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Amazon FBA Valuation Guide: What's Your Brand Worth?
Your FBA business has real value. This guide shows you exactly how buyers figure out what to pay, in plain English, with real numbers.
Amazon FBA
2.0x-2.6x SDE
12 min read
Updated September 2026
Legend Atty · Founder, BridgeBook
53 businesses sold · $105,000,000+ in total value·Updated September 30, 2026
How FBA Businesses Are Valued
2.0x-2.6x
SDE Multiple Range
2.2x
Sold Median
2.6x
Premium Brands
At Cost
Inventory (Separate)
Every FBA business gets valued the same way: take your annual profit, multiply it by a number (the "multiple"), and add your inventory on top. The tricky part is figuring out the right profit number and the right multiple.
That profit number is called SDE, and it's probably higher than you think. Let's break it down.
What Is SDE?
SDE stands for Seller's Discretionary Earnings. It's the total money a business makes that goes into the owner's pocket. Think of it this way: it's your net profit, plus your salary, plus any personal stuff you pay for through the business.
Buyers care about SDE because it shows them how much cash they'll have to work with after they buy your business.
Simple Example
Net profit from your Amazon business$200,000
+ Your salary (what you pay yourself)$60,000
+ Personal expenses through the business$15,000
= Your SDE$275,000
At 2.2x, the sold median, this business would be worth about $605,000, plus inventory at cost on top.
Common Add-Backs (Things You Add to Net Profit)
- Your salary or owner draws
- Health insurance you pay for yourself
- Personal car payments or lease through the business
- Personal travel expensed to the business
- One-time costs (new product launches, legal fees, equipment)
- Meals and entertainment beyond what's business-related
- Family members on payroll who aren't essential to operations
- Charitable donations made through the business
What Drives Your Multiple Up
Two FBA businesses with the same profit can be worth very different amounts. The difference is the multiple. Here's what makes buyers pay more:
- Private label with registered trademark, This is the single most important factor. Brand Registry and IP protection are what separate premium deals from average ones.
- 4.5+ star average reviews, High ratings mean organic sales, less money spent on ads, and proof that customers love the product.
- Low ACoS (under 20%), If you can make money without spending a fortune on ads, buyers see the business as lower risk.
- 3+ years operating history, A longer track record means more data, more trust, and a higher multiple. Under 2 years gets discounted.
- Multiple product lines (5+ SKUs), One product is risky. Five or more products across a niche gives the buyer a safety net.
- Multi-channel sales (Shopify, Walmart), Selling on Amazon only means platform risk. Other channels move you toward the top of the range.
- Documented SOPs and supplier agreements, Written processes and contracts make the business easy to hand off. Buyers pay more for plug-and-play operations.
- Strong growth trend (YoY revenue increase), A business that's growing is worth more than one that's flat, even at the same profit level.
What Brings Your Multiple Down
These red flags make buyers offer less, or walk away entirely:
- Wholesale or arbitrage model (no owned brand)
- Single product dependency (50%+ of revenue from one SKU)
- High ad spend (40%+ ACoS)
- Below 4.0 star average reviews
- Account health issues, policy warnings, or past suspensions
- Single supplier with no backup option
- Declining revenue trend over the last 6-12 months
- No trademark or Brand Registry
Want to see your number?
Our calculator is built for FBA businesses, it factors in your brand model, reviews, ad costs, and more.
How to Calculate Your FBA Valuation
Step 1: Calculate Your Trailing 12-Month Net Profit
Pull your last 12 months of Amazon settlement reports. Add up all your revenue, then subtract your cost of goods, Amazon fees, shipping, advertising, and any other business expenses. That's your net profit.
Step 2: Add Back Owner-Specific Expenses
Now add back what you paid yourself (salary, draws) and any personal expenses you ran through the business. Also add back one-time costs that won't repeat, like a product launch, a legal fee, or a new website.
Step 3: That's Your SDE
Net profit + owner expenses + one-time costs = SDE. This is the number buyers care about. It tells them how much cash the business puts in the owner's pocket every year.
