"Plus the holiday season is coming up so their sales and profit might go up."  or someone here in Sajha commented few months back "Because summer is near airlines will profit". These are just baseless arguments to predict the future. Analysts already take into account all these factors and estimates the growth/loss. And market moves on prediction based on all these factors.
For AMZN, because of holdiay seasons, they of course have to bring up their profit this quarter by huge amount. Otherwise, their current value which was already beaten down last week will go down further. If you are for short, you should also consider the technical analysis of charts.