STOCK COMPARISON
Alibaba Group Holding vs Amazon.com: Fair Value & Quality
Both stocks run through our valuation models. Here is how Alibaba Group Holding (9988) and Amazon.com (AMZN) compare, as of Aug 8, 2026.
As of Aug 8, 2026, Fair Value Calculator sees Alibaba Group Holding as the more attractively valued of the two: Alibaba Group Holding trades at HK$124 versus a fair value of HK$133 (+7%), while Amazon.com trades at $272 versus $128 (-53%).
Alibaba Group Holding
9988.HK · HKD · Consumer Discretionary
+7%
upside to fair value
fairly valued
PriceHK$124
Fair ValueHK$133
Quality49/100
Amazon.com
AMZN · USD · Consumer Discretionary
-53%
upside to fair value
overvalued
Price$272
Fair Value$128
Quality55/100
Head-to-head numbers
Green value = the better side for that row (for valuation multiples: lower = cheaper).
Alibaba Group HoldingAmazon.com
Valuation
17.1×P/E (TTM)29.3×
2.03×P/S (TTM)3.55×
1.96×P/B6.42×
19.4×EV/EBITDA16.8×
0.47×PEG1.41×
6.5%Dividend yield—
HK$7.24Dividend per share—
Profitability
10%Net margin12%
1%Operating margin13%
9%Return on equity24%
2%Return on assets7%
Growth
3%Revenue growth (YoY)17%
5.6%Avg. growth/yr (3Y)11.7%
7.4%Avg. growth/yr (5Y)13.2%
Balance & size
0.22×Debt / equity0.16×
$264BMarket cap$2.6T
expensiveGrowth qualityexpensive
Amazon.com leads: 4 to 9 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.
Alibaba Group Holdingof which business quality 52 · market factors 37
Amazon.comof which business quality 55 · market factors 55
ProfitabilityMargins and returns on capital today
41
65
Quality GrowthAre margins and returns improving?
35
52
CashflowEarnings quality: real cash, not paper profit
13
44
Fin. StrengthBalance sheet, leverage, solvency risk
67
80
InvestmentDisciplined investing over empire-building
76
3
Low VolatilityCalm price path (market factor)
63
42
MomentumPrice trend over the last 3–12 months (market factor)
19
51
52W MomentumDistance to the 52-week high (market factor)
38
78
Net IssuanceBuybacks instead of dilution
100
66
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.
Alibaba Group Holding
DCF ModelsHK$45.27
Earnings-BasedHK$176
Dividend DiscountHK$33.60
MultiplesHK$80.59
Asset-BasedHK$36.94
Economic ProfitHK$34.95
Growth EarningsHK$230
13 of 17 models see the stock below the current price.
Amazon.com
DCF Models$165
Earnings-Based$184
Multiples$129
Asset-Based$25.60
Growth DCF$80.53
Economic Profit$90.56
Growth Earnings$231
23 of 24 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.
Alibaba Group Holding
Bear HK$99.99Fair Value HK$133Bull HK$167
HK$124 = current price (white tick)
Amazon.com
Bear $70.59Fair Value $128Bull $221
$272 = current price (white tick)
Compare two other stocks
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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.
Alibaba Group Holding · Consumer Discretionary
Quality score49 · below median
Fair value upside+7% · above median
Amazon.com · Consumer Discretionary
Quality score55 · above median
Fair value upside-53% · bottom 25%
Bottom line
As of Aug 8, 2026, Fair Value Calculator sees Alibaba Group Holding as the more attractively valued of the two: Alibaba Group Holding trades at HK$124 versus a fair value of HK$133 (+7%), while Amazon.com trades at $272 versus $128 (-53%).
Amazon.com has the higher quality score (55/100).
See the full analysis →
More comparisons
Popular match-ups from the same sectors, all with fair value and quality score.
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A model-based valuation snapshot from 21 models. Values change with price and fundamentals; the date shown above applies.
