Buy Amazon Share Or Not? Our future forecast 2022!

Christina Clarke
October 2, 2021
Buy Amazon Share Or Not? Our future forecast 2021!

Amazon has risen to become one of the largest companies in the world in a very short space of time. The IT group is by far the most powerful online retailer in the world. But also, when it comes to cloud computing, the company has long since risen to become the world market leader, which is reflected in the Amazon share price.

Amazon has been a publicly-traded company since 1997 and has brought investors a lot of joy over the past decade. However, the success of the share is based primarily on the excellent quarterly results that the Group has been able to show for some time.

And the high level of customer satisfaction also plays a major role in Amazon’s success. Many customers stay and thus ensure sustainable business.

But will the rally of the Amazon share go on like this? What are the prospects for 2021? And what’s the easiest way to buy Amazon shares?

In this post, we’ve looked at questions like these in more detail. So you can trade Amazon files and bet on both rising and falling prices.

Table of Contents

Buying Amazon shares – what should you watch out for?

You should pay attention to the following points when buying Amazon stocks:

  • Does it make sense to buy Amazon stocks? Amazon is the most valuable company globally, and its share price has “only risen” over the past few years. In addition, Amazon is one of the best-managed companies with a wide range of products and services. Even during the corona pandemic, Amazon proved that it is a company in a class of its own. That’s why buying Amazon stocks makes sense!
  • Where can I buy Amazon stocks? Amazon shares can be bought from any online broker. However, we recommend our test winner broker ETFinance. In our opinion, ETFinance is the absolute best stockbroker, as you can buy stocks and ETFs here completely free of charge.
  • What can the future of Amazon stocks look like? First, we see no reason why Amazon shouldn’t continue to grow in the future. Amazon is a broad-based company with an outstanding expansion strategy – Amazon regularly brings new and better products and services to the market.

Where can you buy Amazon stocks? Best Brokers For Buying Amazon Stocks Compared:


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Buy Amazon Share Or Not? Our future forecast 2021!

How can you buy Amazon shares? Our guide in 3 steps:

The Amazon course clearly shows that this is an extremely successful company. Naturally, this makes it attractive to many investors. If you decide to buy Amazon stocks, it is best to do it through an online broker. It doesn’t take more than three steps to acquire Amazon shares.

1. Registration with ETFinance

To buy a share, you always need a broker who buys the share on the market and then holds it in custody. It is advisable to pay particular attention to deposit protection. Should the broker go bankrupt, the shares still belong to you. Anyone who waives this deposit protection will be left without shares if the broker goes bankrupt.

Our broker recommendation at this point is ETFinance – with state-guaranteed deposit protection of up to 20,000 euros. To register, click here.

If you have decided on a broker, you log in with your data and verify your email address and any other data.

2. First deposit at ETFinance

After signing up, you have to decide on how much to invest in stocks. We generally recommend never investing more than 5% of your capital in a single share.

Once you have decided on an amount, click on the ” Add money ” button after registering with ETFinance.

Now you can choose between different payment methods, including PayPal, credit card or a bank transfer.

Below is an overview of all the payment methods available at ETFinance:

Payment optionPossible?
Buy Amazon shares with a credit card✔️
Buy Amazon shares with PayPal✔️
Buy Amazon shares with Skrill✔️
Buy Amazon shares with bank transfer✔️
Buy Amazon shares with Neteller✔️
Buy Amazon shares with UnionPay✔️

3. Buy Amazon stocks online at ETFinance

After the payment, the money appears in your account under the menu item ” Account “.

First, look for the corresponding share in the search bar above and click on the “Trade” button.

A small window opens (see screenshot) in which you set the price and how many shares you want to buy. Stop-loss and take-profit can also be set, i.e. at what price the share should be sold in the event of a profit or loss. The two fields are optional.

You can control whether you want to buy the real share (x1 leverage) or a CFD (x2 or more leverage) with the Leverage field.

With a click on ” Place order ” the purchase is completed, and the share appears in your portfolio.


What does an Amazon share cost? – Amazon share price & key figures

Share Price & Key Figures (Finance)

The Amazon share price stood at just under 18 US dollars in 1997. Today the share is at 3100 dollars. An amazing development. The group has well over 650,000 employees and is active in almost every country in the world.

