The Bureau of Historic Losses · Counterfactual Division
What if you'd bought Amazon in 2015?
The year AWS's profits became undeniable — and everyone still agreed the stock was 'far too expensive.'
$100 on 2015-01-02, worth today
US$1,546
As of 2026-06-12, $100 of Amazon bought at 2015's open (US$15.43) is worth US$1,546 — 15.5×.
total return · dividends reinvested · USD
How much would $100 of Amazon bought in 2015 be worth today?
| You'd have put in | You'd have now | Multiple |
|---|---|---|
| US$100 | US$1,546 | 15.5× |
| US$1,000 | US$15,464 | 15.5× |
| US$10,000 | US$154,642 | 15.5× |
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 2015?
Opened
US$15.43
2015-01-02
Peaked
US$34.70
2015-12-29
Bottomed
US$14.35
2015-01-15
Closed
US$33.79
2015-12-31
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$59,800 deployed as $100 a week from 2015-01-02, under four temperaments — same money, different nerves.
| All in on day one | US$924,756 |
| Steady weekly buys | US$200,278 |
| Sold dips, rebought rallies | US$126,020 |
| Traded it perfectly | US$478,662 |
“Traded it perfectly” requires knowing the future. Nobody knew the future.
The same $1,000, elsewhere
$1,000 at 2015's open, each valued at the latest close. Hindsight remains undefeated.
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