Jungle Fever On the Web

In today's retail thicket, Amazon is online king

Its primary business is selling a decidedly low-tech commodity: books. Daily, it must stare down a Goliath competitor that has more stores than it has employees. Last quarter it lost nearly $25 million. Now it's rolling the dice and expanding. Would you invest in this company?

If the company is Amazon.com--arguably the hottest ticket on the runaway train of electronic commerce--you surely might. Presuming, of course, you're not already late to the station. Amazon's stock, which rose more than 37 points in a single day last week, is flirting with doubling its value in the month of November alone....

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