The vast majority of major stocks experienced double-digit percentage losses during the COVID-19 lockdown, but Amazon wasn’t one of them. On the contrary, the online retailer continues its upward trajectory. If you do want to buy Amazon shares of your own, you will need to use a UK share dealing account that gives you access to the US-based NASDAQ.

In this article, we explain how to buy Amazon shares online in the UK. This covers the steps required to buy Amazon shares in the fastest, cheapest, and safest way, as well as the best UK broker to do this with.

Step 1: Find a UK Stock Broker That Offers Amazon Shares

width=200With Amazon now boasting one of the largest market capitalizations globally, it will come as no surprise to learn that lots of UK brokers now allow you to buy its shares. But, this isn’t to say that all brokers are worth considering.

On the contrary, you need to spend some time looking at the types of fees and commissions the platform charges, what UK payment methods are supported, and crucially – whether or not the broker is licensed by the FCA.

Taking all of this into account, below you will find some popular UK stockbrokers that allow you to buy Amazon shares online.

1. eToro – Leading Social Trading Broker With No Commission


eToro is a market leading broker that providers access to more than 800 stock, including Amazon. This broker is very competitive when it comes to pricing, as you can buy shares without needing to pay any share dealing charges or annual fees.

One of the unique aspects of eToro is that it allows you to both buy shares in the traditional sense and trade share CFDs. By trading CFDs, you can speculate on the price going down and use eToro’s 1:5 leverage to make larger trades.

eToro is famous for being a social trading platform, meaning that you can engage with other members of the trading community. It also offers innovative copy trading tools, meaning you can copy the entire portfolios of top-performing investors!

Minimum deposits start at $200, which is around £160. With that said, eToro does not require you to purchase whole Amazon shares, which are now priced at well over $1,000 each. Instead, you can invest from just $50 (about £40), meaning you can buy a ‘fraction’ of Amazon shares.

When it comes to the safety of your funds, eToro is regulated by the FCA, as well as ASIC (Australia) and CySEC (Cyprus), so you’re funds are protected. Another benefit of eToro is that it offers a brilliant stock trading app that you can use to buy Amazon shares on your mobile.


  • User-friendly online stock broker
  • Buy shares without paying any commission or share dealing charges
  • 800+ shares listed on UK and international markets
  • Buy shares or trade CFDs
  • Social and copy trading tools
  • Accepts PayPal
  • Mobile trading app
  • Holds an FCA licence


  • Not suitable for advanced traders that like to perform technical analysis

67% of retail investor accounts lose money when trading CFDs with this provider.

2. Fineco Bank – Established Share Dealing Platform With Low Fees


Although you might not have heard of Fineco, the Italian-based financial institution has been active since 1999. On top of traditional personal and investment banking services, the provider also offers a fully-fledged online stock trading arena. Not only does this include thousands of CFD instruments, but also a comprehensive offering of traditional shares.

Fineco is one of the cheapest online stockbrokers to buy Amazon shares from, not least because you will pay just £2.95 per trade. As such, whether you decide to invest £100, £500, or £50,000, you will always pay just £2.95 when you buy, and then again when you sell. It is also notable that you can buy Amazon shares at Fineco without paying any spreads.

We should, however, note that you will need to pay a small annual platform fee at Fineco, which amounts to 0.25% on everything up to £250,000. Nevertheless, Fineco is also suitable if you want to diversify into shares, markets, or economies, as the broker gives you access to a significant number of ETFs and investment funds. Once again, fees are extremely competitive. In fact, you can buy and sell funds without paying any dealing fees at all.

You can get started at Fineco with a minimum deposit of just £100, and you will need to fund your account via a UK bank transfer. The broker is heavily regulated, which ensures that your funds are kept safe at all times. This includes that all-important FCA license.


  • Charges just £2.95 per trade when buying and selling shares
  • Access to thousands of UK and international shares
  • Deposit funds with a UK bank account
  • Heavily regulated – including an FCA license
  • Suitable for both newbies and seasoned investors
  • Great research and educational department
  • Established way back in 199


  • Does not accept deposits and withdrawals via debit/credit cards
  • Still relatively unheard of in the UK investment scene

Step 2: Research Amazon Shares

Although Amazon has rewarded shareholders handsomely over the past decade or so, it is important that you conduct your own research nonetheless. In this part of our guide, we explore some of the most important factors that you need to consider prior to buying Amazon shares.

Launched in 1994 by Jeff Bezos, Amazon began life as an online bookstore. It then moved into other areas of online retail, such as DVDs, CDs, and consumer goods. Just three years after its foundation, Amazon made the decision to go public. Opting for tech-oriented NASDAQ, Amazon shares were initially priced at $18. This valued the company at just under $500 million.

