AMZN vs GOOGL: 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 2026-09-25.
Amazon.com, Inc. · Consumer Cyclical
$251.19
+18.5% upside to fair value
Med Conviction
Grade B
High Quality
VS
Alphabet Inc. · Communication Services
$342.36
+16.6% 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 |
GOOGL |
| Current Price |
$251.19 |
$342.36 |
| Fair Value Estimate |
$297.67 |
$399.26 |
| Upside to Fair Value |
+18.5%
|
+16.6%
|
| Market Cap |
$2,702.1B |
$4,143.3B |
| Forward P/E |
—
|
—
|
| EV / EBITDA |
11.2x
|
12.9x
|
| Price / Sales |
3.5x
|
9.3x
|
| Price / FCF |
—
|
78.1x
|
| 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% |
0.25% |
| FCF Yield |
—
|
1.28%
|
| 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 is the parent of Google Services (Search, YouTube, Android, Chrome, hardware, and the Play store), Google Cloud, and Other Bets, and it remains one of the highest-quality large-cap franchises in the market, with a TTM gross margin of 60.9%, TTM operating margin of 33.1%, TTM net margin of 54.8%, and a 50.8% return on equity. Revenue growth in the most recent quarter was 24.2% year over y…
Accumulation Zones
| Metric |
AMZN |
GOOGL |
| Zone Low |
$223.25 |
$299.44 |
| Zone High |
$253.02 |
$339.37 |
| In Buy Zone? |
Yes
|
No
|