Amazon.com, Inc. (AMZN) Fair Value 2026

AMZN · Internet Retail ·

By CirclFi Research Team · Data from SEC EDGAR, FRED & GDELT

Quality Score

8.7 /10

32 fundamental signals · 10 models active

Value Trap Risk

SAFE (6/100)

Quick Summary — As of 2026-08-27, Amazon.com, Inc. (AMZN) trades at $256.26, versus a $113.38 median fair value across its 10 active models — 55.8% below the current price. QOC: 8.7/10. Value Trap Risk: 6/100 (SAFE). 10/13 models active. Within that set, the Bayesian DCF component alone returns $27.30.

Key Facts

Ticker
AMZN
Price
$256.26
Quality Score
8.7/10
Value Trap Risk
6/100
Models Active
10/13
Last Updated
Strength: Quality Score of 8.7/10 indicates strong fundamentals
Risk: Majority of models suggest overvaluation

Is Amazon.com, Inc. (AMZN) Undervalued or Overvalued in 2026?

According to CirclFi’s 10-model valuation engine, Amazon.com, Inc. (AMZN) appears overvalued as of : the median of 10 independent fair value estimates is $113.38, 55.8% below the current price of $256.26. Estimates range from $11.68 to $189.87. AMZN scores 8.7/10 on fundamental quality and 6/100 on value-trap risk.

For context, the median US equity CirclFi rates trades at an implied -23.7% versus its own 13-model consensus, across 3,801 rated companies as of 2026-08-27. AMZN’s -55.8% gap is wider than that market norm, and the Internet Retail sector median is -25.1%. Full market index →

This verdict compares price to intrinsic value only — it is not a buy or sell rating. For the decision case (bull vs bear arguments, risk factors, peers), read Should You Buy Amazon.com, Inc. Stock in 2026? →

What Fair Value Does Each Model Give AMZN?

10 Intrinsic Value Models vs. Current Price ($256.26)

Core Models (Unlocked)
Model Fair Value Upside
Intrinsic · High Conviction
 $27.30 -89.3%
Intrinsic · High Conviction
 $18.97 -92.6%
Ensemble · Low Conviction
 $87.97 -65.7%
Scenario · High Conviction
 $189.87 -25.9%
Unlock the Full Matrix

Access 6 additional models including EROIC Spread, ML-RIV, and more.

$1.30 / day

Billed monthly ($39/mo) or annually ($299/yr)

Unlock All 10 Models →

Cancel anytime · No contracts · Instant access

What Is AMZN's Fair Value Range?

Spread across 10 independent models · $11.68 to $189.87

CirclFi's 10 active models place Amazon.com, Inc. (AMZN) between $11.68 and $189.87 per share, a spread of 157% of the median. The median of that range — $113.38 — is the fair value CirclFi publishes for AMZN, against a current price of $256.26.

Low · RCMH-DCFHigh · First Chicago
$11.68median $113.38$189.87
Where the range comes from
Most bearish modelRCMH-DCF$11.68
Most bullish modelFirst Chicago$189.87
Model agreement0 bullish · 10 bearishwide

A band this wide is itself the finding. When independent methods land far apart, they are reading a business whose value depends heavily on which lens you apply — volatile earnings, heavy reinvestment, or an asset base that cash-flow and asset-based methods score differently. That disagreement is information: it says the choice of method matters more than usual for AMZN. Treat the median as one reading among several and compare the individual models below before acting.

Every figure above is one model's standalone output on AMZN, not a CirclFi price target. How each model works →

What Is Amazon.com, Inc. (AMZN) Worth in 2026?

According to the CirclFi Deep Alpha Valuation Engine, Amazon.com, Inc.'s intrinsic value is estimated at $113.38. Trading at its current price of $256.26, the valuation engine raises significant caution: 10 of 10 models flag downside risk, projecting a median implied return of -55.8%. Notably, First Chicago sees the most upside at -25.9% (fair value: $189.87), while RCMH-DCF is the most conservative at -95.4% ($11.68). The spread between these extremes — +69.5% — reveals how different analytical frameworks can reach starkly different conclusions. Among models with highest confidence, Bayesian DCF, EPV lean bearish — adding weight to the bearish side of the thesis.

