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Amazon.com, Inc. (AMZN)

POSITIVE
Consumer CyclicalInternet RetailUnited States

Fundamental

73

Price

$260.10

Market Cap

$2.83T

Part 1 · What the company is worth

Overview

Amazon operates two very different businesses under one roof. Its retail arm runs the world's largest online marketplace, selling its own inventory alongside listings from millions of third-party sellers, backed by its own delivery and warehouse network and the Prime subscription. Its other business, Amazon Web Services (AWS), rents out computing power, storage and software tools to other companies over the internet — infrastructure much of the modern internet runs on. AWS is a much smaller share of revenue than retail but generates most of the company's profit.

How it makes money

In retail, Amazon earns revenue from direct product sales, commissions and fees on third-party marketplace sales, advertising placements on its site, and Prime subscription fees, a mix that keeps overall retail margins thin because of the cost of warehouses, delivery and inventory. AWS instead charges customers for computing capacity, storage and software services on a pay-as-you-go basis, with far higher margins because the marginal cost of serving another customer on existing data-center capacity is low. AWS supplies a small fraction of revenue but the majority of operating profit.

Revenue by segment

North America59.47%

Retail and marketplace operations in the US and Canada, Amazon's largest segment by revenue.

International22.58%

Retail and marketplace operations outside North America, spanning Europe, Asia and other regions.

AWS17.95%

Cloud computing, storage and software services sold to businesses and governments worldwide; smaller in revenue but the main source of profit.

Competitive moat

Scale · Wide

Amazon's retail business benefits from an enormous logistics and fulfillment network built up over two decades that would cost a rival tens of billions of dollars and many years to replicate, while AWS benefits from being the largest cloud provider, letting it spread infrastructure investment and negotiate hardware costs no smaller competitor can match. Both businesses also gain from an installed base — Prime members and enterprise workloads already running on AWS — that is expensive to walk away from.

What drives demand

Moderately cyclical

Retail sales track discretionary consumer spending, so they slow when households pull back, though everyday essentials cushion the swings somewhat. AWS revenue depends on corporate IT budgets and cloud-adoption trends, which are more resilient than consumer spending but not immune to cuts when businesses tighten spending or optimize their cloud usage during a downturn.

Key risks

  • Antitrust and regulatory scrutiny — Amazon faces an active FTC monopolization case, an ongoing stream of antitrust and consumer-protection actions across jurisdictions, and expanding EU digital-market rules that could restrict how it runs its marketplace and cloud business.
  • AWS profit concentration — AWS supplies a large share of total operating profit, so slower growth, pricing pressure, or customers diversifying among multiple cloud vendors would disproportionately hurt Amazon's overall profitability.
  • Labor cost and relations — Wage inflation, unionization pressure at fulfillment centers, and workplace injury claims can raise costs and disrupt operations in the already thin-margin retail business.
  • Broad litigation exposure — Amazon faces regular litigation and investigations across consumer protection, privacy, tax and intellectual-property matters in many jurisdictions simultaneously.

The case for

Buyers argue that AWS's scale keeps it the leading cloud provider through the AI infrastructure build-out, that the retail logistics network is now too large for most competitors to replicate, and that advertising has become a high-margin third growth engine layered on top of both businesses.

The case against

Sellers worry that antitrust cases in the US and Europe could force changes to how Amazon runs its marketplace or bundles services, that AWS supplies a disproportionate share of profit so any slowdown there hits earnings hard, and that rising labor costs and unionization pressure squeeze the already thin margins in the retail business.

Segment figures from fiscal year 2025Sources: Amazon.com Announces Fourth Quarter and Full Year 2025 Results

Written by the editors, published on August 18, 2026

Direct competitors

Who this company fights with for the same customers

Compare

Generated on August 23, 2026 with claude-opus-5 — shared with all users

P/E: 37.5Score: 54Market cap: $837.03B

Walmart is Amazon's largest rival for the everyday shopping basket in the United States, fighting for the same households across groceries, general merchandise, online marketplace listings and fast home delivery.

P/E: 27.1Score: 67Market cap: $3.62T

Microsoft Azure is the direct alternative to Amazon Web Services, competing for the same enterprise IT budgets in cloud infrastructure, data platforms and AI computing capacity.

P/E: 17.3Score: 68Market cap: $4.21T

Alphabet competes with Amazon on two fronts at once: Google Cloud against AWS for enterprise workloads, and Google Search and YouTube against Amazon's advertising business for the budgets of brands trying to reach shoppers.

P/E: 9.1Score: 68Market cap: $123.94B

Through Temu, PDD Holdings sells direct from Chinese manufacturers to Western consumers and has reached a share of cross-border e-commerce comparable to Amazon's, taking the same price-sensitive shopper.

