How to Buy Amazon Shares UK for Beginners in 2024

Amazon (NASDAQ: AMZN) shares could be a great option if you’re based in the UK and want exposure to the US stock market. While some UK brokers charge premiums to access international shares, others offer a commission-free service.

In this guide, we explain how to buy Amazon shares in the UK with low fees. We also discuss the share price potential of Amazon, allowing you to make an informed investment decision.

How to Buy Amazon Shares in the UK in 5 Easy Steps

Let’s start with a quick walkthrough on how to buy Amazon shares in the UK:

  1. Step 1: Choose a stock broker: You’ll first need to choose an FCA-regulated stock broker that offers access to the US markets. eToro is a great option; this top-rated broker allows you to buy Amazon shares without paying commission.
  2. Step 2: Register an account: It takes just minutes to register an account with eToro. Click the ‘Create account’ button and fill out the registration form. Enter some basic personal information and verify your ID.
  3. Step 3: Decide how many Amazon shares to buy: Amazon shares currently trade at $182 each. However, eToro supports ‘fractional’ shares; so you can invest any amount from $10 (about £8) upward.
  4. Step 4: Make a deposit: Once you have decided how much to invest, you’ll need to deposit some funds into your eToro account. You can use a UK debit/credit card, bank transfer, PayPal and Paysafe.
  5. Step 5: Buy Amazon shares: Now that you have a funded your eToro account, search for ‘Amazon’. To complete your Amazon share purchase, enter the amount you wish to spend. Click “Buy”.

Later in this guide, we offer a more detailed walkthrough on how to invest in Amazon shares in the UK.

Where to Buy Amazon Stock in the UK

You’ll need to find a suitable online broker when exploring how to buy Amazon shares in the UK. Not only should your chosen broker offer access to the NASDAQ at competitive fees, but it should be regulated by the Financial Conduct Authority (FCA.)

Below, we reveal the best stock brokers in the UK for buying Amazon shares.

1. eToro –  Buy Amazon Shares With Zero Commission

eToro is a multi-asset broker that offers thousands of shares from the UK, US, Europe, and beyond. It’s one of the best brokers to buy Amazon shares since it offers 0% commission for stock and ETF trading.

That means you’ll pay no fees to buy Amazon shares in the UK. Few other UK brokers offer completely commission-free trading on US shares making eToro one of the most competitive platforms on the market.

Amazon price chart

eToro is user-friendly and offers a wide range of tools to help traders and investors. Traders can take advantage of technical charting features with dozens of built-in indicators to help you find the best opportunities to buy and sell AMZN.

Many novice traders take advantage of the eToro copy trading feature that allows you to track and mimic other more experienced traders on the platform. 

Investors can dive into Amazon’s financial data, including balance sheets, cash flow and income statements. eToro also offers access to 12-month price targets from Wall Street analysts.

eToro also offers an Amazon-specific news feed, making it easy to stay up to date on the latest happenings around this tech giant.

eToro is regulated in the UK by the FCA. It’s simple to open a new account with just $100 (depending on your country).

Approx No. Shares Pricing System Cost to Trade Amazon Shares
5,000+ 0% commission for stock trades None

Pros pros

  • 0% commission to buy and sell AMZN
  • Technical charting platform to find buying opportunities
  • Tracks Wall Street analyst price targets
  • Offers access to Amazon’s financial data

Cons cons

  • Small withdrawal fee
  • Cannot create custom technical indicators
  • $10 per month fee after 12 months of inactivity

Risk disclaimer: 74% of retail CFD accounts lose money – your capital is at risk. 

2. XTB – FCA Regulated Broker Specialising in CFDs 

Second on our list of for the top places to buy the best shares in the UK, XTB is an FCA-regulated broker that specializes in contracts-for-differences (CFDs). This means that you’ll be able to trade Amazon shares without owning them. CFDs track the value of Amazon shares in real-time and offer a range of perks. For example, you can trade Amazon shares with leverage of up to 1:5. So, if you risk £500 on an Amazon buy order, you can enter a position worth £2,500.

Additionally, XTB also supports short-selling. If at any point you believe Amazon shares are overvalued, XTB makes it easy to profit from a potential stock price decline – you simply need to place a sell order. XTB is also one of the most cost-effective places to trade Amazon shares. It doesn’t charge any trading commissions and spreads are very competitive.