Most of the time, he is also the market leader when it comes to online trading. With a market capitalisation of over 1,300 billion euros, it is one of the largest companies in the world. If so, then you only have to compete with Apple, Google and Microsoft.

Amazon is no longer solely dependent on trade-in books and other goods. The IT business, in particular, has developed into another important pillar of the company. In the meantime, the company has also advanced to become the world market leader in cloud computing.

Buy Amazon share (shares) price – What does an Amazon share currently cost?

The price for an Amazon share is currently € 2619 (as of March 16, 2021). Five years ago the price was around € 400. For investors who invested in Amazon shares at the time, this means an increase of over 600%. An investment in Amazon has therefore been able to deliver outstanding returns for investors in recent years.

And the Amazon price is not only high because of the trade: You are active in many other areas: video streaming, food retail, drones and artificial intelligence. So you definitely can’t blame the group for lack of innovation.

You can tell that Amazon is highly well-positioned in many areas. Most users who order from Amazon once become regular customers. Because the service is pervasive and convenient, hardly any other company can offer such a wide range of products.

And the customer service is second to none. It’s the real secret of Amazon’s success. In his annual letter to investors, Jeff Bezos presents new highs in customer satisfaction almost year after year.

Amazon share – dividend

Amazon has never paid a dividend before. According to its own statement, Amazon intends to keep all future profits to finance future growth for the foreseeable future and therefore not to pay a dividend.

In the past decade, many high-growth tech companies like Apple have started paying dividends to shareholders. As a result, over 300 dividend-paying technology stocks are out there, making the tech sector a surprisingly good source for dividend payers. However, while the tech industry has largely accepted dividends, not all tech companies pay dividends.

Deciding whether or not a company should pay a dividend depends on many factors. Thousands of stocks pay dividends to shareholders, and a few have a long history of increasing their dividends each year. The lack of a dividend on Amazon certainly hasn’t hurt investors so far, as Amazon has been a leading growth stock. Over the past ten years, Amazon shares have achieved an average return of around 34% per year. However, for high-income investors, Amazon may soon not be an attractive option as it still does not pay dividends.

How expensive is an Amazon share right now?

In December 2020, Amazon passed the $ 3,000 per share mark, and the Amazon share is currently trading at around $ 3,250. Compared to most other large companies with similar market capitalisations, Amazon’s stock price appears exceptionally expensive. The reason Amazon’s share price is so high is that the company’s number of shares is low relative to its total market capitalisation.

Amazon could lower the price of each share by dividing its shares further, which would increase the total number of shares outstanding. However, stock splits have occurred only three times in Amazon’s history, but not once since the turn of the millennium. So that brings us to the following question: will Amazon shares divide again?

When will the Amazon share be split?

Amazon is up 236,800% since going public. A $ 10,000 investment in 1997 at an IPO of $ 18 per share would be worth more than $ 21 million in January 2021. In other words, the company has had an average annual return of 40.19% per year for the past 23 years! Other companies that have achieved similar successes, such as Apple and Tesla, split their shares in 2020, and many investors are rightly wondering whether Amazon will follow suit.

Amazon’s first stock split happened in 1998, back in a two-for-one split when the price was only $ 85. A year later, the shares had risen to $ 355, and the company decided to split the shares again, this time three for one. Later that year, when the stock was just below $ 120, there was another two-on-one split. As a result, one of today’s shares corresponds to one-twelfth of an IPO share. In other words, if it hadn’t been split, the IPO stock would be worth $ 37,248 today.

There are numerous reasons why companies share their stocks. The main reason, however, is the desire to hold stocks at attractive prices for investors. When a company’s stock reaches high levels like Amazon’s, it becomes less affordable for the average retail investor.

When Amazon went public, the company was only three years old and had no clear path to profitability. It faced competition from Simon & Schuster and Barnes & Noble, both of whom were already selling books online. Back then, it struggled for retail investors to increase equity funding and improve its profile in the market. This would explain why there were three stock splits in quick succession before the turn of the millennium, but none since. Today it can be argued that Amazon encompasses so much more than just a consumer-centric e-commerce business and therefore no longer needs to make itself accessible to private investors.

