AMZN vs GOOG: Which Is the Better Buy?
Side-by-side comparison of Amazon.com, Inc. and Alphabet Inc. — fair value, conviction, valuation metrics, and QuantHub research signals.
Updated 2026-09-24.
Amazon.com, Inc. · Consumer Cyclical
$251.19
+18.5% upside to fair value
Med Conviction
Grade B
High Quality
VS
Alphabet Inc. · Communication Services
$334.98
+15.8% upside to fair value
Med Conviction
Grade B
High Quality
QuantHub Verdict
AMZN has more upside to fair value
(+18.5%).
These are model outputs — not personalized investment advice.
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Valuation & Fundamentals
| Metric |
AMZN |
GOOG |
| Current Price |
$251.19 |
$334.98 |
| Fair Value Estimate |
$297.67 |
$387.82 |
| Upside to Fair Value |
+18.5%
|
+15.8%
|
| Market Cap |
$2,702.1B |
$4,065.3B |
| Forward P/E |
—
|
—
|
| EV / EBITDA |
11.2x
|
12.7x
|
| Price / Sales |
3.5x
|
9.1x
|
| Price / FCF |
—
|
76.4x
|
| Revenue Growth YoY |
+19.6%
|
+24.2%
|
| Gross Margin |
50.8%
|
60.9%
|
| Operating Margin |
12.1%
|
33.1%
|
| Return on Equity |
30.5%
|
50.8%
|
| Dividend Yield |
0% |
0.26% |
| FCF Yield |
—
|
1.31%
|
| Analyst Consensus |
Strong Buy
|
Strong Buy
|
Investment Thesis
Amazon.com operates a vast global retail enterprise spanning online and physical stores, third-party seller services, advertising, subscription offerings, and Amazon Web Services, the world's largest cloud infrastructure provider. The business quality is high: trailing-twelve-month gross margin of 50.8%, operating margin of 12.1%, and net margin of 17.4% reflect a durable mix shift toward high-ma…
Alphabet Inc. is the parent of Google Services, Google Cloud, and Other Bets, monetizing Search, YouTube, Android, Chrome, Google Play, Workspace, and enterprise cloud and AI infrastructure across the globe with roughly 190,820 full-time employees. The business quality is high: trailing-twelve-month gross margin is 60.9%, operating margin is 33.1%, net margin is 54.8%, and return on equity is 50.…
Accumulation Zones
| Metric |
AMZN |
GOOG |
| Zone Low |
$223.25 |
$290.87 |
| Zone High |
$253.02 |
$329.65 |
| In Buy Zone? |
Yes
|
No
|