Amazon shares on XTB

For instance, the spread on Amazon shares is just $0.43. This means that you’ll pay just $0.43 for every Amazon share that you trade. XTB also supports more than 2,000 other shares. This includes other popular US companies like Tesla, Apple, Microsoft, and Meta Platforms. You can also trade shares listed in the UK and the European markets.

XTB also supports commodities like gold and oil, not to mention forex and indices. However, as a UK investor, you won’t have access to cryptocurrencies. There is no minimum deposit requirement at XTB and the broker accepts UK debit/credit cards and bank transfers. A selection of e-wallets are also supported.

If you’re new to CFDs, consider opening an XTB demo account. It’s completely free and allows you to trade shares with virtual funds.

Approx No. Shares Pricing System Cost to Trade Amazon Shares
2,100+ Commission-free on all UK and international shares. Variable spread-only – no commissions are charged.

Pros pros

  • One of the best day trading platforms in the UK for leverage
  • No commissions are charged on any supported share markets
  • Tight spreads of just $0.43 for every Amazon share traded
  • No minimum deposit requirement

Cons cons

  • You will not be an Amazon shareholder, as you’ll be trading CFDs

CFDs are complex instruments and come with a high risk of losing money rapidly due to leverage. 77% of retail investor accounts lose money when trading CFDs with this provider.

3. AvaTrade – Top Rated Broker With Low Stock Spreads and Fast Account Opening

AvaTrade is registered and licensed in many regions throughout the globe, with its headquarters located in Dublin, Ireland. At the time of this writing, it has an impressive 4.7 star rating on TrustPilot, out of over 8,000 reviews. This is quite rare and is testimony to the standard of customer care and the fluidity at which the platform operates.

AvaTrade is perfect for beginner stock traders as it is very easy to set up your account and start trading shares such as Amazon (available as a CFD). Most clients report a positive relationship with their personal account manager – many providers have a personal account manager that is difficult to get hold of, or does not do an adequate job. This is actually where a large proportion of the positive online reviews come from.  

Everything about AvaTrade is streamlined and easy to use. It has a simple interface for easy and direct trading. There are no withdrawal fees, though there is a £100 minimum deposit. Fees for CFDs are low, though inactivity fees are £50 per quarter with an additional £100 per year (£300 for 12 months of inactivity – you need to be active with AvaTrade). Leverage is up to 1:30. 

It’s clear where AvaTrade shines and where it is lacking. It’s perfect for novice and intermediate stock and ETF traders, as it is a low fee provider with quick setup times and an excellent reputation for customer service. The platform also offers copy and social trading Through AvaSocial, ZuluTrade, MQL5 Signal, and DupliTrade.  

It’s not really suited to Forex traders so much as it has higher fees and does not offer a wide range of functional trading features in comparison to other providers. It’s a simple platform with features that are ideal for new investors. It has a low number of offerings (250+), but this might be beneficial to those interested in focusing their attention without getting distracted. 

What are the downsides of AvaTrade? It’s not regulated by the FCA and it only offers CFDs on stocks, without any direct share ownership. It also has high inactivity fees, high FX fees, and a relatively large minimum deposit of £100. But there are no commission fees with AvaTrade. 

Approx No. Shares Pricing System Cost to Trade Amazon Shares
Not stated Fees are incorporated into the spread. Generally 0.5 – 2.0 points. No commission fees. Undisclosed. Likely between 0.5 – 2.0 points.

Pros pros

  • Low spread for Amazon stock, with no commission
  • Top customer service with a dedicated account manager
  • Quick account setup
  • Easy to use and simple platform, perfect for beginners

Cons cons

  • Only supports CFD instruments
  • Not FCA regulated
  • High inactivity fees

CFDs are complex instruments and come with a high risk of losing money rapidly due to leverage. 76% of retail investor accounts lose money when trading CFDs with this provider.

4. Trade Nation – Commission-Free Trading Accounts With Spreads of $0.02 per Share          

Trade Nation is a user-friendly CFD broker with its own proprietary platform – TN Trader. We found that Trade Nation offers highly competitive fees – especially when trading Amazon shares from the UK. For example, there are no trading commissions to pay, irrespective of the share market. Moreover, Trade Nation offers spreads of $0.02 per slide when trading Amazon shares.

