Most of the trendy 2020-2021 wave of Amazon aggregators had stopped making new acquisitions by around 2022. The aggregator buyer pool is now small with a low probability of any given deal closing there.
Sellers shouldn't concentrate most of their sale effort on courting aggregators ("the aggregator basket") — it's a narrow, low-probability channel relative to Financial vs. Strategic Buyer Taxonomy (Amazon Brand Sales) alternatives like strategic buyers or experienced individual operators.
Many brands acquired by aggregators reportedly died within 2-3 years of the sale due to poor post-close operation — a factor that pushes founders toward strategic buyers instead.
Many "dead" 2020-2021 aggregators may not actually be defunct — they're simply no longer acquiring, only operating the assets they previously bought. This reframes the common "aggregator collapse" narrative as a stop in buying activity rather than business failure.
Из тем: Selling the Brand