Comprehensive Stock Comparison
Compare Coupang, Inc. (CPNG) vs Amazon.com, Inc. (AMZN) Stock
Analyze side-by-side fundamentals, valuation, growth, and profitability to decide which stock is the better buy.
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Quick Verdict
| Category | Winner | Why |
|---|---|---|
| Growth | AMZN | 12.4% revenue growth vs CPNG's -72.8% |
| Value | AMZN | Lower P/E (27.0x vs 45.5x) |
| Quality / Margins | AMZN | 10.8% net margin vs CPNG's 2.5% |
| Stability / Safety | CPNG | Beta 1.06 vs AMZN's 1.31, lower leverage |
| Dividends | Tie | Neither pays a meaningful dividend |
| Momentum (1Y) | AMZN | -1.1% vs CPNG's -19.5% |
| Efficiency (ROA) | AMZN | 9.5% ROA vs CPNG's 1.2%, ROIC 14.7% vs 3.2% |
Who Each Stock Is For
Income & stability
Growth exposure
Long-term compounding (10Y)
Sleep-well-at-night portfolio
Defensive / Recession hedge
Business Model
What each company does and how it makes money
Coupang is a South Korean e-commerce giant that operates a massive online marketplace and delivery network. It makes money primarily through product sales — generating over 90% of revenue from its core e-commerce segment — with additional income from its growing initiatives like video streaming and food delivery. The company's key advantage is its proprietary "Rocket Delivery" logistics network that enables same-day or next-day delivery across South Korea, creating a formidable operational moat.
Amazon is a global e-commerce and technology giant that operates online marketplaces, physical stores, and cloud computing services. It generates revenue primarily from online retail sales (~80% of total), Amazon Web Services cloud computing (~15%), and advertising/subscription services like Prime. Its key competitive advantage is an immense logistics network and data infrastructure moat—including AWS's dominant cloud position—that creates massive scale economies and ecosystem lock-in.
Revenue Breakdown by Segment
How each company's revenue is distributed across its business units
Financial Metrics Comparison
Side-by-side fundamentals across 2 stocks. BestLagging
Financial Scorecard
AMZN leads in 3 of 6 categories (Financial Metrics, Profitability & Efficiency). CPNG leads in 1 (Valuation Metrics). 1 tied.
Financial Metrics (TTM)
AMZN is the larger business by revenue, generating $716.9B annually — 87.2x CPNG's $8.2B. AMZN is the more profitable business, keeping 10.8% of every revenue dollar as net income compared to CPNG's 2.5%. On growth, AMZN holds the edge at +13.6% YoY revenue growth, suggesting stronger near-term business momentum.
| Metric | CPNGCoupang, Inc. | AMZNAmazon.com, Inc. |
|---|---|---|
| RevenueTrailing 12 months | $8.2B | $716.9B |
| EBITDAEarnings before interest/tax | $976M | $126.3B |
| Net IncomeAfter-tax profit | $208M | $77.7B |
| Free Cash FlowCash after capex | $531M | $7.7B |
| Gross MarginGross profit ÷ Revenue | -196.7% | +50.3% |
| Operating MarginEBIT ÷ Revenue | +5.8% | +11.2% |
| Net MarginNet income ÷ Revenue | +2.5% | +10.8% |
| FCF MarginFCF ÷ Revenue | +6.5% | +1.1% |
| Rev. Growth (YoY)Latest quarter vs prior year | -3.2% | +13.6% |
| EPS Growth (YoY)Latest quarter vs prior year | -120.3% | +4.8% |
Valuation Metrics
At 29.3x trailing earnings, AMZN trades at a 83% valuation discount to CPNG's 173.5x P/E. On an enterprise value basis, CPNG's 1.7x EV/EBITDA is more attractive than AMZN's 18.4x.
| Metric | CPNGCoupang, Inc. | AMZNAmazon.com, Inc. |
|---|---|---|
| Market CapShares × price | $3.0B | $2.25T |
| Enterprise ValueMkt cap + debt − cash | $787M | $2.32T |
| Trailing P/EPrice ÷ TTM EPS | 173.45x | 29.29x |
| Forward P/EPrice ÷ next-FY EPS est. | 45.46x | 27.03x |
| PEG RatioP/E ÷ EPS growth rate | — | 1.05x |
| EV / EBITDAEnterprise value multiple | 1.66x | 18.38x |
| Price / SalesMarket cap ÷ Revenue | 0.37x | 3.14x |
| Price / BookPrice ÷ Book value/share | 1.58x | 5.55x |
| Price / FCFMarket cap ÷ FCF | 5.78x | 292.96x |
Profitability & Efficiency
AMZN delivers a 18.9% return on equity — every $100 of shareholder capital generates $19 in annual profit, vs $1 for CPNG. CPNG carries lower financial leverage with a 0.18x debt-to-equity ratio, signaling a more conservative balance sheet compared to AMZN's 0.37x. On the Piotroski fundamental quality scale (0–9), AMZN scores 6/9 vs CPNG's 5/9, reflecting solid financial health.
