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Here at Website Closers, we have seen a significant increase in the number of Amazon FBA businesses going up for sale. The good news, however, for sellers is that there is an increasing number of buyers who recognize the potential with owning an Amazon FBA business.

Our History with Amazon

We have been extremely busy dealing with a huge growth and requests from Amazon business sellers who have built their company to a successful point and are now thinking about leaving it and passing it on to another owner. This trend is not just limited to Website Closers either. Plenty of people across the online business brokers space have found that Amazon FBA businesses have become so popular that many people are specifically seeking out purchasing this type of company. In previous years, any influx of sellers from one category or specific niche of businesses has actually been a problem that most people are exiting the marketplace because they see bad changes ahead. However, that’s unlikely the case when it comes to valuation with Amazon businesses. Many Amazon FBA businesses were established several years ago, which means that many of the sellers needed time to establish a firm and solid business and to leverage all of their data points and profit enhancements to get to the point where they are at now to be able to sell it.

These Amazon FBA businesses might have started out small but have become very popular and a source of a consistent stream of revenue, making it the ideal time to sell.

This is part of the reason why so many Amazon FBA businesses have come up for sale in the last three years alone. Another major reason why Amazon FBA businesses have cropped up on our site in such significant numbers has to do with the fact that many other e-commerce stores have now expanded to have Amazon component. Over a quarter of Amazon sellers also have an online store. While plenty of Amazon sellers will stay on that marketplace alone, others are branching out and generate their own traffic and value in niche websites. Another reason that Amazon is so popular is because the seller growth has been consistent.

The marketplace has grown so much that billions of items have been sold through the site. Sellers are becoming an increasingly important component of how Amazon does business because these sellers can capitalize on the fact that Amazon generates a significant amount of traffic and has earned the trust of people who purchase from the website on a regular basis.

This means that a new Amazon FBA seller can jump in to even a competitive niche and might still have the opportunity to be successful. It is important to remember that after you have optimized your business as much as possible, you might consider selling on your own. Scheduling a consultation with an experience website broker could be the first step in assisting you with listing your company for sale.


There are many different options available to you when deciding to sell your small online business. Some of the most important and easily available include selling through a third party advisor such as a website broker or selling the business yourself.

Going It On Your Own

Thousands of sellers and buyers choose to work directly with an experienced business broker to ensure that they have considered all aspects of listing the company for sale and minimize the potential challenges. Listing a company for sale privately on your own can add a great deal of stress or even tasks to your to do list.

Many people are under the impression that they just need to gather some basic information about their website and then list it on a popular marketplace online. This concept of build and they will come, however, is not accurate because it requires a lot of work to list an online company for sale. Private sellers and buyers tend to prefer the services of a website broker because a broker has expertise about the entire process of selling a business, and can help to connect to a broad network of professional buyers.

Making it Simple with a Broker 

For a broker, the compounding impact of 15 or 20 inquiries for each listing can add up over time. Working directly with a business broker means that you get to build on the trust that has already been established by a knowledgeable broker like those at Website Closers. It takes a long time to build up trust with a buyer, and many people who enquire on a listing could take well over a year to determine which of the online businesses for sale is right for them. If you’re in the process of selling businesses regularly, like a business broker, this can be economically viable.

But for private sellers who are looking for quick results, you might end up more frustrated than you expected. Selling your business to a strategic buyer or a competitor is another option that would still allow you to sell the company on your own. However, these deals tend to fall through all the time, and not having the proper preparation and work at the outset of this arrangement can prove problematic for truly selling the company.

Since the entire process of selling your online business can take well over a year and still might not lead to a strategic buyer, this is one reason why you might choose to sell your business with the help of a broker.

Another option available to you to sell your business yourself is to sell to an employee. However, it is very rare for employees in your company to have the cash themselves, so turning to the option to raise capital could be their only option. This can take significant time and if the owners is not willing to finance the deal on their own, then this can rarely amount to anything. You could also step away from the business entirely and ask for an internal employee to step up to the role of CEO.

Plenty of people decide to sell their businesses due to other commitments and lack of time, so this is an option that could work for you but is not necessarily guaranteed. Schedule a consultation with our experienced business brokers to discuss your next steps in listing your online business for sale to maximize your chances of success.


