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 2026-05-20.
Amazon.com, Inc. · Consumer Cyclical
$259.34
+21.8% upside to fair value
Grade B
High Quality
VS
NIKE, Inc. · Consumer Cyclical
$42.62
+38.4% upside to fair value
Med Conviction
Grade B+
QuantHub Verdict
NKE has more upside to fair value
(+38.4%).
AMZN trades at a lower forward P/E
(26.5x).
These are model outputs — not personalized investment advice.
See all research →
Valuation & Fundamentals
| Metric |
AMZN |
NKE |
| Current Price |
$259.34 |
$42.62 |
| Fair Value Estimate |
$316.00 |
$58.98 |
| Upside to Fair Value |
+21.8%
|
+38.4%
|
| Market Cap |
$2,789.8B |
$63.0B |
| Forward P/E |
26.5x
|
27.9x
|
| EV / EBITDA |
16.8x
|
20.7x
|
| Price / Sales |
3.9x
|
1.4x
|
| Price / FCF |
—
|
19.4x
|
| Revenue Growth YoY |
+17.0%
|
-9.8%
|
| Gross Margin |
51.8%
|
42.7%
|
| Operating Margin |
13.1%
|
8.0%
|
| Return on Equity |
21.5%
|
24.4%
|
| Dividend Yield |
0% |
3.8% |
| FCF Yield |
-0.81%
|
5.2%
|
| Analyst Consensus |
Strong Buy
|
Buy
|
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…
Nike is the world's largest athletic footwear and apparel company with $46.3B in FY2025 revenue, operating across 190+ countries with the Nike, Jordan, and Converse brands. The stock trades near its 9-year low at $42.62 after an 11% single-day crash following a Q3 FY2026 earnings report that showed 35% net income decline and weak Q4 guidance calling for a further 2-4% revenue decline. FY2025 reve…
Accumulation Zones
| Metric |
AMZN |
NKE |
| Zone Low |
$237.00 |
$44.23 |
| Zone High |
$268.60 |
$50.13 |
| In Buy Zone? |
Yes
|
Yes
|