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Why Amazon.com should be a core holding

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Amazon.com (NASDAQ: AMZN) logo Amazon.com (NASDAQ: AMZN) reported its third-quarter results yesterday and they were excellent. The stock is down $15 today so far to $85 as Amazon did not hit the "whisper number" that was circulating about the Street. Analysts were at $0.18 EPS, Amazon reported $0.19, but the "whisper" was at $0.21-$0.22. So, what do we do now? Simple, kill the name!! Then go back and buy Amazon and make it a core holding.

Amazon is a unique and interesting story, not to mention a category killer. No one can touch Amazon, and the proof has been shown with the shares tripling from $32 to $101 over the past 52 weeks. The so-called value guys who do not understand growth investing will pooh-pooh Amazon and give you the old "I told you so," as the shares are down $15 today from the $101 high. Value guys, take your victory lap, then get out of the way so you don't get run over. Oh, by the way, these are the guys that have been negative on Apple (NASDAQ: AAPL) since it was at $50 (now at $185) and Google (NASDAQ: GOOG) at $150 (now at $665).

Amazon, Apple and Google should be core portfolio holdings for any individual investor -- heck, it's a core holding in most growth mutual funds. So what do they know that the naysayers and purveyors of doom and gloom don't know? It's called dominance -- category killer. Try and replicate any one of these three companies ... Impossible, OK, almost impossible!!

Category killers have massive and growing market shares in their respective niches. Amazon has built up an infrastructure that cannot be touched. Amazon has a customer list growing like a weed that is worth its weight in gold. I have two books on Amazon and I can tell you, they service authors and customers superbly. Amazon has the industry covered like no one else can. Game, set and match.

Apple is THE consumer electronic giant and it's a global dominance story. iPod, iPhone, Mac and many other Apple products own their respective space. With category killer status comes margins: the ultimate barometer. Many value guys just don't get that fact -- he who owns the market share arena, controls the pricing and therefore the rich margins. Apple's visibility for the next four quarters is absolutely salivating ... once again, surprise, surprise, forward numbers will go up again, as they have after the last seven quarterly reports!!

Google's world is so large that it's almost immeasurable. How do you quantify the search engine game? The advertising/marketing game? Very tough, but we do know Google owns it and sets the pricing. Google may be the most relevant company of this generation. I have said it before, like since the IPO, and have been laughed at and accused of Kool-Aid drinking. My response is, it tastes great!!

So Amazon is down $15 from its tripled price. Buy it folks, put it away and let the asset grow. Sure the three names all reported superb numbers, but more importantly, they reported great prospects going forward. This has been the case every quarter for the past couple of years.

Value guys, get used to it. The PE's of these three will not be cheap; if they were I would not want to own them anyways.

Georges Yared is the CIO of Yared Investment Research and the author of Baby Boomer Investing...Where do we go from here?

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Last updated: November 25, 2009: 07:49 AM

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