Should I buy Amazon stock in 2025? (Philippines Edition)

What is Amazon?

How much is Amazon stock?

The price of Amazon stock is falling this week. Currently, Amazon (AMZN) trades at $200.99, down 1.04% over the last 24 hours and 2.24% for the week.

Amazon’s price-to-earnings (P/E) ratio stands at 32.78, it does not pay a dividend, and its stock beta is 1.43, indicating a higher volatility than the market.

With its substantial market leadership and growth in cloud and AI, Amazon offers Philippine investors long-term potential, but price swings can be expected due to global tech sector trends.

Our full analysis on Amazon stock

After a thorough review of Amazon.com's latest quarterly financial results and its share price evolution over the past three years, our proprietary analysis has synthesized key financial ratios, technical indicators, market data, and competitive benchmarks to deliver a holistic perspective. The findings indicate a company that not only continues to outperform consensus expectations, but also presents a robust combination of growth, innovation, and operational strength. So, why might Amazon stock once again become a strategic entry point into the technology and consumer discretionary sector in 2025?

Recent performance and market context

Amazon has maintained its formidable position at the intersection of technology and retail, boasting a share price of $200.99 as of May 27, 2025. Despite a modest short-term pullback—down 1.04% intraday and 2.24% week-over-week—the stock has advanced 6.35% in the past month and delivered an 11.2% annual increase, comfortably outpacing major global indices. This upward trajectory aligns with Amazon’s impressive Q1 2025 results, where it posted $155.7 billion in revenue (+9% YoY) and net income of $17.1 billion (+64% YoY), well above analyst projections.

Sector momentum has been reinforced by accelerating digital transformation trends, widespread adoption of cloud computing, and renewed enthusiasm for artificial intelligence (AI) solutions. Though occasional macroeconomic caution lingers, particularly around consumer retail spending, Amazon’s expanding business mix continues to attract favorable attention from both institutional and retail investors globally—including those in the Philippine market, who are increasingly seeking exposure to blue-chip technology leaders.

Technical analysis

From a technical viewpoint, Amazon’s current setup reflects an underlying bullish bias. The stock trades above its 20-, 50-, and 200-day EMAs and SMAs, demonstrating broad-based support at $197.89 and $199.42, just under current levels—a sign of strong investor confidence near these floors. The Relative Strength Index (RSI) stands at 54.93, indicating healthy momentum without being overbought, while the MACD, at 4.32, signals only short-term cooling within an uptrend.

Notably, Amazon has recently formed a bull flag pattern, a classic technical indicator suggesting potential for further upside should the price decisively clear nearby resistance at $203.94–$207.76. The ADX at 17.92 hints at a moderate trend strength, but the prevailing price action above key moving averages points to a structure conducive for upward continuation.

The combination of these signals—backed by robust support and a positive moving average configuration—positions Amazon as a candidate for both trend-following and swing strategies in the near and medium term.

Fundamental analysis

Fundamentally, Amazon remains a powerhouse of innovation and growth. Its diversified revenue base now spans North American and international e-commerce ($126.4 billion total in Q1), a high-margin AWS cloud segment ($29.3 billion in quarterly revenue, +17% YoY, 37.5% margin), and an expanding digital advertising business with 18% YoY growth.

Profitability metrics continue to surprise on the upside: Q1 2025 net income was up an impressive 64% year-over-year, translating to EPS of $1.59 (+62% YoY), further validating the company’s operational leverage. Amazon’s forward P/E of 31.15 and price/sales ratio of 3.32 appear thoroughly justified in light of consistent double-digit revenue growth, formidable free cash flow, and ongoing reinvestment into AI, robotics, and next-generation infrastructure.

Amazon’s structural strengths are equally compelling:

• Unmatched logistics infrastructure and retail reach
• Continued AWS dominance in the global cloud landscape
• A thriving ecosystem driven by Prime subscriptions and exclusive content
• Industry-leading advancements in AI, voice assistants (Alexa+), and cloud-native solutions

Together, these dynamics underpin a valuation that, while at a technology-sector premium, reflects quality and long-term upside as opposed to speculative froth.

Volume and liquidity

Amazon’s average daily trading volume remains robust at over 51 million shares, with current volume at a healthy 65% of this average. Such sustained liquidity demonstrates deep market participation and confidence—critical for investors seeking both trading flexibility and valuation resilience. The substantial public float (9.49 billion shares) ensures that Amazon’s price can efficiently respond to new information and catalysts, supporting orderly price discovery and reducing potential volatility from large, single trades.

