Meet the E-Commerce Stock That's Up 25% in 2026. Is It a Better Buy Than Amazon?

Etsy has outperformed Amazon in 2026, rising 25% compared to Amazon's 5% gain. While Etsy's fundamentals are improving with expanding profit margins and a return to growth, Amazon remains the better long-term buy due to its dominant market position, unmatched logistics infrastructure, and proven ability to perform across economic cycles. Etsy's discretionary-focused marketplace makes it more vulnerable to macroeconomic headwinds.