There are 4 ways to sell an Amazon FBA business: Marketplace, Auction, DIY and via a Broker:
Business listing marketplaces tend to be crowded spaces with thousands of listings. If your business doesn't stand out from the crowd, it might be tough to find many interested buyers (putting the bargaining power in the buyer's hands). If you are experienced at buying and selling businesses, and have the time to run a listing, it can be a viable way to sell a business without incurring the fees of a broker. However, if you are a very busy person, or inexperienced at selling businesses, this might not be the best avenue to pursue.
To list your business for sale on a marketplace, you need to provide a description of the business, and some basic financials (prospectus). A popular business marketplace is www.bizbuysell.com.
Auction websites like www.flippa.com are great for selling businesses worth less than $5,000 with a quick turnaround time (flippa is also very popular for selling domain names). Buyers come to these auction marketplaces looking for a deal - expect 0.5- 1.5x earnings multiple. Often, these buyers are not seasoned business people, and it is not uncommon for it to be their first purchase, so you may need to guide them through the process. Selling via auction is a great way to gain a quick sale on a low value business, but is not necessarily ideal for medium-large FBA businesses.
Generally, this method would involve researching potential buyers and cold calling on them to see if they are interested in purchasing your business. Potential buyers are often your competitors, so you do run the risk of divulging confidential information to those who value it most. If you are well established in the industry and have lots of contacts, it can often make sense to sell the business yourself. The DIY method lacks the competitive advantage of having lots of potential buyers, and tends to have a relatively low success rate. It is common for people to sell their business privately if they get approached by an interested buyer.
If your business is worth more than $25,000 and you don’t have the time, experience or patience to sell your business, then listing with a broker is most likely your best option. Brokers are experienced in selling businesses and can easily answer any questions you may have along the way. They can help to maximize the sale value, and advise on appropriate terms to protect you legally.
To work with a broker, it is important to have all the required information at hand, and be organized. Their contacts tend to be ready and able to buy when the right deal presents itself.
Compared to selling privately or via marketplace, brokers do cost more. However, good brokers know how to get top dollar for your business (selling businesses is, after all, their forte). If you pay 15% in fees, but your business sells for 25% more, then you’re still winning at the end of the day!
Not all brokers are made equal, and choosing the wrong broker can hurt your bottom line. Here is a good article about things to look out for when choosing a broker.