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.
AAPL holds the edge across 3 of 5 key metrics in this comparison. AAPL has delivered stronger 1-year price return (+30.85% vs +11.10%), though AMZN has the better forward P/E setup (24.68x vs 34.70x 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 (+27.80%) than for AAPL (-1.99%).
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 | 60.2 | 55.5 |
| AI ranki | #142 | #243 |
| Latest closei | $343.91 | $249.09 |
| 1M returni | +0.83% | -0.23% |
| 3M returni | +2.08% | +7.65% |
| 6M returni | +28.51% | -4.61% |
| 1Y returni | +30.85% | +11.10% |
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 | $12.79K (+27.9%) started 2025-10-27 | $10.97K (+9.7%) started 2025-10-27 |
| 5Y ago | $24.05K (+140.5%) started 2021-10-27 | $14.68K (+46.8%) started 2021-10-27 |
| 10Y ago | $142.74K (+1327.4%) started 2016-10-27 | $60.88K (+508.8%) started 2016-10-27 |
Hypothetical — past performance does not guarantee future results.
| Metric | AAPL | AMZN |
|---|---|---|
| Market capi | $4.85T | $2.77T |
| Trailing P/Ei | 38.15 | 20.66 |
| Forward P/Ei | 34.70 | 24.68 |
| Price/Salesi | 11.01 | 3.49 |
| EV/Revenuei | 10.44 | 3.74 |
| Analyst targeti | $325.66 | $328.17 |
| Target upsidei | -1.99% | +27.80% |
| 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 | 0.33% | N/A |
| Payout ratioi | 12.04% | 0.00% |
| Dividend growth streaki | No increase yet | N/A |
| Betai | 1.08 | 1.44 |
| 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 0.05), 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 | +27.94% | +9.75% |
| CAGRi | +28.05% | +9.78% | |
| Volatilityi | 23.98% | 34.73% | |
| Sharpe ratioi | 0.97 | 0.31 | |
| Sortino ratioi | 1.38 | 0.51 | |
| Max drawdowni | 13.82% | 21.74% | |
| Current drawdowni | 1.24% | 12.30% | |
| Avg drawdowni | 4.90% | 9.41% | |
| Ulcer Indexi | 6.39% | 10.90% | |
| Max daily dropi | 7.35% | 5.55% | |
| Max wkly dropi | 9.94% | 14.09% | |
| 5Y | Growthi | +135.74% | +46.85% |
| CAGRi | +18.72% | +7.99% | |
| Volatilityi | 28.03% | 36.59% | |
| Sharpe ratioi | 0.59 | 0.27 | |
| Sortino ratioi | 0.87 | 0.40 | |
| Max drawdowni | 33.36% | 55.73% | |
| Current drawdowni | 1.24% | 12.30% | |
| Avg drawdowni | 9.06% | 18.34% | |
| Ulcer Indexi | 11.71% | 23.62% | |
| Max daily dropi | 9.25% | 14.05% | |
| Max wkly dropi | 22.75% | 20.35% | |
| 10Y | Growthi | +1207.32% | +508.75% |
| CAGRi | +29.32% | +19.80% | |
| Volatilityi | 29.13% | 33.22% | |
| Sharpe ratioi | 0.88 | 0.58 | |
| Sortino ratioi | 1.29 | 0.85 | |
| Max drawdowni | 38.52% | 56.15% | |
| Current drawdowni | 1.24% | 12.30% | |
| Avg drawdowni | 8.07% | 12.92% | |
| Ulcer Indexi | 11.18% | 18.21% | |
| 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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