Amazon is a retail and technology group from Seattle. It runs an online marketplace, the Prime subscription with shipping and streaming, and the cloud division Amazon Web Services. It also earns from advertising, devices such as Kindle and Echo with Alexa, and supermarkets such as Whole Foods. As of Oct 13, 2026
The group serves consumers through online stores and physical stores in which it and third-party sellers offer products in many categories. It is divided into the segments North America, International and Amazon Web Services (AWS). Through AWS, companies of all sizes, government agencies and universities obtain computing power, storage, databases, analytics and artificial intelligence on demand. Sellers offer their products in the online stores through partner programs and pay fixed fees, revenue shares or per-unit fees for this. The group also makes devices such as Kindle, Echo and Ring, offers advertising services and runs the Amazon Prime subscription with fast shipping, films and series.
Automatically summarized from SEC annual report (10-K, filed Feb 6, 2026) (website of the US Securities and Exchange Commission) · reviewed Oct 14, 2026
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Amazon · Sector Consumer Discretionary · amounts in USD
Information only – does not affect the other analysis methods, not investment advice. Source: SEC filings, As of Feb 6, 2026.
One-off effect in profit – prior-year figures are only partly comparable. unusually high profit in quarter Q2/26 (net margin 31.2%).
Four angles on the annual figures. Each check counts how many disclosed criteria are met – criteria without data do not count. The bars show where the company ranks on each figure among the stocks we cover and within its sector.
Fiscal year to Dec 31, 2025
50.3% Fiscal year 2025
Rank 51 of 100: higher than 51% of 153 peers (All). medium.
Rank 78 of 100: higher than 78% of 16 peers (Sector). strong.
Median Consumer Discretionary: 33.4%
Share of revenue left after the direct cost of the products sold.
11.2% Fiscal year 2025
Rank 42 of 100: higher than 42% of 192 peers (All). medium.
Rank 48 of 100: higher than 48% of 20 peers (Sector). medium.
Median Consumer Discretionary: 11.5%
Operating income divided by revenue: what the core business earns before interest and taxes.
10.8% Fiscal year 2025
Rank 40 of 100: higher than 40% of 237 peers (All). medium.
Rank 69 of 100: higher than 69% of 21 peers (Sector). strong.
Median Consumer Discretionary: 8.6%
Profit after all costs, interest and taxes divided by revenue.
18.9% Fiscal year 2025
Rank 54 of 100: higher than 54% of 218 peers (All). medium.
Rank 47 of 100: higher than 47% of 16 peers (Sector). medium.
Median Consumer Discretionary: 19.9%
Net income divided by equity at fiscal year end.
9.5% Fiscal year 2025 (total assets at year end)
Rank 68 of 100: higher than 68% of 238 peers (All). strong.
Rank 55 of 100: higher than 55% of 21 peers (Sector). medium.
Median Consumer Discretionary: 9.4%
Net income divided by total assets at fiscal year end.
50.2% Fiscal year 2025
Rank 70 of 100: higher than 70% of 239 peers (All). strong.
Rank 84 of 100: higher than 84% of 22 peers (Sector). strong.
Median Consumer Discretionary: 26.1%
Equity as a share of total assets. Usually low for banks.
1.1% Fiscal year 2025
Rank 20 of 100: higher than 20% of 213 peers (All). weak.
Rank 7 of 100: higher than 7% of 21 peers (Sector). weak.
Median Consumer Discretionary: 8.9%
Free cash flow divided by revenue.
7.7B USD Fiscal year 2025
Operating cash flow minus capital expenditure on property and equipment.
+11.7% per year
Rank 63 of 100: higher than 63% of 230 peers (All). medium.
Rank 70 of 100: higher than 70% of 22 peers (Sector). strong.
Median Consumer Discretionary: +6.2%
Average growth per year over 3 fiscal years.
+13.2% per year
Rank 56 of 100: higher than 56% of 217 peers (All). medium.
Rank 55 of 100: higher than 55% of 21 peers (Sector). medium.
Median Consumer Discretionary: +12.7%
Average growth per year over 5 fiscal years.
+21.0% per year
Rank 88 of 100: higher than 88% of 157 peers (All). strong.
Rank 86 of 100: higher than 86% of 18 peers (Sector). strong.
Median Consumer Discretionary: +6.3%
Average growth per year over 10 fiscal years.
+27.9% per year
Rank 80 of 100: higher than 80% of 146 peers (All). strong.
Rank 63 of 100: higher than 63% of 12 peers (Sector). medium.
Median Consumer Discretionary: +14.6%
Growth of earnings per share per year, adjusted for stock splits.
+60.7% per year
Rank 98 of 100: higher than 98% of 140 peers (All). strong.
