Bidding Wars Break Out in Sizzling Market for Amazon Brands
- Sixty ‘aggregators’ have poured in $6 billion since April 2020
- Brands that once fetched $3 million can now get $5 million
Photographer: Jeenah Moon/Bloomberg
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Investors on the hunt for promising brands sold on Amazon.com Inc. are sparking bidding wars as competition intensifies to find the next hit product.
The frenzy’s focus: the bevy of small businesses that have sprung up in recent years to sell their wares on Amazon’s vast marketplace. They’re being snapped up by Wall Street-backed startups known as aggregators, which are betting that their teams of e-commerce veterans can transform products into global brands.