Ready to sell your Amazon FBA business and thinking that you can handle it on your own? This could be a big mistake. Retaining the services of an experienced and qualified business broker, however, can put you in a better position to gain maximum profit and move on to your new ventures or even a business-free life if you so choose.

Remembering All the Hard Work

Putting in a significant amount of work to build your Amazon FBA business was probably exciting at one time, but you might have developed plenty of profits and steady income that mean you are no longer intrigued by the challenges and opportunities. This is one of the leading reasons why people choose to sell their Amazon FBA business. Plenty of these individuals equip themselves with the support provided by a knowledgeable business broker. Outsourcing to a business broker means that you have the chance to work with somebody who understands your market and who will do necessary research to help support you in your pursuit of selling your company for maximum profit to the right buyer.

The Basics of Negotiation

When you list your company, this is based on a business valuation. Your business or Amazon FBA broker can assist you with the process of obtaining a valuation. You might choose to list your business on the high end when it comes to the sales price and the monthly multiple used. However, the more that you network with an experienced and qualified business broker, the easier it will be to gather the necessary evidence to support this price. Negotiations are a common part of selling an online business, including Amazon FBA.

How Do We Start Negotiating?

Negotiations might begin with an initial phone conversation between a prospective buyer and your business broker. Your business broker might come to you directly and present the offer that has been made. This is an excellent time to have a broker on your side so that you can understand your room for negotiating and making a counteroffer. You might choose to negotiate payment terms and inventory payment separately. Negotiations can be one of the scariest parts of selling your online business because of the potential for the entire deal to fall through.

Questions and concerns are raised during the negotiation phase of selling your company and can lead someone who seemed like a sure thing to purchase your company, now fading into the background and suddenly disappearing. This can be a devastating experience for someone who is counting on selling their business. This is where having a business broker, like those working at Website Closers, on your side is extremely valuable. A business broker is a person who can help you to navigate these challenges and help to answer the questions of a concerned buyer promptly.

All of the research you would have done ahead of time in selecting your business broker and in carrying out the business valuation means that you will have the materials and documentation to support your arguments and help determine whether or not counteroffers and negotiation issues are within the reach of what is possible. It can be a natural time to panic in the process of selling your Amazon FBA business if you do not have a negotiating expert on your side.


There are many different benefits to selling products online, which is why more and more people are turning to this as a valuable way to earn consistent money. But in making that initial decision about where to list your products, it can be difficult to decide what’s truly in your best interests.

Deciding the Right Route for Your Business

One of the first decisions you’ll have to make is about whether or not to use a marketplace or to sell over e-commerce. The term online selling is a very general one. New sites for selling by e-commerce seemingly pop-up every single day and selecting the right place to list your products for sale can seem daunting.

Some merchants might choose to build their own website or to establish credibility by working with a marketplace that already has the traffic. Your own website would include installing on an e-commerce platform such as Magento, Shopify or Woo Commerce.

A marketplace, however, is a third party site that uses product listings from numerous sellers across product categories. Some of the most common examples of these third party sites include Walmart, Etsy, eBay, and Amazon.

Is There A Real Difference Between E-Commerce and Marketplace Sites?

The primary differences between choosing to sell an e-commerce site versus a marketplace are relatively simple.

One of the biggest reasons why people select marketplaces is because millions of visitors are instantly available to you. However, because of this great possibility to be visible, you will also be fighting with thousands of different sellers in order to be seen.

An e-commerce business is one way to differentiate yourself, but you have to put in significant effort in order to drive sales and send regular traffic to your site.

What Are Marketplace Benefits?

There are numerous different benefits to selling on a third party marketplace. First of all, it’s simple and convenient to get started as well as to maintain a presence here. The payment and transactions are often handled by the marketplace itself, which means that your primary job is in adding and modifying product listings so that they are as compelling as possible. There are many different visitors who probably already made purchases on these third party websites. They are highly trusted and very well trafficked places to visit. Since many of these marketplaces are household names, they have plenty of different shoppers who are looking for products just like yours. This means that although you have enhanced competition to get your products in front of your ideal customers, you will still not have to put forward as much effort as if you were having to drive traffic to your own website. There are, of course, downsides to selling on a marketplace like an Amazon FBA. First of all;

  • There are many different competing brands on the same site.
  • People who buy your products might never realize that you or your brand exists.
  • You aren’t capturing customer detail information so that you can build a customer list and market to it in the future. This can be a major downside if you ultimately decided to move off of the platform.

