Booking Holdings Inc. vs Amazon.com, Inc.
BKNG wins the Tale of the Tape 7–2.
🏆 Tale of the Tape
Green = winner in each category. Higher is better except P/E (lower = cheaper).
Rolling Correlation
Low correlation — excellent diversification pair.
Fundamentals
| Metric | BKNG | AMZN |
|---|---|---|
| Market Cap | $129.7B | $2.91T |
| P/E Ratio | 22.1x | 31.7x |
| Forward P/E | 13.6x | 27.4x |
| P/B | -14.97x | 6.59x |
| Dividend Yield | 0.96% | — |
| Beta | 1.10 | 1.47 |
Quantitative Metrics
| Metric | BKNG | AMZN |
|---|---|---|
| DCF Fair Value | $107.89 | $6.91 |
| DCF Upside | -39.1% | -97.1% |
| Piotroski F | 5/9 | 6/9 |
| Altman Z | 6.46 | 5.50 |
| Beneish M | — | -2.59 |
| FCF Yield | 6.49% | 0.30% |
| Net Debt/EBITDA | -0.0x | -0.1x |
| ROIC | 53.1% | 13.1% |
| WACC | 11.3% | 13.1% |
| ROIC – WACC | 41.8pp | 0.1pp |
| Gross Margin | — | 50.3% |
| Net Margin | 20.1% | 10.8% |
| Rev Growth YoY | 13.4% | 12.4% |
| Sharpe (1Y) | -1.04 | 0.72 |
| Max Drawdown 3Y | — | -30.9% |
| FCF Payout Ratio | 14% | — |
BKNG Price
AMZN Price
ETF Exposure
BKNG found in:
AMZN found in:
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Quant metrics computed from financial statements and 1,200+ trading days. Correlation is Pearson coefficient on daily log returns. Not investment advice.
BKNG vs AMZN: Head-to-Head Analysis
Booking Holdings Inc. (BKNG) and Amazon.com, Inc. (AMZN) represent two companies in the Consumer Cyclical sector. In our quantitative Tale of the Tape scoring, BKNG leads 7–2 across nine fundamental and risk metrics including profitability, valuation, capital efficiency, and financial health.
In terms of capital efficiency, BKNG generates a return on invested capital (ROIC) of 53.1% compared to AMZN's 13.1%. This suggests BKNG is more effective at deploying capital to generate shareholder returns.
The 252-day rolling correlation between BKNG and AMZN is 0.064, indicating low correlation, making them an effective diversification pair in a portfolio context.
BKNG appears in 31 ETFs tracked by SecuritiesDB, while AMZN appears in 49 ETFs. Investors holding broad-market ETFs may already have indirect exposure to both stocks.
Frequently Asked Questions
Which stock is the better investment, BKNG or AMZN?
Our quantitative analysis compares BKNG and AMZN across nine fundamental dimensions. BKNG wins the Tale of the Tape 7–2. However, stock selection depends on your individual risk tolerance, time horizon, and portfolio context. These metrics are computed from SEC filings and market data — they are not investment recommendations.
Are BKNG and AMZN correlated?
The 252-day correlation between BKNG and AMZN is 0.064. They have low correlation, offering good diversification.
How is the Tale of the Tape scored?
The Tale of the Tape compares both stocks across nine categories: profitability (net margin), valuation (P/E), efficiency (ROIC), health (Piotroski F-Score), safety (Altman Z-Score), growth (revenue YoY), risk (Sharpe ratio), leverage (debt-to-equity), and cash generation (FCF yield). The stock that wins more categories takes the overall score. Lower P/E and lower debt-to-equity count as wins.