It was a somewhat rocky ride for Amazon in the years to follow, as Amazon benefited greatly from the dot com boom. But, and much like the rest of its industry counterparts, Amazon suffered heavily in the fallout of the subsequent dot com crash. In fact, it took near-on 14 years for its shares to regain the heights it achieved before the crash.


Since then, it has been nothing but an upward trajectory for Amazon shareholders. In fact, at the time of writing in July 2020, Amazon shares are priced at just under $2,900. This translates into a stock price increase of nearly 16,000% from its initial IPO price. However, you also need to factor in several stock splits along the way – meaning your return on investment would be even higher.

In simple terms, had you invested £1,000 in Amazon back in 1997, your investment would now be worth over £1.2 million. To put all of this into perspective, Amazon now has a market capitalization of well over $1.44 trillion. Not only this but founder and CEO Jeff Bezos is personally worth over $177 billion.

Amazon Dividend Information

Taking all of the above into account – that Amazon is now on the largest, most successful, and most profitable businesses in the world – you might be surprised to learn that the company is yet to pay a single cent in dividends. This is somewhat uncanny when you consider just how financially strong the firm is.

However, the company has reiterated that it plans to reinvest its dividends to keep the business growing. After all, the company has diversified into heaps of other, cutting-edge sectors that are cash-flow heavy. This includes artificial intelligence, cloud computing, and digital streaming.

Should I Buy Amazon Shares?

Still not sure whether you should buy Amazon shares? Whenever you’re investing in a company, whether it be Amazon or the likes of Facebook or Netflix, it’s always important to do your research. Below we list some of the reasons why you might want to consider adding Amazon to your portfolio.

All-Time High Territory Is Upon Us


Swing traders will be all over Amazon at the time of writing; not least because the trend continues to point northwards. More specifically, Amazon shares have been just below the all-time high territory experienced in April 2021.

This is particularly interesting when you consider the impact that the COVID-19 pandemic had on the wider stock markets – with some of the largest PLCs losing anywhere between 30-50% in value. Ultimately, there is no reason to believe that Amazon’s fortunes will end any time soon, so it will be interesting to see how high it can go in the coming 6-12 months.

Core Retail Business Continues to Thrive Year-on-Year

When we see the kind of stock market growth that Amazon has encountered in the past few years, you would normally attribute this to an up-and-coming firm like Tesla. However, it is important to remember that Amazon and its primary core business model – online retailing, have been around since 1994.

Adding in the factor of pent-up demand caused by the pandemic, and it looks like a great environment for Amazon to thrive. Q1 2021 results noted a 44% increase in revenue from the previous year, whilst net income rose to $8.1billion – more than triple the figures for Q1 2020.

Loyalty of the Amazon Brand is Key

Customer loyalty is absolutely key if Amazon intends to retain its position at the top of the online retailing space. This is especially the case when you look at the numbers associated with its Prime membership service. According to data from Digital Commerce 360, Amazon’s US customers for Prime show a 93% retention rate after the first year, with this rate rising to 98% in the second year. This showcases just how loyal Amazon’s customers are.

Also, a Bank of America study found that 67% of Prime members are either unlikely or very unlikely to cancel their plan. While 6% said they planned to cancel, this is actually 2% less than the same study that was carried out the year prior.

Unprecedented Diversification

While online retail is booming for Amazon, let’s not forget about its other innovative projects. For example, the firm recently entered the online grocery space. In order to get a firm grip on this sector, as well as investing big in Deliveroo and landing a chunk of their shares. Amazon is expanding its super-fast 1/2 hour delivery times. Moreover, it has also scrapped its $15 monthly fee for the majority of its Prime members. In turn, this is expected to attract even more subscribers to its Prime service.

Then you have Amazon Web Services (AWS), which generated a remarkable $45.37 billion in revenue in 2021. This is more than both Google and Microsoft put together in terms of their respective cloud computing. Amazon is also increasing its exposure to artificial intelligence and drone deliveries, so this is yet another set of sectors to keep an eye on in the coming years.

Step 3: Open an Account and Deposit Funds

So now that you have a bit of background information about Amazon, you are now ready to take the next step. As such, we are now going to take you through the steps of buying Amazon shares online in the UK. While there are many suitable brokers to choose from, we have decided to show you how to invest in stocks with eToro.

This is because the FCA-regulated platform allows you to buy Amazon shares without paying any fees or commissions, and you can instantly deposit funds with a debit/credit card or e-wallet.

So, the first thing that you need to do is head over to the eToro website and open an account.


67% of retail investor accounts lose money when trading CFDs with this provider.