We cannot predict what the future will bring. However, there is currently no reason for Amazon to split its shares since Amazon as a company is an attractive investment with a price of almost € 3000 and does not have to make itself more attractive for private investors through methods such as a stock split. In addition, retail investors now have the option to make partial investments through services such as ETFinance. That brings us straight to the next question, what should you do as an investor if you can’t afford a full Amazon share?

Can you also buy half an Amazon share?

Yes, that works with so-called fractions of shares (in English: Fractional Share). Less than a full share of a stock is a stock split referred. For a long time, partial shares were not available on the stock exchange. In the meantime, however, some brokerage firms offer their customers the option of buying partial shares/fractions of shares.

This division is particularly attractive for high-priced stocks such as Amazon or Alphabet. Shares, for example, allow young investors with limited funds to buy shares for which they would otherwise not have enough capital to buy a full share. However, brokers who specifically offer this trading in fractional shares are the only way to buy or sell these shares.

Buy Amazon Share Or Not Our future forecast 2021! (2)

Amazon share news & history

Anyone looking to buy stocks should always look at the company first. However, in order to understand how a company works, it is worth taking a closer look at its beginnings because this shows which company philosophy comes into play.

And at Amazon, there is a prominent to the line: The customer is king. Jeff Bezos, the founder of Amazon and by far the wealthiest person in the world since 2018, never tires of emphasising this.

From its founding in 1994, Jeff Bezos led Amazon to success within a short total time. Just two years later, annual sales of more than $ 15 million were achieved. Back then, Amazon still only sold books. However, the company has continued to grow ever since.

To further optimise customer satisfaction, Amazon always invested a lot of money in IT. On the one hand, to make the website quick and user-friendly. And secondly, to use clever, AI-supported recommendations to get customers to order even more than planned.

As a result, it was decided to make this expertise in IT available to other companies. The result was the founding of Amazon Web Services, or AWS. AWS quickly became one of the most popular providers of all kinds of cloud services. In the meantime, as a world market leader, one also achieves very high profits in this area.

Jeff Bezos resigns as CEO – what does this mean for the future of Amazon shares?

Amazon’s story took a new direction earlier this year when Amazon founder and CEO Jeff Bezos officially announced his resignation.  Many expected Amazon shares to crash, but this has not happened so far. But what does Bezoz’s resignation mean for Amazon’s future, and who will be the new CEO?

Andy Jassy becomes the new CEO of Amazon. Andy Jassy is currently the CEO of Amazon Web Services (AWS). Jassy joined Amazon immediately after it went public in 1997 and has built the AWS business over nearly two decades. Jassy is considered a direct student of Bezos’ persistent leadership style. He is known for his incredible attention to detail. He has long been considered the heir to Bezos and has been very well prepared for the job.

This is how Jassy built the AWS business, which makes up a large part of the company’s profits. In 2020, AWS business grew 30% year over year to $ 45 billion. At $ 13.5 billion last year, AWS ‘operating profit was 60% of the company’s total operating profit. As a result, AWS has a dominant 30% share of the cloud computing market.

Many analysts, therefore, say that Jassy deserves to run Amazon in the future as he built arguably Amazon’s most important (at least financially) business. Moreover, his knowledge of AWS is vital to the future of Amazon.

Amazon – the all-rounder

There is also a lot of innovation at Amazon. For example, this is how you develop your drones so that parcels will soon be delivered by air – an area in which there was always Amazon stock news. Amazon is also active in the grocery trade.

For this purpose, Whole Foods was taken over in 2018. It is a supermarket chain for high-quality food. The plan is to achieve an efficiency that, thanks to robotics, ultimately enables branches to be entire without employees.

There should also be no more waiting times, as you don’t have to pay on-site. Everything should be automated. So you are future-oriented, as Amazon share news shows.

Buy Amazon Share Or Not Our future forecast 2021! (2)

Amazon share history & development

The Amazon share has been traded for over twenty years. Initially, the stock started at a price of $ 18 or a stock split-adjusted value of just $ 1.96. Today the company’s shares trade nearly 500 times as much.

During this time, the company has built an incredibly loyal customer base, who appreciate the low prices and the fast and inexpensive shipping. As a result, Amazon is one of the most valuable companies today, and founder and former CEO Jeff Bezos is currently the second richest person in the world.

