LIVE
AMZN
Amazon.com, Inc. · E-Commerce / Cloud / Technology
$244.39
-5.76% this month
VERSUS
⟷
COMPARE
ETSY
Etsy, Inc. · E-Commerce Marketplace (Handmade/Vintage)
$73.95
+28.36% this month
Scoreboard verdict
Across AI score, momentum, valuation, upside, operating margin
AMZN
2
ETSY
3
Comparison scoreboard
ETSY LEADS 3/5AI Score
AMZN ✓60.6
ETSY 50.4
1Y Return
AMZN +13.77%
ETSY ✓+33.73%
Fwd P/E
AMZN 24.19
ETSY ✓10.62
Target Up.
AMZN ✓+31.00%
ETSY +4.20%
Op. Margin
AMZN 13.14%
ETSY ✓18.98%
Metrics last refreshed: 6/20/2026
Quick take
AMZN vs ETSY Stock Comparison: AI Score, Valuation, Performance and Upside
AMZN and ETSY are e-commerce companies at very different scales with minimal direct competition. Amazon is the everything store (commodities, brands, electronics, groceries at scale) plus AWS cloud and advertising. Etsy is the niche handmade and vintage marketplace where Amazon's commodity model literally cannot compete with artisan-made one-of-a-kind products. They serve different consumer needs; most Etsy buyers also shop on Amazon regularly without treating them as substitutes.
AMZN vs ETSY — Amazon (the world's largest e-commerce marketplace plus AWS cloud platform and $50B+ high-margin advertising business) versus Etsy (the niche handmade and vintage marketplace with unique seller-made inventory that Amazon cannot commodity-source and a global 90M+ buyer community seeking personalized and vintage products).
Live analysis · updated 6/20/2026
ETSY holds the edge across 3 of 5 key metrics in this comparison. ETSY leads on both 1-year return (+33.73%) and forward P/E (10.62x vs 24.19x for AMZN), a relatively favorable combination of momentum and valuation. On fundamentals, AMZN is growing revenue faster (16.60%), while ETSY maintains the higher operating margin (18.98%) — a classic growth-versus-profitability split. Analyst consensus implies meaningfully more upside for AMZN (+31.00%) than for ETSY (+4.20%).
Normalized 1Y performance
AMZN
ETSY
Recent returns
AMZN
ETSY
Analyst price targets & sentiment
AMZN · 65 analysts
STRONG BUYHOLDSTRONG SELL
Strong Buy (1.4/5.0)
Price target range
analyst low$195.00
analyst mean$312.51
current price$244.39
+31.0% upside to analyst mean
ETSY
Price target range
analyst mean$72.40
current price$73.95
+4.2% upside to analyst mean
Who should consider this stock?
AMZN may suit investors who:
- →want exposure to AWS cloud growth, Amazon Advertising's high-margin revenue expansion, and AI infrastructure investment (Trainium chips, Bedrock) in a diversified technology platform
- →see Prime's 200M+ member loyalty flywheel as creating compounding advantages in e-commerce, advertising, and streaming media that compound over time
- →value Amazon's logistics infrastructure (fulfillment centers, delivery fleet, last-mile) as a moat that took decades to build and would cost hundreds of billions to replicate
- →are comfortable with antitrust scrutiny, thin retail margins, and Azure competition for AWS cloud market share
ETSY may suit investors who:
- →believe handmade and vintage products represent a defensible niche that Amazon's commodity marketplace model cannot penetrate — the seller-created inventory is inherently non-commodity
- →see Etsy's high transaction fee gross margins (70%+) and asset-light model as attractive economic characteristics at a lower valuation than Amazon
- →value Depop and resale secondhand fashion as a growing market segment with a different buyer demographic (younger, environmentally conscious) that expands Etsy's total addressable market
- →are comfortable with post-pandemic GMS normalization, Amazon Handmade competition, and seller fee pushback risk that could reduce supply-side quality of the marketplace
Performance & AI score
| Metric | AMZN | ETSY |
|---|---|---|
| AI score | 60.6 | 50.4 |
| AI rank | #149 | #446 |
| Latest close | $244.39 | $73.95 |
| 1M return | -5.76% | +28.36% |
| 6M return | +10.45% | +39.90% |
| 1Y return | +13.77% | +33.73% |
$10,000 invested — hypothetical growth (dividends reinvested)
How much would $10,000 be worth today if invested at the start of each period, with all dividends reinvested?
