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Amazon Makes New All-Time High For Third Day In A Row, Inc. AMZN 0.79% shares are trading higher by $6.90 at $720.13 in Thursday's session. This marks the third day in a row the issue has made a new all-time high.

What sparked the recent rally was the announcement that the company will launch a YouTube rival called Amazon Video Direct. Also adding to the rally has been the chaos in retail sector earnings, that many are attributing to shoppers preferring online shopping as to visiting brick and mortar stores.

It should be noted the issue had added nearly $120 since its better-than-expected Q1 report.

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