Niche: Sports

Listing Details

This listing is for an Amazon FBA and ecommerce business created in March 2015 in the sports niche. The included Amazon Seller Central accounts feature 363 SKUs which are highly reviewed and bring in around 60% of the revenue. A branded Shopify site brings in 40% of the revenue. The 45,000 Instagram followers and over 160,000 Facebook followers give the business a strong organic social presence, strengthening advertising on these platforms.

The business focuses on a type of sports & fitness clothing, primarily for men. Three Seller Central accounts are set up for the US, Canada, and the EU. Due to a lack of focus which has lead to stock-outs, EU sales have not been included in the valuation, but are included in the sale. This provides a direct opportunity for the Buyer to pursue since European sales were high until mid-2018. The Seller has a plan in place to re-launch the EU listings in December 2018.

The Amazon sales are done through FBA. The website sales are 90% fulfilled with the help of an external warehouse based in the US. If the Seller runs out of inventory for a web sale, they have used Amazon inventory to fulfill some website orders. The business is part of Amazon’s Brand Registry program and the Seller holds trademarks for the US and Europe. The brand is in process of being registered for China as well.

The team is made up of a project manager, a logistics person, an advertising manager, a data person, a designer, and a product development person. SOPs have been created for each role and will be provided to the Buyer. The Seller also evaluates the numbers weekly, manages the data, and makes decisions based on this information. Every product needs some attention, but if KPIs are properly setup, it’s pretty easy to keep an eye on them and take necessary measures.

The project manager oversees the progress. The logistics person handles orders, finds the best way to plan for inventory, and makes sure the goods arrive at the US warehouse on time. The design person works on photos, Amazon listings, and website product details so that everything looks as appealing as possible. The advertising person is in charge of keyword research, preparing Facebook advertising campaigns, emails, and Amazon PPC and AMS. The customer support person handles the day-to-day contact by email, Facebook, website chat, or Amazon. Content is created regularly, and the Seller is in the process of hiring a few freelancers for this task.

*The Seller has an exclusive deal, which is transferable to the new owner, for specific patents. Two products are currently using this patent.

*The September decline was due to a lower ad spend on Facebook and due to the Seller trying out a new ad strategy to sell the business.

*Q4 is typically a high sales period for this business.