AMZN vs KO: Which Is the Better Buy?
Side-by-side comparison of Amazon.com, Inc. and The Coca-Cola Company — fair value, conviction, valuation metrics, and QuantHub research signals.
Updated 2026-09-18.
Amazon.com, Inc. · Consumer Cyclical
$251.19
+18.5% upside to fair value
Med Conviction
Grade B
High Quality
VS
The Coca-Cola Company · Consumer Defensive
$88.71
+15.5% upside to fair value
Med Conviction
Grade C
High Quality
QuantHub Verdict
AMZN has more upside to fair value
(+18.5%).
These are model outputs — not personalized investment advice.
See all research →
Valuation & Fundamentals
| Metric |
AMZN |
KO |
| Current Price |
$251.19 |
$88.71 |
| Fair Value Estimate |
$297.67 |
$102.44 |
| Upside to Fair Value |
+18.5%
|
+15.5%
|
| Market Cap |
$2,702.1B |
$381.7B |
| Forward P/E |
—
|
—
|
| EV / EBITDA |
11.2x
|
20.8x
|
| Price / Sales |
3.5x
|
7.6x
|
| Price / FCF |
—
|
26.7x
|
| Revenue Growth YoY |
+19.6%
|
+6.7%
|
| Gross Margin |
50.8%
|
61.9%
|
| Operating Margin |
12.1%
|
29.6%
|
| Return on Equity |
30.5%
|
43.0%
|
| Dividend Yield |
0% |
2.37% |
| FCF Yield |
—
|
3.75%
|
| 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…
The Coca-Cola Company is a global non-alcoholic beverage concentrate, brand-management and bottling-system business with products sold in more than 200 countries and territories, supported by powerful trademarks, 2.2 billion daily servings and an entrenched distribution network. Business quality is high: TTM gross, operating and net margins are 61.9%, 29.6% and 28.6%, respectively, ROE is 43.0%, …
Accumulation Zones
| Metric |
AMZN |
KO |
| Zone Low |
$223.25 |
$76.83 |
| Zone High |
$253.02 |
$87.07 |
| In Buy Zone? |
Yes
|
No
|