IBUY, IPAY, and GAMR represent compelling themes powering the evolution of the digital consumer
Amplify ETFs, a leading provider of breakthrough ETF solutions, is highlighting three of its thematic strategies—Amplify Online Retail ETF (IBUY), Amplify Digital Payments ETF (IPAY), and Amplify Video Game Leaders ETF (GAMR)—as investors gear up for a holiday spending season impacted by online retail, digital payments and gaming entertainment.
Generative AI shopping assistants and recommendation engines are expected to drive a surge in online holiday spending, with AI-driven traffic to retail sites projected to rise more than 500% year over year.1 Consumers are embracing this new wave of intelligent shopping by researching products, comparing prices, and completing purchases through AI-integrated platforms that make every transaction smarter, faster, and more personalized.
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Holiday spending is expected to reach record highs overall. U.S. online sales from November 1 through December 31, 2025, are projected to exceed $253 billion, representing a 5.3% increase from last year, with more than half (56%) of purchases expected to occur on mobile devices.2 Video game and console sales during Cyber Week 2025 are projected to grow by 1,010% and 1,040%, respectively, compared to the daily average from January-August.3 Cyber Monday alone is forecast to top $14.2 billion in spending, while Buy Now, Pay Later transactions are projected to drive more than $20 billion in online purchases, up 11% from last year.4
IBUY has captured the steady expansion of online retail since its 2016 inception, delivering a cumulative performance of 198% (as of 10/31/2025; click here for Standardized Performance). The fund includes innovators like Etsy Inc, Expedia Group Inc, Wayfair Inc, and Booking Holdings Inc, which exemplify how mobile commerce and AI-powered personalization are redefining how the world shops (as of 10/31/25; holdings subject to change; click here for fund holdings).
IPAY provides exposure to the fintech infrastructure supporting billions of transactions worldwide. Since its 2015 inception, the fund has delivered 122% cumulative performance, reflecting the evolution of digital and contactless payments (as of 10/31/25; click here for Standardized Performance). With exposure to American Express Co, Visa Inc, PayPal Holdings Inc, Mastercard Inc, and Coinbase Global Inc, IPAY represents the heartbeat of the global payments revolution—where cashless, mobile, and frictionless experiences are now standard (as of 10/31/25; holdings subject to change; click here for fund holdings).
As the first video gaming ETF, GAMR’s performance history highlights how interactive entertainment has developed into a significant and fast-changing segment of the digital economy. GAMR has delivered a cumulative performance of 337% since its inception in 2015 and 50% year-to-date (as of 10/31/2025; click here for Standardized Performance). As gaming continues to intersect with AI, cloud computing, and social platforms, the fund’s exposure to companies such as Advanced Micro Devices Inc, NVIDIA Corp, Microsoft Corp, Meta Platforms Inc, Sony Group Corp, and Nintendo Co Ltd aligns with key developments shaping the sector (as of 10/31/25; holdings subject to change; click here for fund holdings).
“IBUY, IPAY, and GAMR were built on forward-looking insights into how digital platforms would transform shopping, payments, and entertainment,” said Christian Magoon, CEO of Amplify ETFs. “Nearly a decade later, the long-term performance of these funds affirms that the themes they were founded on have become foundational to the modern economy. We believe the ETFs remain well positioned to capture the next wave of growth as technology continues to reshape consumer behavior.”
Together, these funds provide a glimpse into the digital economy’s evolution, from the initial clicks of online shopping to the rise of AI-curated retail, frictionless payments, and virtual entertainment ecosystems.
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