Sell My Amazon FBA Business – AI-Powered Brokerage & Valuation

Q: How long does it take to sell an FBA business?

Most sales complete in 2–5 months from preparation to close, depending on size, margin quality, buyer fit, supply‑chain complexity, and data‑room readiness.

Q: How much is my FBA business worth?

Valuation is typically a multiple of annual SDE, adjusted for growth, contribution margin after ads, TACoS/ACOS, concentration, review moat/rank stability, inventory reliability, and compliance/IP strength. We produce a defensible range using AI‑assisted comps and sensitivities.

Q: What documents do I need for due diligence?

Clean financials; SKU/ASIN performance exports; ad spend and TACoS/ACOS; inventory/IPI and ageing; supplier contracts; QA/compliance files; Brand Registry/trademarks; claims/suspensions log; SOPs.

Thinking of an exit? Get a data‑driven valuation, a buyer‑ready package, and a confidential process designed for FBA brand owners.

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AI‑assisted comps

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How Much Is My Amazon FBA Business Worth?

Short answer: Valuation ≈ SDE × market multiple, adjusted for growth, contribution margin after ads, TACoS/ACOS efficiency, SKU & channel concentration, review moat/rank stability, seasonality, supply‑chain risk, and brand/IP strength.

Valuation, in brief (5 steps)

Choose method: SDE multiple for most FBA brands; EBITDA for larger, systemised portfolios.
Normalise metrics: SKU‑level P&L, landed COGS, freight/duties, returns/refunds, PPC, TACoS, inventory carry.
Benchmark with comps: niche, price band, review depth, rank stability, GEOs, Subscribe & Save, seasonality.
Adjust for risk: supplier concentration, stockouts, account health, suspensions/claims, IP, compliance.
Run scenarios: base / upside / de‑risked (e.g., CAC/TACoS cuts, price/mix, new SKUs), then set a defensible range.

Amazon FBA Valuation Multiples in 2025 (Indicative)

Ranges vary by size, quality, defensibility, and buyer type. Treat these as directional bands, not guarantees.

Profile	Basis	Indicative Range*
Owner‑operated, <$500k annual profit	SDE multiple	~2.0×–3.5× SDE
$500k–$2m annual profit, steady growth	SDE multiple	~3.0×–4.75× SDE
$2m+ annual profit, brand‑like operation	EBITDA multiple	~4.5×–7.0× EBITDA

*Illustrative bands only; actual outcomes depend on growth, margin durability, SKU/rank defensibility, risk, buyer type, and market conditions.

How We Value FBA: Growth, Unit Economics, Inventory, Defensibility

Driver	Strong Signal	Effect on Multiple
Revenue/Profit Growth	Consistent MoM/YoY growth with forecastable seasonality	Higher (durability of growth)
Unit Economics	Contribution margin ≥ 20–25% after ads; TACoS ≤ 12–15%	Higher (efficient growth)
Inventory Health	High IPI; low stockouts; accurate demand planning	Higher (fewer revenue shocks)
Review Moat & Rank	Deep, recent reviews; stable top‑page ranks	Higher (defensibility)
Concentration Risk	No SKU > 30% profit; Amazon share balanced with DTC/Wholesale	Higher (lower volatility)
Brand/IP & Compliance	Brand Registry, trademarks, clear IP; safety/compliance docs	Higher (smoother diligence)

SDE vs EBITDA for FBA: Which One Matters?

Most FBA exits price on SDE (profit + reasonable owner pay + normalised add‑backs). Larger, systemised brands may lean to EBITDA. We compute both and align to the likely buyer pool.

How our AI model improves the valuation

Maps your metrics to live FBA comps (niche, price band, reviews, TACoS, seasonality, IPI).
Runs sensitivity on TACoS, pricing, freight/COGS, and stockout risk to show multiple uplift.
Ranks buyer fit (aggregator vs strategic) to indicate likely price/structure scenarios.

Example (illustrative): SDE $650k; YoY growth 28%; contribution margin 27%; TACoS 11%; IPI 520; no stockouts in 9 months; Brand Registry + TM → AI comps produce a defensible range and show how −2 pts TACoS or +1pp price mix shifts the range upward.

What to prepare (faster valuation)

Last 24–36 months P&L/BS; SKU‑level contribution; refunds/returns; ad spend (PPC).
ASIN performance: sales, rank, reviews, sessions, CVR; Subscribe & Save metrics.
Inventory reports: IPI, stockout history, ageing, in‑transit/3PL, landed cost assumptions.
Supplier contracts: MOQs, lead times, exclusivity; QA/compliance (FDA/CE/UKCA as relevant).
Brand/IP: Brand Registry, trademarks, any patents/designs; account health history.

Quick answers:

Is FBA valued on revenue or profit? Mostly profit (SDE). EBITDA multiples appear in larger, diversified brands.