No matter how you choose to build your e-commerce business, such as using Amazon FBA or other tools, it’s a good idea to have a consultation with an experienced website broker like those working at Website Closers when it comes time to sell your business.


Much of your keyword research should already be completed prior to sourcing a product on Amazon FBA. However, as you add new products or looked to optimize your rankings prior to selling your Amazon FBA business, keyword research is the cornerstone.

How Should I Start With Keyword Research for My Amazon Store?

This should always begin with identifying the product’s primary keyword which is the word or term that you would use to search if you were looking to buy a product in that market.

From that point of identification, keyword research helps you to populate the list of related keywords, in addition to important metrics such as relevancy score and search volume. The list of populated keywords has crucial terms that you should always prioritize in all of the content that you put on Amazon FBA or use with external traffic.

What Happens After I Have One Big List of Possible Keywords?

You will need to look at all of the keywords and make a decision about which ones are the best ones to include. As a starting point, you can sort your results by search volume which will help to flag the most competitive keywords in the market.

The most competitive keywords in your target market are the terms that are being searched most frequently by shoppers. These also have the greatest potential to drive a high volume of sales in your direction. However, there is a downside with selecting these very competitive keywords.

Because they are the most popular among shoppers, your competition knows this as well, meaning that it can be expensive and difficult to rank for these terms.

You will also want to target some additional keywords; those that can drive quick wins for you to help bring sales early on as you build up to targeting the more effective or higher volume keywords.

Make sure that when evaluating your list, you delete any branded keywords. While these branded keywords have high search volume, since you are not the person that owns that company, these should not be targeted with the content that you create.

Once you have already selected a short list of high volume keywords, you should now begin to look for keywords that have the best opportunities. These high opportunities keywords are those that are included within any or most of your competitors’ listings.

Opportunity in keyword research is typically scored from between 0 and 1000. Keywords that have an opportunity score of 1000 are those that have no listings on page 1 with this exact phrase. The lower the score for keyword research, the more listings that will include this term.

Make sure that you sort next by opportunity score and look for those keywords with opportunities of 750 to 1000. Furthermore, these keywords should also have a search volume of at least 1000 searches per month. If no one is searching for keywords but they have a high opportunity, this is a poor strategy for building your Amazon FBA business and driving traffic.

Selling on the Amazon FBA platform requires constant vigilance into what the competition is doing and how you can get an edge. Advertising is one of the most powerful ways to improve your ranking and drive sales of your products, while also giving you important details about how the market interacts with and views your product.

When you more comprehensively understand the value of external traffic and the Amazon advertising platform, you can develop comprehensive tactics to remain competitive in the world of Amazon FBA.

External traffic is most relevant when you need to drive your product to page one of the rankings for a high-value keyword. In many markets, between 1 and 5 keywords are the vast majority of the market share for the audience. This means that selecting one or more of these keywords and attempting to rank for them can have a very positive impact on the sales potential of your underlying product.

Some tactics that are used by sellers end up with the person being banned due to violations of Amazon’s terms of service, so you should always carefully consider advertising and external traffic options carefully. Many of the words used in the Amazon FBA terms of service is extremely confusing. In general, any process that appears to aim for artificially enhancing reviews of a product is viewed as against the rules and can lead to problems with Amazon.

One of the things that can be most problematic for a person who intends to use an advertising strategy is that the products listed on page one of Amazon are there because they sell most effectively. Although using tools such as pay-per-click advertising can give you the chance to sell better organically and to improve your competition level within the market, manufactured demand that drives your traffic to page one can be dangerous for the long run because if you are not able to keep up this strategy, you will fall out of the rankings.

Furthermore, if the listing is not already appropriately positioned, such as having a good price and the right number of reviews, you will not be able to organically sell at this rate and your ranking can decline as soon as you turn off the external campaign from Amazon pay-per-click. This is why it is such a risk to artificially push your ranking to page one if you’re not going to be able to keep up with the advertising strategy to maintain it there. Make sure that you carefully consider how much time and effort you can put into this strategy and whether you will be able to maintain it over the long run.

Overall external traffic can be an important part of growing your Amazon FBA listing and helping you to achieve the results that you desire. When it’s time to sell your business, scheduling a consultation with an experienced and knowledgeable business broker like those working at Website Closers can help you to capitalize on all of the hard work you have done in the past.


