Should I buy Amazon stock in 2025?

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At HelloSafe, our specialist has been tracking the Amazon share price for over three years. Every month, hundreds of thousands of users in the UK trust us to analyse market trends and identify the best investment opportunities. Our analyses are provided for informational purposes only and do not constitute investment advice. In accordance with our ethical charter, we have never been, and never will be, compensated by Amazon.

What is Amazon?

What is the price of Amazon stock?

The price of Amazon stock is rising this week. As of now, Amazon trades at $219.92, with a slight 24-hour decline of $0.54 (-0.24%), but up on the week. The company boasts a market capitalisation of $2.33 trillion and sees an average daily volume of 49.19 million shares over three months. Its P/E Ratio stands at 35.82, there is no dividend yield, and the beta is 1.33, signalling moderate volatility. With its strong fundamentals, Amazon continues to attract both growth-focused and long-term investors seeking resilient performance in a dynamic market.

Our Full Analysis of Amazon Stock

Having rigorously reviewed Amazon’s latest financial results and the stock’s performance across the past three years, we have integrated multiple sources of analysis—financial ratios, technical trends, market sentiment, and peer benchmarking—using proprietary models developed specifically for technology sector equities. This comprehensive evaluation provides a holistic view for GB investors committed to capturing robust opportunity in a fast-evolving market. So, why might Amazon stock once again become a strategic entry point into the global technology sector in 2025?

Recent performance and market context

Amazon has shown remarkable resilience in recent months, with the current share price positioned at $219.92, near the upper end of its 52-week range ($151.61 - $242.52). Over the past year, the stock’s steady ascent has outperformed many sector peers, underpinned by robust operational results, expanding business lines, and a positive reaction to earnings. Notably, Amazon has delivered double-digit revenue growth, while efficient cost management and innovation cycles have shielded it from wider macroeconomic volatility. The past three years narrate a story of persistent recovery and value creation, with Amazon continuously pivoting to meet global demand shifts, especially within e-commerce and cloud computing.

On the macro level, the technology sector has benefited from declining inflationary pressures, stabilising interest rates, and a resilient global consumer environment—factors highly favourable to Amazon’s continued expansion. Structural trends in cloud migration, digital services, and AI adoption amplify the backdrop, ensuring Amazon remains well-positioned as both a defensive and growth-oriented play for UK-based investors.

Technical analysis

Technical signals confirm the growing momentum behind Amazon’s current price action. Relative Strength Index (RSI) stands at 62.48, indicating constructive, but not overbought, conditions—leaving room for further upside without excessive speculative risk. The Moving Average Convergence Divergence (MACD) prints a positive reading, albeit with a short-term pause, and the stock continues to trade decisively above its 20-, 50-, 100-, and 200-day moving averages (all of which signal “buy”). Strong technical support is located at $200, anchoring medium-term downside risk, while the key resistance level is $242—a breakout point investors are watching for a renewed bullish phase. Multiple converging moving averages bolster the view that Amazon’s prevailing momentum is robust both short- and mid-term, and pullbacks are likely to find solid buying interest.

Fundamental analysis

Amazon’s fundamentals illustrate a compelling combination of accelerating growth and sustainable profitability. First-quarter revenue reached $155.7 billion, up 9% year-on-year, with net income jumping an impressive 64% to $17.1 billion. This extraordinary profit expansion is reflective not only of Amazon’s cost discipline, but also of the higher-margin contributions from Amazon Web Services (AWS)—which itself recorded 17% annual growth and now represents a critical share of group earnings. Forward-looking guidance projects quarterly revenues between $159–$164 billion, suggesting continued double-digit expansion even as the global economy matures.