On top of choosing a username and password, you will need to provide a range of personal information. This will include your full name, home address, date of birth, and contact details.

You will also be asked to verify your identity. You can do this at a later date if you are not planning to deposit more than €2,000 (about £1,800). But, you will need to do this before you make a withdrawal. As a result, it’s best to upload the required documents now.

This will include your:

  • Passport or Driver’s License
  • Recent Utility Bill or Bank Account Statement

You will also need to meet a minimum deposit threshold of $200 (about £160) at the eToro. However, you don’t need to invest the full amount straight away, as you can just $50 (about £40) worth of Amazon shares.

In terms of supported payment methods, eToro accepts the following options:

  • Debit Card
  • Credit Card
  • Paypal
  • Skrill
  • Neteller
  • UK Bank Transfer

Once you confirm the deposit, the funds will be credited instantly (apart from a bank account transfer).

Step 4: Buy Amazon Shares

Now that you have funded your brokerage account, you are ready to buy Amazon shares. If opting for eToro, all you need to is enter ‘Amazon’ into the search box at the top of the page, and then click on the result that pops up (like below).


After that, click on the ‘Trade’ button.


67% of retail investor accounts lose money when trading CFDs with this provider.

To complete the investment process, you will be asked to enter your total stake in USD. As long as the amount is above $50, you can invest as much or as little as you please. Finally, click on ‘Open Trade’ to buy Amazon shares!


Note: If you are buying Amazon outside of standard market hours (9.30 am to 5 pm, Eastern Standard Time), you will need to click on ‘Set Order’. Your share purchased will then be completed when the markets open.

Amazon Shares Buy or Sell?

So, wrapping everything up, are Amazon shares a buy or a sell opportunity? We definitely feel it is the former, as there is no reason to bet against the eCommerce giant in 2021. The innovation that Amazon has shown through new services and tweaks to its business model have allowed the company to flourish during the hard times brought about by the COVID-19 pandemic – and these changes look set to help boost share price further going forward.

As recently as May 2021, the Wall Street Journal reported that Amazon have agreed to purchase the movie studio MGM for a total of $6.5 billion. Although this seems like a significant outlay, it is actually a shrewd acquisition by Amazon; by purchasing MGM, they are looking to directly compete with the likes of Netflix and Disney in the video streaming sector. If Amazon can gain further market share, it’ll mean great things for revenues – and ultimately, the share price.

In addition, Amazon’s advertising and cloud-computing services just continue to grow and provide large streams of revenue. With cloud computing expected to grow around 18% per year, there’s a great chance for Amazon to lodge itself as the number one player in this sector. Adding to this credibility, many top ratings companies have recently lifted their price targets for Amazon – with JPMorgan predicting it to reach between $4,350 and $4,500!

In summary, we do believe Amazon is a good buy opportunity. The long term prospects of the company are solid, and the constant innovating in products and services is ensuring Amazon don’t grow stale. If they can continue growing their AWS branch, and challenge Netflix and Disney in the streaming services arena, then we could certainly see some further bullish momentum over the next 6-12 months.

The Verdict

In summary, those who backed Amazon during the start of its corporate journey are now staring at 6-figure percentage gains. Why it can be frustrating to have missed out, it is arguably not too late to get on board. In fact, over the past 12 months alone the firm has increased its stock value by over 52%. With Amazon consistently breaking new all-time highs in 2020, there is no knowing just how big this NASDAQ stock can get, which is why it’s considered to be one of the best shares to buy by many commentators.

As such, if you’re looking to get your hands on some Amazon shares in the fastest, safest, and most cost-effective way possible, we suggest using eToro. With 0% commission, innovative copy trading tools, and an FCA license, eToro is an all-round excellent choice.

Simply click the link below to get started!

eToro – Buy Amazon Shares With No Commission


67% of retail investor accounts lose money when trading CFDs with this provider.

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About Kane Pepi PRO INVESTOR

Kane Pepi is a British researcher and writer that specializes in finance, financial crime, and blockchain technology. Now based in Malta, Kane writes for a number of platforms in the online domain. In particular, Kane is skilled at explaining complex financial subjects in a user-friendly manner. Academically, Kane holds a Bachelor’s Degree in Finance, a Master’s Degree in Financial Crime, and he is currently engaged in a Doctorate Degree researching the money laundering threats of the blockchain economy. Kane is also behind peer-reviewed publications - which includes an in-depth study into the relationship between money laundering and UK bookmakers. You will also find Kane’s material at websites such as MoneyCheck, the Motley Fool, InsideBitcoins, Blockonomi, Learnbonds, and the Malta Association of Compliance Officers.

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