P/E: 100.5Score: 68Market cap: $0

Shopify gives merchants their own online store, payments and fulfilment services, drawing away the third-party sellers whose fees and logistics contracts are a large part of Amazon's revenue.

Alibaba Group Holding Limited (阿里巴巴集团)BABA

Alibaba is Amazon's mirror image in Asia, running the marketplaces Taobao, Tmall and AliExpress alongside Alibaba Cloud, and so competes for both online shoppers outside the United States and cloud customers.

Balance Sheet & Liquidity

Revenue

$775.68B

Trailing 12 months (through 6/30/2026)

Net Income

$135.28B

Trailing 12 months (through 6/30/2026)

Free Cash Flow

$7.70B

Total Equity

$411.06B

Total Liabilities

$406.98B

Current Ratio

1.03

Interest Coverage

28.13

Debt/EBITDA

1.66

Earnings Per Share

Revenue & Net Income

Free Cash Flow

Income Breakdown

Historical statement

Margins over time

Debt over time

How heavy the debt is

Growth grid

Growth — Revenue

Fair Value Estimation

Fairly Valued

Fair Value

$268.11

Current Price

$260.10

Margin of Safety

+3.0%

Fair Value Range

$174.27 - $361.95

Estimation Methods

Analyst Target:$327.00
DCF:$97.71
PE-based:$307.23
Graham Growth:$640.41
EPV:$54.04
Analyst Consensus:Strong Buy (70B / 5H / 0S)
Last Earnings Surprise:+6.13%

Valuation Metrics

P/E Ratio

21.08

ROE

18.9%

P/B Ratio

5.12

P/FCF

367.35

Gross Margin

50.8%

ROIC

8.7%

Profitability Radar

Value Creation (Economic Moat)

ROIC

8.7%

WACC

11.6%

ROIC − WACC

-3.0 pp

ROIC is below the cost of capital — the company is destroying value for every dollar invested.

Fundamental Analysis Criteria

Passed (21)

  • EPS shows upward trend
  • EPS CAGR 10.87%
  • Price CAGR 21.31%
  • ROIC 8.7%
  • Gross Margin 50.8%
  • Debt/Equity ratio
  • Operating Margin 12.1%
  • Current Ratio
  • Interest Coverage
  • Debt/EBITDA
  • Return on Tangible Assets
  • Low reliance on intangibles
  • ROE 30.5%
  • Revenue Growth 5Y 13.2%
  • Analyst Consensus 93% Buy
  • Earnings Surprise avg 5.1%
  • PEG Ratio 0.76
  • Earnings Quality (OCF/NI) 1.19
  • Share Dilution 1.1%
  • Net Margin Trend 17.4% vs 10.5%
  • Piotroski F-Score 6/9

Failed (5)

  • P/FCF 367.35
  • P/B Ratio 5.12
  • Positive Free Cash Flow
  • Price below Graham Number
  • DCF valuation (Overvalued)

Unavailable (2)

  • Dividend Payout NaN%
  • CapEx intensity

Piotroski F-Score

6/9

Mixed signals: some areas need attention

score
criteria

Earnings Quality

1.19

High quality: earnings backed by cash

Share Dilution

1.1%

Share count is stable

Governance

Executive Team

NameTitleAge
Mr. Jeffrey P. BezosFounder & Executive Chairman61
Mr. Andrew R. JassyPresident, CEO & Director57
Mr. Brian T. OlsavskySenior VP & CFO61
Mr. David A. Zapolsky J.D.Senior VP and Chief Global Affairs & Legal Officer61
Mr. Douglas J. HerringtonChief Executive Officer of Worldwide Amazon Stores58
Mr. Matthew S. GarmanChief Executive Officer of Amazon Web Series48
Ms. Shelley L. ReynoldsVP, Worldwide Controller & Principal Accounting Officer60
Dr. Werner VogelsChief Technology Officer-
Mr. Dave FildesVice President of Investor Relations-
Drew HerdenerSenior Vice President of Communications & Corporate Responsibility-

Audit Risk

2

Board Risk

8

Compensation Risk

10

Shareholder Rights Risk

3

Part 2 · The price and when to enter

This part won't tell you whether the company is worth owning: it helps you choose when to buy it, once the fundamentals have convinced you. Inside: technical analysis, potential, historical drawdowns, gamma exposure.

Latest News

Recent headlines for AMZN, sourced from Markets Gazette.

  • 4d agoNEGATIVE
    Exclusive: Amazon quietly hiked prices on Echo, Fire TV, Kindle, and eero overnight to offset ‘significant increases’ in memory costs

    Amazon has implemented unannounced price increases across its popular Echo, Fire TV, Kindle, and eero product lines. This move is attributed to significant cost escalations in memory components, forcing the e-commerce giant to pass on these expenses to consumers. The price hikes mirror similar actions taken by major tech players like Apple, Dell, and Microsoft for their respective hardware. For investors, this suggests a challenging cost environment impacting hardware margins, potentially dampening consumer demand for these devices and signaling broader inflationary pressures within the tech supply chain.