Here’s a look back at 15 of the most important dates in Amazon’s growth phase

  1. July 1994 – Bezos founded the company in Bellevue, Washington, aged 30. He originally wanted to name his e-commerce website as in Abracadabra but changed his mind when he found it sounded too similar to
  2. July 1995 – The company sells its first book, Fluid Concepts & Creative Analogies: Computer Models of Basic Thinking Mechanisms.
  3. May 1997 – Amazon goes public for $ 18 per share (or $ 1.96 if stock splits are adjusted).
  4. April 1998 – About a year after Amazon went public, the company’s board of directors approved a 2-for-1 stock split.
  5. October 1998 – Amazon launches in Europe.
  6. November 2000 – Amazon launches “Marketplace”, its third-party business, which has become a huge moneymaker for the company.
  7. July 2002 – Launch of the cloud computing platform Amazon Web Services. This is now the most profitable business for Amazon.
  8. December 2003 – Amazon reports its first annual profit of $ 35.3 million.
  9. February 2005 – Amazon launches its Amazon Prime subscription program in the United States.
  10. August 2006 – Amazon Fresh begins delivering groceries in Seattle.
  11. November 2009 – Amazon buys footwear e-commerce website for $ 1.2 billion.
  12. November 2014 – Amazon releases the first Echo, a loudspeaker supported by its digital assistant Alexa.
  13. November 2015 – Amazon opens its first physical store, Amazon Books, in the University Village Mall in Seattle.
  14. December 2016 – Amazon delivers to customers by drone for the first time. The drone carried popcorn and a Fire TV video streaming device.
  15. February 2021  – Jeff Bezos announces his resignation as Amazon CEO

Buy or not to buy Amazon stocks? Our analysis

  • Most valuable company in the world
  • Broad company
  • Great expansion strategy
  • Shareholder oriented company
  • Depending on the purchasing power (general economy) of the consumer

Amazon share: arguments to buy the Amazon share

The Amazon share Realtime has soared almost unmatched since going public in 1997. The enormous price gains that have catapulted Amazon to the top of the most successful companies in the world are justified in excellent quarterly figures.

Most of these have exceeded the expectations of investors and analysts. The Amazon share is currently well over 1,600 euros and is only slightly below the all-time high reached in August 2018. Only a downturn in global economic development seems to be able to slow Amazon down.

However, interested investors must be aware that a share cannot rise more steeply than vertically. After all, no matter how successful, every company had to come to terms with corrections at some point.

It is not unlikely that this company will also need a recovery one day. The Amazon Share Forum sees it similarly. It is not easy to judge whether the last correction used is only temporary or a trend reversal.

Everything seems to go like clockwork at Amazon. The group’s founder and CEO, Jeff Bezos, has always given one premise as the essential element of success: customer satisfaction. Amazon has always sacrificed everything for this. In most cases, parcels are delivered free of charge, unlike delivery services such as Deutsche Post.

Returns are also always problem-free. Amazon was one of the very first mail-order companies. And with other offers such as Amazon Prime, or cloud computing, you face strong international competition with an uncompromising attitude that leaves most competitors like eBay at a loss.

Amazon share sale arguments

However, a large corporation is increasingly at the mercy of the general economy. And with the increasing interest burden from the FED, there is a general fear that global economic growth could slow down.

Amazon, in particular, would have to struggle with that. Because only when the economy is doing well will people earn better. And when they do, they have more money to spend on Amazon. So the Amazon share forum is currently discussing this situation.

There is also one issue that has thrown Amazon into an uproar. More and more media reported about poor working conditions at Amazon. With over 650,000 employees worldwide, this is a matter not to be brushed under the table.

This should have very few consequences for investors. The Amazon share real-time price barely moved with this news. One has to deal much more with how the company can continue to grow even in poor economic times.

Should you invest in Amazon stocks? Is it still worth it now?  Buy or Sell?

Investors who have bet on the purchase of Amazon shares had a lot of reason to celebrate almost across the board. Because since 1997, when the inconspicuous company went public high before the dot-com bubble, the Amazon share price target has only known one tendency:

Up. Anyone who invested EUR 1,000 in an Amazon share purchase in the year of the IPO would own shares worth more than EUR 53,000 today.