Step 4: Multiply by Your Expected Multiple
Take your SDE and multiply it by the right number. Most FBA businesses fall between 2.0x and 2.6x. Where you land depends on brand strength, reviews, ad efficiency, and growth. Our free calculator figures this out for you based on your specific business.
Step 5: Add Inventory at Cost on Top
Inventory is always a separate line item. Whatever you paid for the inventory in your FBA warehouses and in transit, that gets added on top of the business price. So if your business is worth $500,000 and you have $80,000 of inventory, the total deal is $580,000.
Valuation examples
Here's what FBA valuations look like at different sizes. These are made-up examples built on sold-deal ranges (2.0x-2.6x SDE).
Small FBA Brand
Starter brand
SDE$100,000
Multiple2.0x
Business Value$200,000
+ Inventory$30,000
Total Deal$230,000
Mid-Size Brand
Established brand
SDE$300,000
Multiple2.2x
Business Value$660,000
+ Inventory$120,000
Total Deal$780,000
Premium Brand
Category leader
SDE$600,000
Multiple2.6x
Business Value$1,560,000
+ Inventory$250,000
Total Deal$1,810,000
Want to see where your business fits? Run your numbers through our free calculator , it takes about 2 minutes and gives you a personalized range.
Common Valuation Mistakes
These are the mistakes we see most often. They either cost sellers money or set false expectations:
- Using revenue instead of profit, Buyers pay based on profit, not revenue. A $2,000,000 revenue business with $100,000 profit is worth less than a $500,000 revenue business with $200,000 profit.
- Forgetting to add back personal expenses, Your salary, health insurance, personal car, these all get added back to calculate SDE. If you skip them, you're leaving money on the table.
- Not accounting for inventory separately, Inventory is always on top of the business price. If you bake it into the valuation, you're either undervaluing or confusing buyers.
- Comparing to aggregator-era multiples, The 2020-2021 aggregator wave inflated multiples. Some businesses sold at 6-7x that would sell near 2.0x-2.6x today. Use current market data.
- Ignoring seasonality, Always calculate on a full trailing 12 months. Using only your peak holiday months will give you a number that's too high, and buyers will catch it immediately.
Want a number you can trust?
Our calculator avoids these mistakes automatically. Or talk to a dedicated advisor for a deeper look.
Frequently Asked Questions
What is SDE and how do I calculate it?
SDE stands for Seller's Discretionary Earnings. It's your net profit plus your own salary plus any personal expenses you run through the business. For example, if your net profit is $200,000, your salary is $60,000, and you run $15,000 of personal expenses through the business, your SDE is $275,000. Buyers use SDE to value FBA businesses because it shows the total cash flow available to a new owner.
What multiple should I expect for my FBA business?
Most Amazon FBA businesses sell for 2.0x to 2.6x their annual SDE, based on sold deals. The median is about 2.2x. Private label brands with strong reviews, low ad costs, and multiple products reach the top of the range; larger, diversified brands priced on EBITDA can trade higher. Wholesale and arbitrage businesses typically fall at or below 2.0x.
Does inventory affect my valuation?
Inventory is paid at cost on top of the business price. It does not factor into the multiple. So if your business is valued at $500,000 and you have $80,000 of inventory, the total deal is $580,000. This is standard in FBA transactions.
How do I increase my FBA valuation?
The biggest value drivers are: owning a private label brand with a registered trademark, keeping your ad costs low (under 20% ACoS), having 4.5+ star reviews, selling multiple products, operating for 3+ years, and selling on more than just Amazon. Document your processes and supplier agreements too, buyers pay more for businesses that run on systems.
Should I get a professional valuation?
A professional valuation helps if you're serious about selling. Free online calculators give you a solid starting range, but a professional advisor can assess intangible factors like brand strength, category trends, and buyer demand that algorithms can't capture. If your business does over $200,000 in SDE, a professional valuation is well worth it.
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