| Metric | CPNGCoupang, Inc. | AMZNAmazon.com, Inc. |
|---|---|---|
| ROE (TTM)Return on equity | +0.9% | +18.9% |
| ROA (TTM)Return on assets | +1.2% | +9.5% |
| ROICReturn on invested capital | +3.2% | +14.7% |
| ROCEReturn on capital employed | +5.9% | +15.3% |
| Piotroski ScoreFundamental quality 0–9 | 5 | 6 |
| Debt / EquityFinancial leverage | 0.18x | 0.37x |
| Net DebtTotal debt minus cash | -$2.2B | $66.2B |
| Cash & Equiv.Liquid assets | $6.3B | $86.8B |
| Total DebtShort + long-term debt | $4.1B | $153.0B |
| Interest CoverageEBIT ÷ Interest expense | 6.45x | 42.78x |
Total Returns (with DRIP)
A $10,000 investment in AMZN five years ago would be worth $13,349 today (with dividends reinvested), compared to $3,874 for CPNG. Over the past 12 months, AMZN leads with a -1.1% total return vs CPNG's -19.5%. The 3-year compound annual growth rate (CAGR) favors AMZN at 30.6% vs CPNG's 7.1% — a key indicator of consistent wealth creation.
| Metric | CPNGCoupang, Inc. | AMZNAmazon.com, Inc. |
|---|---|---|
| YTD ReturnYear-to-date | -18.4% | -7.3% |
| 1-Year ReturnPast 12 months | -19.5% | -1.1% |
| 3-Year ReturnCumulative with dividends | +23.0% | +122.9% |
| 5-Year ReturnCumulative with dividends | -61.3% | +33.5% |
| 10-Year ReturnCumulative with dividends | -61.3% | +660.0% |
| CAGR (3Y)Annualised 3-year return | +7.1% | +30.6% |
Risk & Volatility
CPNG is the less volatile stock with a 1.06 beta — it tends to amplify market swings less than AMZN's 1.31 beta. A beta below 1.0 means the stock typically moves less than the S&P 500. AMZN currently trades 81.2% from its 52-week high vs CPNG's 56.0% drawdown — a narrower gap to the peak suggests stronger recent price momentum.
| Metric | CPNGCoupang, Inc. | AMZNAmazon.com, Inc. |
|---|---|---|
| Beta (5Y)Sensitivity to S&P 500 | 1.06x | 1.31x |
| 52-Week HighHighest price in past year | $34.08 | $258.60 |
| 52-Week LowLowest price in past year | $16.74 | $161.38 |
| % of 52W HighCurrent price vs 52-week peak | +56.0% | +81.2% |
| RSI (14)Momentum oscillator 0–100 | 45.9 | 39.9 |
| Avg Volume (50D)Average daily shares traded | 20.7M | 40.7M |
Analyst Outlook
Wall Street rates CPNG as "Buy" and AMZN as "Buy". Consensus price targets imply 45.0% upside for CPNG (target: $28) vs 35.2% for AMZN (target: $284).
| Metric | CPNGCoupang, Inc. | AMZNAmazon.com, Inc. |
|---|---|---|
| Analyst RatingConsensus buy/hold/sell | Buy | Buy |
| Price TargetConsensus 12-month target | $27.67 | $283.97 |
| # AnalystsCovering analysts | 16 | 94 |
| Dividend YieldAnnual dividend ÷ price | — | — |
| Dividend StreakConsecutive years of raises | — | — |
| Dividend / ShareAnnual DPS | — | — |
| Buyback YieldShare repurchases ÷ mkt cap | 0.0% | 0.0% |
Historical Charts
Charts are rendered on first load. Hover for details.
Chart 1Total Return — 5 Years (Rebased to 100)
| Stock | Mar 21 | Feb 26 | Change |
|---|---|---|---|
| Coupang, Inc. (CPNG) | 100 | 40.69 | -59.3% |
| Amazon.com, Inc. (AMZN) | 100 | 153.72 | +53.7% |
Amazon.com, Inc. (AMZN) returned +33% over 5 years vs Coupang, Inc. (CPNG)'s -61%. A $10,000 investment in AMZN 5 years ago would be worth $13,349 today (including dividends reinvested).
Chart 2Revenue Growth — 10 Years
| Stock | 2016 | 2025 | Change |
|---|---|---|---|
| Coupang, Inc. (CPNG) | $4.1B | $8.2B | +102.8% |
| Amazon.com, Inc. (AMZN) | $136.0B | $716.9B | +427.2% |
Amazon.com, Inc.'s revenue grew from $136.0B (2016) to $716.9B (2025) — a 20.3% CAGR.
Chart 3Net Margin Trend — 10 Years
| Stock | 2016 | 2025 | Change |
|---|---|---|---|
| Coupang, Inc. (CPNG) | -27.1% | 2.5% | +109.3% |
| Amazon.com, Inc. (AMZN) | 1.7% | 10.8% | +521.4% |
Amazon.com, Inc.'s net margin went from 2% (2016) to 11% (2025).
