Amazon Com vs Booking Holdings: Fair Value & Quality
Both stocks run through our 21 valuation models. Here is how Amazon Com (AMZN) and Booking Holdings (BKNG) compare, as of Jul 23, 2026.
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
Booking Holdings · Consumer Discretionary
Bottom line
As of Jul 23, 2026, Fair Value Calculator sees Booking Holdings as the more attractively valued of the two: Amazon Com trades at $248 versus a fair value of $128 (-48%), while Booking Holdings trades at $179 versus $153 (-15%).
Booking Holdings has the higher quality score (71/100).
See the full analysis →See the undervalued quality stocks every month
Just your email for the monthly Top-25 report of the most undervalued quality stocks, with fair value, quality and price target. Plus 14 days of Pro to try, no card.
Free. You confirm by email (double opt-in) and can unsubscribe anytime in one click. Not financial advice.
A model-based valuation snapshot from 21 models, not a recommendation and not financial advice. Values change with price and fundamentals; the date shown above applies.