This Store Just Put Amazon on Notice; Here's What to Do

Between the congressional investigation into antitrust laws violations and the latest reports of price gouging ahead of Hurricane Irma, it's no surprise that some of the media pundits are shorting Inc. (Nasdaq: AMZN).

Now that's certainly one way to play this juggernaut...

But it's definitely not the smartest - unless, of course, you're OK with losing all of your money.

Instead, I've got a strategy you can use that offers unlimited profit potential.

And it's on a retailer that's virtually Amazon-proof...

How Home Depot's "BOPIS" Model Puts You in Position to Make Unlimited Cash

Two months ago, on July 20, Amazon announced it was going to start selling Sears Kenmore branded appliances online, including a line of smart appliances that can be voice-controlled by Amazon's Alexa. Naturally this had a negative impact on many of the brick-and-mortar stores, like Whirlpool Corp. (NYSE: WHR), Best Buy Co. Inc. (Nasdaq: BBY), and Lowe's Cos. Inc. (NYSE: LOW), which all fell a significant percentage in share price that day.

But one store, Home Depot Inc. (NYSE: HD), has rallied higher to over $155 per share ever since falling 4% that day. And this one won't be "Amazon'ed," like the others.

Here's why...

In just the first quarter, HD's online sales rose 23% year over year, and it continues to report strong growth (coming in at +5.5%, +5.8%, and +5.5% again over recent quarters), gross margin preservation, expansion of operating margins, and double-digit earnings per share growth. It's also produced an impressive more than 10% earnings growth rate over the last five years (sourced by InvestorPlace).

And it's all thanks to its "Buy Online, Pick Up in Stores (BOPIS)" model. In fact, about 25% of HD's $3.76 billion in total website sales (almost $1 billion) came from its BOPIS program, according to the Internet Retailer's Report.

Now, I come from a Home Depot background, having worked there in my previous retail life, and it can fulfill many of its orders from local stores - so its delivery is actually much quicker than AMZN's. But the real catalyst behind its successful model is that people like to buy its home repair items, like paint, flooring, tools, and fixtures, in person. They want to be able to take the time to inspect, feel, and gauge everything they're going to buy instead of ordering online.

After all, it's hard to make a big home improvement purchase without actually seeing it for yourself first - and HD gets that. For that reason, the largest home improvement chain in the United States is doing, and will continue to do, very well.

Now, some of the pundits might say that AMZN should still be a concern for the likes of HD, but I just don't see it as substantial an adverse effect as they want us to believe. HD has been strong - despite what AMZN has done. And even with Amazon's multibillion-dollar Whole Foods deal shaking up retailers' share prices again, HD continues to stay relatively strong and bounce back.

Just take a look at its price chart...

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So right now, I encourage you to keep an eye on HD for a possible buy-on-the-dip type of play, using long call options with three to six months until expiration (which will let you exploit any price pops higher).

Tom Gentile is known as America's No. 1 trader, and for good reason. Since 2009, he’s taught over 300,000 traders his option trading secrets, including how to find low-risk, high-reward opportunities. Now he's sharing that insight with you. To get started, just click here – you'll get Tom's twice-weekly Power Profit Trades delivered directly to your inbox, free of charge.

Also, consider using the $145 price level as a technical stop-loss point. This means that if the stock breaks down below that price level on a closing basis, you could consider using that as your signal to close any bullish positions and preserve your capital for the next trade.

Now, I could see HD running higher - up to $155 - in the short term and then back to its prior highs right around $158. So long as the stock keeps going higher, there's no limit to how much money you could make when using call options.

Of course, this isn't an actual trade recommendation - I'm simply showing you why HD is such a strong contender against AMZN and a better way to play the stock than what the pundits are saying on the news networks. So you'll want to speak with your financial professional before making any changes to your portfolio.

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About the Author

Tom Gentile, options trading specialist for Money Map Press, is widely known as America's No. 1 Pattern Trader thanks to his nearly 30 years of experience spotting lucrative patterns in options trading. Tom has taught over 300,000 traders his option trading secrets in a variety of settings, including seminars and workshops. He's also a bestselling author of eight books and training courses.

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