For example, suppose you decide to trade two Amazon shares – you’ll simply pay $0.04 to enter the market. And when closing your position, you’ll again pay just $0.04. Unlike other CFD brokers, spreads on Trade Nation are fixed. This means that you’ll always know exactly what you’re paying. If you decide to trade shares from other markets, the spread model is slightly different.

Trade Nation review

For example, UK shares can be traded with spreads of 0.1%. This means you’ll pay just £1 for every £1,000 traded. European shares are less competitive, as spreads amount to 0.2%. In addition to shares, Trade Nation supports plenty of other markets. This includes dozens of forex pairs, commodities, and indices.

When it comes to safety, Trade Nation is regulated by multiple licensing bodies. Not only in the UK but Australia, South Africa, and the Bahamas. Client-owned funds are held in segregated bank accounts. To deposit funds into a Trade Nation account, you can use a debit/credit card, bank transfer, or Bitcoin. You can also start off with the Trade Nation demo account, which is free to use.

Approx No. Shares Pricing System Cost to Trade Amazon Shares
Not stated Commission-free on all UK and international shares. Spreads vary depending on the market. Fixed spread of $0.02 per traded share, per slide.

Pros pros

  • Trade Amazon shares with spreads of $0.02 per slide
  •  Spreads are fixed – so you always know what you’re paying to trade
  • Leverage of up to 1:5 is available on Amazon shares
  • Regulated by the FCA and other licensing bodies

Cons cons

  • Only supports CFD instruments

Financial Spread Bets and CFDs are complex instruments and come with a high risk of losing money rapidly due to leverage. 75% of retail investor accounts lose money when trading CFDs with this provider.

Why Invest in Amazon?

Amazon is one of the largest companies globally. It has also provided investors with significant gains since it went public in 1997. However, this doesn’t necessarily mean that Amazon is a suitable investment for your portfolio.

In this section, we explore the Amazon investment thesis. Read on to determine whether buying shares in Amazon is right for you.

Note: Amazon shares trade in the US, so its share price is quoted in US dollars. For this reason, in this guide, we discuss Amazon’s share price history and potential in US dollars.

Amazon Has Generated Significant Returns Since it Went Public

Those holding Amazon shares long-term have witnessed significant returns. For instance, when Amazon went public in May 1997, its shares were priced at just $0.09 (adjusted for multiple stock splits – more on this later).

So, in 1997, it would have cost you just $900 to buy 10,000 Amazon shares. Although Amazon has gone through a lot of volatility over the prior decades, it’s now worth over $182 per share. This means that since it went public, Amazon has increased in value by over 202,000%.

AMZN max price chart

Therefore, if you invested $5,000 into Amazon shares in 1997, your money would now be worth $10.6 million.

In comparison, the FTSE 100 has offered mediocre returns. The UK’s benchmark stock index contains the 100 largest companies on the London Stock Exchange. Since its inception in 1984, the FTSE 100 has increased by just 627%. This is just a fraction of Amazon’s 202,000% gains.

Amazon shares are currently trading at about $175, that’s just 6% below its all-time high of $186.57 it reached on July 8, 2021. However, Amazon’s long-term value could be significantly higher – as we explain throughout this guide.

Q1 2024 Earnings Exceeded Wall Street Expectations 

When assessing the potential of an Amazon stock investment, you should evaluate the firm’s quarterly earnings report. This is a legal requirement for all publicly listed companies and it outlines Amazon’s performance in the most recent three-month period. In other words, quarterly earnings reports give you an in-depth view of how Amazon is performing.

Amazon’s most recent earnings report covered the first three months of 2024. As far as its key metrics go, net income more than tripled to $10.43 billion, or $0.98 per share, from $3.17 billion, or $0.31 per share a year earlier. Revenue rose 13% year over year to $143.3 billion. Both profit and revenue beat Wall Street analysts’ expectations. The results were driven by ad revenue and demand for its cloud services.

Amazon is the world’s largest online retailer by market cap, but its empire extends beyond e-commerce. It also dominates the market for cloud services with its Amazon Web Services (AWS) business, although Microsoft with its could offering is hot on its heels.

