The same idiots telling you to sell at the bottom will be telling you to buy next year at $15. Do your own homework and invest what you can afford to lose. Yesterday I bought Jan 2014 $8 calls at $3.81 which seems like the best risk/reward way to play long term. Assuming they grow low single digits (2%) 2013 earnings will be around 1.40 per share, a forward PE of around 8. I went back and looked at all there financials since they went public on 4/1/1989 and you know what? They have never lost money. Profitable every year. Company doesn't have much debt. And at some point companies like Amazon will have to raise prices to become profitable or they will not exist anymore.