I was one of the earlier consumer adopters of Amazon, from the late 90's I was a regular buyer of music, books, and then anything else I could buy online when they opened up the "everything store". I was an inaugural Prime member, and just basically have loved their model as a customer for decades, now.
However, for some reason, despite being a fairly savvy investor, I never bought the stock. Finally in 2013, I bit the bullet and bought 100 shares at $255. It made me nervous, as my largest individual stock purchases at the time (I think BRKb was maybe the only one larger at that point). Therefore, I sold half when it appreciated my targeted amount (which is fairly normal for me) and then sold another 20 shares soon thereafter. Luckily, I held on to 30 shares until today.
I think the moral of the story is that if you are a big believer in a product or service as a consumer, and see that others are too, go ahead and invest for the long haul with your favorites. They're favorites for a reason. Yes - you'll occasionally buy a Sony for their state-of-the-art Betamax platform, but overall, you'll have a degree of comfort and familiarity with what the company is all about.
Disclaimer: I currently have two tranches of puts on AMZN to insulate my position, cause I DO STILL BELIEVE that no tree grows to the sky. It wouldn't hurt my feelings for them to expire worthless (they're way out of the money).
