Listing teardown · Ecommerce
Teardown: $120.1K Per Month Amazon FBA Business in the Supplements Niche (Empire Flippers #95525)
Short answer: a first-pass read of a live public listing, asking $257,494: 0 red, 8 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 | $257,494 |
|---|---|
| Stated multiple | 1.75× annual SDE |
| Average monthly revenue / profit | $120,096 / $12,262 |
| Latest month revenue / profit | $161,567 / $8,887 |
| Payback (ask ÷ monthly profit) | 21.0 months on the average; 31.8 months on the last 3 months |
| Reported margin | 10% |
| Age | about 19 months |
| Monetization | Amazon FBA, Subscription, eCommerce |
| Owner hours (seller-stated) | 40 a week |
| Top traffic channels | n/a |
| Stated customers | 3,000 |
Red flags
- None from the listing's public data.
Yellow flags
- Recent profit below the period average (-34%). Last-3-month average profit $8,102 vs 12-month average $12,262. If the lower level persists, payback at the asking price is longer than the 12-month average suggests.
- Volatile monthly profit (CV 0.77). Monthly profit ranged $-1,814–$29,214.
- No churn figure shown for the recurring revenue. Ask for monthly cancellations and renewals for the last 12 months.
- Platforms the listing relies on or mentions: Amazon, TikTok. Ask how much revenue and traffic depends on each, and whether there has been any past policy or algorithm impact.
- No website traffic data shown in the listing. Ask for analytics covering the same 12 months as the financials.
- Seller reports 40 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: Amazon Seller Central, Shopify. These reduce, but do not remove, the need to reconcile figures to bank deposits.
- Marketplace-reported revenue trend +179% (profit trend +13%).
- About 3,000 customers stated, so no single customer is likely to dominate revenue (to confirm).
- Post-sale support is offered: The seller is willing to offer 60 days of email and phone support covering operational questions, along with a full handover pack including SOPs, supplier contacts, and platform logins for Shopify, Amazon UK, and TikTok Shop.
Context
- Asking multiple 1.75× is below the typical range. EF for-sale asking multiples (2026-10-06) for Amazon FBA: p25 2.21×, median 2.6×.
Questions to ask the seller
- What drove the last 3 months below the 12-month average, and what do month-to-date numbers show?
- Explain the low months (refunds, annual-plan timing, one-off costs?).
- Monthly logo and revenue churn for the last 12 months (cohort table if possible).
- What would happen to revenue if Amazon changed its policy/API tomorrow? Any past incidents?
- Share 12–24 months of analytics and Search Console.
- 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)?
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: 21.0 months on the stated average profit, 26.2 months if profit is 20% lower, 35.0 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.
- “Despite its recent launch, the brand has scaled profitably across TikTok Shop and Shopify by leveraging a network of content creators for customer acquisition.”
- “While sales have been generated primarily in the United Kingdom, the business has recently begun testing the U.S. market and has established the infrastructure to support further international expansion.”
- “This represents an attractive opportunity for Buyers seeking a fast-growing, creator-led supplement brand with strong recurring revenue and significant upside through the continued growth of its recently launched sales channels and geographic expansion.”
Risks the listing itself discloses: Subscription services require customer service and the ability to stay on top of the subscribers requests. An increase in Paid Traffic pricing could make the ads unprofitable. Supplier increasing prices
Sources
- Empire Flippers listing #95525, 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.