Valuation metrics are justified by sector standards: the price-to-earnings (P/E) ratio sits at 35.82, with a forward P/E of 34.01 and price-to-sales (P/S) of 3.64—respectable figures given Amazon’s projected growth and unrivalled market position. The absence of a dividend underscores the company’s commitment to reinvestment and long-run shareholder value creation, a philosophy that has delivered consistent capital appreciation over time. Structurally, Amazon leads not only in e-commerce, but also in cloud, AI-driven digital services, and device ecosystems (Prime Video, Alexa, Amazon Nova), cementing its dominance as both innovator and market consolidator.

Volume and liquidity

A defining strength of Amazon’s stock is the sheer depth and liquidity of its market. With a three-month average trading volume of 49.19 million shares and a market capitalisation of $2.33 trillion, Amazon offers a highly liquid environment ideal for both institutional and retail investors. This sustained trading interest reflects deep market confidence—further evidenced by high institutional ownership and dynamic float. Liquidity at this scale facilitates efficient price discovery and enables significant trades to be executed with minimal risk of adverse pricing, an attractive quality especially for UK-based investors managing large allocations or seeking flexibility.

Catalysts and positive outlook

Several powerful catalysts could fuel Amazon’s next bullish phase. On the innovation front, the rollout of “Alexa+”—the next-generation AI assistant—and Amazon Nova—its state-of-the-art AI platform—are redefining the company’s ecosystem and setting new operational standards. The expansion of AWS partnerships (including major deals with Adobe, Uber, Nasdaq, and Ericsson) signals Amazon’s growing dominance in enterprise cloud solutions. Initiatives like Project Kuiper (low-orbit satellite internet) and the Zoox autonomous vehicle programme further diversify and future-proof the growth engine.

Geographic and operational expansion remain strong, evidenced by the launch of Amazon.ie in Ireland and enhanced logistics investment in rural delivery, reinforcing already formidable infrastructure. Amazon’s capability to capitalise on high-profile events—such as the upcoming Prime Day—provides unique catalysts that often translate into seasonal revenue and earnings outperformance. Crucially, Amazon's ESG initiatives and commitment to sustainable operations continue to attract institutional inflows and strengthen the company’s reputation with global investors.

Moreover, the current sector environment is highly constructive: technology leadership, secular cloud and AI adoption, and a more benign global regulatory atmosphere in 2025 provide ample tailwinds. UK investors also benefit from an increasingly harmonised digital market and enhanced trade flows between UK and US tech leaders, positioning Amazon for continued share of wallet and revenue capture.

Investment strategies

Amazon stock is well suited to a variety of investment strategies, each of which finds justification in the current market landscape. For investors targeting short-term tactical opportunities, technical signals indicate that a move above the $242 resistance could trigger a breakout rally, and short-term trading around major earnings events (such as Q2 and Prime Day) has a record of yielding positive returns.

Medium-term investors stand to benefit from the company’s robust guidance and persistent revenue growth—positioning sizing ahead of key product launches or sector upswings may prove highly rewarding. For long-term investors, Amazon remains one of the ultimate compounding machines in the marketplace: its intrinsic innovation, market penetration, and central role in the global digitisation trend provide structural advantages that few competitors can match.

Optimal entry could be at or near major support levels (notably $200), after short-term pullbacks, or ahead of visible catalysts such as upcoming results or technology launches. Regular accumulation and disciplined rebalancing continue to be prudent long-term approaches, given the stock’s volatility profile and upward bias.

Is it the right time to buy Amazon?

Amazon's strong recent performance, robust technical momentum, accelerating fundamentals, and exceptional liquidity together paint the picture of an equity entering a dynamic new phase. The convergence of innovation, recurring revenue growth, and global market leadership justify renewed interest, while the company’s agility in evolving markets and value-creating capital allocation reaffirm its potential for further upside.

In the current climate—where technology remains the cornerstone of modern portfolios and digitisation is accelerating worldwide—Amazon seems to represent an excellent opportunity for investors seeking resilient growth and exposure to secular technology trends. The alignment of financials, technicals, and strategic catalysts indicates that Amazon stock may be entering a new bullish phase, making it one of the most compelling candidates for careful accumulation in 2025 and beyond.