Rank 97 of 100: higher than 97% of 15 peers (Sector). strong.
Median Consumer Discretionary: +10.1%
Growth of earnings per share per year, adjusted for stock splits.
6 of 9 Fiscal year 2025
Rank 45 of 100: higher than 45% of 134 peers (All). medium.
Rank 57 of 100: higher than 57% of 15 peers (Sector). medium.
Median Consumer Discretionary: 6.0 of 9
Nine yes/no tests on profit, cash flow, debt, liquidity and efficiency compared with the prior year.
0.17 at fiscal year end
Rank 82 of 100: lower than 82% of 199 peers (All). strong.
Rank 77 of 100: lower than 77% of 15 peers (Sector). strong.
Median Consumer Discretionary: 0.76
Long-term financial debt divided by equity.
1.05 at fiscal year end
Rank 30 of 100: higher than 30% of 215 peers (All). weak.
Rank 25 of 100: higher than 25% of 22 peers (Sector). weak.
Median Consumer Discretionary: 1.15
Current assets divided by current liabilities.
+6.1% in 5 years
Rank 28 of 100: lower than 28% of 199 peers (All). weak.
Rank 34 of 100: lower than 34% of 22 peers (Sector). medium.
Median Consumer Discretionary: −7.4%
Change in diluted share count. Negative = share buybacks, positive = new shares.
Last fiscal year compared with the one before. Returns and revenue per total assets use total assets at the start of the year; leverage = long-term financial debt divided by total assets at year end; new shares via the average diluted share count.
Price-based criteria (P/E, dividend yield) are shown to signed-in users.
Computed automatically from SEC annual reports – not investment advice. Describes the reported figures; points are not a rating of the stock. Rank 0–100 against the 239 stocks we cover and against the sector (from 5 peers); the stronger side is always on the right.
Summarized from the lights below. Describes the reported figures – not a recommendation to buy or sell.
No reported values for “Dividend per share” in this interval.
No reported values for “Dividend per share” in this interval.
Fiscal year 2025 (Jan 1, 2025 – Dec 31, 2025): Revenue 716.9B USD · Net income 77.7B USD · Net margin 10.8%
Where the money of a fiscal year goes and how margins, returns, balance sheet, cash flow and share count developed over up to 10 years. Each chart has one sentence saying what the trend shows.
Of 100 USD of revenue, 50.3 USD gross profit, 11.2 USD operating income and 10.8 USD net income remained.
| Item | Amount | of revenue |
|---|---|---|
| Revenue | 716.9B USD | 100.0% |
| Gross profit | 360.5B USD | 50.3% |
| Cost of revenue | 356.4B USD | 49.7% |
| Operating income | 80.0B USD | 11.2% |
| Operating expenses | 280.5B USD | 39.1% |
| Net income | 77.7B USD | 10.8% |
| Interest expense | 2.3B USD | 0.3% |
| Taxes & other (net) | 31.0M USD | 0.0% |
Taxes, interest and other items are not available separately in the SEC data; they are combined as the difference.
The operating margin rose in 5 years from 5.9% to 11.2%.
Gross marginOperating marginNet marginReturn on equity fell in 5 years from 22.8% to 18.9%.
Return on equityReturn on assetsThe equity ratio rose in 5 years from 29.1% to 50.2%.
EquityLong-term debt in USD Long-term debt, depending on the filing, includes the current portion or leases.The current ratio stayed roughly the same in 5 years (1.05).
Current ratioFree cash flow fell in 5 years from 25.9B USD to 7.7B USD.
Operating cash flowCapital expenditureFree cash flow in USDThe share count rose in 5 years by 6.1% – more new shares were issued than repurchased (dilution).
Diluted share countFrom annual reports filed with the SEC (10-K, 20-F, 40-F) as first reported, share count adjusted for splits; obvious filing errors (e.g. wrong unit, outliers against both neighbouring years) are hidden. Describes the reported figures – not investment advice.
How much the company returns to its shareholders – as dividends or by repurchasing its own shares – and whether free cash flow supports it.
Over 4 years, 6.0B USD went back to shareholders, 100% of it through share repurchases. That is 18% of the free cash flow of those years.
Dividends paidShare repurchasesNew shares issued (including employee plans)Free cash flow in USDDividends paid, repurchases and new shares issued from the cash flow statement of annual reports filed with the SEC (as first reported). Describes the reported figures – not investment advice.
