I am also temporarily short Amazon, but in puts. I absolutely would not short sell this, that's potential suicide.
Amazon is NOT just a 'garden variety' retailer. It is far from. I spend a huge amount of $$ on Amazon for the convenience, and you can buy damned near anything except clothes (well, you might be able to buy clothes, dunno, but I wouldn't buy clothes online).
I picked up my Sony HDV 1080i camcorder, plus all the best lenses there last summer for CHEEP. You can literally buy anything you can think of at Amazon, I know a woman who bought an $18,000 Italian leather couch there for under $2K.
You need a new Kitchenaid stand mixer? 600 thread count sheets? Walmart silicone cookware? An obscure book that's been out of print for 20 years? You can get it in 5 minutes, delivered to your door in 3-10 days, and the shipping costs less than sales tax, which you don't pay.
Just a retailer? As the world computerizes, Amazon and Ebay can replace even Walmart. And more and more people shop there. I have even bought giant things like garden storage bins on Amazon (for LESS than the price of Walmart or Target, and higher quality). Geez, I can find Martingale dog collars for my dog there for 1/3 the price of a pet shop.
Wake up. Amazon is NOT 'just' a retailer... it makes Walmart look like a mom and pop fruit stand for variety and price.
Ebay covers the rest. I bought brand new discontinued rare $360 rollerblades for my little one on Ebay for $40. I doubt I would have found those blades again in this lifetime if not for Ebay (K-2 227G's, 7000 series Aluminum for those who care about that kind of thing).
Between Amazon and Ebay, there is no need to leave your house except to buy food and clothes, and they actually sell both.
You can live in a cave in Arkansas, and if the Post Office delivers there, you can get anything anyone in Midtown Manhattan can buy because of those 2 businesses. They are unique and extraordinary in every sense of the word, and there is no other business model like them in the world.