Amazon Buying Netflix? Rumors Swirl Again, but It's an Unlikely Deal

Some rumors never die on Wall Street. And an acquisition of Web-based video rental company Netflix (NFLX) by Amazon.com (AMZN) is one of them. Talk of a linkup-in-the-making circulated again on Tuesday, leading to heavy volume in January call options for Netflix shares. But unlike the merger speculation last summer that led to a 6% spike in Netflix shares, the stock remained virtually unchanged during afternoon trading Tuesday. The market seems more skeptical of the chatter this time around -- and for good reason.