Bezos now third behind Gates, Ortega
Company trying new tactics including a loyalty program.
Investors hit the pause button after 9-day run.
Stock indexes climb further into record territory.
U.S. stocks report mixed results.
The windfall could help reverse Nintendo’s fortunes.
Markets have mostly been on upward swing since Feb..
6 of 10 sectors in the S&P 500 index ended lower.
JPMorgan shines with strong quarterly results.
Dow Jones average ended up; Nasdaq was down.