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Amazon.com, Inc. (AMZN)

Fair Value
Consumer CyclicalInternet RetailUnited States

Fundamental

70

Price

$248.00

Market Cap

$2.70T

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 with artificial intelligence on August 23, 2026, shared with all users

P/E: 43.4Score: 61Market cap: $942.61B

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: 29.2Score: 78Market cap: $3.93T

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: 15.9Score: 69Market cap: $4.12T

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: 81Market cap: $115.25B

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: 113.2Score: 79Market 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

General caseFairly Valued

Fair Value

$262.59

Current Price

$248.00

Margin of Safety

+5.6%

Fair Value Range

$170.68 - $354.49

Spread across the valuation methods used, not a statistically calibrated confidence interval.

Estimation Methods

Analyst price target:$331.46
Discounted cash flow (DCF):$94.69
Earnings multiple (P/E):$282.76
Graham growth formula:$639.90
Earnings power value (EPV):$52.93
Justified P/B:$103.86
Dividend discount (Gordon):Not enough data to compute it
P/FFO, funds from operations:$212.75
Mid-cycle earnings:$46.68
Revenue multiple:$120.34
Last Earnings Surprise:+6.13%

Valuation Metrics

P/E Ratio

19.95

ROE

18.9%

P/B Ratio

4.85

P/FCF

350.43

Gross Margin

50.8%

ROIC

8.7%

Profitability Radar

Value Creation (Economic Moat)

ROIC

8.7%

WACC

11.8%

ROIC − WACC

-3.2 pp

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

Fundamental Analysis Criteria

Passed (20)

  • EPS shows upward trend
  • EPS CAGR 10.87%
  • Price CAGR 20.86%
  • 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%
  • Earnings surprise, average 5.1%
  • PEG ratio 0.71
  • Earnings quality (operating cash flow / net income) 1.19
  • Share dilution 1.1%
  • Net margin trend 17.4% vs 10.5%
  • Piotroski F-Score 6/9

Failed (5)

  • P/FCF 350.43
  • P/B ratio 4.85
  • Positive free cash flow
  • Price below Graham Number
  • DCF valuation (Overvalued)

Unavailable (2)

  • Dividend payout –
  • CapEx intensity

Piotroski F-Score

6/9

Mixed signals: some areas need attention

ROA > 0
Operating cash flow > 0
ΔROA > 0
Cash flow > net income
Leverage ↓
Current ratio ↑
No dilution
Gross margin ↑
Asset turnover ↑

Earnings Quality

1.19

High quality: earnings backed by cash

Share Dilution

1.1%

Share count is stable

Institutional Holdings

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

Documents

  • Annual Report (10-K)

    A yearly overview of the business, its financial results, and the risks it faces.

    Filed on 2026-02-06

    View document
  • Quarterly Report (10-Q)

    A snapshot of financial performance for the most recent three-month period.

    Filed on 2026-07-31

    View document
  • Current Report (8-K)

    An announcement of a major event, such as a leadership change or big news.

    Filed on 2026-09-14

    View document

via SEC EDGAR

Income History

via SEC EDGAR

Part 2 · The price and its context

This part shows how the price has behaved, not whether the company is worth owning. Inside: technical analysis, potential, historical drawdowns, gamma exposure.

Market Reaction Profile

How much AMZN moves, measured on its daily prices.

VolatilityMedium

More volatile than 57% of the tracked stocks (90-day volatility).

Volatility 30d
29.9%
Volatility 90d
38.9%
Beta vs S&P 500 (1y)
1.47Correlation 0.54
Max drawdown (12m)
-21.7%
ATR (14d, % of price)
2.68%

Earnings reactions

How AMZN moved around its past quarterly results.

Next earnings release

Oct 29, 2026 · In 5 days · After the close

EPS estimate: 1.98Revenue estimate: $202.2B

What usually happens

  • Over the last 12 releases the stock moved a median of 6.5% the next day, up or down.
  • Next-day moves: up 7, down 5 (out of 12).

