Have you ever wondered how some Amazon brands grow fast and suddenly become part of a larger portfolio? Often, the answer is partnering with Amazon aggregators.
Selling on Amazon can be overwhelming, especially for founders managing sourcing, ads, inventory, customer service, and compliance alone. One mistake in account health, cash flow, or supply chain planning can stall growth or wipe out months of profit.
This is where an Amazon aggregator steps in. These companies buy promising Amazon brands and scale them with capital, teams, and systems, but partnering with one is not always as simple or as profitable as it sounds.
This guide explains how Amazon aggregators acquire, manage, and scale third-party brands on the platform. Our Amazon agency covers why sellers work with aggregators, how to find and vet them, top trusted aggregators, and key tips for protecting your brand and maximizing valuation.
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What Is an Amazon Aggregator
An Amazon aggregator is a company that buys profitable third-party brands selling on Amazon, most commonly FBA businesses. After acquiring the brand, the aggregator takes ownership and works to grow it using a larger team, structured systems, and additional capital.
These companies raise funds from investors, then use that capital to purchase multiple Amazon brands under one portfolio. Instead of one small team running a single store, an aggregator manages dozens of brands at once and improves advertising, supply chain, listing optimization, and operations at scale.
Today, roughly 70 active Amazon aggregators are operating across different regions and product categories on the platform. Most determine a purchase price using SDE or EBITDA multiples, pay a lump sum at closing, and sometimes include an earnout tied to future performance.
Why Sellers Work with Amazon Aggregators
Many brands consider selling for different reasons, from burnout to growth limits to personal financial goals. Because of these pressures, a lot of sellers start looking at an Amazon aggregator as a serious exit or scaling option.
- Sellers receive a large upfront payment at closing, turning months or years of future profit into cash today.
- Many deals include additional payments if the brand hits performance targets after the sale.
- The aggregator takes over inventory, advertising, logistics, compliance, and daily account management.
- Aggregators have in-house specialists for PPC, SEO, supply chain, design, and international expansion.
- Platform changes, account issues, and market fluctuations become the aggregator’s responsibility.
- With stronger funding, brands can increase inventory, launch new products, and expand into global marketplaces quickly.
Drawbacks of Working with Amazon Aggregators
Working with an Amazon aggregator also comes with risks and challenges. This is why some sellers hesitate to work with one, weighing the potential benefits against the drawbacks and deciding it may not be the right move for their brand.
- Many deals include earnouts tied to future performance, so a portion of the payout is not guaranteed.
- Sellers lose control over their brand, and the aggregator makes key decisions about their brand.
- Integration into the aggregator’s systems can cause operational delays, inventory issues, or mistakes.
- Some aggregators may cut corners, impacting product quality and customer trust.
- Aggregators that face financial problems or bankruptcy could prevent full payment of earnouts.
- Selling now limits future upside if the seller’s brand grows faster under new management.
How to Look for an Amazon Aggregator
Finding an Amazon aggregator that could acquire and grow your brand can be challenging since it requires vetting potential buyers, preparing your brand, and understanding deal structures. By following this guide, brands can identify the right aggregator, increase their valuation, and choose a partner aligned with their goals.
1. Perform a Brand Audit
Before reaching out, ensure your brand meets the criteria aggregators look for, such as FBA usage, strong net margins, and a few high-performing SKUs. Clean account health, registered trademarks, and consistent sales make your business more attractive.
2. Identify Potential Aggregators
Research both large generalist aggregators like Thrasio and Essor, and smaller boutique firms that specialize in your niche. Using directories, industry reports, or broker platforms can help you compile a list of suitable partners.
3. Do Research on the Aggregator
Conduct “reverse due diligence” by asking about their earnout success rates, operational expertise, team structure, and previous acquisitions. Speaking with past founders they acquired can provide insight into how they manage and scale brands.