| Period | AMZN | ETSY |
|---|---|---|
| 1Y ago | $11.5K (+15.0%) started 2025-06-18 | $13.37K (+33.7%) started 2025-06-18 |
| 5Y ago | $14.15K (+41.5%) started 2021-06-21 | $4.35K (-56.5%) started 2021-06-18 |
| 10Y ago | $68.46K (+584.6%) started 2016-06-20 | $73.95K (+639.5%) started 2016-06-20 |
Hypothetical — past performance does not guarantee future results.
Valuation & upside potential
| Metric | AMZN | ETSY |
|---|---|---|
| Market cap | $2.57T | $6.59B |
| Trailing P/E | 31.64 | 26.62 |
| Forward P/E | 24.19 | 10.62 |
| Price/Sales | 3.49 | N/A |
| EV/Revenue | 3.58 | 2.84 |
| Analyst target | $312.51 | $72.40 |
| Target upside | +31.00% | +4.20% |
Growth, profitability & risk
| Metric | AMZN | ETSY |
|---|---|---|
| Revenue growth | 16.60% | 3.10% |
| Earnings growth | 74.80% | -7.10% |
| EPS growth | +74.80% | -7.10% |
| FCF margin | +1.32% | +5.71% |
| Operating margin | 13.14% | 18.98% |
| Profit margin | 12.22% | 9.81% |
| ROIC proxy | 24.29% | N/A |
| Return on equity | 24.29% | N/A |
| Dividend yield | N/A | N/A |
| Beta | 1.44 | 1.86 |
| Debt/equity | 53.30 | N/A |
| Current ratio | 1.18 | 1.69 |
| Quick ratio | 0.97 | 1.15 |
Drawdown & downside risk
Lower drawdown and smaller single-period drops generally indicate a smoother ride, though they do not guarantee lower future risk.
1Y risk snapshot
AMZN max drawdown21.74%
ETSY max drawdown41.70%
AMZN max wkly drop14.09%
ETSY max wkly drop22.08%
5Y risk snapshot
AMZN max drawdown56.15%
ETSY max drawdown86.26%
AMZN max wkly drop20.35%
ETSY max wkly drop28.83%
10Y risk snapshot
AMZN max drawdown56.15%
ETSY max drawdown86.26%
AMZN max wkly drop20.35%
ETSY max wkly drop35.34%
Performance metrics by period
| Period | Metric | AMZN | ETSY |
|---|---|---|---|
| 1Y | Growth | +15.00% | +33.73% |
| CAGR | +15.02% | +33.75% | |
| Sharpe ratio | 0.46 | 0.72 | |
| Max drawdown | 21.74% | 41.70% | |
| Max daily drop | 8.27% | 12.80% | |
| Max wkly drop | 14.09% | 22.08% | |
| 5Y | Growth | +41.51% | -56.45% |
| CAGR | +7.20% | -15.32% | |
| Sharpe ratio | 0.25 | -0.11 | |
| Max drawdown | 56.15% | 86.26% | |
| Max daily drop | 14.05% | 16.83% | |
| Max wkly drop | 20.35% | 28.83% | |
| 10Y | Growth | +584.56% | +639.50% |
| CAGR | +21.22% | +22.17% | |
| Sharpe ratio | 0.62 | 0.56 | |
| Max drawdown | 56.15% | 86.26% | |
| Max daily drop | 14.05% | 17.15% | |
| Max wkly drop | 20.35% | 35.34% |
Business comparison
| Category | AMZN | ETSY |
|---|---|---|
| Company | Amazon.com, Inc. | Etsy, Inc. |
| Sector | Consumer Cyclical | Consumer Cyclical |
| Industry | Internet Retail | N/A |
| Core business | Amazon is the world's largest e-commerce marketplace and cloud infrastructure company (AWS). Amazon's marketplace (third-party seller) and first-party retail business generates 40%+ of US e-commerce. AWS (Amazon Web Services) generates the majority of Amazon's operating income and provides cloud infrastructure to millions of enterprises globally. Amazon Prime membership (200M+ members) drives consumer loyalty through free shipping, Prime Video, and other bundled benefits. Amazon Advertising is the fast-growing, high-margin digital advertising business targeting shoppers with product search ads. | Etsy is the leading online marketplace for handmade, vintage, and craft supply products — connecting 9M+ active sellers with 90M+ active buyers globally. Etsy sellers are individual artisans, small craft businesses, and vintage curators selling unique, one-of-a-kind items that Amazon and Walmart cannot commodity-supply. Etsy generates revenue from seller listing fees (20 cents/listing), transaction fees (6.5% per sale), payment processing, and advertising (Offsite Ads, Etsy Ads). Etsy acquired Depop (fashion resale, youth-focused), Elo7 (Brazilian Etsy analog, later divested), and Reverb (musical instruments resale). |
