Listing on Amazon via Aggregators: Step-by-Step for Indian Brands

Dreaming of turning your Amazon brand into the next big thing? Whether you're a solo seller juggling inventory in your garage or a growing D2C label with a cult following, chances are you've heard whispers about Amazon aggregators — those deep-pocketed firms snapping up successful brands. But what does it actually take to get noticed (and acquired) by one? In this guide, we break down how Indian brands can prep, pitch, and partner with aggregators to scale faster and smarter.

What is an Amazon Aggregator?

Amazon aggregators are well-funded firms that acquire or partner with successful third-party private-label brands on Amazon. Their goal is to grow these brands at scale using advanced digital marketing, supply chain optimisation, and international expansion strategies.

These aggregators gained prominence post-2020, when e-commerce surged, and investors began consolidating high-performing Amazon sellers into larger, more efficient portfolios.

Why Partner with One?

Partnering with an Amazon aggregator offers several advantages.

• Immediate capital: You can monetise years of brand-building through an upfront payout and performance-based earnouts.

• Expert scaling: Aggregators bring advanced tools for SEO, PPC, supply chain, and international growth.

• Operational relief: You can offload logistics, returns, compliance, and inventory management.

• Sustainable expansion: With deep pockets and infrastructure, they may take your brand global.

Eligibility Criteria

Before approaching an aggregator, ensure your brand meets typical acquisition benchmarks.

• Private-label business model with products manufactured or sourced under your brand.

• Amazon FBA sales focus, preferably with 30% to 80% of revenue through Amazon.

• Annual revenue of at least Rs. 1.5 crore (~$200,000) is a common threshold.

• Net profit margins ranging between 10% and 20%.

• Clean operations; no significant disputes, pending legal issues, or policy violations.

• Room to scale; aggregators prefer niches where additional SKUs or market expansion is feasible.

How to Prepare Your Brand for Listing

Preparation is key to making your business attractive for acquisition. Here’s how:

• Audit your listings:Ensure high-quality product photos, optimised titles, bullet points, and A+ content.

• Enrol in Brand Registry:This builds IP protection and trust.

• Organise financials: Clean bookkeeping, tax compliance, and detailed performance metrics are essential.

• Streamline supply chains:Reliable, scalable vendors and low return rates help strengthen your valuation.

• Build a pitch deck: Include growth trends, profit margins, inventory turnover, and customer retention.

Understanding the Acquisition Process

The acquisition journey usually includes the following stages:

1. Initial Contact & Evaluation

Either you reach out to an aggregator or they find your brand. They'll request a business overview, performance reports, and category insights.

2. Detailed Analysis & Due Diligence

Expect a deep dive into your sales history, ad spend, customer reviews, supplier contracts, and inventory movement. They'll be looking for consistency, scalability, and compliance.

3. Valuation & Offer

Based on Seller’s Discretionary Earnings (SDE), aggregators often offer multiples ranging from 2.5x to 4.5x, depending on niche and risk.

4. Negotiation & Legal Terms

Both parties negotiate payout terms, founder roles, non-compete clauses, warranties, and earnout triggers. Hiring a legal advisor at this stage is recommended.

5. Closing & Transition

Once the deal is finalised, the aggregator may take full operational control or onboard you as an advisor during a transition phase.

Key Things to Negotiate

When reviewing offers, pay attention to:

• Upfront vs earnout mix:Understand what portion is fixed and what’s tied to future performance.

• Non-compete terms:Avoid overly broad restrictions that limit your ability to operate in the future.

• Founder’s involvement: Define your role post-acquisition — whether as a consultant, brand face, or silent partner.

• IP ownership & warranties: Ensure your trademarks, designs, and liabilities are clearly outlined.

What Happens After the Deal?

Post-acquisition, aggregators usually:

• Take over advertising, supply chain, and account management

• May rebrand, refresh packaging, or localise content for global markets

• Expand into new geographies using existing Amazon seller networks

• Use in-house teams or AI tools to optimise listings, manage PPC, and grow reviews

• You may stay on for 3–12 months to assist in transitioning knowledge

Common Pitfalls to Avoid

• Overstating growth: Inflated forecasts can reduce trust and risk your earnout.

• Legal oversights: Ensure all supplier contracts, IP rights, and licences are in order.

• Unclear KPIs for earnouts:Vague targets may lead to disputes. Always define measurable benchmarks.

• Ignoring tax implications:Consult a CA or financial advisor about the capital gains tax post-sale.

Leading Aggregators Active in India

Some of the major Amazon aggregators operating in or sourcing brands from India include:

• Thrasio

• Razor Group

• Mensa Brands

• Global Bees

• Evenflow

These players are often focused on high-growth categories like home, kitchen, fashion, beauty, and wellness.

Final Tips Before Listing

• Stay transparent and professional in all communications

• Document your SOPs for future handover

• Keep your brand's social media and off-Amazon presence active — aggregators value brand equity

• Don’t rush into the first offer — compare multiple deals if possible

Listing your brand with an Amazon aggregator can be a powerful way to scale, exit, or pivot your business. But the process requires preparation, clarity, and informed decision-making. With the right strategy, your brand could not only fetch a great valuation but also expand globally under expert guidance.