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 2026-07-13.
Amazon.com, Inc. · Consumer Cyclical
$242.67
+22.0% upside to fair value
Grade B
High Quality
VS
Alphabet Inc. · Communication Services
$355.03
-17.2% upside to fair value
Grade D
High Quality
QuantHub Verdict
AMZN has more upside to fair value
(+22.0%).
GOOG trades at a lower forward P/E
(27.0x).
These are model outputs — not personalized investment advice.
See all research →
Valuation & Fundamentals
| Metric |
AMZN |
GOOG |
| Current Price |
$242.67 |
$355.03 |
| Fair Value Estimate |
$295.95 |
$294.10 |
| Upside to Fair Value |
+22.0%
|
-17.2%
|
| Market Cap |
$2,610.4B |
$4,320.1B |
| Forward P/E |
28.7x
|
27.0x
|
| EV / EBITDA |
14.4x
|
20.0x
|
| Price / Sales |
3.5x
|
10.2x
|
| Price / FCF |
-1056.0x
|
67.0x
|
| Revenue Growth YoY |
+16.6%
|
+21.8%
|
| Gross Margin |
50.6%
|
60.4%
|
| Operating Margin |
11.5%
|
32.7%
|
| Return on Equity |
23.3%
|
39.0%
|
| Dividend Yield |
0% |
0% |
| FCF Yield |
—
|
1.49%
|
| Analyst Consensus |
Strong Buy
|
Strong Buy
|
Investment Thesis
Amazon.com, Inc. operates a diversified platform with core engines in retail, AWS cloud services, and advertising, leveraging a strong competitive moat driven by scale, logistics, and technology leadership. The company exhibits high business quality with 23.3% ROE, 16.6% revenue growth, and 76.7% earnings growth in the most recent quarter, supported by a widening moat in e-commerce and cloud. Des…
Alphabet Inc. operates as a global leader in internet content and information services, primarily through its dominant search engine, advertising platforms, and cloud services. The company exhibits high business quality with a durable competitive moat supported by strong network effects, brand recognition, and intangible assets. Alphabet's financials reflect robust profitability with a net margin…
Accumulation Zones
| Metric |
AMZN |
GOOG |
| Zone Low |
$221.96 |
$220.58 |
| Zone High |
$251.56 |
$249.99 |
| In Buy Zone? |
Yes
|
No
|