Do reviews and ranks matter? Yes — defensibility (reviews/ranks) and inventory reliability strongly influence multiples.

What improves my multiple fastest? Lower TACoS, better contribution margin, stable stock levels, diversified SKUs/channels, and clean Brand Registry/IP.

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How Long Does an FBA Exit Take? (Typical 2–5 Month Timeline)

Phase	Weeks	What Happens
Preparation	2–3	Normalise financials & SKU analytics; assemble docs; create CIM; data room setup.
Outreach & IOIs	1–3	Targeted buyer list; NDAs; teaser/CIM distribution; initial Q&A (niche & supply fit).
LOIs & Negotiation	1–2	Term negotiation (price, structure, inventory treatment); select preferred LOI.
Due Diligence	3–6	Financial, legal, supply‑chain & compliance, analytics verification; supplier calls.
Closing & Handover	1–2	Legals, funds flow, brand/IP & listings transfer; transition plan.

Timelines vary by deal size, data quality, and buyer type. Clean SKU‑level reports, healthy inventory, and complete compliance files compress time‑to‑close.

Amazon FBA Sale Process (Step-by-Step)

Preparation: normalise financials, verify SKU analytics (sales, returns, TACoS), review supplier contracts, IP, and compliance.
Packaging: CIM/teaser, KPI deck (ASIN performance, contribution), and secure data room.
Buyer Outreach: confidential, thesis‑based approach to qualified buyers; NDAs first.
Offers & Negotiation: manage Q&A; align on price, inventory treatment, and structure.
Due Diligence: coordinate financial, legal, supply‑chain/compliance, and analytics diligence.

IOI vs LOI: What’s the Difference?

IOI (Indication of Interest) is a non‑binding price range and high‑level terms used to shortlist buyers. LOI (Letter of Intent) sets a specific price/structure (including inventory), exclusivity period, and key conditions; it is still largely non‑binding except for exclusivity, confidentiality, and certain clauses.

Closing & Handover

Post‑LOI, definitive agreements are drafted (SPA/APA), schedules completed, inventory & receivables mechanics finalised, funds‑flow and escrow arranged, and brand/listings transferred per platform policy. A clear transition plan reduces post‑close risk.

Due-Diligence Checklist & Data-Room Index

Financials: last 24–36 months P&L/BS/CF; SKU‑level contribution; refunds/returns; ad spend.
Analytics: ASIN performance (sessions, CVR), ranks, reviews, Buy Box, TACoS/ACOS, seasonality.
Legal/IP: incorporation, contracts (assignability), trademarks/Brand Registry, any patents/designs.
Supply/Compliance: supplier agreements, lead times/MOQs, QA, product safety files (FDA/CE/UKCA, MSDS), claims history.
Operations: IPI, stock levels/ageing, 3PL, inbound plans, SOPs, team/contractors.

Deal Structures & Terms

Element	What it is	Pros	Considerations
Asset vs Share	What the buyer purchases	Asset: cleaner; Share: simpler continuity	Tax impact; liabilities; listings/brand transfer; contract assignment; inventory treatment
Earn-out	Deferred, performance‑linked	Bridges valuation gaps	Metrics definitions (revenue/SDE); control; reporting
Seller Note	Vendor financing	Faster close, better price	Interest, security, covenant terms
Escrow/Holdback	Funds reserved post‑close	Protects against surprises	Duration, claims process

Working Capital & Inventory/Receivables Adjustments

Expect a normalised working‑capital target at close. For FBA, inventory (on‑hand & in‑transit) and Amazon receivables require explicit treatment to avoid double‑counting. Inventory is commonly purchased at landed cost; define mechanics in the LOI.

Taxes & Legal Basics

Jurisdictions: tax outcomes differ (US/UK/EU). Obtain specialist advice early.
IP & Assignability: ensure Brand Registry/trademarks, design rights, and contract transfer rights.
Compliance: safety and labelling (FDA/CE/UKCA) as relevant; product claims and insurance.
Non‑compete/Non‑solicit: scope, duration, and geography matter.

This is not tax or legal advice. Engage qualified advisers in your jurisdiction.

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Who Buys FBA Brands?

Strategic Buyers: category incumbents seeking SKU/brand synergies, retail expansion, or DTC roll‑ins.
Financial Buyers (Aggregators/PE): disciplined underwriting, portfolio synergies, structured deals.
Search Funds/Operator Acquirers: hands‑on operators professionalising supply chain and growth.

Broker Fees vs DIY

Path	Typical Cost	What You Get	When It Fits
Brokered	Commission (tiered) + minimal upfront	Packaging, buyer network, negotiation, DD coordination, supply/compliance checks	Limited time, larger buyer pool, price protection
DIY	Low fees; high time cost	You run outreach, Q&A, negotiation, legals, analytics & inventory verification	Very small deals; existing buyer already sourced

Best Time to Sell an FBA Business

Sell into momentum: clean books, low stockouts, durable growth, strong contribution margin after ads, and a defensible review/rank moat. If metrics are soft, a 2–3 month tune‑up (TACoS cuts, pricing/mix, inventory planning, new hero variants) can lift multiples.

