AAPL vs AMZN: Consumer Ecosystem vs Cloud and E-Commerce Empire: AI Score, Valuation, Performance and Upside
Apple is the premier consumer technology franchise, monetizing a massive installed base through high-margin services with best-in-class capital returns. Amazon is a diversified platform giant where AWS cloud and advertising provide the margin engine while e-commerce builds the customer flywheel. Both are mega-cap compounders, but Apple offers more predictable cash flows while Amazon offers more growth vectors.
Use this AAPL vs AMZN comparison to evaluate two different mega-cap technology models: Apple's vertically integrated consumer ecosystem with premium margins versus Amazon's horizontally diversified platform spanning commerce, cloud, and advertising.
AMZN holds the edge across 3 of 5 key metrics in this comparison. AAPL has delivered stronger 1-year price return (+34.18% vs +14.39%), though AMZN has the better forward P/E setup (25.64x vs 33.52x for AAPL). On fundamentals, AMZN is growing revenue faster (19.60%), while AAPL maintains the higher operating margin (32.62%) — a classic growth-versus-profitability split. Analyst consensus implies meaningfully more upside for AMZN (+22.99%) than for AAPL (+1.49%).
Human Wall Street analysts' price targets, typically implying a ~12-month view — a separate signal from this site's own AI Prediction Signal further down the page, which is a 5-/30-day machine-learning forecast based on price history alone.
- Want exposure to the world's most valuable consumer brand with a sticky ecosystem of 2B+ devices
- Prioritize consistent capital returns through industry-leading buyback and dividend programs
- Believe Apple Intelligence and Vision Pro will drive the next hardware upgrade supercycle
- Prefer higher-margin, more predictable earnings with lower revenue volatility
- Want diversified exposure to cloud computing, e-commerce, and digital advertising in one stock
- Believe AWS will maintain cloud leadership and capture a disproportionate share of AI infrastructure spending
- Are comfortable with lower near-term margins in exchange for multiple high-growth revenue streams
- Value Amazon's logistics moat and advertising flywheel as durable competitive advantages
| Metric | AAPL | AMZN |
|---|---|---|
| AI scorei | 58.9 | 62.0 |
| AI ranki | #192 | #149 |
| Latest closei | $319.97 | $258.51 |
| 1M returni | +2.88% | -5.19% |
| 6M returni | +22.93% | +18.07% |
| 1Y returni | +34.18% | +14.39% |
How much would $10,000 be worth today if invested at the start of each period, with all dividends reinvested?
| Period | AAPL | AMZN |
|---|---|---|
| 1Y ago | $13.34K (+33.4%) started 2025-09-04 | $10.97K (+9.7%) started 2025-09-04 |
| 5Y ago | $21.26K (+112.6%) started 2021-09-07 | $14.73K (+47.3%) started 2021-09-07 |
| 10Y ago | $141.17K (+1311.7%) started 2016-09-06 | $65.54K (+555.4%) started 2016-09-06 |
Hypothetical — past performance does not guarantee future results.
| Metric | AAPL | AMZN |
|---|---|---|
| Market capi | $4.67T | $2.87T |
| Trailing P/Ei | 36.62 | 21.42 |
| Forward P/Ei | 33.52 | 25.64 |
| Price/Salesi | 11.01 | 3.49 |
| EV/Revenuei | 10.04 | 3.87 |
| Analyst targeti | $324.45 | $327.67 |
| Target upsidei | +1.49% | +22.99% |
| Metric | AAPL | AMZN |
|---|---|---|
| Revenue growthi | 16.40% | 19.60% |
| Earnings growthi | 28.70% | 242.30% |
| EPS growthi | +28.70% | +242.30% |
| FCF margini | +23.08% | +0.42% |
| Operating margini | 32.62% | 13.69% |
| Profit margini | 27.62% | 17.44% |
| ROIC proxyi | 148.75% | 30.56% |
| Return on equityi | 148.75% | 30.56% |
| Dividend yieldi | 0.34% | N/A |
| Betai | 1.09 | 1.45 |
| Debt/equityi | 78.44 | 45.62 |
| Current ratioi | 1.00 | 1.03 |
| Quick ratioi | 0.81 | 0.84 |
Over the past year, AAPL and AMZN have moved barely in the same direction (correlation of 0.08), based on daily returns.
