AMZN vs GOOGL: Amazon vs Google — AI, Cloud & Advertising Compared: AI Score, Valuation, Performance and Upside
Amazon and Alphabet are both AI-native hyperscalers with dominant cloud and advertising businesses, but their emphasis differs: Amazon's core asset is AWS and a logistics/retail ecosystem, while Alphabet's core asset is the Google Search advertising franchise. Both are investing heavily in AI with Anthropic (Amazon) and Gemini/DeepMind (Alphabet) as respective differentiated approaches.
Use this AMZN vs GOOGL comparison to choose between the largest cloud provider and the dominant search advertising franchise. Amazon is more diversified across e-commerce, cloud, and ads; Alphabet offers higher advertising margin quality and potentially undervalued assets in Cloud, YouTube, and Waymo.
GOOGL holds the edge across 4 of 5 key metrics in this comparison. GOOGL leads on both 1-year return (+27.22%) and forward P/E quality (23.37x vs 24.68x for AMZN), a relatively favorable combination of momentum and valuation. GOOGL leads on both revenue growth (24.20%) and operating margin (34.03%), suggesting a stronger fundamental setup on both dimensions. Analyst consensus implies meaningfully more upside for AMZN (+27.80%) than for GOOGL (+23.51%).
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 the largest cloud provider with the broadest enterprise infrastructure footprint
- Value Amazon's diversification across e-commerce, cloud, advertising, and AI
- Believe AWS's Anthropic partnership provides a differentiated AI model stack
- See advertising as an underappreciated high-margin growth driver for Amazon
- Want exposure to the highest-margin advertising franchise in technology
- Believe Google Search will maintain its dominance despite AI-native search challenges
- See Google Cloud and YouTube as undervalued relative to the advertising business
- Value Waymo autonomous vehicle optionality as a potential long-term platform business
| Metric | AMZN | GOOGL |
|---|---|---|
| AI scorei | 55.4 | 63.8 |
| AI ranki | #228 | #79 |
| Latest closei | $248.00 | $320.21 |
| 1M returni | -0.51% | -5.22% |
| 3M returni | +6.85% | +0.15% |
| 6M returni | -6.06% | -7.02% |
| 1Y returni | +13.79% | +27.22% |
How much would $10,000 be worth today if invested at the start of each period, with all dividends reinvested?
| Period | AMZN | GOOGL |
|---|---|---|
| 1Y ago | $11.22K (+12.2%) started 2025-10-23 | $12.65K (+26.5%) started 2025-10-23 |
| 5Y ago | $14.94K (+49.4%) started 2021-10-25 | $23.52K (+135.2%) started 2021-10-25 |
| 10Y ago | $59.18K (+491.8%) started 2016-10-24 | $77.37K (+673.7%) started 2016-10-24 |
Hypothetical — past performance does not guarantee future results.
