Oblivious--Interesting word for a long. This stock is clearly controlled by big players who support it and force it higher, making money on puts and calls along the way. At some point they pull the plug and go the other way. You will know when suddenly a spate of wise articles (paid for by these same big players) appear, stating AMZN stock is in a bubble and ready to fall. So far it has been easy to push higher due to light volume (not counting trading back and forth to manipulate price). Once there is downward pressure from real sellers, it will be easier to go with that momentum, and they will. Hard to know when that will happen, but they have nothing more in the news to justify pushing it higher .