What Do the Models Say About AMZN?

10 of 13 models are currently active for AMZN. All 10 active models suggest the stock trades above fair value. Taken together, their median fair value for AMZN is $113.38 — the figure CirclFi publishes as this stock's fair value. One component of that median, the Bayesian DCF, returns $27.30 on its own, implying -89.3% downside from the current price. See which stocks rank higher →

How Does AMZN Rank in Internet Retail?

Among 42 Internet Retail stocks, AMZN ranks #5 by Quality of Company score. CirclFi's QOC score of 8.7/10 evaluates 32 fundamental signals. A score of 8.7 places AMZN in the top tier.

Amazon.com, Inc.'s positioning within the Internet Retail segment means that R&D intensity plays an outsized role in fundamental analysis. The sector's unique characteristics — including AI/ML integration — shape both the opportunity set and risk profile.

Is AMZN a Value Trap?

CirclFi's Value Trap algorithm assigns AMZN a score of 6/100 (SAFE). This indicates minimal risk. Fundamentals are healthy. The score cross-references apparent undervaluation against fundamental deterioration signals. Browse lowest value-trap stocks →

Multi-Model Methodology

10 of 13 models are active for Amazon.com, Inc.. Broad coverage provides high confidence. Each model applies a fundamentally different valuation philosophy. See the complete methodology →

According to the CirclFi Quality of Company (QOC) framework, Amazon.com, Inc. earns a quality score of 8.7/10. This robust rating reflects the company's standing across 32 fundamental signals spanning profitability, growth consistency, balance sheet strength, and capital allocation efficiency.

The gap between the most bullish and bearish model spans +69.5% — demonstrating why single-model analysis is dangerous. Browse all stocks with 13-model coverage →

Data Sources & Confidence

Every AMZN valuation is built from SEC EDGAR XBRL filings — 700+ standardized financial tags. Macroeconomic context from FRED calibrates discount rates, while GDELT news sentiment feeds into our Sentiment SOTP model. All pipelines run daily. Read the complete data methodology →

Across AMZN's 10 active models, average confidence is 52%. Moderate confidence indicates reasonable fit.

CirclFi's output is a research starting point, not a buy/sell signal. All data updates daily. Read the full methodology →

This analysis is produced by the CirclFi Valuation Engine using quantitative models applied to SEC EDGAR filings, public market feeds, and FRED macroeconomic indicators. It is not financial advice.

Read the full investment analysis: Should You Buy Amazon.com, Inc. Stock in 2026? →

Bull case, bear case, risk factors & peer comparison — updated daily

Which Similar Internet Retail Stocks Should You Also Analyze?

10 related Internet Retail stocks with 13-model coverage

SESea LimitedQOC 8.8GLBEGlobal-E Online Ltd.QOC 8.7LQDTLiquidity Services, Inc.QOC 9.0EBAYeBay Inc.QOC 8.6CHWYChewy, Inc.QOC 9.0MELIMercadoLibre, Inc.QOC 8.6BABAAlibaba Group Holding LimitedQOC 7.7NEGGNewegg Commerce, Inc.QOC 5.9LOGCContextLogic Holdings Inc.QOC 4.7PDDPDD Holdings Inc.QOC 9.2

Read investment analysis: SE · GLBE · LQDT · EBAY · CHWY · MELI · BABA · NEGG · LOGC · PDD

Which Other Stocks Have a Similar Quality Score to AMZN?

7 companies across all industries closest to AMZN’s Quality of Company score of 8.7/10.

SSBSouthState Bank CorporationQOC 8.7ROKRockwell Automation, Inc.QOC 8.7CHHChoice Hotels International, Inc.QOC 8.7HIGThe Hartford Insurance Group, Inc.QOC 8.7NLCPNewLake Capital Partners, Inc.QOC 8.7ONBOld National BancorpQOC 8.7NVDANVIDIA CorporationQOC 10.0

Read investment analysis: SSB · ROK · CHH · HIG · NLCP · ONB · NVDA

What Else Do Investors Ask About Amazon.com, Inc.’s Valuation?