Thinking about eventually selling your Amazon FBA business. You can’t afford not to invest in aggressive growth strategies. For someone who is contemplating enlisting their Amazon FBA business for sale in the future, you need aggressive growth strategies to help build profitable sales so that you can obtain a strong business valuation.

The process of launching your new Amazon FBA business is filled with momentum and motivation. But after you have launched a new product and implemented the necessary strategies to get early sales and reviews, you need to build on this foundation to continue to grow your product’s influence over the long term.

This means that you must begin using the foundation you’ve already established with your Amazon FBA business to fight for valuable keyword rankings. The beginning of this journey can be one of the most challenging parts and is often where people are most likely to give up. You must be able to continue implementing these tactics, however, to capitalize on the momentum you’ve already built.

One of the first things you need to do in this process is price testing. Putting together a low price is key metric for bringing in sales during the early stages of your listing. This helps to lure in buyers who are motivated primarily by price from purchasing from the competition. Remember that Amazon is a massive website that can also be viewed as a search engine for products. So your primary objective to increase your business growth on the site, is to be favorably ranked in search results. If you already have positive reviews about the products and are already driving some sales, different pricing options now give you the option to customize and test things out. Once you begin to bring in more sales, your temptation might be to move your price back up. However, any conversion rate associated with this product built on the aggressive growth strategy could be very contingent on price. A sudden increase in price could lead to an alarming drop off in sales.

An overall approach towards advertising and selling will help you get to the top more consistently, which is key when it comes to selling an Amazon FBA business. 

Remember that Amazon’s algorithms, while difficult to predict perfectly, tend to not favor major price swings. In addition, if you are the only seller on the listing, a sudden and major price increase could also lead to a loss of the buy box control.

Instead, gradually increase your price on your Amazon product over the course of time, while keeping an eye on your conversion and performance metrics. The primary point here is to capitalize on your early momentum success and then begin moving up the price to see the impact. Ranking and sales velocity should always be the two top metrics you’re most interested in as an Amazon FBA seller.

Furthermore, you can also use aggressive PPC strategies when attempting to grow your business in this manner. Remember, however, that this should never be done without remembering the beneficial value of your organic rankings.


It all begins with the product, and this is often the dream that encourages someone to launch an Amazon FBA business. Being competitive on Amazon FBA today means doing plenty of research about who else is operating a business and how to stay ahead of the trends on Amazon FBA.

One other aspect of operating your Amazon FBA business is remaining mindful of the fees and costs associated with managing your company and growing your profits as effectively as possible while keeping that in mind. Selecting the right products, however, will set you up for success and doing a comprehensive sourcing and research process to identify the products you intend to offer will steer you in the right direction as you need to make adaptations as your business grows. It can be a mistake both to source low quality products and to source expensive products with that market.

Watch Out for Low Quality

First, let’s dive into the dangers of low quality products. If you are intending to sell a private label product, you need to ensure that it is high quality. Your Amazon FBA business could be compromised from the start if you source a low quality product. It’s very difficult to generate reviews on Amazon and all it takes is a handful of negative reviews to sink the entire listing and your newly launched Amazon FBA business.

Take the time to look at samples and evaluate carefully for functionality, durability and overall quality of the product to address concerns that would likely be the top sources of complaints from buyers. Furthermore, look into your competition to see what complaints have already been filed about this particular product or other products. This will give you a window into the types of issues that you can improve on.

You might even want to look at some of your competitors’ products and order them directly so that you can get a sense of what you’re looking for in your own product. It goes without saying that selecting a low quality product dooms your business from the beginning and can make it difficult for you to ever find your footing again.

It’s well worth the effort to invest only in high quality products that stand to meet a customer’s need while also possibly improving on problems with your competitors’ products. Choosing an expensive product for your market can also be a mistake. This is because of the hidden costs of operating a private label business.

Don’t Start Without Proper Help

Getting started with a selling process too quickly means that you might overlook some of the expense related issues in running an FBA business. Whether it’s Amazon fees, shipping, sourcing, listing creation, promotions, or PPC advertisement costs, there are so many different costs you must be aware of before you even get started with running your business.

It’s always good to have a high quality product, but if you’re not able to be a match for most of your competition on a price level, you’ll struggle. Schedule a consultation with the experienced brokers at Website Closers before getting ready to sell your business today.


