At a glance
IBUY charges 0.65% a year, above the 0.53% average of the 7 funds most like it (the 7th cheapest of 8). It has $107.3M in assets, the 3rd largest of that group; it paid 0.28% of its price in distributions over the past 12 months, semiannual. Over the past year it returned −6.8% with distributions reinvested (S&P 500: +11.5%), 3rd of those 8 funds; over three years it returned +20.2% a year. At its worst it fell 36.1% in the 2020 crash (S&P 500: 33.7%) and 56.4% in the 2022 bear market (S&P 500: 24.5%). Its ten largest positions make up 28.3% of the fund, out of 82 in all.
The short version
Amplify Online Retail ETF (IBUY) is an index fund that tracks the EQM Online Retail Index. It holds roughly 80 global companies that make much of their money from online shopping, travel booking and online marketplaces. Each stock gets about the same weight, so smaller names like Wayfair and Etsy count as much as Booking Holdings. Its 0.65% expense ratio is above the 0.53% average for similar funds, and it lost 55.6% in 2022.
Price history
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IBUY -6.8% over the year to Oct 27, 2026, total return with distributions reinvested.
How it has behaved
| YTD | 1 yr | 3 yr | 5 yr | 10 yr | Since start | |
|---|---|---|---|---|---|---|
| IBUY official prospectus, to Dec 31, 2024 | — | +15.13% | — | -8.20% | — | +12.02% |
| IBUY price data to Oct 27, 2026 | -5.4% | -6.8% | +20.2% | -8.4% | +10.1% | +10.3% |
- Over the year to Oct 27, 2026, IBUY returned -6.8%, 3rd of 8 among similar funds.
- Its 5-year annualized return was -8.4% and its 10-year +10.1%.
- In the 2020 COVID crash it fell 36.1% and regained its old high 1.6 months after the low.
- Its worst full calendar year was 2022 (-55.7%); its best was 2020 (+123.8%).
- The deepest fall in its price history was 73% (Feb 12, 2021 to Oct 14, 2022), not yet recovered.
Show as a table
| Year | Price data | Prospectus (official) |
|---|---|---|
| 2026 (to date) | -5.4% | — |
| 2025 | +15.3% | +15.13% |
| 2024 | +20.1% | +20.30% |
| 2023 | +38.0% | +37.72% |
| 2022 | -55.7% | -55.63% |
| 2021 | -23.0% | -22.95% |
| 2020 | +123.8% | +123.46% |
| 2019 | +28.5% | +28.37% |
| 2018 | -1.9% | -1.57% |
| 2017 | +50.3% | +50.18% |
| 2008 financial crisis stocks fell Oct 9, 2007 – Mar 9, 2009 | Before this security existed |
|---|---|
| 2020 COVID crash stocks fell Feb 19, 2020 – Mar 23, 2020 | Lost 33% over that stretch · deepest drop along the way 36.1%, back to its old high 1.6 months after the low |
| 2022 bear market stocks fell Jan 3, 2022 – Oct 12, 2022 | Lost 56% over that stretch · deepest drop along the way 56.4%, not recovered by the end of the data |
Dividends and income
Show as a table
| Year | Per share | Change |
|---|---|---|
| 2026 (to date) | $0.1200 | |
| 2025 | $0.0800 | -87.1% |
| 2020 | $0.6200 | +313.3% |
| 2019 | $0.1500 |
What's inside
As of Jun 30, 2026, the fund held 82 securities; the ten largest made up 28.28% of assets. It also reported 3.65% in a money-market fund, most likely cash collateral from lending out shares rather than uninvested money.
| Holding | Weight | |
|---|---|---|
| Wayfair Inc | 3.30% | |
| Hims & Hers Health Inc | 3.04% | |
| Affirm Holdings Inc | 2.93% | |
| TripAdvisor Inc | 2.89% | |
| Maplebear Inc | 2.78% | |
| Etsy Inc | 2.73% | |
| Peloton Interactive Inc | 2.68% | |
| Revolve Group Inc | 2.67% | |
| MSC Industrial Direct Co Inc | 2.67% | |
| DoorDash Inc | 2.59% | |
| Bed Bath & Beyond Inc | 2.58% | |
| Spotify Technology SA | 2.55% | |
| Booking Holdings Inc | 2.50% | |
| Liquidity Services Inc | 2.48% | |
| Expedia Group Inc | 2.45% |
By country
United States 74.02%Sweden 4.78%Germany 3.51%China 2.97%Japan 2.87%By asset type
Stocks 99.77%What changed recently
- Over the three months to Jun 30, 2026, investors withdrew a net $13.9M (creations minus redemptions, per the N-PORT report).
- Monthly total returns reported for that quarter: +8.71%, -0.57%, +2.78%.
How it works
Amplify Investments runs the fund, with Penserra Capital Management as sub-adviser. The fund tries to match the EQM Online Retail Index, which VettaFi creates and maintains. It puts at least 80% of net assets into the index's stocks. Some are held as depositary receipts, which are certificates that let investors own shares of foreign companies on US or global exchanges. Each company must fit one of four segments: traditional online retail, online travel, online marketplaces, or omnichannel retail. Omnichannel means retailers that combine stores and digital sales, such as buy online and pick up in store.
To qualify, a company needs a market value of at least $300 million, a share price of at least $5, and average trading of at least $2 million a day over six months. It also needs an Altman Z-Score of -2 or higher. That score estimates how likely a company is to go bankrupt. Pure online businesses must get at least 70% of revenue online or have at least $100 billion in online sales. Omnichannel retailers need online sales of at least 10% of their retail sales. They also need either more than $2 billion in revenue or a top-5 share of global online retail.
