Amazon.com Expands Digital Advertising Offerings

The stock is starting 2025 near all-time highs

Jake Scott

Deputy Editor

Jan 9, 2025 at 10:58 AM

AMZN

Amazon.com Inc (NASDAQ:AMZN) continues to revolutionize the digital advertising space with its new Amazon Retail Ad Service, allowing U.S. retailers to integrate its ad technology directly onto their websites. More specifically, the service enables brands to place "contextually relevant ads" on search results and product pages.

Shares of the tech behemoth have shown resilience despite broader market volatility. AMZN finished 2024 with a 44.4% gain, marking its ninth positive year in the last decade. The equity is off to a decent start in 2025, hovering just below its Dec. 16, all-time high of $233 with support at the $220 level.

Despite this strong performance, short-term options traders still favor puts. This is per Amazon.com stock's Schaeffer's put/call open interest ratio (SOIR) of 0.85, which sits higher than 74% of readings from the past year. An unwinding of this pessimism could provide additional tailwinds for AMZN.

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