AMZN vs V: Which Is the Better Buy?
Side-by-side comparison of Amazon.com, Inc. and Visa Inc. — fair value, conviction, valuation metrics, and QuantHub research signals.
Updated 2026-04-11.
Amazon.com, Inc. · Consumer Cyclical
$238.12
+59.3% upside to fair value
Grade B
High Quality
VS
Visa Inc. · Financial Services
$304.36
+37.7% upside to fair value
High Conviction
Grade A-
QuantHub Verdict
AMZN has more upside to fair value
(+59.3%).
V trades at a lower forward P/E
(23.7x).
These are model outputs — not personalized investment advice.
See all research →
Valuation & Fundamentals
| Metric |
AMZN |
V |
| Current Price |
$238.12 |
$304.36 |
| Fair Value Estimate |
$379.40 |
$419.00 |
| Upside to Fair Value |
+59.3%
|
+37.7%
|
| Market Cap |
$2,556.2B |
$586.8B |
| Forward P/E |
32.8x
|
23.7x
|
| EV / EBITDA |
15.9x
|
22.3x
|
| Price / Sales |
3.6x
|
14.2x
|
| Price / FCF |
332.2x
|
25.6x
|
| Revenue Growth YoY |
+18.4%
|
+11.3%
|
| Gross Margin |
50.3%
|
81.08%
|
| Operating Margin |
11.2%
|
59.18%
|
| Return on Equity |
21.9%
|
54.22%
|
| Dividend Yield |
0% |
0.83% |
| FCF Yield |
0.3%
|
3.91%
|
| Analyst Consensus |
Strong Buy
|
Strong Buy
|
Investment Thesis
Amazon.com, Inc. operates as the world's largest e-commerce and cloud computing company, with a diversified revenue base spanning online retail, third-party seller services, AWS cloud, advertising, and subscription services. The business quality is high due to its durable competitive moats including AWS's leadership in cloud infrastructure and Amazon's dominant e-commerce platform. Despite strong…
Visa is the world's dominant payment network with $40B in net revenue (FY2025), 50%+ net margins, and a capital-light toll-booth model processing $14.2T in annual payment volume across 257.5B transactions. The business compounds at 10-12% revenue CAGR with operating leverage pushing EPS growth to 12-15% over a cycle, funded by $21.6B in annual free cash flow against only $1.5B in capex. At 28.0x …
Accumulation Zones
| Metric |
AMZN |
V |
| Zone Low |
$284.55 |
$265.00 |
| Zone High |
$322.49 |
$300.00 |
| In Buy Zone? |
Yes
|
No
|