Home 
Today's Top Picks 
Top Performers 
Watchlist 
My Robo Portfolios 
ETF Zone 
How It Works 
News - Chart
- Upturn Summary
- Fund Details
Upturn AI Summary
Amplify Online Retail ETF(IBUY)
Advisory History & Simulated Performance *
*as per simulation (see disclosures)- ALL
- 1Y
- 1M
- 1W
- BUY Advisory
- SELL Advisory (Profit)
- SELL Advisory (Loss)
- Profit
- Loss
- PASS (Skip)
Stock price based on last close Advisory Performance History (Simulated)
Upturn Advisory & Investor View for IBUY
11/06/2026: IBUY (1-star) has a low Upturn Star Rating. Not recommended to BUY.
Amplify Online Retail ETF (IBUY) provides targeted exposure to the e-commerce sector through a modified equal-weight index. Its main strength lies in its diversified approach to mid- and large-cap online retail firms, preventing over-concentration in few companies. It is primarily used as a thematic growth tool within a diversified portfolio. However, investors should be aware of the high volatility and susceptibility to macroeconomic and regulatory risks impacting the e-commerce industry. IBUY is best suited for growth-focused investors who can tolerate thematic risk for long-term potential gains.
How to Read the Upturn Advisory
The Upturn Star Rating and the current BUY, SELL, or PASS advisory are generated by Upturn’s AI advisory engine based on proprietary signal analysis, price behavior, advisory history, and historical signal performance.
ETF holdings, costs, diversification, valuation, risks, and market conditions provide supporting context about the fund.
Investor Fit
| Investor style | Fit | Why |
|---|---|---|
| Growth investor | Strong fit | The fund captures the secular growth trend of digital commerce and the expansion of online consumer spending. |
| Momentum investor | Strong fit while signal remains positive | When e-commerce stocks lead the market, IBUY often exhibits high-momentum characteristics suitable for tactical allocation. |
| Value investor | Weak fit | The underlying holdings often trade at high price-to-earnings multiples, making it unsuitable for traditional value strategies. |
| Dividend/Income investor | Weak fit | The fund focuses on growth-oriented companies that rarely pay significant or reliable dividends. |
| Low-risk investor | Weak fit | The high volatility of thematic e-commerce stocks creates significant price swings that are unsuitable for conservative portfolios. |
Investor Profile
Ideal Investor Profile
Growth-oriented investors seeking targeted exposure to the digital economy and the secular growth of online retail.
Suitability
Best suited for long-term growth portfolios or tactical investors who want to capitalize on the digital transformation of retail.
Risk Profile
| Risk factor | Level | Why it matters |
|---|---|---|
| Volatility | High | The concentrated focus on growth-oriented e-commerce stocks leads to significant price fluctuations compared to the broader market. |
| Market risk | Medium / high | The ETF is sensitive to changes in consumer spending and broader economic health affecting discretionary sectors. |
| Concentration | Medium | While the equal-weight strategy mitigates large-cap dominance, the fund is inherently concentrated in a single thematic sector. |
| Tracking/expense | Low | The fund generally tracks its underlying index effectively, though the expense ratio is higher than broad market index funds. |
| Liquidity | Medium | While generally liquid, sudden sector-wide selling can impact the bid-ask spread of underlying smaller holdings. |
| Business/sector quality | Medium / high | Success is tied to the continued profitability and growth of companies purely dependent on online business models. |
Risk Analysis
Volatility
IBUY is inherently volatile due to its focus on growth-centric consumer sectors that react strongly to macro shifts.
Market Risk
Risks include high valuations in the tech sector, sensitivity to consumer spending habits, and regulatory threats.
What the ETF Owns
| Exposure Type | Exposure | Weight (%) | Retail Investor Read |
|---|---|---|---|
| Sector | Consumer Discretionary (Online Retail/E-commerce) | 98 | This represents the core basket of companies driving the shift toward digital consumption and online marketplace dominance. |
| Cash/collateral | Cash and Cash Equivalents | 2 | A small liquidity buffer is held to manage daily inflows, outflows, and operational expenses. |
Analysis of Past Performance
Type ETF | Historic Profit -7.47% | Avg. Invested days 38 | Today’s Advisory Consider higher Upturn Star rating |
Upturn Advisory Rating  | Upturn Advisory Performance  2.0 | ETF Returns Performance  1.0 |
| Profits based on simulation | Last Close 11/06/2026 |
Note: This website is maintained by Upturn Corporation, which is an investment adviser registered with the U.S. Securities and Exchange Commission. Such registration does not imply a certain level of skill or training. Investing in securities has risks. Past performance is no guarantee of future returns. No assurance is provided as to any particular investment return, and you may lose money using our services. You are strongly advised to consult appropriate counsel before making any investments in companies you learn about through our services. You should obtain appropriate legal, tax, investment, accounting, and other advice that takes into account your investment portfolio and overall financial situation. You are solely responsible for conducting due diligence on a potential investment. We do not affect trades for you. You will select your own broker through which to transact. Investments are not FDIC insured, they are not guaranteed, and they may lose value. Please see the Privacy Policy, Terms of Use, and Disclosure for more information.
All company names, trademarks, logos, and brands are the property of their respective owners and are used for identification and informational purposes only. Use of these names, trademarks, and logos does not imply endorsement by their respective owners.