Trying to eliminate duplicate holdings between Roth and Individual accounts. What’s the right strategy?

I have some stocks that I hold in both my Roth IRA and individual account and I’m looking to simplify my portfolios by selling the duplicates.

Example: AMZN

Individual:
Current value: $412
Total loss/gain: -40%
% of account: 3%

Roth:
Current value: $33
Total loss/gain: -50.55%
% of account: .35%

Dilemma: you would think I should sell the Roth stock and put into individual since I have less loss, more value, & started buying longer ago. That said, I’ve been reading that you should put individual / high growth potential stocks into an ROTH IRA over an individual account because you pay less taxes on gains.