What ecommerce and FBA businesses actually sell for
Amazon brands and non-Amazon stores are two different markets, so we price them against two different sets of closed deals. Both bands below are for owner-operated businesses under $1,000,000 of SDE.
Sources: Empire Flippers sold aggregates for Amazon brands and BizBuySell closed internet-category comps for non-Amazon stores. Sold transactions only, never asking prices. Dataset v2026.08.0, refreshed 2026-08-12. See the full multiples by industry reference for the workings.
Worked example: a $2,000,000 revenue FBA brand running an 18 percent net margin has about $360,000 of SDE. At the typical 2.22x that prices around $799,200, inside a band of roughly $720,000 to $954,000. Where you land inside that band is the whole game, and it is what the questionnaire is measuring.
Above $1,000,000 of earnings the math changes
Small ecommerce businesses price on SDE. Larger ones price on EBITDA, and the two are not the same number. Our calculator switches basis the way a real buyer does: SDE below $1,000,000, a blended zone from $1,000,000 to $2,000,000, and EBITDA above that, where EBITDA is your SDE minus a $150,000 manager salary proxy for the operator who replaces you.
This is why an aggregator quoting you a multiple of EBITDA and a marketplace quoting you a multiple of monthly profit can describe the exact same offer. Compare the dollars, never the multiple label.
What moves your multiple
A private label brand you own transfers with the sale. Wholesale and arbitrage revenue depends on someone else's permission to keep selling, and buyers price that gap.
One hero SKU carrying more than 30 percent of sales pulls the multiple down. A catalogue where the top product sits under 15 percent prices near the top of the band.
The share of revenue you spend to generate sales tells a buyer how much of the demand is organic. Under 20 percent reads as a brand; over 40 percent reads as a media buy.
Average star rating and ranking history are the closest thing Amazon has to a customer contract. Strong reviews survive a handover, thin ones do not.
Supplier concentration, lead times, and how much cash sits in inventory drive the working capital negotiation, which is where ecommerce deals usually get repriced.
If sourcing, listing optimization, and ad management all live with you, the buyer is buying a job. A team or documented SOPs move you up the band.
The calculator asks about these directly, so your range reflects where your business actually sits in the band, not just the category average.
Frequently asked questions
What multiple do Amazon FBA businesses sell for?
Sold-transaction aggregates put owner-operated Amazon FBA brands at roughly 2.00 to 2.65 times SDE (seller's discretionary earnings), with 2.22x as the typical mark below $1,000,000 of SDE. Marketplace listing sites quote monthly multiples instead: 2.22x annual is about 27x monthly, which is the same number stated two ways. Larger brands with real diversification and owned demand reach the top of the band and above.
Why is the multiple for a Shopify store higher than for an Amazon brand?
Non-Amazon internet businesses sell around 2.60 to 4.00 times SDE, typically 3.30x, above the Amazon band. The reason is platform risk: a DTC store owns its customer list, its traffic sources, and its checkout, while an FBA brand rents all three from one marketplace that can suspend an account or change a fee schedule without notice. Buyers pay for control.
My store does over $2,000,000 in revenue. Does this calculator still work?
Yes, and the math changes with your size, which is the point. Below $1,000,000 of SDE we price on the SDE bands above. From $1,000,000 to $2,000,000 of SDE we blend toward an EBITDA basis. Above $2,000,000 of SDE we price on EBITDA outright, defined as SDE minus a $150,000 manager salary proxy, on the all-industry sold curve for that deal size. That is the same basis switch a private equity buyer or an aggregator applies to your numbers, so the range you see is the range you will be arguing about.
Does the calculator handle inventory?
The range it returns is the enterprise value of the business. In ecommerce, saleable inventory at cost is usually negotiated on top of that number, and the working capital treatment is one of the biggest dollar swings in the whole deal. The calculator estimates the business; your advisor call is where the inventory and working capital position gets built into an actual net-proceeds figure.
Will you quote me a number just to win my listing?
No. Every band on this page comes from closed transactions, never from asking prices, and we would rather give you an honest number now than an inflated one that stalls at the first letter of intent. Other brokers quote high to win the listing and then spend six months walking the seller down. We quote what the deal data supports and the deal closes.
Is the calculator free?
Yes. The estimate and the PDF valuation report are free, and there is no obligation. BridgeBook only earns anything if we later represent your sale and it closes.
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