NEW YORK ( TheStreet) -- Investors often assume bears are short. Thankfully, that's not always the case.Bears deserve most of the blame for this misconception. Many run around exaggerating their bearishness, like a macho man in a bar overstating what he did on his "date" last night. I was looking at Amazon.com (AMZN) from across my trading platform at $265. I was drooling. I think I felt it move. So then, I walked right up to her, we went back to my place and ... We're long past the point where the fabrication started. Most bears have done nothing with AMZN. Just like in the bars and clubs of America, there are only a few, in this case, traders, who have the skill and charisma to pull off the tall tale rather than simply tell it. Anybody can tell the tale. And that's what AMZN bears do best. They blather on and on about razor slim margins (they're "worse" than that now) and operating losses (they just keep getting "bigger," don't they?), yet the stock ranks as one of the most resilient, if not the most resilient, on the market. In a world that's all too often impossible to figure out, AMZN bears spend their days wondering how this market "injustice" can persist. They're wasting their time. And, for the few who actually short this thing routinely, they're wasting their money. I doubt all of these bravado-spewing, conquest-making, bedpost-notching AMZN shorts have cost bases between, say, $230 and $260 on their positions. I would be shocked if one of the biggest AMZN bears, somebody named Paulo Santos, who makes Seeking Alpha look like Seeking Beta, has any cash left to eat. Unless you're Donald Trump (or Jeff Bezos), how can you possibly remain solvent shorting this stock? Whenever I say it, investors who live and die by the numbers (just like stats geeks who cannot comprehend the nuance of sport) ask where are my numbers to support an AMZN bull case? Sometimes I like to use numbers; more often than not, I don't. That's because, increasingly, they mean little in this stock market. From one perspective, that does concern me, but then I collect my thoughts. Here's all that matters with Amazon -- investor faith in management and visibility.