Amazon FBA Exit 2025: How your million-dollar exit really works - The exclusive interview with Lucas Beier

In this article, you'll get all the practical knowledge you need to successfully sell your Amazon brand. With us: Lucas Beier, an industry expert who has already helped numerous entrepreneurs with their exit. We'll talk about why the aggregator hype is history, how the buyer's market has changed, what buyers really want and how to avoid pitfalls. You will also find out what steps follow an exit, how to prepare yourself mentally and structurally, which valuation models are common today and which methods your company can use to attract the interest of potential buyers.

https://www.youtube.com/watch?v=RFrygGhkV5I

The Amazon exit: what you really need to know in 2025

The dream of a million-dollar exit is a major goal for many Amazon sellers. However, the days of selling quickly to large aggregators are over. Lucas Beier tells us first-hand what makes the market tick today, how to get your company ready to sell and what you need to pay attention to during the process. Here you can read how you should think long-term and what counts today to really score points when selling a company.

What has changed in the market? The end of the aggregator hype

Just a few years ago, so-called aggregators were scrambling for Amazon Brands. Anyone with a scalable product could count on quick offers and high multiples. Today, the world looks different: The aggregator hype is over. The field of buyers is broader, more individual and less predictable.

Important points:

• Aggregators hardly play a role any more.
• Today, buyers are often other retailers, established brands, lateral entrants, private investors or private equity companies.
• Small brands (up to around 10 million euros in annual sales) usually find their buyers among other retailers or lateral entrants. Larger companies are more likely to end up with private equity or industry players.
• The sales volume depends more on individual strengths and growth prospects and less on whether you fit into the aggregator portfolio.

Conclusion: Today, your company must be attractive to various interested parties. It is no longer worth building a brand just for a quick aggregator exit.

This is how buyers think: What deters, what attracts?

The exit process is and remains a matter of trust. Buyers check exactly where risks and weaknesses are hidden.

The most common deal breakers:

• Compliance problems: If certificates and test reports are missing or products cannot be verified, buyers quickly leave the conversation.
• Unclear trademark rights: If the trademark is not clearly protected or if there are gaps in classes/product groups, interest decreases.
• Untidy finances: Without structured bookkeeping, transparent figures and verifiable tax returns, there are rarely any offers.
• Lack of visibility: Unprofessional brand presence, weak listings or uninspired imagery reduce the value.
• No growth: Brands without growth can also be sold, but the price shrinks significantly.

Important lessons learned from real cases:

• Bestsellers that are not compliant can suddenly go completely offline during due diligence. Then deals fall through.
• A very broad portfolio (5,000+ SKUs) can even be valuable - contrary to old aggregator myths - because it is difficult to replicate and copy.

Multichannel, D2C or Amazon Only: What makes your exit valuable?

In the past, it was often enough to establish a bestseller on Amazon. Today, buyers ask more detailed questions:

Single-channel setup? Hardly in demand

• Selling only on Amazon (single channel) is considered risky.
• Competitors and copiers are waiting in the wings.
• Innovative niche products quickly attract imitators.

Multichannel strategy & own online store

The best ratings are achieved by companies that generate their traffic and sales not only via Amazon, but via several channels or even mainly via their own online store.

What really counts:

• Independent distribution via own brand stores (D2C) generates the highest multiplier.
• Those who generate additional sales via other platforms (retail, B2B, other marketplaces) can position their brand in a more valuable way.
• Without real profit beyond Amazon, there is no appreciation, even if the store is pretty.

Please note: Promotional products (e.g. key rings for €10) are hardly worthwhile for your own store if there is no real margin or no repeat buy potential.

Valuation & payment methods: What brands achieve today

Exit prices depend on size, profitability and positioning.

Payment structure (using the example of "€ 5 million sales, € 500k EBIT"):

• Stock is usually paid out promptly and separately.
• 70% of the purchase price is usually paid immediately.
• Up to 30% as earnout (depending on success, sales or secured seller financing, sometimes spread over several years).
• Contract details should regulate liability, payment security and realistic milestones.

Attention: Quick deals in 2-3 months are rare. You should expect 9-15 months for preparation and sales.

What distinguishes sellers and buyers who are successful in the long term?

Selling your brand is not a sprint. Patience and strategy are required.

Sellers need:

• Patience - The process often takes months.
• Cash flow management - keeping bestsellers in the portfolio and financing them cleanly.
• Self-knowledge - Knowing what you can do and where you need professional help.
• Structure - All documents organized and processes documented.

Buyers score points:

• Financing know-how - equity capital or clean banking processes are mandatory.
• Team building - efficiently managing or building up the purchased brand and team.
• Management skills - taking salespeople with you and securing knowledge to avoid a break.

Soft skills such as emotional intelligence, resilience and clear goal orientation make the difference.

Team or solo? How does the organization influence the value?

While individual founders with few staff used to be more popular, today a strong team is a real valuation booster.

Reasons:

• A team makes the company less dependent on the founder, is easier to hand over and continues to run.
• In the case of lean individual founders, there is an increased risk that know-how and drive will be lacking after the sale.
• A mix of in-house team and agency can even be particularly attractive for buyers: Agencies continue to work reliably, offer stability and reduce transaction risks.

Conclusion: Companies that are self-sustaining even without founders generate more interest and higher offers.

What happens after the exit? Between party, gap and new focus

After selling your brand, a new chapter begins. Very few people treat themselves to a Lambo or waste their money. The reality usually looks like this:

• Many founders start a new company directly or invest in other business models.
• Some use their industry knowledge to participate in other projects or acquire minority interests in promising brands.
• However, those who have no perspective or repositioning sometimes fall into a motivational hole - especially after particularly large exits.

Lucas' tip: Only start the next adventure after the deal has been completed. Changing focus too early can sabotage the exit.

Checklist: How does your exit really work?

You should pay attention to this:

• Completely clarify compliance and brand protection
• Preparing finances, making figures transparent
• Professional design of external appearance and listings (e.g. with the support of Stacvalley for product photos and A+ content)
• Strengthen multichannel strategy, make store profitable
• Recurring sales and clear margins show
• Build team structures, integrate agency service providers
• Define personal exit goals and plan realistically

Conclusion: The perfect exit requires preparation, honesty and a clear plan

Amazon Brands continue to be attractive to buyers, but their valuation and sales success depend on much more than product selection or sales volume. The courage to have clean structures, patience and expertise in brand development, finance and team management are more important than ever.

Anyone considering the idea of an exit today should check at an early stage whether their own brand works without them and offers real value. In the end, this will pay off in your bank account and for your own feelings.

You want to take the next step?
Arrange a non-binding consultation with Lucas Beier at brandcircle.de. Benefit from the experience of real professionals - for your successful exit.

Tip: Always stay curious, keep yourself regularly informed and learn from other retailers - the best exit often starts with the first honest look at your business.