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 2026-05-20.
Amazon.com, Inc. · Consumer Cyclical
$259.34
+21.8% upside to fair value
Grade B
High Quality
VS
Morgan Stanley · Financial Services
$189.30
+45.0% upside to fair value
Grade C
High Quality
QuantHub Verdict
MS has more upside to fair value
(+45.0%).
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 |
$259.34 |
$189.30 |
| Fair Value Estimate |
$316.00 |
$274.49 |
| Upside to Fair Value |
+21.8%
|
+45.0%
|
| Market Cap |
$2,789.8B |
$300.6B |
| Forward P/E |
26.5x
|
16.4x
|
| EV / EBITDA |
16.8x
|
24.4x
|
| Price / Sales |
3.9x
|
2.5x
|
| Price / FCF |
—
|
-16.8x
|
| Revenue Growth YoY |
+17.0%
|
+18.8%
|
| Gross Margin |
51.8%
|
58.0%
|
| Operating Margin |
13.1%
|
19.5%
|
| Return on Equity |
21.5%
|
16.7%
|
| Dividend Yield |
0% |
0% |
| FCF Yield |
-0.81%
|
—
|
| Analyst Consensus |
Strong Buy
|
Hold
|
Investment Thesis
Amazon delivered a landmark Q1 2026 with revenue of $181.5 billion up 17% year over year and diluted EPS of $2.78 versus the $1.63 consensus, driven by AWS reaccelerating to 28% growth, its fastest pace in fifteen quarters, and a record consolidated operating margin of 13.1%. AWS generated $37.6 billion in revenue at a 37.7% segment operating margin, contributing $14.2 billion in operating income…
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 |
$237.00 |
$205.87 |
| Zone High |
$268.60 |
$233.32 |
| In Buy Zone? |
Yes
|
Yes
|