AWS is already Amazon’s most profitable business, contributing more than 60% to the e-commerce giant’s profit, but only accounting for about 17% of its revenue.

  • AWS posted revenue of $25 billion in the quarter, rising 17% from a year earlier, beating analysts’ expectations.
  • Ad revenue totaled $11.84 billion, up 24% year over year, slightly higher than forecasts. 

Robust Balance Sheet Will Fuel Innovation and Acquisitions  

Amazon has one of the strongest balance sheets globally. This ensures that Amazon can weather any economic storm. Amazon held almost $87 billion in cash and short-term investments at the end of the first quarter. With this liquidity, there is no concern about its ability to fund its investment plans. 

Additionally, its strong financial position will enable Amazon to do what it does best; innovate. Its research and development division is industry-leading, covering everything from artificial intelligence (AI) and machine learning to drone deliveries and autonomous supply chain management.

Amazon can also use its robust cash flow position to increase its acquisition strategy. As it embraces AI technology, in September, it pledged to invest as much as $4 billion in AI start-up Anthropic, which created a ChatGPT rival. As part of the deal, Anthropic said it will use AWS for “a majority of workloads” and AWS-designed chips to train future AI models.

Some of its other recent acquisitions include Metro-Goldwyn-Mayer ($8.5 billion), Whole Foods ($13.7 billion), and Zoox ($1.2 billion). This strategy enables Amazon to diversify into lots of different markets, rather than relying solely on its e-commerce division.

Amazon Has a Well-Diversified Business Model   

Amazon has a highly diversified business model that covers a wide range of products, services, and target markets.

Let’s break down some of its core divisions:


Amazon’s e-commerce division sits at the heart of the company. This can be broken down into two core segments.

First, it allows third-party merchants to sell their products on the Amazon marketplace. This is a risk-averse strategy, as Amazon isn’t required to directly purchase or hold stock. Moreover, sellers will distribute products directly to the customer – Amazon simply takes a commission.

That said, third-party merchants can also sign up for the Fulfilled by Amazon service. This means merchants send their products to an Amazon warehouse. Amazon will then ship the products once they are purchased from a customer.

Second, Amazon also has its own products and services that can purchased on its website. This enables Amazon to target much higher profit margins, as it sells directly to consumers. Either way, Amazon sells every product type imaginable – from clothes, TVs, and books to gaming consoles, smartphones, and merchandise.

Amazon Prime

Amazon Prime, which offers consumers a range of benefits, such as free shipping and a video and music streaming service, is also an important division of the company. Amazon Prime has about 200 million members, 167 million of them in the U.S.

Amazon Web Services

Cloud computing is a huge growth market; Amazon Web Services (AWS) is the market leader in this space. For example, as of Q4 2023, AWS has a 31% market share. Microsoft Azure and Google Cloud have 24% and 11%, respectively.

AWS market share latest

Although AWS saw a slight drip in the fourth quarter (down from 32%) and Microsoft’s Azure is narrowing the gap, cloud services remain a huge revenue and profit driver for Amazon. After all, in the first quarter, the cloud division contributed $25 billion to revenue and accounted for $9.4 billion of the company’s total operating income of $15.3 billion.


Amazon is also present in the grocery niche – allowing US, and also UK, consumers to order their food and beverages online. It offers super-fast deliveries to Prime members at competitive pricing. It already has an established distribution system, not to mention a fully-fledged supplier network after its Whole Foods acquisition.

Currently, Amazon’s grocery division represents just a 2% market share – just a fraction of Walmart’s 18% in the US. However, this is still a new market for Amazon, so it’s expected to grow significantly in the coming years.

Amazon Pharmacy 

Another high-growth market in Amazon’s portfolio is pharmaceuticals. Put simply, it now runs a full-service online pharmacy, offering affordable drug prices and speedy deliveries.

Like many of its divisions, additional perks are available to Prime members. For example, Prime members receive free 2-day shipping, while standard members need to wait 4-5 days. Moreover, Amazon Pharmacy accepts most US insurance plans, a key factor for many when choosing a provider.

