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Amazon's shares saw a significant increase following their recent earnings report, with a notable 7% rise just shy of an all-time high. The growth stemmed primarily from their core retail business, which experienced a 9% sales increase in North America and 12% internationally. Additionally, the advertising segment surged, generating $14.3 billion in revenue—19% higher year-over-year—indicating a shift from its previously nascent status. Amazon Web Services also impressed with a 19% sales increase to $27.5 billion, highlighting the company's robust performance despite a cautious consumer outlook.