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E-Commerce / Amazon FBA Brands

The 3 anchors. Don't leave the meeting without them.

1THE PRICE

2.5x–4.0x SDE for sub-$1M brands (crashed from 2021 peak of ~43x monthly = ~3.6x annual; 2024 Empire Flippers average sale multiple: 26.6x monthly = ~2.2x annual SDE). DTC/Shopify brands: 3.5x–5.5x SDE. Market polarizing: sub-$250K and $1M+ transacting well; $250K–$1M ('orphan range') hardest to sell.

Typical deal: $400K

2THE LEVER

Brand defensibility: trademark registered, proprietary produc…

Push this up, multiple goes up

3THE LANDMINE

Single ASIN/product driving 80%+ of revenue

Surface this in the first 15 min

SDE multiple

EBITDA multiple

Amazon FBA: 2.0x–3.0x EBITDA (well-positioned brands). DTC brands: 3.5x–5.5x EBITDA. Aggregator-level $1M+ EBITDA FBA: 4x–6x EBITDA possible in competitive process.

Deal size range

$100K – $5M+

OPEN

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Three things to nail in the first 10 minutes.

1
FBA brands trade at 2.5x–4.0x SDE for sub-$1M; Empire Flippers 2024 average was 26.6x monthly (~2.2x annual SDE).
2
DTC/Shopify brands with strong NRR reach 3.5x–5.5x SDE — channel diversification is the biggest premium driver.
3
Revenue multiples of 0.5x–1.5x are rarely the primary metric; SDE and brand defensibility drive the deal.

Verified — pricing landed clean

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E-Commerce / Amazon FBA Brands

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