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amazon amzn stockThe Amazon (AMZN) story is really starting to sound like a broken record because that’s what they keep doing. The 2013 holiday season, deemed the best ever in the company’s history, saw 426 item sold every seconds for a total of 36.8 million on Cyber Monday.

That represents a 39% increase from last year, which some are attributing to a consumer shift toward smartphone shopping.

More than five toys a second were ordered from a mobile device, and the new Xbox One and PlayStation sold at the rate of more than 1,000 units every minute at the peak of sales between Thanksgiving and Cyber Monday. Furthermore, its annual membership program—Amazon Prime—experienced record sign-ups and sales.

Amazon will deliver its fourth-quarter earnings on Thursday, Jan. 30, and translate the number of orders into dollar figures for shareholders. Last year, the company reported a 45% drop in profit for the quarter and missed earnings estimates. This year it’s a whole different story.

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