Release history

DateWhen EPS est.EPS actualSurprise Gap 1 day5 days
Jul 30, 2026After the close1.861.97+6.1% +12.5% +15.3% +15.6%
Apr 29, 2026After the close1.671.61-3.5% +3.9% +0.8% +4.5%
Feb 5, 2026After the close1.671.61-3.6% -9.0% -5.6% -10.4%
Oct 30, 2025After the close1.601.95+21.5% +12.2% +9.6% +9.1%
Jul 31, 2025After the closen/an/an/a-7.2% -8.3% -4.7%
May 1, 2025After the closen/an/an/a+0.7% -0.1% +1.0%
Feb 6, 2025After the closen/an/an/a-2.7% -4.1% -3.5%
Oct 31, 2024After the closen/an/an/a+6.8% +6.2% +12.7%
Aug 1, 2024After the closen/an/an/a-9.4% -8.8% -9.9%
Apr 30, 2024After the closen/an/an/a+3.8% +2.3% +7.9%
Feb 1, 2024After the closen/an/an/a+6.2% +7.9% +6.6%
Oct 26, 2023After the closen/an/an/a+5.5% +6.8% +15.5%

Release dates from SEC 8-K filings.

Updated 10/24/2026

Historical statistics for educational purposes only. They are not forecasts and not investment advice.

Price reaction to the news

Latest news on AMZN and what the price did next.

Return of the stock minus return of SPY over the same days. A news item close to a price move did not necessarily cause it. Historical data for educational purposes only, not investment advice.

Latest News

Recent headlines for AMZN.

  • 1d agoNEUTRAL
    Amazon cut 30,000 corporate jobs to focus on AI. Now it’s promising 30,000 entry-level roles in the UK by 2030

    Amazon has pledged to create 30,000 entry-level positions across the UK by 2030, as part of its 'Amazon Youth Promise' initiative. This program aims to provide job training and opportunities for young workers, including those not currently in education, employment, or training (NEET). The move follows recent reports of Amazon cutting approximately 30,000 corporate roles to refocus on artificial intelligence development. While the job creation is a positive step for the UK labor market and Amazon's public image, it is a long-term commitment and does not directly offset the recent corporate layoffs or immediately impact the company's strategic shift towards AI.

  • 3d agoNEUTRAL
    Amazon abandons $427 million GW campus data center plan and pledges land donations worth $65 million instead

    Amazon has decided to halt its planned $427 million data center campus development on university property in Virginia. Instead, the tech giant will donate land valued at $65 million to the university. This strategic shift away from a significant capital expenditure on this specific data center project, while still maintaining a relationship through land donation, suggests a re-evaluation of immediate infrastructure needs or a change in development strategy. Investors will monitor future capital expenditure announcements for insights into Amazon's ongoing investment in its cloud infrastructure.

  • 5d agoPOSITIVE
    Amazon Rallies as Morgan Stanley Sees Major AI Upside | Closing Bell

    Morgan Stanley analysts have identified significant upside potential for Amazon, driven by the company's strategic positioning in the artificial intelligence (AI) sector. The report highlights Amazon's cloud computing arm, Amazon Web Services (AWS), as a key beneficiary of the burgeoning AI market, projecting increased demand for its scalable infrastructure and specialized AI services. This positive outlook suggests that Amazon is well-placed to capitalize on AI-driven growth, potentially leading to enhanced revenue streams and profitability. Investors are advised to monitor AWS's performance and Amazon's AI product development for further indicators of its market impact.

  • 5d agoPOSITIVE
    Amazon, per Morgan Stanley è "Top Pick"

    Amazon shares surged approximately 5% on Wall Street following Morgan Stanley's designation as a 'top pick'. The investment bank reiterated its 'overweight' rating and raised its price target, signaling strong conviction in the e-commerce and cloud giant's future performance. This endorsement from a major financial institution suggests that analysts foresee significant upside potential, likely driven by factors such as continued AWS growth, e-commerce resilience, and potential new ventures. Investors may interpret this as a strong buy signal, anticipating further stock appreciation.

