AMZN vs MS: Which Is the Better Buy?
Side-by-side comparison of Amazon.com, Inc. and Morgan Stanley — fair value, conviction, valuation metrics, and QuantHub research signals.
Updated 2026-04-22.
Amazon.com, Inc. · Consumer Cyclical
$250.56
+32.0% upside to fair value
Grade B
High Quality
VS
Morgan Stanley · Financial Services
$189.30
-30.5% upside to fair value
Grade C
High Quality
QuantHub Verdict
AMZN has more upside to fair value
(+32.0%).
MS trades at a lower forward P/E
(16.4x).
These are model outputs — not personalized investment advice.
See all research →
Valuation & Fundamentals
| Metric |
AMZN |
MS |
| Current Price |
$250.56 |
$189.30 |
| Fair Value Estimate |
$330.77 |
$131.49 |
| Upside to Fair Value |
+32.0%
|
-30.5%
|
| Market Cap |
$2,689.7B |
$300.6B |
| Forward P/E |
34.5x
|
16.4x
|
| EV / EBITDA |
16.7x
|
24.4x
|
| Price / Sales |
3.8x
|
2.5x
|
| Price / FCF |
349.5x
|
-16.8x
|
| Revenue Growth YoY |
+13.6%
|
+18.8%
|
| Gross Margin |
50.3%
|
58.0%
|
| Operating Margin |
11.2%
|
19.5%
|
| Return on Equity |
21.9%
|
16.7%
|
| Dividend Yield |
0% |
0% |
| FCF Yield |
0.29%
|
—
|
| Analyst Consensus |
Strong Buy
|
Hold
|
Investment Thesis
Amazon.com, Inc. operates as a global leader in e-commerce and cloud computing, generating $716.9 billion in net sales for fiscal 2025 with a strong presence in North America, International markets, and AWS. The company benefits from durable competitive moats in e-commerce, where it is America’s largest online retailer with over four times the sales of its nearest rival as of 2015, and in cloud c…
Morgan Stanley is a leading global financial services firm operating in Institutional Securities, Wealth Management, and Investment Management. The company benefits from a durable competitive moat supported by its systemically important status, diversified revenue streams, and strong management with a 36-year veteran CEO. Despite solid fundamentals including 14.2% revenue growth in 2025 and 16.7%…
Accumulation Zones
| Metric |
AMZN |
MS |
| Zone Low |
$248.08 |
$98.62 |
| Zone High |
$281.15 |
$111.77 |
| In Buy Zone? |
Yes
|
No
|