Benitago
Who are they? Based in New York and London, Benitago has been in the aggregator business since 2016 and their experience shines brightly through the way they do business. Founded by entrepreneurs that started as Amazon sellers themselves, Benitago stands out from the other aggregators for many reasons. Primarily, they explore and acquire brands in categories that are left untouched by many aggregators.
They also have a special approach, given that they began as self-starting Amazon business owners themselves, they know what is important to sellers and how they can not only provide the funds but also the hard work and dedication that they need to grow a business.
The Benitago group has raised an incredible $55M in combined debt and equity can afford to pay more (an average of 12% more*) and has a record of closing deals faster than most competitors. This, combined with their proven, data-driven growth process is what keeps them on top of the world of Amazon sellers.
Amazon Insights: “Once a brand has taken their business as far as they can on their own, it is time to hand it over to an aggregator agency. Aggregators can grow the brand and make cash available for the seller as soon as the deal is closed,” notes Benitago co-founder Santiago Nestares.
E-commerce is here to stay and Amazon is expanding exponentially, so now is the time that capital markets are starting to see brands on Amazon as brands of the future and as a worthwhile investment. Ultimately, the success of aggregator agencies comes down to choosing those brands with the greatest potential to grow, but with the same goal as Amazon: to provide the best products as possible for customers.
When we asked where they see their business going, Nestares remarked, “We’re not sure. We just want to create the best products and brands for our customers and improve the brands we have.” Amazon really takes the time and care to ensure that a product is the best possible option for a customer, and if it is not it will be replaced, and this is at the forefront of every step Benitago takes in their business process.
*an average when compared to main competitors as of January 2021
Seller X
Who are they? Founded in 2020 in Berlin Germany, Seller X is one of the newest Aggregator companies on the market but has earned its spot among the top. Created by Malte Horevseck and Philipp Triebel, Seller X includes the ‘X’ to represent the independent variable and the fact that every seller is different and deserves a different approach.
Seller X is a great exit opportunity for sellers who are looking to hand over the reins or retire from running their brand when they feel they can’t take it much further alone. They help their businesses realize their full potential and openly offer sellers who want to stay on board to be a part of advising and growing the business they acquire. Seller X takes a more financial investment approach to analyze the businesses’ potential earnings.
Amazon Insights: The quality of the team is high- made up of ex-Amazonians and e-commerce and SEO experts, both investors and businesses that are looking to acquire the knowledge they are a trustworthy and reputable business.
Seller X prides itself in the relationships they have built and maintained with other aggregators, investors and Amazon sellers. They have teams that specialize in every aspect of running an Amazon business, including content, marketing, advertising as well as boots on the ground all over the world.
The key to their success? “We focus on three levers for growth: product penetration, geographical expansion and channel expansion,” says representative Daniel Calleja.
Product penetration – how do we make the product better? Improve the conversion of the listings through SKU variations, i.e. different colours, sizes, etc.
Geographical expansion – try to reach as many markets as possible and expand the brands into different areas.
Channel expansion – Determine if and how to move the brand outside of Amazon onto other platforms.
And with these levers, Seller X has managed to grow many Amazon seller businesses into profitable, international brands and is only continuing to expand their reach.
Thrasio
Who are they? Thrasio was founded in 2018 and became profitable from the offset. What started as a simple idea of putting together a collection of good quality third-party products, has snowballed into a business with $500 million and counting. They are the leading Amazon aggregator in the market right now and employ over 500 people to operate its Amazon businesses with teams in more than 10 countries. Based in Walpole, Massachusetts, this team of experts manages almost 100 brands around the world.
Amazon Insights: We were lucky enough to sit down with Jim Mann, the Head of Acquisitions for Thrasio. Jim is very well-versed in the world of Amazon FBA selling having built and sold his own successful business. He was erudite in his knowledge of FBA selling and the Amazon marketplace. He is Thrasio’s director for finding and prospecting new brands to add to Thrasio’s ever-growing portfolio and is highly regarded by his peers in the aggregator space.
Ultimately, all of the Amazon aggregators play the same role in the Amazon ecosystem and work towards the same goal of scaling small Amazon businesses in a sustainable manner. However, each aggregator has its own approach and operates in a way that best suits its ethos and stage of its lifecycle, and ultimately where they believe the potential for growth is on Amazon.
Take a look at this complete list of Amazon aggregators, which includes the option to compare and filter down the select few aggregators that are most relevant to your business.
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