AMZN vs NKE: Which Is the Better Buy?
Side-by-side comparison of Amazon.com, Inc. and NIKE, Inc. — 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
NIKE, Inc. · Consumer Cyclical
$35.78
+9.9% 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.
See all research →
Valuation & Fundamentals
| Metric |
AMZN |
NKE |
| Current Price |
$251.19 |
$35.78 |
| Fair Value Estimate |
$297.67 |
$39.33 |
| Upside to Fair Value |
+18.5%
|
+9.9%
|
| Market Cap |
$2,702.1B |
$53.0B |
| Forward P/E |
—
|
—
|
| EV / EBITDA |
11.2x
|
12.0x
|
| Price / Sales |
3.5x
|
1.1x
|
| Price / FCF |
—
|
24.3x
|
| Revenue Growth YoY |
+19.6%
|
-1.1%
|
| Gross Margin |
50.8%
|
42.9%
|
| Operating Margin |
12.1%
|
8.2%
|
| Return on Equity |
30.5%
|
22.0%
|
| Dividend Yield |
0% |
4.58% |
| FCF Yield |
—
|
4.12%
|
| 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…
NIKE designs, markets and distributes athletic footwear, apparel and equipment through the Nike, Jordan and Converse brands, supported by global athlete marketing, valuable intellectual property and a broad wholesale and owned-digital network. Business quality is medium: its brand moat and 22.0% ROE remain meaningful, but the moat is narrowing amid intense competition, weak direct sales and uneve…
Accumulation Zones
| Metric |
AMZN |
NKE |
| Zone Low |
$223.25 |
$29.50 |
| Zone High |
$253.02 |
$33.43 |
| In Buy Zone? |
Yes
|
No
|