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STOCK COMPARISON

Alibaba Group Holding vs Amazon.com: Fair Value & Quality

Both stocks run through our valuation models. Here is how Alibaba Group Holding (9988) and Amazon.com (AMZN) compare, as of Sep 5, 2026.

As of Sep 5, 2026, Fair Value Calculator sees Alibaba Group Holding as the more attractively valued of the two: Alibaba Group Holding trades at HK$110 versus a fair value of HK$132 (+20%), while Amazon.com trades at $259 versus $128 (-51%).
Alibaba Group Holding
9988.HK · HKD · Consumer Discretionary
+20%
upside to fair value
undervalued
PriceHK$110
Fair ValueHK$132
Quality54/100
Amazon.com
AMZN · USD · Consumer Discretionary
-51%
upside to fair value
overvalued
Price$259
Fair Value$128
Quality54/100
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Head-to-head numbers

Green value = the better side for that row (for valuation multiples: lower = cheaper).

Alibaba Group HoldingAmazon.com
Valuation
17.1×P/E (TTM)29.3×
2.03×P/S (TTM)3.55×
1.96×P/B6.42×
19.4×EV/EBITDA16.8×
0.47×PEG1.41×
+19.9%Fair value upside−50.7%
0.9%Dividend yield—
HK$1.03Dividend per share—
Profitability
1%Operating margin13%
0.46×EBIT margin trend (5Y)1.90×
9%Return on equity24%
2%Return on assets7%
Growth
3%Revenue growth (YoY)17%
5.6%Avg. growth/yr (3Y)11.7%
7.4%Avg. growth/yr (5Y)13.2%
+45.4%Value creation/yr+28.0%
Balance & size
6.3×Interest coverage (EBIT/interest)35.2×
0.22×Debt / equity0.16×
$264BMarket cap$2.6T
expensiveGrowth qualityexpensive

Amazon.com leads: 6 to 8 metric wins.

Dash = not meaningfully computable, for example with negative equity.

Quality in detail

The quality score, broken down into the same factor families as on the stock page, 0 to 100 per family.

Alibaba Group Holdingof which business quality 52 · market factors 38 Amazon.comof which business quality 55 · market factors 54
ProfitabilityMargins and returns on capital today
41
65
Quality GrowthAre margins and returns improving?
35
52
CashflowEarnings quality: real cash, not paper profit
13
44
Fin. StrengthBalance sheet, leverage, solvency risk
67
80
InvestmentDisciplined investing over empire-building
76
3
Low VolatilityCalm price path (market factor)
63
42
MomentumPrice trend over the last 3–12 months (market factor)
30
56
52W MomentumDistance to the 52-week high (market factor)
23
63
Net IssuanceBuybacks instead of dilution
100
66

What the models say

How far the median fair value (base case) per model family sits from the current price, in percent. The amount in the currency of the trading venue is shown underneath.

above the price, more than 15% above close to the price, 85% to 115% of the price below the price, more than 15% below

Model familyAlibaba Group HoldingPrice HK$110Amazon.comPrice $259
DCF Models-59%below the priceHK$45.27-40%below the price$155
Earnings-Based+60%above the priceHK$176-29%below the price$184
Dividend Discount-69%below the priceHK$33.60n/a
Multiples-42%below the priceHK$63.91-50%below the price$129
Asset-Based-66%below the priceHK$36.94-90%below the price$25.60
Growth DCFn/a-73%below the price$69.38
Economic Profit-68%below the priceHK$34.95-65%below the price$90.56
Growth Earnings+115%above the priceHK$237-8%close to the price$239
Minimum-69%below the priceHK$33.60-90%below the price$25.60
Maximum+115%above the priceHK$237-8%close to the price$239
Median-59%below the priceHK$45.27-50%below the price$129
Geometric mean-40%below the priceHK$65.63-59%below the price$105

Minimum, maximum, median and geometric mean refer to the family values in this table. Geometric because deviations are ratios: half the price and twice the price average to 100%, not 125%.

Alibaba Group Holding: 12 of 17 models see the stock below the current price.

Amazon.com: 23 of 24 models see the stock below the current price.

Scenario ranges

From our cautious bear case to the optimistic bull case. The white tick is the current price: left of fair value means room to run.

Alibaba Group Holding
Bear HK$97.00Fair Value HK$132Bull HK$167
HK$110 = current price (white tick)
Amazon.com
Bear $69.09Fair Value $128Bull $209
$259 = current price (white tick)

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Ranked within their sector

Where each stock sits within its sector peer group. Band = middle 50% of peers, tick = median, dot = this stock.

Alibaba Group Holding · Consumer Discretionary

Quality score54 · above median
Fair value upside+20% · above median

Amazon.com · Consumer Discretionary

Quality score54 · above median
Fair value upside-51% · bottom 25%

Bottom line

As of Sep 5, 2026, Fair Value Calculator sees Alibaba Group Holding as the more attractively valued of the two: Alibaba Group Holding trades at HK$110 versus a fair value of HK$132 (+20%), while Amazon.com trades at $259 versus $128 (-51%).

Alibaba Group Holding has the higher quality score (54/100).

See the full analysis →
Alibaba Group Holding · Amazon.com

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A model-based valuation snapshot from 26 models. Values change with price and fundamentals; the date shown above applies.