But in the second half of 2018, a major course correction began on Amazon for the first time. The stock has lost more than 20% since its peak. As a result, the Amazon share price target was reduced.

As a sensible investor, one should rather wait and see whether this situation might result in a major correction.

Fees when buying Amazon stocks

We compare the fees of the largest brokers with the following example:

  • Purchase of Amazon shares worth € 1,000
  • Hold the Amazon share for one month and then sell
  • No course changes in the 30 days

With these assumptions, we now compare the fees of Libertex, ETFinance & Plus500 :

Depositfor freefreefor free
Purchase fees€ 2.20free3.08%
Holding feesfor freefree0.05%
Sales charges€ 2.20spreads3.08%
Total fees€ 4.40Reasonable€ 92.32

Amazon stocks future forecast 2021

The most important question, however, is: Is it currently worth trading stocks? The success story of Amazon share is undoubtedly impressive. But the big question is how it looks with an Amazon share forecast. Can this almost unprecedented growth continue in the years to come?

Strangely enough, even the company founder himself recently stated in an interview that things couldn’t go on like this forever. He even spoke of the fact that Amazon will go under sooner or later.

However, this scenario is currently a long way off. Because the numbers are still excellent, as the Amazon share price shows. And the Amazon share price target is still higher than the current price.

And Amazon’s market position is also so strong that you would have to do a lot wrong to put Amazon in serious trouble soon. And this is quite unlikely.

However, the strong price gains are very difficult to sustain any longer. Therefore, in the medium term, the question arises whether the correction of the last six months will soon be completed or whether a trend reversal has set in for the first time in the price development.

Buying Amazon shares makes sense

The Amazon share has been a true success story in recent years. Thanks to the growing importance of eCommerce and the cloud business, Amazon has generated great returns for its investors.

The Seattle-based company also offers great future opportunities for you as an investor. With Andy Jassy, ​​the previous head of the Amazon cloud business AWS takes over the group’s management. Amazon is also one of the leading providers in cloud computing and will continue to expand in this area. Many companies and research institutions such as Netflix or NASA use AWS to manage virtual server capacities.

In addition, there is the area of ​​eCommerce in which Amazon is the market leader in the western world. ECommerce will continue to gain importance in the future, and Amazon will benefit from this trend as the leader in the industry.

On this basis, Amazon represents a good investment for the future. Moreover, if you want to trade Amazon stocks, ETFinance offers you commission-free trading in stocks. We, therefore, recommend ETFinance for buying stocks.

Amazon share price target

The numbers expected by analysts speak without a doubt for a continuation of the Amazon success story. Of the currently 48 analysts who rated the Amazon share, a total of 41 analysts gave a “Buy” recommendation, and another 5 gave an “Outperform” rating. The remaining two analysts currently rate the share of Amazon as a “hold”. No analyst has an “underperform” or “sell” rating for the Amazon share.

The price targets of the analysts also look very positive. For the next year, the analysts give the Amazon share a median price target of $ 4,000, a price increase of 22.2% compared to the current price of just under $ 3,200. The highest analyst target price for the Amazon share stands at an unbelievable $ 5,200 and thus an increase of 58.9% and even the worst price target of an analyst sees the Amazon share in one year at $ 3,420, so still a price increase of 4.5%.

Will the Amazon share continue to rise?

After rising almost 70% since Amazon’s market low on March 23, 2020, it is questionable whether Amazon shares still have room for growth. In addition, the Amazon share currently has a P / E (Price to Earnings) ratio of almost 140x, which is generally considered to be very high and initially makes further price gains very unlikely.

Another point to keep in mind is that Amazon’s elite management team has been one of Amazon’s great assets in the past. Bezos, in particular, has always emphasised Amazon’s long-term focus, obsession with customers, and devotion to innovation at almost any cost. So there is no doubt that Jeff Bezos’s resignation is big news.

Nevertheless, many analysts and we believe that the growth trends in global e-commerce, cloud computing and online advertising will guarantee the growth of Amazon and the Amazon share in the future. Even if Bezos resigns as CEO, he will continue to have enormous influence as chairman of the board will exercise on the company.

Where will the Amazon share be in 10 years?

Amazon is showing no signs of losing its hold anytime soon. Even if growth rates slow down over time, the profitable AWS business belongs to an industry expected to achieve double-digit growth for the next seven years.

