Free tool · Selling your business
Amazon business valuation calculator
What would a buyer pay for your Amazon business today, and which changes would raise the price most? An honest range in a minute, with the working shown.
- Value range
- Levers in £
- No sign-up
Reading your figures…
- Indicative value
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- Seller's discretionary earnings
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- Multiple
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What each fix could add
An illustration, not a valuation. The multiple comes from our own scoring of the factors brokers publish, anchored to Empire Flippers' 2025 average of 2.1× yearly net profit across 62 Amazon FBA sales. Real offers depend on due diligence, deal terms (earn-outs, stock at cost) and the buyer. A broker or adviser can value your business properly.
Selling in the next two years?
Profit is the number buyers multiply. In a Profit Audit we show you where your account leaks margin and which fixes a buyer will pay for.
How it works
How buyers value an Amazon business
Buyers of small Amazon businesses mostly use one formula: your yearly earnings, multiplied by a figure that reflects how risky those earnings look. The calculator works through both halves and shows you which risks cost you the most.
Seller's discretionary earnings
SDE = net profit + your own pay + one-off costs
Your own pay and one-off costs are added back because a new owner will not pay them.
Indicative value
Value = SDE × multiple
The multiple runs from 1.5× to 4.0× in our scoring; the range shown is ±0.35 around it.
Where the multiple comes from
Empire Flippers, one of the largest marketplaces for online businesses, multiplies a business’s average yearly net profit by a multiple it sets from the business’s age, model and product range. It lists the factors it weighs: growth trend, stability and diversity of earnings, the number of products, trade marks and Amazon Brand Registry, the strength of the supply chain, owner involvement and the age of the business. It reports that the 62 Amazon FBA businesses it sold in 2025 went for an average of 2.1 times (checked 1 October 2026).
We turned those factors into seven questions, each scored 0, ½ or 1, and spread the multiple from 1.5× to 4.0×: a young, shrinking, single-product business at one end and an established, growing, diversified brand that runs without its founder at the other. The spread and the equal weights are our own judgement, not broker data; use the result to compare levers, not to price your business.
A worked example
The example loaded above made £140,000 of net profit last year. The founder took £40,000 in pay and spent £10,000 on a one-off rebrand, so the SDE is £190,000. It has traded for five years, holds a trade mark and Brand Registry, and gets between a quarter and a half of its profit from its best product. Profit is flat, it relies on one supplier, the founder works about 15 hours a week and every sale is on Amazon. That scores 3.5 out of 7, a multiple of 2.75×, and an indicative value of about £523,000.
The two biggest levers are the ones scored zero. Building a second channel to 30% of sales, or qualifying a backup supplier with written terms, would each add about £67,900. A return to profit growth adds about £33,900, and so does every extra £10,000 of yearly profit (£27,500 at this multiple): the reason buyers and sellers both start with the profit and loss account.
Before you sell
Buyers check everything in due diligence: two or three years of accounts, Amazon payout reports, stock records, supplier terms and account health. Our guide to selling an Amazon business covers the process, the deal structures and how to prepare.
Sources
- How to Value an Amazon FBA Business: With Real Sales Data, Empire Flippers. Checked 1 October 2026.
Questions
About this tool.
How much is my Amazon FBA business worth?
Most small Amazon businesses sell for a multiple of their yearly earnings. Empire Flippers, a broker, reports that the 62 Amazon FBA businesses it sold in 2025 went for an average of 2.1 times yearly net profit, well below the multiples of the aggregator boom. Where your business sits around that figure depends on its age, profit trend, how concentrated it is in one product, its trade mark and Brand Registry, its supply chain, how many hours you work in it and how much it sells outside Amazon.
What is SDE?
Seller’s discretionary earnings: your net profit with your own pay and one-off costs added back, because a new owner will not pay those. It is the figure most brokers multiply for businesses of this size. Larger businesses, usually above about $5 million of revenue, are more often valued on EBITDA, which treats a manager’s salary as a cost.
Why are Amazon business multiples lower than in 2021?
Because the aggregators that paid high multiples for Amazon brands in 2020 and 2021 stopped buying, and several ran into trouble. Empire Flippers says its 2025 average is well below the multiples it saw in the early 2020s. Buyers now pay more for brands with a trade mark, several products, more than one sales channel and an owner who works only a few hours a week.
Is the value range a valuation?
No. It is our scoring of the factors brokers publish, anchored to published sale data, and it is meant to show the size of each lever rather than to price your business. A real offer depends on due diligence, the deal structure (for example an earn-out, or stock bought at cost on top of the price) and the buyer. Ask a broker or corporate finance adviser for a proper valuation.
What raises the value of an Amazon business fastest?
Higher, steadier profit, because it is multiplied: at 2.75 times, every extra £10,000 of yearly profit adds about £27,500 to the price. After that, the levers buyers reward most are a registered trade mark with Brand Registry, profit spread across several products, a backup supplier, sales outside Amazon, and a business that runs without you. The calculator shows what each is worth on your figures.
The Profit Audit
Want a senior team to read your numbers with you?
One call with Robert Prime and the team. We go through your accounts product by product and show you the changes most likely to add net profit.