This Week's 5 Smartest Stock Moves

If you're feeling good about the market, you're not alone. Take my hand as we go over some of this week's more uplifting headlines.

1. Jeff Bezos is a superhero  
Amazon.com  (NASDAQ: AMZN  )  is getting into the digital comic-books market. The leading online retailer announced on Thursday that it had acquired comiXology, the company behind a cloud-based marketplace for comic books and graphic novels with over 75 popular publishers on board.

Terms of the deal were not disclosed, but comiXology is a company that fellow Fool Tim Beyers pegged as a multibagger last year if it were ever to go public on its own. That won't happen now, and Amazon can help expand comiXology's platform by marketing it to a wider audience.

2. Yelp goes for a three-peat
Here's something you don't see every day: Yelp  (NYSE: YELP  )  was on the receiving end of back-to-back-to-back analyst upgrades this week. The hat trick began on Monday with Oppenheimer boosting its rating on the reviews website from perform to outperform. SunTrust upgraded the stock on Tuesday, followed by CRT Capital a day later.

Yelp isn't perfect. It's being dogged by several small-business owners who contend that their pages were subjected to featured negative reviews after they passed on the opportunity to becoming premium merchant partners. However, after seeing the stock shed more than 30% of its value over the past few weeks, a few Wall Street pros figured that a glowing review of the stock was the correct opportunistic call.

3. Read and Rite
One of the stocks that bucked Thursday's slide was Rite Aid  (NYSE: RAD  ) . The drugstore chain saw its stock soar 8% yesterday after posting an encouraging quarterly report.

Rite Aid posted better-than-expected results for the holiday quarter, only to build on that success by offering up guidance for the year ahead that will find analysts scrambling to raise their forecasts. Rite Aid's stock has nearly quadrupled over the past year by building on its consistent profitability after years of red ink.

4. With a "woof woof" here and a "woof woof" there
Taco Bell is taking another shot at Mickey D's. Just two weeks after rolling out a breakfast menu that had real people named Ronald McDonald singing the praises of its new morning items, Yum! Brands' (NYSE: YUM  ) fast-food chain is back for another bite at the burger giant.

The new spot pokes fun at Mickey D's signature Egg McMuffin sandwich, featuring a bunch of 1980s icons that the ad's protagonist will also need to let go. It's a clever ad -- sung to the tune of "Old MacDonald Had a Farm" -- but it wasn't the only marketing move to make the cut this week.  

5. Pop culture 
SodaStream (NASDAQ: SODA  )  is back with another marketing campaign that takes a shot at the cola giants for the cans and bottles that they leave behind. The new campaign centers around what it calls the Secret Continent, staging a contest to get users to name it and playing it up as a travel destination.

The Secret Continent is actually the Great Pacific Garbage Patch, also known as the Pacific trash vortex. Ocean currents have sent billions of plastic bottles gathering on top of the ocean in a formation that is roughly twice the size of Texas. The new campaign is a bit more intricate than SodaStream's clearer shots at Coke and Pepsi in the past, but it does drive the point home about the environmental dangers of drinking soda in bottles. 

Three more smart moves
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