-line growth is particularly notable for a company of Amazon’s scale, signaling broad-based demand both domestically and overseas.
• Profitability: Net income soared by 64% YoY to $17.1 billion, reflecting exceptional margin management. AWS, in particular, stands out, generating $11.5 billion in quarterly operating income on $29.3 billion in revenue—a clear testament to the power of Amazon’s cloud platform.
• Valuation Metrics: Amazon trades at a forward P/E of 31.85 and a trailing P/E of 33.48—certainly at a premium to the market average, yet justified by its growth trajectory, cash flow, and industry leadership. The price-to-sales ratio of 3.40 remains attractive relative to peers that exhibit slower expansion and less innovation.
• Strategic Expansion: Ongoing investments in AI (notably Amazon Nova and Alexa+), the large-scale launch of satellite internet via Project Kuiper, and the expansion of Amazon’s logistics and advertising ecosystems forge enduring competitive moats.
• Structural Strengths: Amazon’s brand equity, customer loyalty, and relentless culture of innovation keep it at the vanguard of technological change. No other company wields comparable leverage in both global retail and digital services.

Simply put, the fundamentals justify renewed interest: Amazon’s current valuation, combined with its extraordinary operating performance and cash generation ($113.9 billion in TTM operating cash flow), position it as a rare compound growth story for years to come.

Volume and Liquidity

Amazon’s trading volume is consistently strong, averaging 52.56 million shares daily over the past three months. This depth and liquidity facilitate efficient entry and exit for both institutional and retail investors, minimizing slippage and signifying broad market confidence. The float—at 9.57 billion shares—ensures ample supply, supporting a dynamic and continuously adjustable valuation in response to shifting fundamentals or market sentiment.

A significant institutional ownership profile (66%), paired with substantial insider skin in the game (8.73%), both amplifies long-term alignment and underlines sustained stakeholder conviction.

Catalysts and Positive Outlook

A series of visible and emerging catalysts underscore Amazon’s compelling upside potential for the remainder of 2025 and beyond:

• Cloud and AI Leadership: AWS remains the engine room for both growth and profitability, with 17% YoY revenue gains and new high-profile client wins. Continued AI integration via Amazon Nova and Alexa+ promises to reinforce both AWS and consumer ecosystem stickiness.
• Advertising and Retail Monetization: Advertising revenues surged 18% YoY, creating a high-margin, rapidly scaling profit stream.
• International Growth: The rollout of Amazon.ie in Ireland and global footprint expansion indicate untapped markets and incremental revenue streams.
• Project Kuiper: The imminent deployment of Amazon’s satellite internet constellation opens a frontier for global connectivity, with the potential to position Amazon as critical infrastructure for the next wave of digital inclusion.
• Strategic Partnerships: Collaborations such as Saks on Amazon in luxury retail reflect Amazon’s move up-market and expansion into new categories.
• Logistics Investment: There is a multi-billion investment underway to further penetrate rural delivery markets—solidifying customer loyalty and creating watertight competitive barriers.
• Favorable Regulatory/Macro Trends: Moderating U.S. policy rhetoric and increasing global digital adoption put Amazon in the slipstream of long-term consumption megatrends.

This string of high-probability, high-impact catalysts sets the stage for sustainable financial and stock performance improvement—supercharging Amazon’s capacity to deliver market-beating returns.

Investment Strategies

Given current valuations, price action, and the imminent catalyst flow, several approaches seem timely for investors seeking exposure to Amazon:

• Short-Term: The price is consolidating just below critical resistance at $207–$211. A breakout above these short-term ceilings—especially on above-average volume—could trigger a rapid move higher. For nimble traders, this zone appears a potential launch pad for a tactical play.
• Medium-Term: With robust quarterly results and further catalyst announcements expected in the coming quarters (notably around Project Kuiper and international expansion), positioning on mild dips near strong support ($200–$203) provides risk-adjusted entry points. The stock’s technical structure also hints at possible mean reversion after recent underperformance versus the S&P 500.
• Long-Term: The case for multi-year accumulation is especially compelling given structural industry drivers (cloud, AI, global e-commerce) and Amazon’s scale/cash generation. For investors with a longer time horizon, periodic purchases or dollar-cost averaging could absorb volatility and enhance compounded returns as Amazon’s bullish thesis continues to play out.

In all scenarios, layering into positions ahead of anticipated catalysts, with a watchful eye on support levels, appears to balance conviction with prudent risk management.

Is It the Right Time to Buy Amazon?

In summary, Amazon presents an harmonious blend of scale, innovation, and execution—supported by strong fundamentals, favorable technical posture, and a powerful catalyst pipeline. The company’s leadership in global e-commerce, cloud transformation, and AI-powered services continues to set industry benchmarks, while the stock’s liquidity and institutional sponsorship provide additional validation.

Encouragingly, Amazon trades at a valuation that reflects both its legacy and its future, offering investors a chance to tap into durable growth themes at a moment of renewed upward momentum. For those seeking resilient exposure to the digital economy ecosystem, with considerable upside potential underpinned by strategic innovation and execution, Amazon seems to represent an excellent opportunity for consideration as part of a modern, forward-looking investment portfolio.