| Metric | AMZN | GOOGL |
|---|---|---|
| Market capi | $2.77T | $4.24T |
| Trailing P/Ei | 20.66 | 17.39 |
| Forward P/Ei | 24.68 | 23.37 |
| Price/Salesi | 3.49 | 5.88 |
| EV/Revenuei | 3.74 | 9.27 |
| Analyst targeti | $328.17 | $428.07 |
| Target upsidei | +27.80% | +23.51% |
| Metric | AMZN | GOOGL |
|---|---|---|
| Revenue growthi | 19.60% | 24.20% |
| Earnings growthi | 242.30% | 294.00% |
| EPS growthi | +242.30% | +294.00% |
| FCF margini | +0.42% | +5.08% |
| Operating margini | 13.69% | 34.03% |
| Profit margini | 17.44% | 54.77% |
| ROIC proxyi | 30.56% | 48.68% |
| Return on equityi | 30.56% | 48.68% |
| Dividend yieldi | N/A | 0.25% |
| Payout ratioi | 0.00% | 4.26% |
| Dividend growth streaki | N/A | No increase yet |
| Betai | 1.44 | 1.24 |
| Debt/equityi | 45.62 | 18.86 |
| Current ratioi | 1.03 | 2.72 |
| Quick ratioi | 0.84 | 2.47 |
Over the past year, AMZN and GOOGL have moved moderately in the same direction (correlation of 0.56), 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 | AMZN | GOOGL |
|---|---|---|---|
| 1Y | Growthi | +12.17% | +26.53% |
| CAGRi | +12.19% | +26.57% | |
| Volatilityi | 34.70% | 31.62% | |
| Sharpe ratioi | 0.37 | 0.76 | |
| Sortino ratioi | 0.61 | 1.19 | |
| Max drawdowni | 21.74% | 21.09% | |
| Current drawdowni | 12.68% | 20.47% | |
| Avg drawdowni | 9.32% | 8.16% | |
| Ulcer Indexi | 10.85% | 10.15% | |
| Max daily dropi | 5.55% | 7.13% | |
| Max wkly dropi | 14.09% | 10.37% | |
| 5Y | Growthi | +49.38% | +134.08% |
| CAGRi | +8.37% | +18.56% | |
| Volatilityi | 36.58% | 32.16% | |
| Sharpe ratioi | 0.28 | 0.55 | |
| Sortino ratioi | 0.41 | 0.81 | |
| Max drawdowni | 55.73% | 44.32% | |
| Current drawdowni | 12.68% | 20.47% | |
| Avg drawdowni | 18.32% | 13.78% | |
| Ulcer Indexi | 23.61% | 17.68% | |
| Max daily dropi | 14.05% | 9.51% | |
| Max wkly dropi | 20.35% | 13.41% | |
| 10Y | Growthi | +491.82% | +669.95% |
| CAGRi | +19.47% | +22.65% | |
| Volatilityi | 33.21% | 29.65% | |
| Sharpe ratioi | 0.57 | 0.69 | |
| Sortino ratioi | 0.84 | 1.00 | |
| Max drawdowni | 56.15% | 44.32% | |
| Current drawdowni | 12.68% | 20.47% | |
| Avg drawdowni | 12.96% | 9.86% | |
| Ulcer Indexi | 18.22% | 13.82% | |
| Max daily dropi | 14.05% | 11.63% | |
| Max wkly dropi | 20.35% | 15.46% |
| Category | AMZN | GOOGL |
|---|---|---|
| Company | Amazon.com, Inc. | Alphabet Inc. |
| Sector | Consumer Cyclical | Communication Services |
| Industry | Internet Retail | Internet Content & Information |
| Core business | E-commerce marketplace and fulfilment, AWS cloud infrastructure, digital advertising, Prime subscription, and AI services (Alexa, Bedrock). Investing heavily in AI via Anthropic partnership and AWS AI infrastructure. | Search and advertising (Google Search, YouTube), cloud infrastructure (Google Cloud), consumer hardware, autonomous vehicles (Waymo), and AI research (DeepMind, Gemini). |
| Investor focus | AWS revenue growth and AI workload expansion, advertising revenue growth, retail operating leverage, Prime membership, and Anthropic partnership impact. | Search revenue resilience as AI shifts query behaviour, Google Cloud AI growth, Gemini model competitiveness, YouTube monetisation, and Waymo commercialisation. |
- AWS is the largest public cloud by revenue with strong enterprise relationships and AI infrastructure investment
- Advertising business is among the fastest-growing large-scale ad platforms globally
- Retail Prime ecosystem creates durable consumer loyalty and high-margin advertising inventory
- Google Search is the most profitable advertising channel in history with near-monopoly share
- Google Cloud growing rapidly with competitive AI infrastructure and strong TPU capabilities
- YouTube is the largest video platform globally with significant monetisation runway
- AWS growth rate versus Azure and Google Cloud in AI workloads
- Retail operating margins remain thin and capital-intensive
- Antitrust scrutiny on marketplace practices and AWS competitive behaviour
- AI-native search engines threatening Google's core query monetisation model
- Antitrust exposure in Search, advertising tech, and app store distribution
- Google Cloud revenue scale still significantly below AWS and Azure
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