Also consider shorting companies whose products you dislike or no longer use. I did that with RIM (i think its called Blackberry now) cause i dumped my blackberry phone (years ago).
AMZN is to "retailing" (regardless of whether online or not)... what WalMart was 30-50 years ago. Definitely not a "passing fad".
Just rambling out loud here.... but could the govt (especially the EU) force a breakup of AMZN in the future?
Only difference is that when people started getting really excited about Wal-Mart stock (mid-1980s) the market cap was MUCH smaller than the largest companies in the market at the time (unlike Amazon), and WMT "only" traded at 30-40x earnings during its most euphoric periods (unlike Amazon that trades at 180x earnings). Thinking that shareholders who buy AMZN at today's levels will do as well as WMT shareholders who bought during 1980s levels is too optimistic in my opinion. Also interesting to note that WMT has had three declines in shareprice where top-tick buyers lost 80% of their money prior to rebounds.
I'm more likely to trade hungover than drunk (unless last night was particularly rough--then it's 'still' rather than 'already'). I understand how that would increase your risk tolerance, but I know me, and that wouldn't be a winning combination. I have a tendency to pull the trigger too soon on trades before I take in all my research into it--and those trades are losers about 60% of the time. Adding booze into the mix strikes me as a risk that exceeds my historical margin of return. I'd be interested if you find the article though.