Quick verdict: AMZN vs ETSY in 2026

Etsy (ETSY) holds the overall edge in this AMZN vs ETSY stock comparison 2026, leading on 6 of 11 comparable metrics in our scorecard. Amazon.com, Inc. (AMZN) is the clear growth leader with robust revenue expansion and is strongly favored by analysts with higher price target upside. Etsy, Inc. (ETSY) presents a more appealing valuation for value investors and demonstrates superior profitability metrics like net margin and free cash flow yield. Not investment advice.

AMZN vs ETSY: key metrics side by side

Full side-by-side comparison of AMZN and ETSY across valuation, profitability, growth and analyst sentiment. Data updated 2026-04-30.

AMZN vs ETSY valuation comparison

AMZN vs ETSY valuation is a critical point for investors in 2026. Looking at the Price-to-Earnings (P/E) ratio, Etsy (ETSY) appears significantly cheaper with a P/E of 18.15x compared to Amazon (AMZN) at 31.12x. This indicates that investors are paying less for each dollar of ETSY’s earnings than for AMZN’s. The Price-to-Book (P/B) ratio also highlights a stark difference, with AMZN at 6.39x while ETSY records a negative P/B of -5.89x. A negative P/B often suggests that a company’s liabilities exceed its assets, which warrants deeper scrutiny into its balance sheet, although it can occur in certain business models or during specific financial situations.

Despite ETSY’s lower P/E, a deeper dive into discounted cash flow (DCF) analysis reveals both stocks are trading above their intrinsic value estimates as of April 30, 2026. AMZN’s DCF estimate is $139.08, suggesting a substantial -47.1% discount from its current price. ETSY’s situation is even more pronounced, with a DCF estimate of $22.93, indicating a significant -67.1% discount. This implies that while ETSY appears cheaper on a P/E basis, its current market price is considerably further removed from its calculated fair value than AMZN’s according to this model. Therefore, while ETSY appears cheaper on a P/E basis, the DCF analysis points to AMZN being less overvalued in terms of future cash flows. The AMZN vs ETSY valuation discussion requires considering multiple metrics beyond just a simple P/E.

AMZN vs ETSY growth comparison

When evaluating AMZN vs ETSY growth, Amazon (AMZN) clearly holds the lead with a robust year-over-year revenue growth of +12.4%. This strong performance reflects its diversified business segments, including its dominant e-commerce operations and the rapidly expanding Amazon Web Services (AWS) cloud computing division. AMZN’s sheer scale, with reported revenue of $716.92 billion, makes this level of growth even more impressive, signaling continued market penetration and expansion into new areas.

In contrast, Etsy (ETSY) reported a revenue growth of +2.7% year-over-year, alongside a much smaller revenue base of $2.88 billion. While ETSY operates in a more niche market focused on handmade and vintage items, its growth rate lags significantly behind AMZN’s broader market reach. Looking at profitability in conjunction with growth, AMZN also demonstrates a stronger EBITDA margin of 20.56% compared to ETSY’s 17.09%, indicating better operational efficiency despite its larger scale. This suggests that AMZN not only has stronger revenue momentum but also converts a higher percentage of its sales into operating profit before non-operating expenses. These factors collectively suggest AMZN has superior momentum and growth prospects in the current market climate.

AMZN vs ETSY profitability

A comparison of AMZN vs ETSY profitability reveals nuanced strengths for each company. Etsy (ETSY) demonstrates a slightly higher net margin of 12.88% compared to Amazon’s (AMZN) 12.22%. This indicates that for every dollar of revenue, ETSY retains a bit more as profit after all expenses, including taxes. This efficiency in converting revenue to bottom-line profit is commendable for ETSY, especially given its smaller scale and more focused marketplace model.

However, when examining other profitability metrics, AMZN shows competitive strength. Amazon boasts a higher EBITDA margin of 20.56% versus ETSY’s 17.09%, highlighting its operational efficiency before accounting for depreciation and amortization. Neither company provides a discernible Return on Equity (ROE) figure, with both listed as N/A%. A significant difference emerges in Free Cash Flow (FCF) yield: ETSY presents a strong FCF yield of 11.26%, indicating excellent cash generation relative to its market capitalization. Conversely, AMZN has a negative FCF yield of -0.09%, suggesting that it is not generating positive free cash flow relative to its size, possibly due to significant ongoing investments in its vast infrastructure and growth initiatives. Therefore, while ETSY leads on net margin and FCF yield, AMZN holds an edge in EBITDA margin, indicating a balanced view on profitability.

Analyst ratings: AMZN vs ETSY

The analyst ratings paint a clear picture when comparing AMZN vs ETSY sentiment. Amazon (AMZN) enjoys overwhelming support from the analyst community, with a staggering 88.3% “Buy” rating out of 94 analysts covering the stock. This strong consensus is reflected in its average price target of $290.48, which suggests an attractive +10.4% upside from its current price of $263.04. The overall consensus for AMZN remains a “Buy,” underscoring confidence in its future performance and strategic initiatives.

Etsy (ETSY), while still receiving a “Buy” consensus from the analysts covering it, shows a more divided opinion. Out of 45 analysts, 46.7% have a “Buy” rating, which is considerably lower than AMZN’s. Furthermore, ETSY’s consensus price target is $67.77, which implies a slight -2.6% downside from its current trading price of $69.6. This indicates that while analysts broadly recommend buying ETSY, their conviction is not as strong, and they foresee limited, or even negative, immediate price appreciation. Thus, in the AMZN vs ETSY analyst preference, Amazon stands out as the firm favorite with a significantly higher percentage of buy ratings and a positive price target upside.

Should I buy AMZN or ETSY stock in 2026?

Deciding whether to buy AMZN or ETSY stock in 2026 depends heavily on an investor’s strategy and risk tolerance, especially considering the amzn vs etsy stock comparison 2026. For growth-oriented investors, Amazon.com, Inc. (AMZN) appears to be the stronger contender. Its impressive 12.4% year-over-year revenue growth far outpaces Etsy’s (ETSY) 2.7%, demonstrating superior market expansion and momentum driven by its diverse ecosystem including e-commerce, cloud services (AWS), and advertising. AMZN also boasts a higher EBITDA margin of 20.56% compared to ETSY’s 17.09%, underscoring its operational efficiency at scale. The overwhelming analyst consensus with 88.3% Buy ratings and a +10.4% price target upside further solidifies AMZN’s position as a growth play.

For value investors keenly focused on amzn vs etsy fundamentals and valuation, Etsy (ETSY) presents a more intriguing case primarily due to its lower Price-to-Earnings (P/E) ratio of 18.15x compared to AMZN’s 31.12x. This suggests ETSY is trading at a more modest multiple of its earnings. Additionally, ETSY exhibits a robust Free Cash Flow (FCF) yield of 11.26%, which is significantly better than AMZN’s -0.09%, indicating strong cash generation capabilities relative to its market cap. However, the negative Price-to-Book (P/B) ratio (-5.89x) and a high DCF discount of -67.1% for ETSY warrant careful consideration, as they point to potential underlying balance sheet issues or significant overvaluation relative to its intrinsic value.

Regarding income, neither AMZN nor ETSY are suitable for investors seeking dividend income, as both currently offer a 0% dividend yield. Therefore, the choice between should I buy AMZN or ETSY stock 2026 hinges on prioritizing either aggressive growth and strong analyst conviction (AMZN) or a potentially cheaper valuation on an earnings basis and strong cash generation (ETSY), albeit with some valuation complexities. This is not investment advice; always conduct thorough personal research.

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FAQ: AMZN vs ETSY