Last Updated on August 13, 2025 by Ewen Finser
The market for Amazon FBA businesses has evolved significantly in recent years. After a price boom in 2021, valuations for Amazon brands have come down from their peak.
If you’re considering selling your Amazon business, it’s important to understand the impact these shifting sands may have. If you’re more familiar with the day-to-day operations of your business than with the economics of the market more broadly, it might be an idea to enlist help from an expert as you approach your sale.
This is where Amazon business brokers come in.
These service providers help owners to get accurate valuations, tap into broad networks of vetted buyers, and navigate negotiations and due diligence. A good broker can make the difference between a stressful, lengthy, underpriced sale and a profitable exit.
I’ve looked at three of the market-leading Amazon business brokers in this article.
Bottom Line Up Front
Quiet Light is the brokerage firm I’d recommend to most businesses, particularly in the $100k+ sale value range. Though it offers best-in-class broker expertise and robust vetting, it charges lower commissions than many of its chief competitors.
For smaller transactions where vetting is less of a concern and speed is a top priority, there’s a lot to like about Empire Flippers.
Quiet Light
Quiet Light was one of the pioneers of online business brokerage and is widely regarded as one of the best in the field. It is unique in that it only hires seasoned entrepreneurs as brokers; if you work with Quiet Light, your sale will be managed by someone who has bought or sold a company themselves.
The company focuses primarily on businesses valued at $100,000 or more.
Pros
- Experienced brokers: There’s nothing like specialist experience. The hands-on background Quiet Light brokers have translated into a lot of value for sellers, particularly around valuation and buyer vetting.
- Low fees: Quiet Light generally charges a success fee of no more than 10% (of sale proceeds) on completed deals. This is notably lower than some competitors (Empire Flippers, for example, starts at 15%, despite offering much less hands-on assistance). The company also uses a sliding scale for larger transactions, which can further reduce the fee on deals above $1mn.
- Wide buyer network: Despite being a “boutique” brokerage, Quiet Light has a robust network of vetted buyers and a strong presence in the online business community. Brokers do a good job of actively shopping market listings around to find ideal buyers, rather than just waiting for inquiries.
- Full-service process: Quiet Light is among the more “hands-on” brokerage firms out there. It will help to assemble your financials, create a detailed prospectus, screen buyers, negotiate deal terms, and coordinate due diligence.
Cons
- Selective with listings: Quiet Light typically works with established, profitable businesses. Smaller or newer FBA sellers sometimes struggle to get approved.
- Time to sale: Quiet Light’s process is thorough and focused on finding the right buyer at the best price, which means it doesn’t close sales as quickly as the likes of Empire Flippers. This probably isn’t a drawback for most sellers; if you’re looking to make as much money as possible from your sale, you don’t want to rush it. However, if your top priority is a quick exit, it’s worth keeping this in mind.
Empire Flippers
Launched in 2013, Empire Flippers has become one of the largest online business marketplaces, known for its user-friendly platform and high deal volume. It has facilitated over $400 million in online business sales.
Empire Flippers operates a bit differently from a traditional broker: it lists businesses on its marketplace for buyers to browse. Anyone can view basic information about listings on the EF website, which increases exposure, but detailed information (like the specific brand name, URL, financials) is only revealed to buyers who pass a vetting process and sign an NDA.
Pros
- Huge buyer marketplace: Empire Flippers has a very large audience of buyers actively browsing their site. Because summary listings are visible to everyone, every company on the platform attracts thousands of views.
- Fast sales: The greater your company’s level of exposure to buyers, the more quickly it’s likely to sell. If you want to get your transaction over the line as soon as possible, this is something to bear in mind.
Cons
- Higher fees (especially for smaller deals): Empire Flippers charges a flat 15% fee on most sales, placing it among the more expensive platforms of its type. The company also classes businesses worth less than $300,000 as “self-service” listings, which means you’ll have to deal with buyer offers directly at this price level. Effectively, smaller FBA sellers pay the same percentage but get less guidance, which is a little annoying.
- “First full-price offer wins” system: Empire Flippers will automatically make a sale to the first prospective buyer who sends a price wire for the full amount. This can speed up the sale process, but it can also result in money being left on the table. Bidding wars are not uncommon in Amazon business sales, and they can result in much better outcomes for sellers. Ideally, you don’t want to lose out on this possibility.
- Less personalized guidance: Empire Flippers is more of a buy-and-sell platform than a full-service brokerage. Its account managers don’t provide anything like the level of service you’ll get from a broker.
- Confidentiality: Although critical details are hidden, Empire Flippers does show an overview of your business publicly – for example, the niche, monetization method (Amazon FBA), trailing 12-month profit, etc. If you highly value privacy (say, you don’t want employees or competitors to even suspect your business is for sale), this is something to consider.
Website Closers
Website Closers reports having sold over 2,300 businesses for a total of more than $2.2 billion in transaction value to date. The company also claims to have a massive buyer network of around 1.3 million contacts and a very high close rate (over 90%).
The platform provides full-service brokerage with a focus on mid-market deals. It handles everything from small sales to deals worth north of $50mn, but its bread-and-butter is the sale of established 7- and 8-figure businesses.
Pros
- Extensive buyer network: A large network of buyers is a big selling point of any business brokerage. Exposure to over 1 million potentially interested parties is well worth paying for, especially if your company sits in a specific niche that may not attract mainstream interest.
- Expertise in large deals: Website Closers regularly handles deals in the $10mn+ range, so the company knows what it takes to manage more complex M&A processes.
- Confidentiality: Website Closers takes a more robust approach to confidentiality than many of its competitors. Buyers undergo vetting and must sign NDAs before seeing the details of companies for sale on the platform.
Cons
- Mid-market emphasis: If you’re a relatively small Amazon FBA seller (making, say, $50k/year in profit), Website Closers probably isn’t for you. It’s likely your account won’t get as much broker attention as the higher-end listings.
- Hidden commission structure: Website Closers doesn’t publish a flat commission rate on its site; according to the website, fees can vary depending on the size of the deal. This should give owners of small and medium businesses pause for thought.
Finding the Amazon Business Broker That’s Right for You
Different brokers offer different benefits. To get the most out of your sale, it’s important to choose a provider that best matches your needs.
That being said, I think Quiet Light will have the most to offer for most Amazon entrepreneurs. Its agents offer a level of market expertise that other brokers can’t match, and it has a stellar track record when it comes to successful deals. If you’re looking for a quick sale, Empire Flippers could be for you; if yours is an especially large FBA business, have a look at Website Closers.