Alphabet Inc. (GOOGL)vs Amazon.com, Inc. (AMZN)

Quick verdict

Alphabet Inc. (GOOGL) and Amazon.com, Inc. (AMZN) appeal to different investors. On our six-factor framework, GOOGL scores 2 and AMZN scores 4. GOOGL looks cheaper on the multiples that matter, while AMZN grows faster and AMZN earns higher returns on capital. Overall, AMZN edges this comparison, but the right pick depends on whether you prioritise value, growth, income or balance-sheet safety.

2-year relative performance

At-a-glance comparison

Business model and revenue mix

Alphabet Inc. operates in Internet Content & Information (Communication Services), while Amazon.com, Inc. sits in Internet Retail (Consumer Cyclical). The two operate in different sectors, so cyclicality and end-market exposure differ — factor that into any portfolio overlap. GOOGL carries a beta of 1.81 versus 1.53 for AMZN, meaning GOOGL has historically been the more volatile of the two.

Valuation

On valuation, GOOGL is the cheaper stock. GOOGL trades on a forward P/E of 12.86 and EV/EBITDA of 31.48, against 45.95 and 32.34 for AMZN. Price-to-sales is 9.43 vs 20.74, and free-cash-flow yield is 1.5% vs 2.0%. A higher multiple is only justified if the company can sustain faster growth or wider margins, which is exactly what the next sections test.

Growth profile

AMZN is the faster grower. GOOGL has compounded revenue at 12.4% over three years with EPS growth of 8.4%, while AMZN has delivered 16.9% revenue and 25.7% EPS growth. Growth like this is the single biggest driver of long-term returns, but it also tends to come with a richer valuation, so it must be weighed against the multiples above.

Profitability and quality

On profitability and quality, AMZN is stronger. GOOGL posts a 42.2% operating margin, 7.3% return on equity and 38.5% return on invested capital. AMZN posts 45.9%, 26.3% and 17.3% respectively. Return on invested capital above roughly 15% is a hallmark of a durable competitive advantage, so this metric deserves particular attention.

Balance-sheet risk

AMZN has the safer balance sheet. GOOGL carries net-debt/EBITDA of 2.61x with a current ratio of 2.92, versus 0.86x and 1.04 for AMZN. Lower leverage gives a company more room to invest through a downturn and reduces the risk of dilution or distress.

Price performance and shareholder returns

Over the past year GOOGL returned 28.9% against 4.0% for AMZN; on a three-year annualised basis it is -3.6% vs 42.8%. GOOGL yields 0.0% and AMZN yields 0.0%. Past performance never guarantees future results, but the multi-year track record shows how the market has rewarded each business so far.

Which stock fits which investor

For value-oriented investors, GOOGL is the better fit on today's multiples. Growth investors will likely prefer AMZN, which is expanding faster. Income investors should lean toward GOOGL for its higher shareholder yield, while investors who prize quality-at-a-reasonable-price will favour AMZN for its superior returns on capital. This is a comparison of facts, not a recommendation — your time horizon, risk tolerance and existing holdings should drive the final decision.

• Value: GOOGL
• Growth: AMZN
• Income: GOOGL
• Quality: AMZN

Frequently asked questions

Is GOOGL or AMZN the better buy right now?

Neither is universally "better." GOOGL scores 2 and AMZN scores 4 on our six-factor framework. GOOGL is cheaper, AMZN grows faster, and AMZN is higher quality — so the right pick depends on your objective.

Which stock is cheaper, GOOGL or AMZN?

GOOGL is the cheaper stock across forward P/E (12.86 vs 45.95), EV/EBITDA (31.48 vs 32.34) and price-to-sales (9.43 vs 20.74).

Which has grown faster, GOOGL or AMZN?

AMZN has the stronger growth profile, with three-year revenue CAGR of 12.4% for GOOGL versus 16.9% for AMZN.

Which stock pays a bigger dividend?

GOOGL yields 0.0% and AMZN yields 0.0%, so GOOGL is the stronger income choice.

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