I personally believe in Amazon, but their metrics are indeed obscene. I don't own any stock, and won't buy any until it pulls back at least 10%, and even then I

I personally believe in Amazon, but their metrics are indeed obscene. I don't own any stock, and won't buy any until it pulls back at least 10%, and even then I'd be analyzing why it fell the 10%. The fact is it is rarely too late to invest in a company if you do it prudently. The difference is Amazon being your portfolio - and being part of your portfolio. Given its obscene metrics you shouldn't allocate a large percentage of your wealth in it. A good proxy would be index funds. You should really only have more of your wealth in Amazon than what would be allocated to it from something like an sp500 index fund if: 1. you are wealthy enough to take the risk 2. you are smarter than everyone else and know AMZN is a great stock By the way, chances are you aren't smarter.