It also suggests that AWS is becoming more critical to the business than it is now. The retail sector has been a competitive business with low margins for a long time. Last quarter’s earnings also point to likely growth for the stock for most of the next decade. However, once Amazon’s growth slows down over the next ten years, it’s not unlikely that the company could start paying a dividend. Amazon is currently the largest non-dividend company. The addition of a dividend would be able to open Amazon in the future also for income-oriented investors.

A period of 10 years is too long to make definitive predictions. However, Amazon’s financial and business successes suggest that Amazon may have long-term success.

Amazon share quarterly figures

A quarterly earnings report, commonly known as quarterly figures, is a quarterly filing by public companies to report their performance. The earnings reports include net income, earnings per share, earnings from continuing operations and net sales. By analysing the quarterly earnings reports, investors can begin to assess a company’s financial health and determine whether it is worthy of their investment.

Fundamentally oriented investors should pay particular attention to the development of the key figures that result from the quarterly earnings reports over time and not just to the individual data points from each report. For example, one of the most anticipated numbers to analyse is earnings per share, indicating how much the company has made for its shareholders.

The earnings per share (EPS) in the last quarterly figures from Amazon were higher than ever before. Analysts expected Q4 2020 earnings of roughly $ 7.17 per share, while Amazon’s reported revenues of $ 14.07 per share were almost double that! By comparison, Amazon only posted earnings of $ 6.47 per share in its Q4 results of 2021. This means that Amazon has more than doubled its EPS within a year!

Is Amazon Profitable?

Yes, Amazon has been profitable for several years. Amazon has made several record profits over the past few years. Amazon’s highly profitable, market-leading cloud division: Amazon Web Services, was initially the only force behind this trend, which consistently brought the company into profitability and subsidised the traditionally narrow margins of the retail sector.

However, if you look back now, AWS was last responsible for nearly all of the operating profits across the company in 2017. This trend has changed over the past three years. While AWS continues to be responsible for much of its total operating profit, the rest of Amazon’s business has been in the black on its own.

Buying Amazon stocks at ETFinance – Why we recommend buying at ETFinance

In our opinion, ETFinance is the best broker for buying Apple stocks. With ETFinance, you have a broker who enables you to buy stocks and shares free of commission and has many years of experience as a broker.

Thanks to the commission-free trading of stocks, ETFinance can set itself apart from the competition and offers you an easy-to-use user interface and a large selection of stocks and other asset classes.

Sell ​​Amazon shares

With the Amazon share, too, the question arises as to whether the share should be bought, held or sold. Again, there are voices in analyst circles favour selling Amazon shares because they assume that prices will fall or only move sideways.

The truth is that no one can predict the future, and it is difficult to predict in which direction Amazon shares will move.

If you think that the price of the Amazon share will fall, you can also bet on the falling price of the Amazon share on ETFinance and thus benefit from falling prices. Moreover, at ETFinance, you get an excellent fee structure for trading Amazon stocks and can make profits there even with falling prices.

Amazon share conclusion: Our rating and recommendation

You have seen, both in the past few days, as with the Amazon share forecast: This is a real stock market star and one of the top shares this year. Hardly any other company has managed to be as successful within a concise period.

However, the big question is whether the unique performance of the Amazon share price can be continued. Because with each quarter, this becomes more difficult as the bar for success is set higher and higher. The prospects within the company are excellent. The market position is almost unshakable.

With Amazon Web Services, you have been able to develop an enormously profitable second pillar in addition to online trading. Only the global economy could cause problems for the company.

If you want to buy the Amazon share, we advise you to do this with our test winner broker, ETFinance, as you do not have to pay any fees when buying shares.



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Amazon’s price history is one single success story. For more than 20 years, the company only knew rising prices. For the first time, however, a stronger correction was ushered in last year. The question will be whether this will be easy to overcome. Amazon share dividends are not paid.

The Amazon share can be traded on the NASDAQ as well as on all other international stock exchanges.

If you want to buy Amazon shares, you can do so through an online broker. If you bet on a CFD broker, you can benefit from both rising and falling prices. However, there has not yet been an Amazon share dividend.

The future of the Amazon share looks very promising, so we can recommend buying the Amazon share.

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