Amazon.com vs Alibaba Group Holding: Fair Value & Quality
Both stocks run through our valuation models. Here is how Amazon.com (AMZN) and Alibaba Group Holding (9988) compare, as of Aug 14, 2026.
As of Aug 14, 2026, Fair Value Calculator sees Alibaba Group Holding as the more attractively valued of the two: Amazon.com trades at $265 versus a fair value of $128 (-52%), while Alibaba Group Holding trades at HK$122 versus HK$132 (+8%).
Amazon.com
AMZN · USD · Consumer Discretionary
-52%
upside to fair value
overvalued
Price$265
Fair Value$128
Quality54/100
Alibaba Group Holding
9988.HK · HKD · Consumer Discretionary
+8%
upside to fair value
fairly valued
PriceHK$122
Fair ValueHK$132
Quality54/100
Head-to-head numbers
Green value = the better side for that row (for valuation multiples: lower = cheaper).
Amazon.comAlibaba Group Holding
Valuation
29.3×P/E (TTM)17.1×
3.55×P/S (TTM)2.03×
6.42×P/B1.96×
16.8×EV/EBITDA19.4×
1.41×PEG0.47×
—Dividend yield6.5%
—Dividend per shareHK$7.24
Profitability
12%Net margin10%
13%Operating margin1%
24%Return on equity9%
7%Return on assets2%
Growth
17%Revenue growth (YoY)3%
11.7%Avg. growth/yr (3Y)5.6%
13.2%Avg. growth/yr (5Y)7.4%
Balance & size
0.16×Debt / equity0.22×
$2.6TMarket cap$264B
expensiveGrowth qualityexpensive
Amazon.com leads: 9 to 4 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.
Amazon.comof which business quality 55 · market factors 56Alibaba Group Holdingof which business quality 52 · market factors 39
ProfitabilityMargins and returns on capital today
65
41
Quality GrowthAre margins and returns improving?
52
35
CashflowEarnings quality: real cash, not paper profit
InvestmentDisciplined investing over empire-building
3
76
Low VolatilityCalm price path (market factor)
42
63
MomentumPrice trend over the last 3–12 months (market factor)
58
26
52W MomentumDistance to the 52-week high (market factor)
70
35
Net IssuanceBuybacks instead of dilution
66
100
What the models say
The median fair value (base case) per model family, each in the currency of its trading venue. Green = above the current price, red = below.
Amazon.com
DCF Models$155
Earnings-Based$184
Multiples$129
Asset-Based$25.60
Growth DCF$69.38
Economic Profit$90.56
Growth Earnings$239
23 of 24 models see the stock below the current price.
Alibaba Group Holding
DCF ModelsHK$45.27
Earnings-BasedHK$176
Dividend DiscountHK$33.60
MultiplesHK$63.91
Asset-BasedHK$36.94
Economic ProfitHK$34.95
Growth EarningsHK$237
13 of 17 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.
Amazon.com
Bear $69.09Fair Value $128Bull $209
$265 = current price (white tick)
Alibaba Group Holding
Bear HK$96.84Fair Value HK$132Bull HK$167
HK$122 = 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.
Amazon.com · Consumer Discretionary
Quality score54 · above median
Fair value upside-52% · bottom 25%
Alibaba Group Holding · Consumer Discretionary
Quality score54 · above median
Fair value upside+8% · above median
Bottom line
As of Aug 14, 2026, Fair Value Calculator sees Alibaba Group Holding as the more attractively valued of the two: Amazon.com trades at $265 versus a fair value of $128 (-52%), while Alibaba Group Holding trades at HK$122 versus HK$132 (+8%).
Alibaba Group Holding has the higher quality score (54/100).
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A model-based valuation snapshot from 21 models. Values change with price and fundamentals; the date shown above applies.
