, Inc. (NASDAQ:AMZN) house brand Belei joins rivals such as Kylie Cosmetics and Glossier, Inc. (NASDAQ:AMZN) house brand Belei joins rivals such as Kylie Cosmetics and Glossier, Inc. (NASDAQ:AMZN) house brand Belei joins rivals such as Kylie Cosmetics and Glossier Inc. is making a play for the beauty category with a new line of skin-care products at a time when digitally-native brands are driving sales across the sector.

Amazon’s AMZN, +1.22% Belei features a dozen items including a charcoal balancing mask ($18), a dark spot solution serum ($22) and a vitamin C moisturizer ($35).

Brands like L’Oreal and Maybelline are among the wide range of big-name beauty products on the Amazon site. Belei is now being sold among these brands.

Amazon launched its first house brands in the early 2000s and now has more than 125 names, according to the 2019 Amazon Consumer Behavior Report published this week.

“[I]ts focus on continuing the growth of the collection demonstrates their commitment to diversifying their product selection and driving incremental growth to their retail arm,” industry tracker Feedvisor wrote.

A search for Kylie and Morphe products on the Amazon site also yields results.

“Both brands drove very strong traffic in stores, suggesting our guests are motivated to make more trips to the store to try these products in person,” said Dillion. “To update you on Kylie Cosmetics, which launched in mid-November, we experienced very strong sell-through on the 28 lip products we offer and were essentially out-of-stock for a few weeks at the end of the quarter.”

Dillon credited the brand with not just driving traffic, but bringing in more diverse customers and new acquisitions. She said Ulta has gotten more Kylie merchandise and is adding new items.

“Cowen views Ulta’s ability to continuously find key brands like Kylie and Morphe as an important way to broaden its customer file moving forward, as both brands brought new, primarily younger, shoppers into Ulta stores in Q4,” wrote Cowen analysts led by Oliver Chen.

Cowen rates Ulta shares outperform with a $370 price target.

Overall, the bias in prices is: Upwards.

Note: this chart shows extraordinary price action to the upside.

By the way, prices are vulnerable to a correction towards 1,678.44.

The projected upper bound is: 1,911.97.

The projected lower bound is: 1,733.06.

The projected closing price is: 1,822.51.


A white body occurred (because prices closed higher than they opened).
During the past 10 bars, there have been 9 white candles and 1 black candles for a net of 8 white candles. During the past 50 bars, there have been 30 white candles and 20 black candles for a net of 10 white candles.

Three white candles occurred in the last three days. Although these candles were not big enough to create three white soldiers, the steady upward pattern is bullish.

Momentum Indicators

Momentum is a general term used to describe the speed at which prices move over a given time period. Generally, changes in momentum tend to lead to changes in prices. This expert shows the current values of four popular momentum indicators.

Stochastic Oscillator

One method of interpreting the Stochastic Oscillator is looking for overbought areas (above 80) and oversold areas (below 20). The Stochastic Oscillator is 91.7197. This is an overbought reading. However, a signal is not generated until the Oscillator crosses below 80 The last signal was a sell 11 period(s) ago.

Relative Strength Index (RSI)

The RSI shows overbought (above 70) and oversold (below 30) areas. The current value of the RSI is 73.77. This is where it usually tops. The RSI usually forms tops and bottoms before the underlying security. A buy or sell signal is generated when the RSI moves out of an overbought/oversold area. The last signal was a buy 58 period(s) ago.

Commodity Channel Index (CCI)

The CCI shows overbought (above 100) and oversold (below -100) areas. The current value of the CCI is 170.This is an overbought reading. However, a signal isn’t generated until the indicator crosses below 100. The last signal was a sell 10 period(s) ago.


The Moving Average Convergence/Divergence indicator (MACD) gives signals when it crosses its 9 period signal line. The last signal was a buy 8 period(s) ago.

Rex Takasugi – TD Profile

AMAZON COM closed up 21.990 at 1,819.260. Volume was 6% below average (neutral) and Bollinger Bands were 14% narrower than normal.

Open High Low Close Volume___
1,796.2601,823.7501,787.2811,819.260 5,767,797

Technical Outlook
Short Term: Overbought
Intermediate Term: Bullish
Long Term: Bullish

Moving Averages: 10-period 50-period 200-period
Close: 1,717.44 1,659.63 1,732.43
Volatility: 19 34 45
Volume: 5,003,405 4,954,948 5,670,930

Short-term traders should pay closer attention to buy/sell arrows while intermediate/long-term traders should place greater emphasis on the Bullish or Bearish trend reflected in the lower ribbon.


AMAZON COM is currently 5.0% above its 200-period moving average and is in an upward trend. Volatility is relatively normal as compared to the average volatility over the last 10 periods. Our volume indicators reflect very strong flows of volume into AMZN.O (bullish). Our trend forecasting oscillators are currently bullish on AMZN.O and have had this outlook for the last 8 periods. Our momentum oscillator is currently indicating that AMZN.O is currently in an overbought condition.

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