  • 6d agoPOSITIVE
    Amazon isn’t giving up on Jeff Bezos’ drone deliveries dream—and after 13 years of turbulence, the momentum is finally shifting

    Amazon is significantly expanding its drone delivery service, aiming to cover nearly 500 U.S. cities and towns by year-end, a sixfold increase from current operations. This ambitious expansion, after 13 years of development, signals renewed confidence in the viability and scalability of its "Prime Air" initiative. The move could enhance delivery speed and efficiency for a larger customer base, potentially boosting customer loyalty and reducing logistics costs. For investors, this represents a tangible step towards realizing the long-term vision of automated, rapid delivery, which could be a key differentiator in the competitive e-commerce landscape.

  • 6d agoNEUTRAL
    Fortune 500 companies got billions in tariff refunds. Here’s who’s giving customers a cut—and who isn’t

    Several Fortune 500 companies, including retail giants like Amazon, Target, and Nike, are set to receive billions in refunds following a Supreme Court ruling on tariffs. While these refunds represent a significant financial windfall, the article highlights that these companies have not committed to passing these savings directly onto consumers. This situation presents a mixed bag for investors: potential for increased corporate profits versus consumer sentiment concerns if savings are not shared. The lack of a clear commitment to consumer benefit introduces uncertainty regarding the ultimate impact on sales and brand loyalty.

  • 8d agoPOSITIVE
    Amazon: le azioni potrebbero raddoppiare entro la fine del 2027? Morgan Stanley

    Morgan Stanley analyst Brian Nowak believes Amazon's pursuit of a $1 trillion annual revenue target for its cloud computing business, AWS, could unlock substantial shareholder value. CEO Andy Jassy indicated AWS could very likely reach this milestone, highlighting the significant opportunities in cloud and AI. While currently far from this goal, the ambitious target suggests a massive growth runway for AWS. Investors should monitor AWS's revenue trajectory and AI integration as key drivers for Amazon's future valuation, potentially doubling the stock price by 2027.

  • 8d agoPOSITIVE
    Here’s how Amazon’s stock could nearly double by the end of next year, according to Morgan Stanley

    Morgan Stanley analysts project Amazon's stock could nearly double by the end of next year, despite the company being significantly behind its ambitious target of achieving $1 trillion in cloud revenue. The positive outlook suggests that the pursuit of this substantial cloud revenue goal, even if not fully met, is expected to drive considerable value for shareholders. This forecast implies strong growth prospects and potential for significant stock appreciation, making Amazon an attractive investment opportunity in the near to medium term.

  • 9d agoPOSITIVE
    Peter Thiel fa di Amazon la sua azione top: ciò che ha comprato dopo rivela di più

    Peter Thiel's Thiel Macro fund has re-entered the US stock market, with Amazon emerging as its largest declared holding. At the end of June, the fund reported $418.7 million in 13F holdings, with Amazon accounting for nearly $118 million, or 28.2% of the portfolio. This move suggests a broader bet on infrastructure powering artificial intelligence, as Amazon provides direct exposure to AI spending. The fund also disclosed significant positions in energy and electricity providers like Vista Energy, Vistra, American Electric Power, DTE Energy, FirstEnergy, and CMS Energy, which collectively represented about 72% of the declared value. This strategic allocation indicates a strong conviction in technology and energy sectors.

  • 22d agoPOSITIVE
    Amazon Crosses $1T Valuation, Boeing Has Biggest Gain Since December | Closing Bell

    Amazon.com Inc. has surpassed a $1 trillion market capitalization, marking a significant milestone for the e-commerce and cloud computing giant. This valuation surge reflects strong investor confidence in Amazon's continued growth trajectory, driven by its dominant position in online retail and its robust AWS cloud services segment. The news also coincides with Boeing Co. experiencing its largest single-day gain since December, indicating positive momentum across major U.S. market players. For investors, Amazon's achievement underscores its resilience and market leadership, potentially signaling further upside.

  • 22d agoPOSITIVE
    Stocks Rally as Amazon Hits $3 Trillion Market Cap; Chips Slide

    Amazon.com Inc. has surpassed a $3 trillion market capitalization, marking a significant milestone driven by strong investor sentiment and its expanding e-commerce and cloud computing businesses. The rally in US stocks on the first trading day of the month was further bolstered by this achievement, although the semiconductor sector experienced a notable decline. This development underscores Amazon's dominant position in the market and its continued growth trajectory, which may attract further investment interest despite broader market fluctuations.

via Markets Gazette