In an environment characterized by accelerating technological change and shifting consumption behavior, Amazon’s ability to grow, adapt, and lead stands out—and for investors in the Canadian market poised to capture the next phase of global tech outperformance, Amazon stock may be once again at a strategic inflection point worth taking seriously.

How to buy Amazon stock in CA?

Buying Amazon (AMZN) shares online is a straightforward and secure process for Canadian investors, especially when using a regulated broker. Whether you’re a first-time investor or looking to diversify, you’ll typically choose between two main methods: spot buying (also known as cash purchase) or trading via Contracts for Difference (CFDs). Spot buying gives you direct ownership of Amazon shares, while CFDs allow you to speculate on price movements with leverage. To help you find the best platform, we’ll compare popular brokers and their fees further down the page.

Cash buying

A cash purchase means you buy Amazon shares outright through a broker, becoming a shareholder and benefiting from any potential rise in the share price. In Canada, most online brokers charge a fixed commission per order, often in the $5–$10 CAD range.

Example

Suppose you want to invest $1,000 CAD and Amazon’s current share price is about $206.25 USD (approximately $280 CAD, given recent exchange rates).
You could buy roughly 3 shares ($280 × 3 = $840 CAD), with a $5 commission fee added to your transaction. This brings your total investment to about $845 CAD.

✔️ Gain scenario

If Amazon’s share price increases by 10%, your 3 shares would now be worth around $924.
Result: That’s a +$84 gross gain, or roughly +10% on your original investment (excluding currency changes and taxes).

Trading via CFD

CFDs (Contracts for Difference) let you trade on Amazon’s share price without owning the underlying shares. Instead, you speculate on price movements using leverage, which means you can control a larger position with a smaller investment. CFDs typically involve paying a spread (the difference between buy and sell prices) and, if you hold positions overnight, small financing fees.

Example

You open a CFD position on Amazon with $1,000 CAD and use 5x leverage. This gives you $5,000 CAD exposure to Amazon’s share price.

✔️ Gain scenario

If Amazon shares rise by 8%, your position gains 8% × 5 = 40%.
Result: You would earn a $400 gain on your $1,000 stake (before fees and currency differences).

Final advice

Before investing in Amazon shares, it’s crucial to compare brokers’ fees, trading conditions, and platform features. The best choice depends on your investment goals—whether you want to build long-term wealth through direct ownership, or seek more flexible, leveraged trading via CFDs. For detailed comparisons of leading Canadian brokers and to find the solution that best matches your needs, see our broker comparison further down this page. Investing can be rewarding—make sure you start with the right partner!

Our 7 tips for buying Amazon stock

The latest news about Amazon

Amazon stock advanced roughly 4% over the past week, outpacing the broader market.
Shares climbed steadily to $206.25 USD as of May 19, 2025, buoyed by analyst optimism following strong quarterly results and sustained investor appetite for technology giants with diversified business models. Canadian investors active on both U.S. and Canadian-based brokerage platforms participated in the uptick, with Amazon remaining one of the most traded U.S. securities in Canada over the period.

Amazon’s Q1 2025 earnings significantly beat expectations, driven by strong North America and AWS performance.
Total revenue reached $155.67 billion (+9% year-over-year), with operating income at $18.4 billion and net income soaring 64% to $17.1 billion, exceeding consensus EPS by nearly 18%. The North American segment—crucial for Canadian cross-border e-commerce—grew sales by 8%, reinforcing Amazon’s pivotal role in Canadian retail, especially as U.S.-Canada logistics and delivery infrastructure have seen ongoing investment.

Cloud segment AWS reported 17% YoY growth with new enterprise agreements, reinforcing Amazon’s dominance in digital infrastructure for Canadian companies.
Amazon Web Services posted $29.3 billion in sales and $11.5 billion in operating profit during the quarter, reflecting sustained demand in both the U.S. and Canada for scalable cloud and AI solutions. A number of large Canadian corporations have recently expanded AWS partnerships for digital transformation, supporting revenue visibility and sector leadership in North America.

Technical indicators and consensus remain neutral to bullish, with analysts highlighting Amazon’s momentum and relative resilience.
While certain oscillators like MACD and CCI registered mixed signals, the consensus from moving averages signaled a strong buy and Williams %R produced a buy reading. The stock trades above all key moving averages and holds near resistance, drawing positive attention from technical strategists covering large-cap technology for Canadian institutional portfolios.

Amazon is deepening its physical and digital presence in Canada, notably through logistics and Prime expansion, bolstering long-term local relevance.
Recent investments in rural delivery, same-day fulfilment centers, and expanded Prime Video offerings have further solidified Amazon’s footprint in Canada. The company’s ongoing $4 billion North American logistics investment through 2026 is set to expand capacities in urban and regional hubs across the country, supporting enhanced customer experience and onboarding more Canadian small businesses to Amazon’s retail platform.

FAQ

FAQ

P. Laurore

Finance expert

Co-founder of HelloSafe and holder of a Master's degree in finance, Pauline has recognised expertise in personal finance, which she uses to help users better understand and optimise their financial choices. At HelloSafe, Pauline plays a key role in designing clear, educational content on savings, investments and personal finance. Passionate about financial education, Pauline strives, with every piece of content she oversees, to provide reliable, transparent and unbiased information for independent and informed financial management. To this end, she has tested over 100 trading platforms to help internet users make the right choices.

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