What is Amazon.com, Inc.'s intrinsic value in 2026?

CirclFi puts Amazon.com, Inc. (AMZN)'s intrinsic value at $113.38 — the median of 10 independent model estimates as of 2026-08-27, ranging from $11.68 to $189.87. One component of that median, the Bayesian DCF, runs 10,000 Monte Carlo simulations with jump-diffusion and returns $27.30 on its own. The Quality of Company score is 8.7/10 across 32 fundamental signals. All models use SEC EDGAR filings updated daily. See our methodology page for how each model works.

Is AMZN overvalued or undervalued right now?

At $256.26, 0 of 10 active models suggest AMZN may be undervalued, while 10 indicate potential overvaluation. The median of all 10 fair value estimates is $113.38, 55.8% below the current price of $256.26 — a consensus view that AMZN is overvalued. The assessment depends on which methodology best fits Amazon.com, Inc.'s business model in Internet Retail.

What does a Quality of Company score of 8.7 mean for AMZN?

Amazon.com, Inc.'s QOC of 8.7/10 reflects 32 fundamental signals: profitability margins, revenue growth consistency, balance sheet leverage, free cash flow generation, and capital allocation efficiency. Scores above 7 indicate strong fundamentals and disciplined management.

How many valuation models does CirclFi run on AMZN?

CirclFi analyzes AMZN with 13 institutional-grade models daily: Bayesian DCF (Monte Carlo + jump-diffusion), EPV (Greenwald zero-growth), EROIC Spread (McKinsey reinvestment), First Chicago (3-scenario), Markov DDM (regime-switching), ML-RIV (machine learning residual income), Dynamic NAV (asset-based), PWERM (option-theoretic), Regime Cross-Sectional (relative), Sentiment SOTP (hybrid), CUCE Ensemble (meta-model), FTNN Topology (neural network), and RCMH-DCF (conditional regime). Currently 10 of 13 are active for this stock. Read the full methodology →

Which valuation models are most bullish and most bearish on AMZN?

Of the 10 models currently active on AMZN, First Chicago is the most bullish at $189.87 per share, and RCMH-DCF is the most bearish at $11.68. CirclFi's published fair value for AMZN is the median of that range, $113.38, not either extreme. The gap between the two ends equals 157% of the median — a wide spread, meaning the methods genuinely disagree and the median should carry less weight. Browse stocks by value-trap risk →

Is AMZN a value trap in 2026?

Amazon.com, Inc.'s Value Trap score is 6/100 (SAFE). This low score indicates the current valuation is not artificially depressed by fundamental deterioration, suggesting genuine opportunity rather than a trap.

Cite this analysis — “According to CirclFi’s 10-model valuation engine, Amazon.com, Inc. (AMZN) has a median fair value of $113.38 — 55.8% below the current price of $256.26 — as of 2026-08-27.” Source: circlfi.com/stock/AMZN/ · Methodology
Primary sources for this AMZN valuation
  • Financial statements: Amazon.com, Inc. 10-K and 10-Q filings on SEC EDGAR (CIK 0001018724) — 700+ standardized XBRL tags, published by the U.S. Securities and Exchange Commission.
  • Discount-rate inputs: FRED, Federal Reserve Bank of St. Louis — risk-free rates, VIX, yield curve, inflation.
  • News sentiment: The GDELT Project — global media tone, input to the Sentiment SOTP model.
  • Model definitions: CirclFi methodology — the published specification for all 13 models, including the academic sources each one implements.

Market data for AMZN as of ; valuations recomputed .

You’ve done the research. Don’t stop at half the picture.

Stop collecting opinions. Let 10 mathematical frameworks give you clarity on AMZN.

Unlock All 10 Fair Values — $39/mo

Cancel anytime · Less than a cup of coffee · Instant access

6 models hidden for AMZN Unlock All 10 — $39/mo