Price-based valuation (P/E, P/S, price/free cash flow and dividend yield per fiscal year, compared with its own average) for signed-in users. Log in
Amazon next to 8 stocks of the sector Consumer Discretionary we cover that are closest in revenue. Click a column header to sort the table.
| Symbol | Revenue (FY) | Growth 5 yrs | Gross margin | Op. margin | Net margin | ROE | Equity ratio | FCF margin | Piotroski |
|---|---|---|---|---|---|---|---|---|---|
| AMZN Amazon this stock | 716.9B USD | +13.2% | 50.3% | 11.2% | 10.8% | 18.9% | 50.2% | 1.1% | 6/9 |
| F Ford Motor Company | 187.3B USD | +8.1% | 6.8% | −4.9% | −4.4% | −22.8% | 12.4% | 6.7% | – |
| GM General Motors | 185.0B USD | +8.6% | – | 1.6% | 1.5% | 4.4% | 21.7% | 9.5% | – |
| HD Home Depot (The) | 164.7B USD | +4.5% | 33.3% | 12.7% | 8.6% | 110.5% | 12.2% | 7.7% | 4/9 |
| TSLA Tesla, Inc. | 94.8B USD | +24.6% | 18.0% | 4.6% | 4.0% | 4.6% | 59.6% | 6.6% | 5/9 |
| LOW Lowe's | 86.3B USD | −0.8% | 33.5% | 11.8% | 7.7% | – | −18.3% | 8.9% | 6/9 |
| TJX TJX Companies | 60.4B USD | +13.4% | 31.0% | – | 9.1% | 53.9% | 28.5% | 8.1% | 8/9 |
| NKE Nike, Inc. | 46.4B USD | +0.8% | 42.9% | – | 6.7% | 20.9% | 38.7% | 4.7% | 7/9 |
| SBUX Starbucks | 37.2B USD | +9.6% | – | 7.9% | 5.0% | – | −25.3% | 6.6% | – |
| Median of the sector 22 symbols | 26.5B USD | +12.7% | 33.4% | 11.5% | 8.6% | 19.9% | 26.1% | 8.9% | 6/9 |
Growth 5 yrs = revenue growth per year over 5 fiscal years · Op. margin = operating margin · ROE = return on equity · FCF = free cash flow · Piotroski = F-Score (only with all 9 criteria).
Figures of the last fiscal year from SEC annual reports (peers as of Oct 28, 2026). Median across all companies of the sector we cover (from 5 stocks; several share classes of one company count once). Signed-in users also see P/E, P/S and dividend yield in the comparison. Describes the reported figures – not investment advice.
Each light follows a simple, disclosed rule. The comparison is with the sector median Sector medianThe middle value of all companies in a sector: half are above it, half below. Unlike the average, single outliers hardly distort it.Example: Margins 4%, 8%, 10%, 12%, 60% → median 10%, average 18.8%.More in the Academy: Lesson putting the P/E in context of all 50 symbols in the Consumer Discretionary sector on our list (current members of the S&P 500 and other lists).
+13.2% per year, last 5 years
Sector Consumer Discretionary: median +11.0% (49 symbols)
What does this mean? Revenue: over 5 years it grew by 13.2% per year on average – at least as fast as the median company in the sector (+11.0%).
Light rule: Green: grows at least as fast as the sector median (without a sector comparison: grows) · Yellow: grows more slowly · Red: shrinks.
+29.5% per year, last 5 years
Sector Consumer Discretionary: median +10.4% (32 symbols)
per share: +27.9% per year (5 years, split-adjusted)
What does this mean? Total net income: over 5 years it grew by 29.5% per year on average – at least as fast as the median company in the sector (+10.4%).
Light rule: Green: grows at least as fast as the sector median (without a sector comparison: grows) · Yellow: grows more slowly · Red: shrinks.
10.8% last fiscal year
Sector Consumer Discretionary: median 9.4% (49 symbols)
What does this mean? Of every 100 USD in revenue, 10.83 USD remained as profit – at least as much as the median company in the sector (9.4%). Five years ago the margin was 5.5%.
Light rule: Green: at least the sector median (without a sector comparison: profit) · Yellow: profit, but below the median · Red: loss.
0.24 latest balance sheet
Sector Consumer Discretionary: median 0.82 (31 symbols)
What does this mean? For every 1 USD of equity there is 0.24 USD of financial debt – no more than the median company in the sector (0.82). More debt amplifies good and bad years alike.
Light rule: Green: at most the sector median · Yellow: up to twice the median · Red: more than twice · Gray: without a sector comparison.
– Dividend / earnings per share
Sector Consumer Discretionary: median 32% (26 symbols)
What does this mean? The loaded SEC filings of the last two fiscal years contain no dividend per share. Either the company pays none, or it reports it under a different tag.
Light rule: Green: up to 60% of earnings · Yellow: up to 100% · Red: more than earnings or a dividend despite a loss · Gray for real estate (REITs). The sector median is for comparison only.
9 of 10 fiscal years with a profit
What does this mean? In 9 of the last 10 fiscal years the bottom line showed a profit. One year ended with a loss.