Lower drawdown and smaller single-period drops generally indicate a smoother ride, though they do not guarantee lower future risk.
| Period | Metric | AAPL | AMZN |
|---|---|---|---|
| 1Y | Growthi | +33.44% | +9.69% |
| CAGRi | +33.50% | +9.70% | |
| Volatilityi | 25.00% | 34.34% | |
| Sharpe ratioi | 1.10 | 0.31 | |
| Sortino ratioi | 1.59 | 0.49 | |
| Max drawdowni | 13.82% | 21.74% | |
| Current drawdowni | 5.91% | 8.98% | |
| Avg drawdowni | 4.85% | 8.76% | |
| Ulcer Indexi | 6.36% | 10.39% | |
| Max daily dropi | 7.35% | 5.55% | |
| Max wkly dropi | 9.94% | 14.09% | |
| 5Y | Growthi | +108.36% | +47.33% |
| CAGRi | +15.84% | +8.07% | |
| Volatilityi | 28.06% | 36.45% | |
| Sharpe ratioi | 0.51 | 0.27 | |
| Sortino ratioi | 0.74 | 0.40 | |
| Max drawdowni | 33.36% | 55.73% | |
| Current drawdowni | 5.91% | 8.98% | |
| Avg drawdowni | 9.24% | 18.17% | |
| Ulcer Indexi | 11.77% | 23.56% | |
| Max daily dropi | 9.25% | 14.05% | |
| Max wkly dropi | 22.75% | 20.35% | |
| 10Y | Growthi | +1192.89% | +555.39% |
| CAGRi | +29.19% | +20.70% | |
| Volatilityi | 29.16% | 33.11% | |
| Sharpe ratioi | 0.87 | 0.60 | |
| Sortino ratioi | 1.28 | 0.88 | |
| Max drawdowni | 38.52% | 56.15% | |
| Current drawdowni | 5.91% | 8.98% | |
| Avg drawdowni | 8.10% | 12.85% | |
| Ulcer Indexi | 11.19% | 18.18% | |
| Max daily dropi | 12.86% | 14.05% | |
| Max wkly dropi | 22.75% | 20.35% |
| Category | AAPL | AMZN |
|---|---|---|
| Company | Apple Inc. | Amazon.com, Inc. |
| Sector | Technology | Consumer Cyclical |
| Industry | Consumer Electronics | Internet Retail |
| Core business | Designer and manufacturer of consumer electronics including iPhone, Mac, iPad, Apple Watch, and Vision Pro. Operates a high-margin services ecosystem spanning the App Store, Apple Music, iCloud, Apple TV+, and Apple Pay with over 2 billion active devices worldwide. | Global e-commerce marketplace operator and the world's largest cloud infrastructure provider via AWS. Growing high-margin advertising business now exceeding $55 billion annually. Expanding in logistics, grocery, healthcare, and AI services through Bedrock and custom Trainium chips. |
| Investor focus | iPhone replacement cycles, Services revenue growth and margin expansion, Apple Intelligence AI adoption, Vision Pro traction, and capital return via buybacks and dividends. | AWS growth rate and margin trajectory, advertising revenue acceleration, retail margin expansion through fulfillment efficiency, and AI services monetization via Bedrock and Trainium. |
- Unmatched consumer hardware-software integration with over 2 billion active devices generating recurring services revenue
- Services segment delivers 70%+ gross margins and now exceeds $100 billion in annual revenue
- Massive capital return program with over $100 billion in annual buybacks supporting EPS growth
- AWS is the leading cloud platform with over 30% market share and expanding AI workload revenue
- Advertising business generates $55B+ annually at high margins, now the third-largest digital ad platform
- Unrivaled logistics network with same-day delivery capability creating a durable e-commerce moat
- iPhone revenue concentration and dependence on upgrade cycle timing
- Regulatory pressure on App Store fees in the EU and US could compress services margins
- China market exposure amid geopolitical tensions and rising domestic competition from Huawei
- Retail segment margins remain thin and sensitive to consumer spending and logistics cost inflation
- AWS growth faces increasing competition from Azure and GCP, particularly in AI workloads
- Massive capital expenditure on data centers and logistics infrastructure pressures near-term free cash flow
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