Catalysts and positive outlook

Several major catalysts are converging to reinforce Amazon’s positive outlook for the rest of 2025 and beyond:

• AI and Cloud Leadership: New AWS product launches, including advanced AI foundation models (Amazon Bedrock) and the Ocelot quantum computing chip, keep Amazon at the technological frontier.
• Strategic Global Expansion: The debut of Amazon.ie exemplifies determined international growth, opening up new market share opportunities in Europe.
• Satellite Internet Ambitions: Project Kuiper, now moving into full-scale deployment, introduces a fresh, high-potential revenue stream by connecting underserved regions worldwide through low-earth-orbit satellite broadband.
• Content and Partner Ecosystem: Expansion of Prime Video content (including high-profile franchises like James Bond), and strategic retail partnerships (e.g., Michael Kors, Saks) diversify offerings and attract new demographics.
• Advertising Growth: Double-digit expansion continues in its high-margin ad business, leveraging Amazon’s troves of e-commerce data for targeted campaigns.

Crucially, Amazon’s willingness to invest aggressively in next-generation infrastructure and platforms—while maintaining profitability and cash flow—distinguishes it from more speculative growth names. The company’s robust ESG posture and efforts to meet evolving regulatory expectations further support confidence in its long-term viability.

Investment strategies

Given the current technical and fundamental backdrop, Amazon stock seems well-positioned for a range of strategic entry points. Investors interested in short-term momentum trades may look to accumulate near current daily support ($199.42–$197.89), ahead of a potential breakout above the $203.94 resistance zone, which could trigger fresh buying activity.

For medium-term portfolios, the ongoing development of AI, cloud, and satellite initiatives may act as sustained catalysts through 2025, justifying a “buy and hold” approach as these investments ramp.

Long-term investors benefit from Amazon’s unmatched brand strength, global diversification, and proven innovation cycle—attributes that have repeatedly generated solid total shareholder returns throughout different economic cycles. Entering positions during consolidations near historical averages (the stock is mid-range within its 52-week spectrum) or on pullbacks to strong trendline supports ($175.22) may enhance potential returns.

In all cases, incorporating risk management and portfolio diversification is prudent, but Amazon’s blend of liquidity, stability, and compounding innovation makes it an attractive core holding for growth-oriented investors seeking exposure to US and global technology giants.

Is it the right time to buy Amazon?

In summary, Amazon exemplifies the rare combination of scale, innovation, and execution that continues to produce both financial outperformance and strategic upside. The company’s 2025 results signal accelerating net income growth, robust cloud and AI expansion, and the successful launch of bold new initiatives such as Project Kuiper and Alexa+, fortifying Amazon’s competitive moat.

Technical data show a market poised for renewed strength, while fundamental indicators support a view that valuation is justified given the company’s resilience and multi-pronged growth engine. The analyst consensus, with a target 30% above current price, reflects this conviction.

For Philippine investors seeking resilient access to the dynamic technology sector, Amazon seems to represent an excellent opportunity—a stock where the fundamentals, market structure, and innovation pipeline justify renewed interest. In a world increasingly dominated by digital platforms, AI, and cloud infrastructure, Amazon may well be the strategic entry point to consider as 2025 unfolds.

Amazon’s trajectory suggests that it is entering a new bullish phase, underpinned by solid quarterly execution and forward-looking investments. For investors in search of sustainable growth and exposure to global technology leadership, Amazon offers a compelling case for inclusion in a diversified portfolio—one that stands out as both resilient and primed for future expansion.

How to buy Amazon stock in PH?

Buying Amazon stock online has become straightforward and secure for investors in the Philippines, thanks to regulated online brokers. After registering and verifying your identity, you can choose between two main investing methods: buying real shares (cash/spot buying) or trading CFDs (Contracts for Difference) that track Amazon’s price. Whether you aim for long-term ownership or prefer to trade on short-term price movements, both options are easily accessible. Choosing the right approach starts with comparing the available brokers’ fees and services—a detailed broker comparison is available further down this page to help you find the best fit.

Spot buying

Cash purchase means buying actual Amazon shares at the market price through your brokerage account; these shares are registered in your name or held safely for you. In the Philippines, most international brokers charge either a small fixed commission per order or a percentage, typically ranging from PHP 150 to PHP 400 ($3–$7 USD) per transaction.

Example (using spot buying):

Suppose Amazon’s share price is $200.99 (around PHP 11,800). With a $1,000 stake (about PHP 59,000) and a typical $5 (PHP 295) brokerage fee, you can buy approximately 4.95 shares (rounded down to 4 whole shares). If Amazon’s price rises by 10%, your holding is worth $1,100.

