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 2026-09-18.
Amazon.com, Inc. · Consumer Cyclical
$251.19
+18.5% upside to fair value
Med Conviction
Grade B
High Quality
VS
Morgan Stanley · Financial Services
$206.27
+15.9% upside to fair value
Med Conviction
Grade C
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 |
MS |
| Current Price |
$251.19 |
$206.27 |
| Fair Value Estimate |
$297.67 |
$239.00 |
| Upside to Fair Value |
+18.5%
|
+15.9%
|
| Market Cap |
$2,702.1B |
$325.4B |
| Forward P/E |
—
|
—
|
| EV / EBITDA |
11.2x
|
23.5x
|
| Price / Sales |
3.5x
|
2.6x
|
| Price / FCF |
—
|
—
|
| Revenue Growth YoY |
+19.6%
|
+22.4%
|
| Gross Margin |
50.8%
|
59.7%
|
| Operating Margin |
12.1%
|
20.7%
|
| Return on Equity |
30.5%
|
18.1%
|
| Dividend Yield |
0% |
2.01% |
| FCF Yield |
—
|
—
|
| Analyst Consensus |
Strong Buy
|
Hold
|
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…
Morgan Stanley is a diversified capital-markets and wealth-management franchise spanning institutional securities, advisor-led and self-directed wealth, workplace services, and investment management. Business quality is solid but inherently cyclical: it combines $8.084 trillion of wealth client assets and $2.004 trillion of investment-management AUM/AUS with a strengthening 15.5% institutional pe…
Accumulation Zones
| Metric |
AMZN |
MS |
| Zone Low |
$223.25 |
$179.25 |
| Zone High |
$253.02 |
$203.15 |
| In Buy Zone? |
Yes
|
No
|