Chart 4P/E Ratio History — 8 Years
| Stock | 2017 | 2025 | Change |
|---|---|---|---|
| Coupang, Inc. (CPNG) | 21.6 | 214.5 | +893.1% |
| Amazon.com, Inc. (AMZN) | 188.6 | 32.2 | -82.9% |
Coupang, Inc. has traded in a 22x–261x P/E range over 3 years; current trailing P/E is ~173x. Amazon.com, Inc. has traded in a 32x–189x P/E range over 8 years; current trailing P/E is ~29x.
Chart 5EPS Growth — 10 Years
| Stock | 2016 | 2025 | Change |
|---|---|---|---|
| Coupang, Inc. (CPNG) | -0.69 | 0.11 | +115.9% |
| Amazon.com, Inc. (AMZN) | 0.25 | 7.17 | +2768.0% |
Amazon.com, Inc.'s EPS grew from $0.25 (2016) to $7.17 (2025) — a 45% CAGR.
Chart 6Free Cash Flow — 5 Years
Coupang, Inc. generated $522M FCF in 2025 (+148% vs 2021). Amazon.com, Inc. generated $8B FCF in 2025 (+152% vs 2021).
CPNG vs AMZN: Frequently Asked Questions
9 questions · data-driven answers · updated daily
01Is CPNG or AMZN a better buy right now?
Amazon.com, Inc. (AMZN) offers the better valuation at 29.3x trailing P/E (27.0x forward), making it the more compelling value choice. Analysts rate Coupang, Inc. (CPNG) a "Buy" — based on 16 analyst ratings — the highest consensus in this comparison. The "better buy" depends entirely on your goals: growth investors should weight revenue trajectory, value investors should weight P/E and PEG, and income investors should weight dividend yield and streak.
02Which has the better valuation — CPNG or AMZN?
On trailing P/E, Amazon.com, Inc. (AMZN) is the cheapest at 29.3x versus Coupang, Inc. at 173.5x. On forward P/E, Amazon.com, Inc. is actually cheaper at 27.0x.
03Which is the better long-term investment — CPNG or AMZN?
Over the past 5 years, Amazon.com, Inc. (AMZN) delivered a total return of +33.5%, compared to -61.3% for Coupang, Inc. (CPNG). A $10,000 investment in AMZN five years ago would be worth approximately $13K today (assuming dividends reinvested). Over 10 years, the gap is even starker: AMZN returned +660.0% versus CPNG's -61.3%. Past returns do not guarantee future results, and the stock with the higher historical return may already have its best growth priced in.
04Which is safer — CPNG or AMZN?
By beta (market sensitivity over 5 years), Coupang, Inc. (CPNG) is the lower-risk stock at 1.06β versus Amazon.com, Inc.'s 1.31β — meaning AMZN is approximately 24% more volatile than CPNG relative to the S&P 500. On balance sheet safety, Coupang, Inc. (CPNG) carries a lower debt/equity ratio of 18% versus 37% for Amazon.com, Inc. — giving it more financial flexibility in a downturn.
05Which has better profit margins — CPNG or AMZN?
Amazon.com, Inc. (AMZN) is the more profitable company, earning 10.8% net margin versus 2.5% for Coupang, Inc. — meaning it keeps 10.8% of every revenue dollar as bottom-line profit. Operating margin tells a similar story: AMZN leads at 11.2% versus 5.8% for CPNG. At the gross margin level — before operating expenses — AMZN leads at 50.3%, reflecting greater pricing power or product mix advantage. Stronger margins indicate durable pricing power, lower cost of revenue, or higher mix of software/services. They are one of the clearest signs of business quality.
06Is CPNG or AMZN more undervalued right now?
On forward earnings alone, Amazon.com, Inc. (AMZN) trades at 27.0x forward P/E versus 45.5x for Coupang, Inc. — 18.4x cheaper on a one-year earnings basis. Analyst consensus price targets imply the most upside for CPNG: 45.0% to $27.67.
07Which pays a better dividend — CPNG or AMZN?
None of the stocks in this comparison currently pay a material dividend. All are effectively zero-yield and should be held for capital appreciation rather than income.
08Is CPNG or AMZN better for a retirement portfolio?
For long-horizon retirement investors, Amazon.com, Inc. (AMZN) is the stronger choice — it scores higher on the combination of lower volatility, dividend reliability, and long-term compounding (+660.0% 10Y return). Both have compounded well over 10 years (AMZN: +660.0%, CPNG: -61.3%), confirming both are viable long-term holds — but the lower-volatility option typically results in less emotional selling during corrections. Retirement portfolios generally favour predictability over maximum returns. Consult a financial advisor before making allocation decisions.
09What are the main differences between CPNG and AMZN?
Both stocks operate in the Consumer Cyclical sector, making this a peer-level intra-sector comparison — the same macro tailwinds and headwinds will affect both. These fundamental differences mean investors should not choose between them on a single metric — the "better stock" depends entirely on which of these characteristics aligns with your investment strategy.
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