Amazon Has Further Untapped Potential in Advertising  

Advertising could be one of Amazon’s biggest revenue drivers in the coming years. Currently, it’s also one of Amazon’s fastest-growing markets. For example, in the first quarter of 2024, advertising contributed more than $11.84 billion to revenue, up 24% year over year.

After all, Amazon is home to hundreds of millions of customers – whether that’s through e-commerce, video streaming, or cloud computing services. Crucially, Amazon has access to an unprecedented amount of data, allowing it to offer highly targeted ad campaigns. Amazon also leverages AI in the advertising process, for instance, to suggest products and services specifically to each user.

According to Andy Friedland at Swiftly, a technology platform offering services to retailers, Amazon’s advertising division could grow to $100 billion annually.

Continued Improvements to Amazon’s Distribution Network  

One of the most important drivers for Amazon’s e-commerce business is speed. Consumers want to conveniently order products online and receive their items quickly. While Amazon is already known for its efficient delivery processes, improvements continue to be made. Amazon recently invested significant resources into its US delivery network, switching to a regional model to save costs and increase speeds.

Amazon Share Price History – How Much Is Amazon Stock Worth

In this section, we’ll take a much closer look at the Amazon stock price history. This will enable you to gauge what sort of returns Amazon could produce in the future.

Amazon became a publicly traded company in May 1997 – less than three years after the company was founded by Jeff Bezos. Its IPO set an initial price of $18 per share. Amazon issued 3 million shares, meaning it raised just $54 million from investors. However, Amazon has initiated four stock splits since its IPO. As such, Amazon’s IPO price should be adjusted to $0.09.

What Does It Mean When Amazon ‘Splits’ Its Stock

  • Publicly traded companies like Amazon will often ‘split’ their stocks. This is often to make their stocks more affordable to the average investor.
  • When Amazon splits its stock, it means that current investors receive additional shares. However, this doesn’t increase the value of their investment, as the share price is adjusted accordingly.
  • Since its 1997 IPO, Amazon has split its stock four times. This includes a 2-for-1 in 1998, 3-for-1 in 1999, 2-for-1 in 1999, and 20-for-1 in 2022.
  • Stock splits are carried out when the share price is so high that its become a barrier for many investors. News of a stock split are generally welcome by investors, because it may indicate confidence in future share price growth.

After going public, Amazon shares witnessed a major price increase. This was because internet stocks were a hit commodity during the late 1990s. This period was known as the ‘ bubble’. However, Amazon, like most internet stocks, capitulated when the bubble burst. In fact, CNBC explains that at one point, Amazon shares were down 90% from their prior highs. Crucially, it took Amazon more than a decade to recover from the burst of the bubble.

Nonetheless, those who bought Amazon shares in the 2000s are now looking at significant growth. After all, Amazon hit an all-time high of more than $186 in July 2021. Compare this to its IPO price of $0.09, and that’s gains of over 194,000%.

In terms of more recent price performance, Amazon shares are trading just about $11 off its record high. The price more than doubled in the past five years and has gained 17% so far this year.  In contrast, the Nasdaq Composite index has risen 7.6% this year.

How Much is Amazon Worth?

  • The value of Amazon is determined by its ‘market capitalization’. This takes the current stock price and multiplies it by the number of Amazon shares in circulation.
  • Currently, Amazon has a market value of over $1.88 trillion.
  • This puts Amazon in an exclusive Trillion Dollar Club with the likes of Apple, Microsoft, Alphabet and Nvidia.

Amazon Stock Forecast

You might be wondering what the future holds for Amazon’s share price. While predicting future stock prices is challenging, one of the best resources is analyst ratings and price predictions.

Amazon analyst ratings

These are given by sell-side investment bank analysts who cover the stock. They will estimate where the share price will be in the future based on fundamental and technical analysis. They also declare whether they recommend investors buy, hold or sell a certain stock.

According to 60 sell-side analyst ratings over the previous three months, Amazon is rated as follows:

  • Strong Buy: 44
  • Buy: 14
  • Hold: 2
  • Sell: 0
  • Strong Sell: 0

These figures show that Wall Street overwhelmingly views Amazon as a solid investment. The consensus price target for Amazon shares in 12 months is $207.32, a 13% upside.

      Does Amazon Stock Pay Dividends?

      If you’re looking to earn passive income through quarterly dividends, Amazon won’t be the right stock for you. Although Amazon is one of the largest and most successful companies globally, it has never paid a dividend.

