Nov. 28 at 6:21 PM
Amazon stock rebounded above a key level on Black Friday amid mixed signals for U.S. e-commerce.
Thanksgiving online sales reached
$6.4 billion, up 5.3% year-over-year, slower than last year’s 8.8% growth. Salesforce reported 3% growth with order volumes down 2% and average selling prices up 8%, highlighting tariff impacts.
Retailers offered deep discounts early, with electronics deals averaging 28% off. Amazon promoted up to 55% off during “Black Friday Week” and leveraged a Friday NFL matchup for visibility. JPMorgan noted Amazon’s 46% U.S. e-commerce market share and reiterated a buy rating.
Other e-commerce stocks moved modestly: Shopify, Etsy, eBay, Walmart, and Target all edged higher. Amazon’s shares have been volatile, rallying early November on strong Q3 results and an AWS deal with OpenAI, then pulling back amid AI-related sell-offs. The stock is down 5% for the month but stabilized after a 5% weekly gain, reclaiming its 21-day moving average.
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