Ultimately, while market volatility always demands respect and proper risk management, the case for Amazon is stronger than ever. Investors in the UK and globally should view any well-timed approach or pullback as potential ground to build conviction and capture long-term value. Amazon is evidently poised for further gains, with multiple catalysts and robust fundamentals supporting an optimistic outlook for both new entrants and seasoned holders alike.

How to buy Amazon stock in the UK?

Buying Amazon stock online is both simple and secure if you use a regulated broker. Investors can choose between two main methods: direct “spot” buying of shares for long-term ownership, or CFD trading to take positions with leverage and access added flexibility. Each approach is accessible, transparent, and can be adapted to your investment profile. To help you choose confidently, you’ll find a comparison of the best brokers further down this page.

Spot buying

A cash or “spot” purchase of Amazon stock means directly owning shares in your investment account. This method is perfect for long-term investors and typically involves a fixed commission per order (usually £5–£10 for UK brokers).

Gain scenario

If the Amazon share price is $220, you can buy around 4 shares with a $1,000 stake, including a brokerage fee of about $5.

If the share price rises by 10%, your shares are now worth $1,100.

Result: +$100 gross gain, i.e. +10% on your investment.

Trading via CFD

With a CFD (Contract for Difference), you can speculate on Amazon's price movements without directly owning shares. CFDs allow you to use leverage, boosting your market exposure, but involve fees such as the spread (the difference between buy and sell price) and overnight financing costs if you hold your position for several days.

Gain scenario

You open a CFD position on Amazon shares with 5x leverage using a $1,000 stake.
This gives you market exposure of $5,000.

If Amazon rises by 8%, your position gains 8% × 5 = 40%.
Result: +$400 gain, on a bet of $1,000 (excluding fees).

Final advice

Before investing, always compare brokers’ fees, platform quality, and available services to find the solution that suits your strategy. Your choice between buying Amazon shares or trading via CFD depends on your objectives, investment horizon, and risk appetite. For more help, a broker comparison tool is available further down this page.

Our 7 tips for buying Amazon stock

The latest news about Amazon

Amazon announced a major partnership with Saks to launch luxury e-commerce in the UK and Ireland. This strategic development, confirmed in the past week, will see Amazon collaborating with Saks to expand its premium and luxury retail offering, positioning itself more strongly within the high-end consumer segment in the UK. The move is expected to increase Amazon's appeal among affluent customers and strengthen its local presence in a competitive market.

Amazon officially launched Amazon.ie, extending its retail platform directly to Irish customers. This marks an important step in local market expansion, as UK-based sellers now access Irish consumers via a dedicated Amazon portal. The initiative supports seamless logistics, reduced delivery times, and expanded product selection, enhancing Amazon's value proposition in both Ireland and potentially the broader UK-Ireland corridor.

AWS announced new UK and European partnerships, including extended collaboration with Nasdaq and Ericsson. Over the last week, Amazon Web Services publicised fresh agreements with leading UK and European enterprises, boosting its cloud dominance in the region. Such collaborations not only affirm AWS as a strategic supplier for institutional-grade services, but also reflect ongoing demand for Amazon innovation within the UK’s tech and financial infrastructure.

AI-driven Alexa+ and Nova models have debuted enhanced features now available in the UK market. Amazon rolled out updates to its AI assistant Alexa+ and introduced Nova, empowering UK customers and businesses with more intelligent voice and automation functions. This positions Amazon as a continued leader in digital consumer experience, with tangible local impact and competitive advantage over other platforms.

Consensus analyst price targets for Amazon remain positive following solid Q1 earnings and UK business growth. Analyst forecasts, adjusted over the last days, now cite a consensus target of $241.82. The company's momentum in UK market expansions and diversified revenue streams from AWS, luxury retail, and advanced AI all support robust sentiment. This is particularly notable in a context of stable trading volumes and ongoing institutional engagement from UK-based investors.

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.