      Instead, Amazon reinvests its retained earnings back into its growth. Not only in terms of research and development but acquisitions too. Over the past years, this strategy has paid off in consistent revenue and profit growth.

      Some Brokers Charge a Premium on Non-UK Shares

      You should consider investment fees when buying Amazon shares in the UK. This is because some UK brokers charge a premium on international shares. For example, Hargreaves Lansdown charges a 1% FX fee when investing in Amazon stock. You’ll pay this fee twice – when entering the market and again when you sell. This is in addition to Hargreaves Lansdown’s £11.95 commission (also charged twice).

      In contrast, eToro allows UK investors to buy Amazon shares without paying any commission. This makes eToro cost-effective in the long run – especially if you’re planning to invest in lots of different US companies.

      Can I Add Amazon Shares to my Stocks and Shares ISA?

      • Yes, Stocks and Shares ISAs not only support UK shares but also international ones.
      • This means that you can add Amazon shares to your ISA and benefit from long-term tax advantages.
      • Just make sure your chosen ISA provider offers competitive fees – especially when buying and selling US-listed shares like Amazon.

      How to Buy Amazon Stock UK Tutorial

      If you’re ready to buy Amazon shares in the UK, we will now explain the process step-by-step.

      We’re using eToro for this tutorial because:

      • It’s regulated by the FCA
      • You won’t pay any commissions to buy or sell Amazon shares
      • You only need to meet a $10 (about £8) minimum investment
      • You’ll also have access to thousands of other shares
      • It’s user-friendly and you can deposit funds with a UK debit/credit card, e-wallet, or bank transfer

      Follow the steps below to buy Amazon shares in under five minutes.

      Step 1: Open an eToro Account

      First, you’ll need to visit the eToro website to open an account. Select “Create account” from the main page and fill up the form by providing your email, name and country of residence.

      Step 2: Upload KYC Documents

      All FCA-regulated brokers follow standard KYC (Know Your Customer) procedures. This means that eToro will ask for some verification documents to prove your identity.

      Upload a passport, ID card, residence card or a voter card.

      The process is automated and shouldn’t take long.

      Step 3: Deposit Money 

      You’ll need to deposit some money before you can buy Amazon shares in the UK.

      You can choose from the following payment methods:

      • Debit/credit card
      • Paysafe
      • PayPal
      • Bank transfer

      Step 4: Buy Amazon Shares

      You can now search for Amazon shares on the web trading station. Once you type ‘Amazon’ into the search box, you’ll see the stock appear.

      How Do I Sell Amazon Shares?

      • After buying Amazon shares on eToro, you can keep tabs on your investment at any time.
      • If you want to sell your Amazon shares, you can also do this the same way you bought your shares.
      • eToro enables you to cash out the entire position in one click. Alternatively, you can also sell a percentage of your Amazon shares.
      • After you sell, eToro will add the proceeds to your cash balance.


      Most analysts at major investment banks that cover maintain a ‘Strong Buy’ recommendation for the stock. Amazon shares are up 23% this year, outperforming the Nasdaq Composite index. Amazon displayed solid revenue and earnings growth in its most recent quarter, exceeding Wall Street analysts’ expectations.

      If you’ve done the research and want to buy Amazon shares in the UK, consider eToro. You won’t pay a premium to invest in US-listed stocks, as eToro offers a commission-free service. eToro is regulated by the FCA, for your peace of mind.

      CFDs are complex instruments and come with a high risk of losing money rapidly due to leverage. 74% of retail investor accounts lose money when trading CFDs with this provider.



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      Kane Pepi
      Kane Pepi

      Kane Pepi is an accomplished financial and cryptocurrency writer who has an extensive portfolio of over 2,000 articles, guides, and market insights. With his expertise in specialized subjects such as asset valuation and analysis, portfolio management, and financial crime prevention, Kane has built a reputation for providing clear explanations of complex financial topics. He holds a Bachelor's Degree in Finance and a Master's Degree in Financial Crime, and is currently pursuing his Doctorate degree, which focuses on investigating the complexities of money laundering in the cryptocurrency and blockchain technology sectors. Kane's wealth of knowledge and experience in the field make…