Better Buy: Amazon vs. Ulta

The coronavirus pandemic has had a huge impact on the entire globe. Aside from the direct health impacts of the COVID-19 outbreak, unprecedented measures like extended store closures have forced many major players in the retail industry to play to their strengths. For Amazon.com (NASDAQ: AMZN), the pandemic has demonstrated the immense value of the e-commerce business model, but it's also produced some unique challenges in handling the workforce that makes product delivery possible. Meanwhile, Ulta Beauty (NASDAQ: ULTA) has had to deal with temporary closures of its in-store salons, with hopes that it will be able to resume full operations in the near future.

Both Ulta and Amazon have produced amazing returns for shareholders over the past 10 years, but more recently, the two stocks have moved in different directions. Below, we'll look more closely at these two players in consumer products and services to see which one looks like the better bet for investors right now.

Both Amazon and Ulta have delivered multibagger gains since 2010, but Amazon has a clear advantage over the past year. The e-commerce giant has climbed almost 30% since May 2019, while Ulta has suffered a nearly 40% drop over the same period.