4. Decide Between Direct Outreach and Brokers
Contacting aggregators directly can save fees and create a personal relationship, but using a broker can generate a competitive bidding process to maximize your valuation. Weigh the trade-offs to decide which approach aligns with your goals.
5. Evaluate Deal Structure
Look beyond the multiple and examine the total enterprise value, including upfront cash, earnouts, stability payments, and any equity roll options. Ensure the deal balances risk and reward, giving you fair compensation while minimizing exposure to future uncertainties.
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Top 5 Amazon Aggregators Sellers Should Choose From
Although there are dozens of Amazon aggregators out there, some have proven themselves as the most reliable and effective at growing brands while keeping founders’ interests in mind. These five aggregators are trusted by sellers and known for their operational expertise, financial stability, and ability to scale brands globally.
Top 1: Razor Group
Razor Group is now the largest player in the space after merging with Perch and Infinite Commerce, making it a top choice for multi-SKU brands with global potential. They are known for moving U.S. brands quickly into EU and Asian markets using Perch’s proprietary decision engine and robust logistics network.
Top 2: Essor
Formed from the merger of Heyday and Branded, Essor focuses on digitally-native consumer brands in beauty, wellness, and home. Brands like ZitSticka and Boka trust Essor for expanding into retail channels such as Target and Sephora while maintaining strong brand identity.
Top 3: The Ambr Group
Ambr Group specializes in evergreen categories like home, garden, and pet supplies, with a reputation for being founder-friendly. They prioritize operational profitability and preserving the original team’s vision over rapid expansion.
Top 4: Thrasio
After restructuring from bankruptcy, Thrasio is lean, debt-free, and highly data-driven, making it ideal for category-leading “hero” products. Their unmatched Amazon data repository allows them to maintain and grow brands that dominate their niche.
Top 5: Unybrands
Unybrands takes a conservative approach, focusing on micro-niches and cross-border expansion between the U.S. and Europe. They have one of the highest earnout success rates because they only acquire brands they are confident they can grow successfully.
Seller Tips for Working with an Amazon Aggregator
Working with an Amazon aggregator can be rewarding, but brands that don’t plan carefully risk making decisions that could hurt long-term value or reduce future payouts. Following these tips will help sellers protect their interests and maximize the benefits of the partnership.
1. Don’t Undervalue Your Brand
Make sure your financials, growth metrics, and intellectual property are clearly documented to justify your valuation. Aggregators will often try to negotiate down if your numbers aren’t presented clearly or professionally.
2. Negotiate Earnout Protections
Include clauses that require the aggregator to maintain key operations, like PPC spend or product sourcing standards. This ensures their management won’t negatively impact your deferred payments.
3. Vet Their Team Stability
Ask about turnover rates for brand managers and specialists who will handle your account. A high rotation of inexperienced staff can put your earnout and brand growth at risk.
4. Clean and Standardize Your Data
Ensure your Seller Central account is accurate, organized, and complete before the handoff. Clean SKU names, campaign histories, and proper Brand Registry assignments prevent errors that could hurt short-term performance.
5. Stay Involved During Transition
Negotiate a 90-day consulting period to guide the aggregator through the brand’s nuances. Your input helps preserve “tribal knowledge” like seasonal trends, key influencers, and customer behavior patterns.
FAQs About Amazon Aggregators
Should You Partner with an Amazon Aggregator?
Many brands struggle with scaling operations, managing inventory, or handling marketing efficiently, which is why they consider partnering with an Amazon aggregator. Aggregators offer a fast exit, operational support, and access to resources that small sellers often can’t manage alone.
While the benefits can be significant, there are drawbacks like loss of control, earnout risks, and integration challenges. Sellers need to weigh these pros and cons carefully to decide if working with an aggregator aligns with their long-term goals.
Are you still unsure if partnering with an Amazon aggregator is right for your brand? Reach out to our full-service Amazon agency, and let our experts guide you through the process while maximizing your brand’s value and growth potential.
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