  • 5d agoPOSITIVE
    Le azioni Amazon salgono: un analista vede un potenziale rialzista del 40%

    Amazon shares climbed Monday after Morgan Stanley raised its price target to $350 from $335, maintaining an Overweight rating and highlighting AI, cloud services, and automated fulfillment as key growth drivers. The new target suggests a potential upside of approximately 40% from Friday's closing price of $250. This upward revision, coming after a 4.7% decline last week, indicates strong conviction from analysts regarding Amazon's future prospects. Investors may view this as a signal to re-enter or increase positions, anticipating a rebound and continued growth in its core and emerging business segments.

  • 13d agoPOSITIVE
    Amazon pianifica acquisizione da 7 miliardi di Decart, startup AI in rapida crescita

    Amazon is reportedly in advanced talks to acquire AI startup Decart for approximately $7 billion, a significant premium over its May valuation of $4 billion. Decart specializes in software that simplifies AI chip compatibility for developers, a critical need in the current AI hardware landscape. This potential acquisition highlights Amazon's aggressive strategy to bolster its AI capabilities and secure key technologies. While the deal is not confirmed and could face hurdles, it signals strong investor confidence in Decart's growth trajectory and Amazon's commitment to AI innovation, potentially driving AMZN's stock higher.

  • 16d agoNEGATIVE
    Amazon taglia quasi 1.000 posti durante Prime mentre investe in IA

    Amazon has confirmed another round of layoffs, impacting fewer than 1,000 white-collar employees, primarily within its Stores division which oversees the company's core e-commerce operations. These cuts occurred during the Prime Big Deal Days shopping event. Affected employees are located in the US, India, and the UK. Amazon stated the restructuring aims to better align its retail organization with business priorities. For investors, while the cuts are relatively small in the context of Amazon's overall workforce, they signal a focus on efficiency and strategic reallocation of resources, potentially impacting morale and short-term operational capacity within the retail segment.

  • 22d agoNEGATIVE
    Amazon is hiking chip-rental prices and reportedly moving Nvidia processors off the balance sheet

    Amazon is increasing prices for renting high-performance microchips, a move that could impact its cloud computing clients and signal financial pressures. Concurrently, the company is reportedly planning a sale-leaseback transaction for Nvidia chips. This strategy might be aimed at improving cash flow or balance sheet management. For investors, these actions suggest potential challenges in managing the significant capital expenditures required for AI infrastructure, possibly affecting profitability and operational efficiency in its AWS segment.

  • 23d agoPOSITIVE
    Why Amazon got a call-up to the Goldman Sachs conviction list of top stocks

    Goldman Sachs has added Amazon.com, Inc. to its prestigious "conviction list" of top stock picks, signaling strong confidence in the e-commerce and cloud giant's future performance. This inclusion suggests that the investment bank's analysts foresee significant upside potential and believe AMZN is poised for outperformance relative to its peers. Investors often view conviction list additions as a strong buy signal, potentially driving increased demand and upward price pressure on the stock. The move also implies positive sentiment regarding Amazon's strategic initiatives and market position.

  • 24d agoPOSITIVE
    How Amazon’s stock can fight off the AI threat and soar 46%

    Rosenblatt Securities analyst Barton Crockett maintains a 'buy' rating on Amazon.com Inc. (AMZN), projecting a 46% upside potential for the stock. Despite investor concerns about AI agents potentially disrupting Amazon's business model, Crockett believes the e-commerce giant is well-positioned to overcome these challenges. The analyst's positive outlook suggests that Amazon's core operations and strategic adaptations will allow it to thrive amidst the evolving technological landscape, offering a compelling investment opportunity for shareholders.