Jeff Bezos sold nearly 3 million Amazon shares for $665.8 million in early July

Jeff Bezos has sold nearly three million shares of Amazon in the first two days of July, offloading a total of $665.8 million, based on numbers filed with the U.S. Securities and Exchange Commission on Tuesday.

The sale is reportedly part of a plan made public earlier this year, which gives him the green light to dump up to 25 million Amazon shares through May 2026.

This move follows an earlier sale in late June, where Jeff offloaded another $736.7 million in Amazon stock. He may be selling, but he’s nowhere near out. He still holds over 900 million shares, putting his Amazon stake around $200 billion. Jeff hasn’t run the company since 2021, but he’s still calling shots from the top as chairman and still holds more Amazon than anyone else alive.

Jeff unloads stock after headline-making $50 million wedding

Jeff’s latest cash-out came just days after his jaw-dropping $50 million wedding to Lauren Sanchez in Venice, Italy. The event pulled in an obnoxiously A-list crowd: Oprah, Bill Gates, Leonardo DiCaprio, Ivanka Trump, Jared Kushner, and a few Kardashians, because of course. It’s unclear if the wedding had anything to do with the timing of the sale, but let’s not pretend a $50 million price tag doesn’t require serious liquidity.

While all this personal drama plays out, the Amazon chart is telling a different story. According to FactSet, its 50-day moving average just crossed above the 200-day, forming what’s known in technical trading as a golden cross. It’s a signal a lot of chart readers treat as bullish. The numbers are close: the 50-day sits at $206.46, just barely topping the 200-day at $206.04. But in technical analysis, that little flip matters.

The sale comes while Amazon’s summer Prime Day is heating up. What used to be a one-day event now runs for four straight days, ending Friday. Analysts are keeping an eye on this, not just for sales, but for macro trends. Brian White from Monness Crespi Hardt wrote Monday that this window could be a smart time for shoppers to buy before U.S. tariffs go up in the second half of 2025. He called the sale “an opportunity” for anyone trying to dodge inflation later this year.

Prime Day sale pushes Amazon stock momentum

Not everyone’s just watching the charts. The beauty category is expected to dominate Prime Day, according to Dana Telsey of Telsey Advisory Group. She pointed out that beauty sales during Amazon events usually outperform. The U.S. beauty market as a whole is still growing, even if the pace is stabilizing. For Amazon, that means more transaction volume, which could feed into the momentum already building in the stock.

Even after gaining more than 30% over the past three months, Amazon still trades around 8% below its intraday all-time high from early February. But with the golden cross now showing on the chart, there’s talk among technical analysts that the stock could push back up toward those highs if the current rally holds.

The stock dump, the wedding, the Prime Day sales, and the golden cross? All happening in a span of weeks. The numbers are real, the filings are public, and the timing is loud. Jeff cashed out $665.8 million in July. He sold $736.7 million in June. He can still dump more through May 2026. And he’s got the SEC paperwork to keep doing it.