30 million in debt and equity, and began acquiring top-tier Amazon FBA sellers to build a portfolio of digital-native brands.
Horeyseck is not new to this game. He previously co-founded Dafiti, a Latin American fashion e-commerce giant that grew to over
billion in sales. Backed by Rocket Internet, Dafiti’s strategy was to become a "category killer" by dominating selection and achieving massive economies of scale—a playbook he’s now adapting for the Amazon ecosystem.
This is not just a founder’s story; it’s a tactical guide to the FBA acquisition model. If you’re running a successful e-commerce brand, you are sitting on a valuable, sellable asset. This article breaks down how acquirers like SellerX operate, how they will value your business, and how you can prepare for a life-changing exit.
The Amazon Roll-Up Model Explained
The core idea behind aggregators like SellerX is simple but powerful. They acquire dozens of successful, profitable FBA businesses that are already winning in their niche. Then, they apply a centralized operational machine to make them even better.
An independent seller has to juggle everything: product development, supply chain management, PPC campaigns, customer service, and staying on top of Amazon’s algorithm. An aggregator has dedicated expert teams for each of these functions. By plugging your brand into their system, they can:
- Lower Costs: They negotiate better rates with suppliers and shippers by ordering in massive volumes across their portfolio.
- Boost Marketing: Their marketing teams have deep expertise and larger budgets to optimize ad spend and launch products into new channels.
- Expand Internationally: They have the legal and logistical infrastructure to quickly take your product to Amazon marketplaces in Europe, Asia, and beyond.
This is the same logic Horeyseck applied at Dafiti. They started by reselling brands, grew with their own private-label products, and eventually evolved into a massive marketplace. The goal was always to leverage scale to increase efficiency and own the market. FBA aggregators are running the same play, just with acquisitions instead of building from scratch.
Are You a Fit? A Buyer’s Acquisition Checklist
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