An FBA business is bought for its brand, its supply chain and its account health, in that order. The revenue is easy to verify and therefore rarely the argument; what buyers price is how likely that revenue is to still be there in a year under someone else's management.
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Account health and transferability
Suspension history, policy warnings, review manipulation flags and whether the account itself can transfer are the first questions. Where the account cannot transfer, the buyer is acquiring the brand and the supply chain and migrating them, which changes the structure and the risk allocation in the agreement.
The supply chain
Whether your supplier agreement transfers, whether you have exclusivity, lead times, minimum order quantities and how concentrated you are with one factory. A brand with an exclusive manufacturing relationship and documented tooling is worth materially more than the same revenue with a supplier anyone can order from.
Brand and traffic outside the platform
Registered trademarks, a customer list you own, an email channel and organic search presence all reduce the buyer's dependence on the platform and raise the multiple. A business whose entire demand comes from paid placement inside one marketplace is priced for that concentration.
Preparing the data room
Buyers expect machine readable evidence rather than screenshots: settlement reports, profit and loss by month reconciled to the bank, advertising spend by campaign, inventory by unit with landed cost, supplier invoices and any trademark registrations. Assembling that before marketing is what makes an FBA sale fast, because the diligence is data work and data that is already in order takes days rather than weeks.
Other questions people ask
Is inventory included in the price?
Usually valued separately at cost for saleable stock, with obsolete units written down. Agree the method in the letter of intent so the closing count is arithmetic.
Who buys FBA businesses?
Individual operators and small funds through the online marketplaces, aggregators where the category fits, and occasionally a strategic buyer in the same niche.
How long does it take?
Often faster than an offline business because the diligence data is machine readable, but account migration and supplier consents can add weeks.