Like its "FAANG" peers, Amazon is having a heck of a year in 2017. Year-to-date, this $576 billion e-commerce behemoth has rallied nearly 60% higher, leaving the rest of the broad market in its dust. And while no shortage of investor attention has turned to the apparent battle between Amazon and big brick-and-mortar rivals like Walmart Stores Inc. (WMT - Get Report) putting more resources behind their web presence, the bottom line is that there's room for both to rally right now.
Still, Amazon remains the undisputed king of e-tail -- and that's translating into the price action Monday afternoon.
Simply put, after charging higher all year long, Amazon is showing signs that shares could have even more to run in the final stretch of 2017 (and beyond).
To figure out how to trade it for Cyber Monday, we're turning to the charts for a technical look at what's happening in Amazon.
At a glance, it's not hard to figure out the pattern that's been in play all year long. Since last fall, Amazon has been bouncing its way higher in a very well-defined uptrending channel, catching a bid on every test of trendline support on the way up. But something significant changed with the breakout move through the top of Amazon's price channel at the end of last week -- Amazon is accelerating its uptrend.
Simply put, buyers are sending a message right now -- despite a rally that's propelled shares significantly higher this year, buyers are still clearly in control of the price action right now.
Evidence of that is being mirrored in Amazon's relative strength line, the indicator down at the bottom of this stock's price chart. Relative strength has been making higher lows of its own since the start of the calendar year, an indication that Amazon isn't just rallying here, it's continuing to outperform the rest of the S&P 500 right now. As long as that relative strength uptrend remains intact, Amazon remains predisposed to outperform.
While it may feel odd to jump into Amazon as shares hit new highs this week, the breakout higher in shares indicates that AMZN could have a lot higher to go before the end of the year.
From a risk-management standpoint, the 200-day moving average has been acting like a decent proxy for support since last fall -- that makes it a logical place to park a protective stop below if you decide to take the Amazon trade here.
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