Amazon.com, Inc. (AMZN) vs Booking Holdings Inc. (BKNG)
BKNG leads on 11 of 13 compared metrics.
A side-by-side comparison of Amazon.com, Inc. and Booking Holdings Inc. across valuation, profitability, dividends, and growth — built entirely from reported fundamentals, as of June 14, 2026. The ● marks the stronger figure on each row (cheaper multiple, higher margin/return).
AMZN
Amazon.com, Inc.
$238.55Consumer Cyclical
BKNG
Booking Holdings Inc.
$164.94Consumer Cyclical
Not enough overlapping price history to compare AMZN and BKNG.
AMZN vs BKNG: by the numbers
- •AMZN is the larger company ($2.57T vs $127.81B market cap).
- •BKNG trades at the lower earnings multiple (21.75 vs 28.53 P/E).
- •BKNG converts more revenue to profit (22.23% vs 12.22% net margin).
- •BKNG grew revenue faster over the past five years (37.43% vs 12.13% CAGR).
- •BKNG pays a dividend (0.97% yield) while AMZN does not currently pay one.
Which is better, AMZN or BKNG?
Metric tally: AMZN 2 · BKNG 11It depends on what you're optimizing for:
ValueBKNG(lower P/E)
GrowthBKNG(faster 5Y revenue CAGR)
QualityBKNG(higher ROIC)
Valuation
| Metric | AMZN | BKNG |
|---|---|---|
| P/E ratio | 28.53 | 21.75● |
| Forward P/E | 23.69 | 13.38● |
| P/S ratio | 3.49● | 4.73 |
| P/B ratio | 5.87 | — |
| PEG ratio | 1.10 | 0.14● |
| EV / EBITDA | 14.34 | 14.07 |
| FCF yield | — | 6.90% |
Profitability
| Metric | AMZN | BKNG |
|---|---|---|
| Gross margin | 50.60% | 100.00%● |
| Operating margin | 11.50% | 34.28%● |
| Net margin | 12.22% | 22.23%● |
| ROE | 20.55%● | -96.88% |
| ROIC | 10.70% | 50.82%● |
Dividends
| Metric | AMZN | BKNG |
|---|---|---|
| Dividend yield | — | 0.97% |
| Payout ratio | — | 24.14% |
Growth (annualized)
| Metric | AMZN | BKNG |
|---|---|---|
| Revenue CAGR (5Y) | 12.13% | 37.43%● |
| EPS CAGR (5Y) | 27.90% | 158.62%● |
| FCF CAGR (5Y) | -21.57% | 39.83%● |
| Total return CAGR (5Y) | 7.35% | 12.81%● |
Frequently asked
- Which is better, AMZN or BKNG?
- It depends on your goal. value: BKNG (lower P/E); growth: BKNG (faster 5Y revenue CAGR); quality: BKNG (higher ROIC). Across all compared metrics, BKNG leads 11 to 2.
- Is AMZN or BKNG cheaper?
- On trailing earnings, BKNG is cheaper: AMZN trades at a 28.53 P/E and BKNG at 21.75.
- Which has grown faster, AMZN or BKNG?
- Over the past five years, BKNG grew revenue faster — AMZN at a 12.13% CAGR versus BKNG at 37.43%.
- Does AMZN or BKNG pay a bigger dividend?
- BKNG pays a dividend (0.97% yield) while AMZN does not currently pay one.
- Is AMZN or BKNG more profitable?
- BKNG runs the higher net margin — AMZN at 12.22% versus BKNG at 22.23%.
- Which has been the better investment, AMZN or BKNG?
- Over the past 10-year, AMZN delivered the higher annualized total return — AMZN at 20.84% versus BKNG at 12.30%. Past performance doesn't predict future results.
Go deeper
Dig into the metrics
Amazon.com P/E ratioBooking P/E ratioAmazon.com dividend yieldBooking dividend yieldAmazon.com ROEBooking ROEAmazon.com operating marginBooking operating marginAmazon.com revenue growthBooking revenue growthAmazon.com free cash flowBooking free cash flow
Amazon.com & Booking appear in these rankings
Fastest Revenue Growth StocksHighest ROIC StocksHighest Operating Margin StocksHighest FCF Yield Stocks
Related comparisons
Figures are sourced from reported fundamentals and the latest end-of-day price. This comparison is informational only and is not investment advice. Past performance does not predict future results. See our methodology. Compiled by TGMCharts Research · data verified June 14, 2026.