| Investor focus | Investors focus on AWS ARR growth, operating margin expansion from high-margin advertising and AWS revenue mix, AI infrastructure investment (Trainium chips, Bedrock), and international retail profitability. | Investors focus on Etsy's GMS (gross merchandise sales) growth, seller retention, buyer frequency (active buyers returning), and Depop scale contribution to the overall marketplace. |
AMZN strengths
- →AWS cloud dominance (31% market share): AWS is the world's largest cloud provider generating $100B+ run-rate revenue and majority of Amazon's operating profit
- →Amazon Advertising high-margin growth: advertising on Amazon's search results is highly effective (consumers searching to buy vs browsing) — growing to $50B+ revenue at 70%+ gross margin
- →Prime ecosystem flywheel: 200M+ Prime members spend 2-3x more than non-Prime customers, subscribe to Prime Video, and prefer Amazon for convenience — creating self-reinforcing loyalty
ETSY strengths
- →Unique product differentiation from Amazon: Etsy's handmade, vintage, and personalized products are items sellers create themselves — Amazon cannot source these commodity because they are made-to-order or one-of-a-kind
- →High buyer loyalty for unique/personalized items: customers seeking personalized gifts, custom jewelry, or vintage furniture don't find substitutes on Amazon — Etsy's unique inventory creates loyalty based on product uniqueness
- →Global marketplace with asset-light model: Etsy takes 6.5% transaction fees with no inventory ownership or warehousing — pure marketplace economics with attractive gross margins
Risks to watch — AMZN
- →AWS competition from Microsoft Azure and Google Cloud: Azure is growing faster than AWS in some periods, partially from Microsoft 365 and Azure AI bundling advantages — cloud market share competition is intense
- →Antitrust scrutiny on marketplace practices: Amazon faces FTC investigations regarding marketplace seller practices, self-preferencing private label, and potential forced structural changes
- →Retail thin margins: Amazon's first-party retail operates at very thin margins — the retail business's real profit comes from the advertising fees and subscription revenue layered on top
Risks to watch — ETSY
- →Amazon Handmade competing for same buyer: Amazon Handmade is a direct competitor targeting the same artisan product category — Amazon's traffic advantage and Prime shipping create meaningful competition
- →Post-pandemic GMS normalization: Etsy's GMS surged during COVID (gifting, home crafts, masks) and has since normalized lower — resetting baseline has created post-growth period malaise in financial performance
- →Seller experience management: Etsy has raised seller fees multiple times — creating seller pushback and concerns about the creator community that is Etsy's core asset
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