Amazon founder Jeff Bezos has sold another $400 million worth of Amazon shares, continuing his plan to sell 25 million shares. This year alone, Bezos has divested over $10 billion in Amazon stock. Recently, he sold 3,085,116 shares at an average price of $200.07 each, 1,171,794 shares at $200.33 each, and 57,199 shares at $201.05 each. Additionally, he sold 404,000 shares at an average price of $200.03 per share, totaling $80.8 million. Bezos's sales are in line with Rule 10b5-1 and are part of a strategy that will eventually reduce his ownership to 9% of the company. The sales come as Amazon's stock price hovers near an all-time high and the company starts Prime Day.