Stocks are weighted about equally. Omnichannel retailers are capped at 10% combined, and non-US companies at 25%. The index rebalances in May and November, which resets the weights. Turnover was 34%. As of June 30, 2026, the fund held 82 companies, and the 10 largest made up 28.3% of assets.
What it really costs
- IBUY charges 0.65% a year, versus an average of 0.53% for the similar funds below (7th of 8, cheapest first).
- Using the prospectus's standard example, $10,000 invested would cost about $66 in the first year and $810 over 10 years (assuming a 5% annual return).
| Cost of $10,000 (SEC example) | 1 yr | 3 yrs | 5 yrs | 10 yrs |
|---|---|---|---|---|
| IBUY | $66 | $208 | $362 | $810 |
In a retirement portfolio
IBUY is a narrow, volatile bet on e-commerce and consumer spending with almost no income, so it fits as a small add-on rather than a foundation.
IBUY gives focused exposure to online retail, travel and marketplace stocks. Its history shows how hard that can be on someone drawing from savings. It launched in 2016, so it has no record from the 2008 crisis. In the 2020 COVID crash it fell 36.1% but was back at its peak by May 6, 2020. In the 2022 bear market it dropped 56.4%. Its deepest fall was 73%, from February 2021 to October 2022, and it had not recovered as of October 27, 2026. Selling shares after a drop like that locks in the loss. Income is small: the yield was 0.28% as of October 27, 2026, paid twice a year. In the SEC's standard example, $10,000 invested costs $66 in fees over one year and $810 over 10 years. Past results don't predict the future, and a plan should look at the whole portfolio, not one fund.
Who it may suit — and who should look elsewhere
May suit
- Investors who want a small, deliberate slice of online retail, travel and marketplace stocks, with smaller companies weighted equally alongside larger ones.
- People who like equal weighting, where Wayfair, Hims & Hers and Affirm each count about as much as Booking Holdings or DoorDash.
- Long-term investors who can sit through deep swings, including a 73% peak-to-trough drop from February 2021 to October 2022.
Look elsewhere if
- Investors who need income: the yield was 0.28% as of October 27, 2026, paid only twice a year.
- Cost-conscious investors: the 0.65% expense ratio ranks 7th of 8 among similar funds, which average 0.53%.
- Anyone looking for a core holding: it is tied closely to consumer spending, with three-year volatility of 24.4% and a 55.6% loss in 2022.
Close alternatives
Matched by holdings overlap from the latest N-PORT reports.
| Fund | Overlap | Cost | Net assets | 1 yr | 3 yr |
|---|---|---|---|---|---|
| IBUY this fund | — | 0.65% | $107.3M | -6.8% | +20.2% |
| MILN Global X Millennial Consumer ETF | 32% | 0.5% | $95.3M | -12.5% | +15.2% |
| BUYZ Franklin Disruptive Commerce ETF | 31% | 0.5% | $5.1M | -18.6% | +15.7% |
| ONLN ProShares Online Retail ETF | 25% | 0.58% | $60.9M | -7.6% | +25.6% |
| CLIX ProShares Long Online/Short Stores ETF | 24% | 0.65% | $6.2M | -3.4% | +20.8% |
| PNQI Invesco NASDAQ Internet ETF | 22% | 0.6% | $512.2M | -10.9% | +20.2% |
| EBIZ Global X E-commerce ETF | 22% | 0.5% | $28.4M | -17.7% | +20.2% |
| RSPD Invesco S&P 500 Equal Weight Consumer Discr… | 20% | 0.4% | $328.9M | -4.9% | +13.3% |
Questions investors ask
Is IBUY a good investment for retirement?
It fits better as a small, higher-risk add-on than as a core retirement holding. IBUY holds about 80 e-commerce, online travel and marketplace stocks, and its returns swing widely. It gained 123.46% in 2020 and lost 55.63% in 2022. The yield was just 0.28% as of October 27, 2026. Its 0.65% expense ratio is above the 0.53% average for similar funds. Retirees who may need to sell in a downturn face real timing risk with a fund this volatile.
What's the difference between IBUY and ONLN?
IBUY and ProShares Online Retail ETF (ONLN) both target online retail, but only about 25% of their holdings overlap. ONLN costs less, at 0.58% a year versus 0.65%. Over the three years to October 27, 2026, ONLN returned 25.6% a year and IBUY returned 20.2% a year. Over one year, IBUY lost 6.8% and ONLN lost 7.6%. IBUY is larger: it had $107.3 million in net assets as of June 30, 2026, versus $60.9 million for ONLN as of August 31, 2026.
Does IBUY pay dividends?
Yes, but very little. IBUY pays distributions twice a year. Over the 12 months to October 27, 2026, it paid about $0.20 per share, a yield of 0.28%. The prospectus says the index is designed for potential capital appreciation, meaning share-price growth, not income. Investors who rely on regular cash from their portfolio would need to get most of it from other holdings.
What are IBUY's top holdings?
As of June 30, 2026, IBUY's largest holdings were Wayfair (3.3%), Hims & Hers Health (3.0%), Affirm Holdings (2.9%), TripAdvisor (2.9%) and Maplebear (2.8%). Next came Etsy, Peloton, Revolve Group, MSC Industrial Direct and DoorDash. The index weights stocks about equally, so no single company dominates. The top 10 made up 28.3% of a fund holding 82 companies. About 74% was in US companies, with smaller slices in Sweden, Germany, China and Japan.
Has IBUY recovered from its 2021 crash?
No, not as of October 27, 2026. IBUY peaked on February 12, 2021, then fell 73% to its low on October 14, 2022. It has bounced back since, gaining 37.72% in 2023, 20.3% in 2024 and 15.13% in 2025. But it was down 5.4% in 2026 through October 27 and still below its 2021 high. Over the five years to that date, it lost 8.4% a year on average.