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 2026-07-17.
Amazon.com, Inc. · Consumer Cyclical
$242.67
+22.0% upside to fair value
Grade B
High Quality
VS
The Coca-Cola Company · Consumer Defensive
$84.92
-10.2% upside to fair value
Grade C
High Quality
QuantHub Verdict
AMZN has more upside to fair value
(+22.0%).
KO trades at a lower forward P/E
(26.6x).
These are model outputs — not personalized investment advice.
See all research →
Valuation & Fundamentals
| Metric |
AMZN |
KO |
| Current Price |
$242.67 |
$84.92 |
| Fair Value Estimate |
$295.95 |
$76.30 |
| Upside to Fair Value |
+22.0%
|
-10.2%
|
| Market Cap |
$2,610.4B |
$365.4B |
| Forward P/E |
28.7x
|
26.6x
|
| EV / EBITDA |
14.4x
|
20.7x
|
| Price / Sales |
3.5x
|
7.4x
|
| Price / FCF |
-1056.0x
|
29.1x
|
| Revenue Growth YoY |
+16.6%
|
+12.1%
|
| Gross Margin |
50.6%
|
61.7%
|
| Operating Margin |
11.5%
|
29.3%
|
| Return on Equity |
23.3%
|
43.6%
|
| Dividend Yield |
0% |
0% |
| FCF Yield |
—
|
3.44%
|
| 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…
The Coca-Cola Company is a leading global beverage company specializing in non-alcoholic drinks with a durable competitive moat driven by its strong brand and extensive distribution network. The business quality is high, evidenced by a 43.6% return on equity, robust gross margin of 61.7%, and solid revenue and earnings growth of 12.1% and 17.8% respectively in the most recent quarter. Despite the…
Accumulation Zones
| Metric |
AMZN |
KO |
| Zone Low |
$221.96 |
$57.22 |
| Zone High |
$251.56 |
$64.85 |
| In Buy Zone? |
Yes
|
No
|