Here’s a totally different take on Amazon today.

AMZN: Amazon shares set record high on profit fueled by Kindle e-books, video

The company also said fourth-quarter revenue rose 22 percent to $21.27 billion as it grabbed a big share of online spending during the holidays. But it was the profit that initially caught Wall Street’s eye.

“It was a much better-than-expected gross margin, a strong forward indicator to drive margin expansion. What is really important is gross profit dollars and that line is stronger,” said Ken Sena at Evercore Partners.

The gross profit margins were 24 percent in the fourth quarter, compared with Wall Street expectations of about 22 percent.

“Incredibly strong margins,” said Jordan Rohan, an analyst at Stifel Nicolaus. Amazon generated the highest quarterly gross margin in its North America business in more than three years, he noted.

Amazon mainly operates as a retailer, buying physical products at wholesale prices, storing them and then selling at a slight mark-up to consumers online.

But the company has expanded into other businesses that are potentially more profitable, including cloud computing, digital content and acting as an online marketplace for other merchants.

These newer businesses are growing faster than the company’s original retail operations, boosting profitability.

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