AMZN | Healthy Pullback Complete — Buyers Eye The $278 Liquidity

By analyzing the #AMZN (Amazon) chart on the Daily timeframe, we can see that price remains firmly within a long-term uptrend, riding cleanly inside a rising price channel and printing higher structure along the way.

Each leg up has confirmed the trend with a fresh bullish BOS — strong evidence that buyers remain in control of the bigger picture.

📊 Daily Timeframe
On the Daily, the structure is textbook bullish — a series of BOS to the upside inside the ascending channel. In the most recent leg, price pulled back below the 0.5 equilibrium ($238.82) — a healthy, well-earned correction rather than a sign of weakness — and reacted right from the daily Order Block ($219.58 – $226.49), exactly where demand should step in.

Price is now trading around $245.34, pressing into a zone that also acts as a bearish Order Block, so I expect it to pause and consolidate here for a bit. The key trigger: a daily candle close above $249.75 would print an iCHoCH to the upside and confirm the continuation — opening a clear path toward the buy-side liquidity (BSL) resting overhead at $278.82 (the 1.0 extension). The whole bullish thesis stays valid above the Protected Low at $195.91, with the deeper Breaker Block ($188.71 – $198.99) beneath it as structural support.

⏱️ 1H Timeframe



On the 1H, price had been printing bearish BOS after bearish BOS on the way down into the correction. That's the short-term picture that now needs to flip. The level to watch is the Protected High at $249.51: if price can reclaim and break it, that's the lower-timeframe confirmation that buyers have wrestled back control — and it aligns perfectly with the daily $249.75 trigger, stacking both timeframes into one clean signal for the push toward the liquidity above.

🎯 The Bias
My base case is bullish continuation. The daily uptrend is intact, the correction into discount is complete, and price has already reacted from the Order Block. What I want now is confirmation: a daily close above $249.75 (and the 1H reclaim of $249.51). On that trigger, I look for the move toward the BSL at $278.82. In my view, as long as AMZN holds above the Protected Low ($195.91), every dip remains a buying opportunity rather than a reversal — but I'll respect that the current bearish OB may cap price briefly before the breakout.

📰 Fundamental Backdrop
The bullish structure lines up with a genuinely strong run of catalysts. Amazon just posted a record Prime Day, generating roughly $26.4 billion in US sales — a clear signal of robust consumer demand that should feed directly into Q2 numbers. On the AI front, the company launched a $25 billion bond sale to fund its aggressive data-center and cloud buildout (2026 capex tracking toward ~$200 billion), and just landed a high-profile deal with Warner Bros. to power agentic AI advertising technology on AWS. Analyst sentiment is warming ahead of earnings — Goldman Sachs raised its price target, and the Street consensus sits well above current price. The next major catalyst is Q2 earnings on July 30, with analysts modeling around $196 billion in revenue on the back of AWS growth (last quarter grew 28%) and a booming ad business. The one caution worth flagging: heavy AI capex has compressed free cash flow and made the recent bond sale less favorably received — so the earnings print, and management's commentary on spend, will be the real test. For now, price action and fundamentals point the same way: higher.

This analysis will be updated as the market evolves. If this breakdown added value, drop a like 👍 and a comment 💬 to support the work — and share where you see Amazon heading next! Best Regards, BigBeluga 🐳