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Amazon ruining Christmas for its rivals

Amazon hits all-time high
Amazon hits all-time high

Amazon's rivals are trying to get a head start to win the Cyber Monday battles.

The online retailer, which has been rolling out a basket of discounts leading to Black Friday, is seeing its competitors rush to speed up their special post-Thanksgiving weekend promotions.

Wal-Mart and Best Buy will begin their Cyber Monday specials on Sunday. Target is taking a different approach by offering 15-percent off virtually every item on its website on Monday.

Read MoreWal-Mart is moving 'Cyber Monday' to Sunday

Amazon, however, chose not to give shoppers an early look at what's in store. That, however, is unlikely to hurt its holiday sales numbers, according to Webush Securities analyst Michael Pachter.

"That couch potato on Thursday, when he's done eating turkey and watching football, could pick up his tablet and start shopping on Amazon right then," Pachter said on CNBC's "Fast Money." "Why wait for Cyber Monday?"

"You are going to see those sales at times when people have their tablets and their phones out," he said. "That's going to be all weekend. Retailers are trying to respond [ahead of time] but they aren't going to win."

'Trees don't grow to the sky' Inc. employees load boxes with merchandise at the company's fulfillment center in Tracy, California.
David Paul Morris | Bloomberg | Getty Images

Pachter, who has a buy rating and a $700 price target on Amazon's stock, believes the e-retail giant can afford to sacrifice margins right now by offering rock-bottom discounts. It's more about bringing people in as Amazon Prime members around the holidays.

"Once you sign up, the company knows they've got you the entire year, and then they can jack prices up," he said.

Read MoreWal-Mart online dwarfed by king Amazon: ComScore

Amazon stock has been on fire leading up to the holidays — hitting all-time highs this week. But, "Fast Money" trader Brian Kelly cautions the bull run could soon run out of steam.

"There is clearly a disruption that's going on in retail. Amazon is at the epicenter of it. The problem is that Amazon doesn't make any money off of it," said Kelly of Brian Kelly Capital.

"This stock is up 100 percent-plus this year. It's been an absolute rocket ship," he said. However, "trees don't grow to the sky. So, I would take off a third here and actually go into Wal-Mart."