The Bureau of Historic Losses · Counterfactual Division
What if you'd bought Amazon in 2001?
Post-crash, down ~90%, and widely declared dead. The 'it's just an online bookshop' year.
$100 on 2001-01-02, worth today
US$34,383
As of 2026-06-12, $100 of Amazon bought at 2001's open (US$0.694) is worth US$34,383 — 344×.
total return · dividends reinvested · USD
How much would $100 of Amazon bought in 2001 be worth today?
| You'd have put in | You'd have now | Multiple |
|---|---|---|
| US$100 | US$34,383 | 344× |
| US$1,000 | US$343,831 | 344× |
| US$10,000 | US$3.4M | 344× |
Lump sum on the year's first trading day, total return (dividends reinvested, splits adjusted), valued at the latest close. Past performance isn't a promise — it's a taunt.
What did Amazon do in 2001?
Opened
US$0.694
2001-01-02
Peaked
US$1.09
2001-01-24
Bottomed
US$0.298
2001-09-28
Closed
US$0.541
2001-12-31
Levels are dividend-adjusted, so historical figures look lower than the headline price of the day — that's the total-return lens, and it's the honest one.
Would steady buying have beaten going all in?
US$132,800 deployed as $100 a week from 2001-01-02, under four temperaments — same money, different nerves.
| All in on day one | US$45.7M |
| Steady weekly buys | US$8.3M |
| Sold dips, rebought rallies | US$1.5M |
| Traded it perfectly | US$162.8M |
“Traded it perfectly” requires knowing the future. Nobody knew the future.
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