Light rule: Green: profit in every year · Yellow: one loss year · Red: several loss years (at least 3 years needed).
| Year | End | Revenue | Net income | Margin | Earnings per share | Dividend per share | Payout |
|---|---|---|---|---|---|---|---|
| 2025 | Dec 31, 2025 | 716.9B | 77.7B | 10.8% | 7.17 | – | – |
| 2024 | Dec 31, 2024 | 638.0B | 59.2B | 9.3% | 5.53 | – | – |
| 2023 | Dec 31, 2023 | 574.8B | 30.4B | 5.3% | 2.90 | – | – |
| 2022 | Dec 31, 2022 | 514.0B | −2.7B | −0.5% | −0.27 | – | – |
| 2021 | Dec 31, 2021 | 469.8B | 33.4B | 7.1% | 3.24 | – | – |
| 2020 | Dec 31, 2020 | 386.1B | 21.3B | 5.5% | 2.09 | – | – |
| 2019 | Dec 31, 2019 | 280.5B | 11.6B | 4.1% | 1.15 | – | – |
| 2018 | Dec 31, 2018 | 232.9B | 10.1B | 4.3% | 1.01 | – | – |
| 2017 | Dec 31, 2017 | 177.9B | 3.0B | 1.7% | 0.31 | – | – |
| 2016 | Dec 31, 2016 | 136.0B | 2.4B | 1.7% | 0.25 | – | – |
| Quarter | End | Revenue | Net income | Margin | Earnings per share | Dividend per share | Payout |
|---|---|---|---|---|---|---|---|
| Q2/26 | Jun 30, 2026 | 200.6B | 62.6B | 31.2% | 5.75 | – | – |
| Q1/26 | Mar 31, 2026 | 181.5B | 30.3B | 16.7% | 2.78 | – | – |
| Q4/25* | Dec 31, 2025 | 213.4B | 21.2B | 9.9% | – | – | – |
| Q3/25 | Sep 30, 2025 | 180.2B | 21.2B | 11.8% | 1.95 | – | – |
| Q2/25 | Jun 30, 2025 | 167.7B | 18.2B | 10.8% | 1.68 | – | – |
| Q1/25 | Mar 31, 2025 | 155.7B | 17.1B | 11.0% | 1.59 | – | – |
| Q4/24* | Dec 31, 2024 | 187.8B | 20.0B | 10.7% | – | – | – |
| Q3/24 | Sep 30, 2024 | 158.9B | 15.3B | 9.6% | 1.43 | – | – |
| Q2/24 | Jun 30, 2024 | 148.0B | 13.5B | 9.1% | 1.26 | – | – |
| Q1/24 | Mar 31, 2024 | 143.3B | 10.4B | 7.3% | 0.98 | – | – |
| Q4/23* | Dec 31, 2023 | 170.0B | 10.6B | 6.3% | – | – | – |
| Q3/23 | Sep 30, 2023 | 143.1B | 9.9B | 6.9% | 0.94 | – | – |
* Q4 derived: fiscal year minus the 9-month value (EPS cannot be derived this way); may be distorted by restatements.
How we calculate: values as first reported to the SEC (later corrections are left out), a fixed order of reporting tags per figure, partial sums are never added up. Growth per year Growth per year (CAGR)The average annual growth rate over several years, as if the value had grown equally strongly every year. Individual good or bad years even out in it.Example: Revenue €100m → €161m in 5 years → (161 ÷ 100) to the power of 1/5 − 1 = 10% per year.More in the Academy: Lesson debt, dividends and growth over 5 years (otherwise 3 years). Per-share values adjusted for stock split Stock splitA company divides each share into several new ones; the value of the company stays the same. We convert per-share values from before the split to today’s scale.Example: Split 4 : 1, earnings per share before $11.89 → comparable today $2.97.More in the Academy: Lesson revenue, profit and margin 20:1 (between Apr 29, 2022 and Jul 29, 2022). Quarters are labeled by the calendar quarter in which they end.
| Period | Purchases | Sales | Net |
|---|---|---|---|
| 3 months | $00 people | $365.0M7 people | −$365.0M |
| 6 months | $00 people | $402.7M8 people | −$402.7M |
| 12 months | $00 people | $456.9M10 people | −$456.9M |
Source: mandatory filings with the SEC (Form 4), open-market purchases and sales only. General information, not investment advice.
ATR ATR (Average True Range)The average range per trading day over the last 14 days. It makes distances comparable, whether a stock costs 10 or 1,000.Example: ATR 2.50 at a price of 100: 0.4 ATR is 1.00, i.e. 1%.More in the Academy: Lesson ATR and moving averages as price values only when logged in.
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