Listing teardown · Ecommerce
Teardown: $16.1K Per Month eCommerce Business in the Supplements Niche (Empire Flippers #93726)
Short answer: a first-pass read of a live public listing, asking $105,572: 1 red, 5 yellow and 4 green flags from the checker's rules. Every figure comes from the public listing page; nothing here has been verified with the seller.
How to read this. Flags are questions to answer, not findings. A red flag means the listing's own figures or text need an explanation before you spend money on diligence; it does not mean anything is wrong. Sellers often have good answers. Listing details can change after the date above.
Snapshot (as listed)
| Asking price | $105,572 |
|---|---|
| Stated multiple | 2.75× annual SDE |
| Average monthly revenue / profit | $16,066 / $3,199 |
| Latest month revenue / profit | $12,416 / $2,733 |
| Payback (ask ÷ monthly profit) | 33.0 months on the average; 51.9 months on the last 3 months |
| Reported margin | 20% |
| Age | about 47 months |
| Monetization | eCommerce, Amazon FBA |
| Owner hours (seller-stated) | 15 a week |
| Top traffic channels | Direct 32%, Cross-network 24%, Organic Search 16% |
Red flags
- Recent profit below the period average (-36%). Last-3-month average profit $2,035 vs 12-month average $3,199. If the lower level persists, payback at the asking price is longer than the 12-month average suggests.
Yellow flags
- B2B sales rely on about 14 clients. The listing says B2B sales are roughly 29% of revenue, from about 14 clients to date. Ask for revenue by client.
- Platforms the listing relies on or mentions: Amazon. Ask how much revenue and traffic depends on each, and whether there has been any past policy or algorithm impact.
- Seller reports 15 hrs/week. Above the checker's default limit of 10 hours a week.
- Customer/revenue concentration not disclosed.
- Generic reason for sale. The Seller would like to explore other opportunities.
Green flags
- The listing shows connected data providers: Shopify, Amazon Seller Central, Google Analytics. These reduce, but do not remove, the need to reconcile figures to bank deposits.
- About 47 months of operating history (first revenue 2022-11, per the listing).
- Marketplace-reported revenue trend +2% (profit trend -6%).
- Post-sale support is offered: The Seller is willing to offer 30 days of email support and/or calls to ensure a smooth transition for the Buyer.
Questions to ask the seller
- What drove the last 3 months below the 12-month average, and what do month-to-date numbers show?
- Share revenue by customer (top 10) for the last 12 months.
- What would happen to revenue if Amazon changed its policy/API tomorrow? Any past incidents?
- What share of revenue comes from the top 1 and top 3 customers (or traffic/affiliate partners)?
- Why sell now, and what would you do with the business if it doesn't sell?
- Provide a month-by-month P&L for the last 24 months with every cost line.
- What exactly transfers (domains, code, accounts, trademarks, email lists, contractor relationships)?
- Has the business ever had a platform ban, penalty, chargeback spike or security incident?
What to verify
- Store and payment-processor reports (Shopify/WooCommerce, Stripe, PayPal, marketplaces) reconciled to bank deposits
- Landed cost per SKU, ad spend and refunds month by month, so the margin can be rebuilt
- Inventory on hand, its valuation and whether it is included in the price
- Supplier, 3PL and contractor agreements and whether they are assignable
- Ad-account history (CPA, ROAS) and analytics by channel for the listing's 12 months
- Trademark, domain and marketplace-account transfer requirements
Payback at the asking price: 33.0 months on the stated average profit, 41.3 months if profit is 20% lower, 55.0 months if 40% lower. This is arithmetic on the listing's figures, not a valuation or a bid suggestion.
Seller statements to check against evidence
Quoted from the listing. Each is a reasonable thing for a seller to say and worth confirming with documents.
- “The business demonstrates solid financial performance, with consistent revenues and profit margins of approximately 20%.”
- “This represents an attractive opportunity for buyers seeking a European-based supplement brand with diversified revenue streams, recurring sales potential, and clear avenues for growth through Amazon scaling and geographic expansion.”
Risks the listing itself discloses: Entry of additional competitors may affect the economics of the business. Changes in ad pricing or regulation could affect the economics of the business.
Sources
- Empire Flippers listing #93726, public listing data read 13 October 2026.
- FirstPass red-flag rules, the 33 published rules used for the flags above.
Related
FirstPass Memo is independent and buyer-paid. Not affiliated with, paid by or endorsed by Empire Flippers or the seller. Informational screening only, not investment, legal, tax or valuation advice, and not an audit. Figures are the seller's and marketplace's, as listed on the date above. If you are the seller or broker and something here is out of date, email hello@firstpassmemo.com and we will correct it.