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 2026-04-18.
Amazon.com, Inc. · Consumer Cyclical
$238.12
+59.3% upside to fair value
Grade B
High Quality
VS
Alphabet Inc. · Communication Services
$339.40
-4.4% upside to fair value
Grade D
High Quality
QuantHub Verdict
AMZN has more upside to fair value
(+59.3%).
GOOG trades at a lower forward P/E
(31.2x).
These are model outputs — not personalized investment advice.
See all research →
Valuation & Fundamentals
| Metric |
AMZN |
GOOG |
| Current Price |
$238.12 |
$339.40 |
| Fair Value Estimate |
$379.40 |
$324.34 |
| Upside to Fair Value |
+59.3%
|
-4.4%
|
| Market Cap |
$2,556.2B |
$4,105.7B |
| Forward P/E |
32.8x
|
31.2x
|
| EV / EBITDA |
15.9x
|
23.1x
|
| Price / Sales |
3.6x
|
10.3x
|
| Price / FCF |
332.2x
|
56.4x
|
| Revenue Growth YoY |
+18.4%
|
+11.3%
|
| Gross Margin |
50.3%
|
59.7%
|
| Operating Margin |
11.2%
|
32.0%
|
| Return on Equity |
21.9%
|
35.0%
|
| Dividend Yield |
0% |
0% |
| FCF Yield |
0.3%
|
1.77%
|
| Analyst Consensus |
Strong Buy
|
Strong Buy
|
Investment Thesis
Amazon.com, Inc. operates as the world's largest e-commerce and cloud computing company, with a diversified revenue base spanning online retail, third-party seller services, AWS cloud, advertising, and subscription services. The business quality is high due to its durable competitive moats including AWS's leadership in cloud infrastructure and Amazon's dominant e-commerce platform. Despite strong…
Alphabet Inc. operates as a global leader in internet content, advertising, cloud computing, and AI technologies, with dominant market positions in search, browser, and mobile operating systems. The company benefits from a high-quality business model characterized by a durable competitive moat, strong revenue growth of 11.3% year-over-year, and robust profitability with net margins of 32.8%. Desp…
Accumulation Zones
| Metric |
AMZN |
GOOG |
| Zone Low |
$284.55 |
$243.25 |
| Zone High |
$322.49 |
$275.69 |
| In Buy Zone? |
Yes
|
No
|