This article contains a staggering amount of information about FBA brand testing, Amazon brand roll-up strategies, and the top players in the aggregation space. If you are looking to sell your Amazon FBA brand and make an amazing exit, this is information you need to know.

Fulfillment by Amazon (FBA) has opened new doors for Amazon sellers who otherwise wouldn’t be able to store and ship their own products. But lately, the surge of interest and activity around FBA is coming from a different source: Amazon FBA acquirers, aka roll-ups or aggregators.

These are companies that buy FBA businesses and fix them up for a profit. It’s the e-commerce equivalent of flipping a house — and it’s a hot market. Over the past year, big-ticket Amazon roll-ups like Thrasio, Heyday, Cap Hill Brands, and Perch have received billions of dollars in financing from institutional investors to grow their portfolio of FBA businesses.

If you’re want to understand how Amazon FBA roll-ups work and who the major (and emerging) players are, you’re in the right place. Let’s start with a look at the Amazon FBA program.

How does Fulfillment by Amazon work?

With Amazon FBA, sellers send their products to an Amazon fulfillment center for storage. When a customer buys their product, Amazon takes care of packaging, shipping, and delivery.

Because Amazon roll-ups acquire and manage multiple FBA sellers, the economies of scale make it cheaper per business than running it alone. Still, this doesn’t explain how these FBA aggregators turn around floundering businesses to make them profitable. That involves sales expertise, hard data, and, in Thrasio’s case, using PickFu to optimize decisions.

We’ll get to that. Next, let’s talk about what it’s really like for an Amazon FBA seller.

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