✔️ Gain scenario:

If the share price rises by 10%, your position grows to $1,100.

Result: +$100 gross gain; that’s a +10% return on your investment (excluding taxes and other possible minor charges).

Trading via CFD

CFD trading allows you to speculate on Amazon’s price changes without owning the underlying shares. Instead, you enter into a contract with your broker to pay or receive the difference in price between the open and close of your position. Brokers usually charge a spread (the difference between buy and sell prices) and an overnight financing fee if you hold positions for more than a day.

Example (using CFDs and leverage):

Let’s say you put up $1,000 (about PHP 59,000) to open a CFD position on Amazon stock with 5x leverage. This means you control $5,000 worth of Amazon shares (about 24.86 shares).

✔️ Gain scenario:

If Amazon’s price rises by 8%, your position gains 8% x 5 = 40%.

Result: +$400 gain (excluding spreads and overnight charges), based on your $1,000 initial margin—amplifying both potential gains and risks.

Final advice

Before investing, it’s vital to compare broker fees, trading platforms, and available features. Commissions, spreads, and even small variances in fees can significantly impact returns, especially for frequent traders. Ultimately, the best method—spot buying or CFD trading—depends on your financial goals, risk tolerance, and investment horizon. Take your time to review our broker comparator further below on this page to confidently start your Amazon investment journey.

Our 7 tips for buying Amazon stock

The latest news about Amazon

Amazon reports strong Q1 2025 results, exceeding analyst forecasts in revenue and net income. In the first quarter of 2025, Amazon posted revenues of $155.7 billion, growing 9% year-over-year and surpassing Wall Street forecasts. The company achieved a remarkable 64% increase in net income to $17.1 billion and a 62% rise in earnings per share to $1.59, highlighting robust operational performance. Particularly notable was the continued strength of Amazon Web Services (AWS), which generated $29.3 billion in sales for the quarter (up 17% YoY), reinforcing Amazon’s position as a market leader in cloud computing with healthy operating margins of 37.5%. This set of results demonstrates the efficacy of Amazon’s diversified business model, providing positive signals for investors, including those in the Philippine market with exposure to global tech equities.

Amazon accelerates AI and cloud innovation with the launch of new AWS services and strategic partnerships. Building upon its leadership in digital infrastructure, Amazon has recently introduced multiple enhancements to its AWS offerings, notably new foundation AI models on Amazon Bedrock and the public unveiling of Ocelot, its first quantum computing chip prototype. Furthermore, Amazon has secured new multi-year agreements with high-profile enterprise clients, including Adobe, Uber, and Cisco, which are expected to drive incremental revenue in the cloud segment. The continued expansion of Amazon Nova, its proprietary AI platform, signals an aggressive push in machine learning and data-driven solutions—developments likely to interest Philippine enterprises involved in digital transformation or leveraging cloud ecosystems.

Technical analysis suggests generally positive momentum, with the stock trading above most key moving averages. Despite a slight pullback over the past week (-2.24%), Amazon’s share price remains above its 20-, 50-, and 200-day exponential and simple moving averages, a configuration typically interpreted as bullish in technical analysis. The relative strength index (RSI) is neutral at 54.93, while the MACD provides a short-term sell signal, suggesting the potential for minor corrections. The formation of a bull flag pattern is being monitored by market participants and, if confirmed by a breakout above resistance at around $203.94, could present a renewed buying opportunity. These technical signals are relevant for Philippine investors using trend-based strategies or seeking momentum plays in large-cap global equities.

Amazon fortifies its international presence and signals future potential for expansion into Southeast Asia. In the last week, Amazon launched Amazon.ie—marking a significant step in European expansion—and deployed initial stages of Project Kuiper, its global satellite internet network. These moves are strategically relevant for the Philippines, where rapid digitization and demand for reliable e-commerce and cloud access are key market drivers. While Amazon does not yet have a direct retail platform locally, its existing B2B cloud services and logistics investments are increasingly visible in the region, and recent international developments may foreshadow further engagement with high-growth ASEAN markets, including the Philippines.

Market sentiment remains positive as analysts reiterate Buy ratings and raise price targets on Amazon’s future growth prospects. As of late May 2025, consensus among 71 Wall Street analysts positions Amazon as a Buy, with an average price target of approximately $261.29—roughly 30% above the current trading level. This optimism is driven by Amazon’s continued leadership in high-growth verticals such as AI, cloud computing, and digital advertising, alongside its diversified revenue streams and innovation focus. For Philippine-based analysts, this favorable outlook provides strong justification for including Amazon in global asset allocations, especially for portfolios seeking exposure to resilient, scalable technology franchises.

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.