Amazon.com vs Booking Holdings: Fair Value & Quality
Both stocks run through our valuation models. Here is how Amazon.com (AMZN) and Booking Holdings (BKNG) compare, as of Aug 13, 2026.
As of Aug 13, 2026, Fair Value Calculator sees Booking Holdings as the less overvalued of the two: Amazon.com trades at $267 versus a fair value of $128 (-52%), while Booking Holdings trades at $212 versus $153 (-28%).
Amazon.com
AMZN · USD · Consumer Discretionary
-52%
upside to fair value
overvalued
Price$267
Fair Value$128
Quality54/100
Booking Holdings
BKNG · USD · Consumer Discretionary
-28%
upside to fair value
overvalued
Price$212
Fair Value$153
Quality88/100
Head-to-head numbers
Green value = the better side for that row (for valuation multiples: lower = cheaper).
Amazon.comBooking Holdings
Valuation
29.3×P/E (TTM)24.1×
3.55×P/S (TTM)5.12×
6.42×P/B—
16.8×EV/EBITDA13.6×
1.41×PEG0.75×
—Dividend yield0.9%
—Dividend per share$1.58
Profitability
12%Net margin22%
13%Operating margin25%
24%Return on equity226%
7%Return on assets22%
Growth
17%Revenue growth (YoY)16%
11.7%Avg. growth/yr (3Y)16.3%
13.2%Avg. growth/yr (5Y)31.7%
Balance & size
0.16×Debt / equity—
$2.6TMarket cap$142B
expensiveGrowth qualityhealthy
Booking Holdings leads: 2 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.
Amazon.comof which business quality 55 · market factors 55Booking Holdingsof which business quality 84 · market factors 54
ProfitabilityMargins and returns on capital today
65
87
Quality GrowthAre margins and returns improving?
52
43
CashflowEarnings quality: real cash, not paper profit
InvestmentDisciplined investing over empire-building
3
92
Low VolatilityCalm price path (market factor)
42
55
MomentumPrice trend over the last 3–12 months (market factor)
55
53
52W MomentumDistance to the 52-week high (market factor)
71
55
Net IssuanceBuybacks instead of dilution
66
100
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.
Amazon.com
DCF Models$155
Earnings-Based$184
Multiples$129
Asset-Based$25.60
Growth DCF$69.38
Economic Profit$90.56
Growth Earnings$239
23 of 24 models see the stock below the current price.
Booking Holdings
DCF Models$253
Earnings-Based$132
Dividend Discount$28.34
Multiples$153
Growth DCF$231
Economic Profit$113
Growth Earnings$187
14 of 23 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.
Amazon.com
Bear $69.09Fair Value $128Bull $209
$267 = current price (white tick)
Booking Holdings
Bear $114Fair Value $153Bull $192
$212 = current price (white tick)
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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.
Amazon.com · Consumer Discretionary
Quality score54 · below median
Fair value upside-52% · bottom 25%
Booking Holdings · Consumer Discretionary
Quality score88 · Top 25%
Fair value upside-28% · below median
Bottom line
As of Aug 13, 2026, Fair Value Calculator sees Booking Holdings as the less overvalued of the two: Amazon.com trades at $267 versus a fair value of $128 (-52%), while Booking Holdings trades at $212 versus $153 (-28%).
Booking Holdings has the higher quality score (88/100).
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A model-based valuation snapshot from 21 models. Values change with price and fundamentals; the date shown above applies.