Amazon FBA Brokerage Services

FBA Sale Brokerage & Exit Advisory

We guide brand owners through the full sale — from SKU‑level financials and positioning to targeted buyer outreach and closing. Commission‑based; aligned with your outcome.

FBA Valuation & Exit Planning

Get an AI‑powered, confidential valuation within 24 hours and a focused plan to lift multiples (TACoS, contribution margin, inventory health, compliance pack).

Buy‑Side Advisory & Acquisition Search

For investors/acquirers: retained search, thesis‑matched FBA deal flow, modelling and diligence support to reduce risk and speed to close.

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Case Studies (Anonymised)

Profile	Size	Outcome	Structure	Time to LOI
FBA – home & kitchen	$420k annual SDE	~3.9× SDE range	Cash + 12‑mo earn‑out; inventory at cost	6 weeks
FBA – personal care	$1.1m annual SDE	~4.4× SDE range	Cash + seller note; inventory at cost	7 weeks
FBA – pets	$260k annual SDE	~3.1× SDE range	Asset purchase; inventory at cost	5 weeks

Illustrative examples; actual outcomes depend on metrics, risk, structure and market conditions.

About Our AI-Native Brokerage

We specialise in e‑commerce and FBA M&A with AI‑assisted valuation models, buyer matching, and data‑room standards that speed diligence and protect price. Work is confidential, document‑first, and founder‑friendly.

Partnership Programme

Advisers, accountants, and operators can refer brand owners ready to exit. Earn partner fees while we deliver valuation, packaging, and deal execution.

Learn more about partnerships

FAQs – Selling an Amazon FBA Business

How long does it take to sell an FBA business?

Most sales complete in 2–5 months from preparation to close, depending on size, margin quality, buyer fit, supply‑chain complexity, and data‑room readiness. See the sale process.

How much is my FBA business worth?

Valuation is typically a multiple of annual SDE, adjusted for growth, contribution margin after ads, TACoS/ACOS, SKU/channel concentration, review moat/rank stability, inventory reliability, and compliance/IP strength. We produce a defensible range using AI‑assisted comps and sensitivities.

How do you value an FBA business (methodology)?

We use AI‑assisted market comps plus drivers (TACoS, contribution margin, IPI/stockouts, review depth, seasonality, supplier risk) to produce a range with sensitivities. Details in How Valuation Works.

What documents do I need for due diligence?

Clean financials; SKU/ASIN performance exports; ad spend & TACoS/ACOS; inventory/IPI & ageing; supplier contracts; QA/compliance files; Brand Registry/trademarks; claims/suspensions log; SOPs. See process and value‑maximising prep.

How are sales and margins verified?

Via Seller Central reports, bank statements, ad platform exports, and reconciliation of COGS/landed costs, freight/duties, and returns to confirm true contribution margin.

Do I need audited financials?

Not always. Accurate, verifiable books with SKU‑level detail are usually sufficient for SMB/mid‑market; larger deals may request reviews or audits.

What are typical business broker fees?

Success‑based commission (sliding by deal size) is standard. Some brokers charge optional upfront fees for valuation/exit‑readiness deliverables that reduce time‑to‑close.

How do you keep the sale confidential?

NDA‑gated data rooms, anonymised teasers, and targeted outreach to vetted buyers only. Brand identity and sensitive data are disclosed in stages.

What deal structures are common (cash vs earn‑out)?

A mix of cash at close plus earn‑out or deferred elements tied to revenue/SDE or inventory turns is common; structure depends on risk, growth, and buyer type.

Asset sale vs share sale — what’s the difference?

Asset sales transfer selected assets (brand, listings, trademarks, inventory) and liabilities; share sales transfer the company as a whole. Outcomes vary by tax, liability, and operational continuity. Seek professional advice.

How are brand, listings, and accounts transferred?

Through an agreed handover plan: brand/listing transfers per platform policy, Brand Registry ownership, domains, trademarks, 3PL/warehouse accounts, and ad tools — sequenced to avoid stockout or rank loss.

What support am I expected to provide after closing?

Typically a short transition and knowledge transfer period (weeks to months) defined in the APA/SPA; may include supplier introductions, forecasting handover, and SOP training.

How can I increase my valuation before going to market?

Improve contribution margin and cut TACoS, reduce stockouts, strengthen review/rank defensibility, diversify SKUs/channels, and secure supplier terms. Even small TACoS or margin gains can move your multiple. See value maximisation.

Should I fix issues first or sell as‑is?

Fix high‑ROI items (data quality, compliance pack, stockout prevention, clear supplier contracts) before launching; large rebrands rarely pay back pre‑sale. We’ll model the valuation impact either way.