If you’re an online retailer selling on an e-commerce site like Amazon FBA or your own website, you’ve probably already encountered and struggled with the problem of shopping cart abandonment, which happens when a customer adds an item to their cart but then leaves the site prior to checking out. This is known as cart abandonment on Amazon.

Can You Fix Cart Abandonment?

Since you can’t always tell how long or why a person put your item into their shopping cart but never checked out, details you glean from your own website can help you address these issues on Amazon. As an Amazon FBA seller, you must me mindful of cart abandonment on Amazon even if you cannot address all the causes behind it.

E-commerce businesses of all sizes and shapes experience cart abandonment, and there are steps that you can take to increase the chances that the person will become a converted buyer and check out with the items in their cart. Your cart abandonment rate is something you should calculate and better understand, especially if you operate your own website.

How to Determine Cart Abandonment Rates When You Have Data Access

Your cart abandonment rate equals 1- {the total number of shoppers who checked out with their transactions divided by the total number of shoppers who added something to their cart}. Any e-commerce merchant will be familiar with cart abandonment and understand that it’s a major pain point that keeps you from being able to grow your profits. It’s simple, however, to ignore how much of a major impact cart abandonment can have.

It’s anticipated that more than $4.6 trillion in sales on e-commerce website are lost every single year due to cart abandonment. The most likely items to be abandoned in a cart are clothing, tech and housewares, and nearly half of all shoppers admit to abandoning something during a check out in the past year. That’s compared with only one-quarter of people who walk away from a purchase in an actual brick and mortar store.

Average cart abandonment rates across all industries are over 75%. This happens every single day, and mobile drives a tremendous amount of e-commerce traffic, but has even a higher average abandonment rate of 80%.

Some of the most common concerns that lead customers to abandon their car include:

  • Issues related to security
  • Complex check out procedures
  • Required registration
  • Hidden fees and costs
  • High shipping costs

There are things you can do to evaluate your current cart abandonment statistics and work to improve them. This will not only enhance your profits but the overall experience that customers have in working with you, and this process is instrumental in protecting your business if you are an e-commerce site operating on your own.

If an average check out form contains 15 fields, for example, you can simplify a check out by reducing this. Showcase your security credentials, be upfront about any fees and costs and offer affordable shipping. All of these can entice a buyer who is already on the edge of checking out with your product in their cart, to taking the next step.


Resourcing and selecting the right product to sell on Amazon FBA is half the battle for being successful with your Amazon business. You can get stopped before you’re even started with your Amazon FBA business by not selecting an appropriate product that is something your customers will enjoy and provide positive reviews on, but you can also find yourself dealing with legal entanglements if you don’t carry out the right research. Let’s start first with the discussion about the dangers of sourcing a patented product. When selecting the right label product to sell on your Amazon FBA store, you must have a basic understanding of patents.

In certain cases, sellers will have a product that is manufactured even though that product could actually be under a patent. More than likely, manufacturers you might connect with and buy from won’t know whether or not the product is patented. They might not realize the work that they should do to research whether or not the product is under a patent and are simply motivated in finding anyone who will buy the product.

Carrying out business in this manner on behalf of the manufacturer, however, doesn’t necessarily mean that it’s legal. You could find yourself in a significant mess if you invest most of your capital in product inventory only to shortly thereafter receive a lawsuit or cease and desist letter from the patent holder. Make sure you do your research about the product that you’re working with as well as the supplier. All of the elbow grease put in on this end of your business transactions can have a positive impact.

The second mistake you can make with a product is in not inspecting it fully. This goes along with some of our mistakes we’ve discussed in the blog before, such as sourcing a low quality product. The product must come off the manufacturing line in the way that you expect, and it must be provided to your customers in good quality and in overall good shape.

Many successful Amazon FBA sellers will even hire an inspection agency that is involved in the manufacturing process. The purpose of the inspection agency is to go in and look at the manufacturing process on site and monitor for any flaws or defects that could cause a problem on your end.

Even if it’s not geographically feasible for you to do this yourself, investing in this effort can save you a lot of money and time in the long run because you’ll be able to identify mistakes well before that inventory is sent to you in the United States.

Make sure that you understand all of the various aspects of running your business that intersect with the selection and manufacturing of products.

Doing your homework on this and building your business effectively will help you generate profit sooner rather than later and enable you to sell your business successfully in the future with the help of an experienced and knowledgeable business broker.