The case for using an M&A boutique (e.g. Echelon Advisory) instead of selling an Amazon FBA brand directly to an aggregator, listing it on a marketplace, or negotiating solo.
Boutiques are paid on commission at successful closing — the advisor earns nothing unless the deal closes, aligning their incentive with maximizing the seller's net proceeds rather than just getting a deal done.
The relevant comparison isn't the advisor's fee in isolation — it's net proceeds after fee. A well-run competitive process is argued to more than cover its own fee versus a DIY sale, and online marketplaces charge comparable fees without offering dedicated end-to-end support through the sale process.
"I think it really comes down to not really the fee but the net proceeds that you get."
M&A boutiques such as Echelon Advisory are typically paid on commission only upon successful closing, aligning the advisor's incentive with securing the seller's best net proceeds — the advisor gets nothing if the deal doesn't close.
Self-selling owners reportedly concede 15-20% of price after about three months of back-and-forth negotiation, simply to end the process. This turns deal duration itself into a hidden cost of self-representation, distinct from the advisor fee itself.
Listing a business on an online marketplace still takes a fee out of sale proceeds, undercutting the idea that going the marketplace or DIY route avoids transaction costs altogether.
"For me, it reminds me a little bit the when if you would go to the court yourself to defend yourself and against the professional lawyer."
Из тем: Selling the Brand