Amazon vs Google (Alphabet)
Business model, scale, and a side-by-side Litmus framework score — which model wins, and for whom.
Both run cloud and ads, but the centers of gravity differ: Google is ads-first, Amazon is retail + AWS-first.
At a glance
| Metric | Amazon | Google (Alphabet) |
|---|---|---|
| Revenue | $717B (FY2025) | $402.83B (FY2025) |
| Profit | $77.7B (Net Income, FY2025) | $132.2B (FY2025 net income) |
| Active users | 250M+ Prime Members | 4B+ across Search, Android, YouTube |
| Employees | ~1,560,000 | ~187,000 |
| Founded | 1994 | 1998 |
| HQ | Seattle, WA | Mountain View, California |
LLitmus Framework Score
Overall: Amazon 93 · Google (Alphabet) 95
Customer Segment
99
99
Value Proposition
98
98
Marketing Channel
95
95
Engagement
94
97
Income Source
92
98
Asset Validation
97
99
Core Operations
90
93
Strategic Alliance
85
90
Expense Validation
88
88
Amazon leads 0 modules, Google (Alphabet) leads 5. Overall edge: Google (Alphabet).
Head to head
| Dimension | Amazon | Google (Alphabet) |
|---|---|---|
| Cloud rank | #1 (AWS) | #3 (Google Cloud) |
| Ads | ~$50B+/yr (purchase-intent) | ~$340B/yr (search-led) |
| Primary engine | E-commerce + AWS | Search advertising |
| Net margin | Low-single-digit (retail-heavy) | ~33% |
| AI infra | Trainium/Inferentia + Nvidia | In-house TPUs, 40+ data centers |
FAQ
Is Amazon or Google (Alphabet) a better business?
Both run cloud and ads, but the centers of gravity differ: Google is ads-first, Amazon is retail + AWS-first. It depends on what you optimise for — see the module-by-module breakdown above.
What is the difference between Amazon and Google (Alphabet)'s business model?
Amazon operates in Ecommerce / Technology (Earth's Most Customer-Centric Company), while Google (Alphabet) is Technology (Organize the world's information). Their revenue, scale and Litmus scores are compared in detail above.
Which is more profitable, Amazon or Google (Alphabet)?
Amazon: $77.7B (Net Income, FY2025). Google (Alphabet): $132.2B (FY2025 net income).