How Ryan sold his Amazon e-commerce business: lessons from a founder-led exit
Ann Li
May 8, 2025 ⋅ 4 min read
About the business
Industry: E-commerce (Niche, Amazon-focused)
Size: Small team, founder-led
Years in Operation: 4+
Ryan founded his unique e-commerce business in 2014 and spent over four years navigating the challenges of Amazon’s ever-shifting landscape. After years of growth, market volatility, and personal considerations, he decided it was time to move on and find the right buyer to take the business to its next chapter.
The challenges
Ryan’s decision to sell was driven by several factors:
Family considerations: His father was an investor, and Ryan wanted to ensure he was taken care of.
Entrepreneurial spirit: As a founder at heart, Ryan was ready to move on and start something new.
Market uncertainty: Ryan was concerned about the broader U.S. economic outlook and wanted to de-risk.
Despite these clear motivations, the path to sale was anything but straightforward. Ryan had:
Tried selling solo: Leveraged BizBuySell and even worked with a lender-turned-broker, but encountered mismatched buyers and a lack of expertise.
Faced market volatility: COVID-19, Amazon policy changes, and shifting buyer expectations made timing and valuation a moving target.
Endured emotional highs and lows: Deals fell through at the last minute, and the right buyer seemed elusive.
“Sometimes you have to adjust your thinking, your price, and your timeframe. There’s always a buyer, but you have to be patient and flexible.”
Why Baton?
After several false starts with other brokers and platforms, Ryan was introduced to Baton through a personal referral. What stood out?
Organization & process: “You had everything together, very organized. We were on the same page in terms of providing documents and having everything ready.”
Efficient buyer screening: Ryan was tired of fielding unserious inquiries. Baton’s process filtered out tire-kickers, letting him focus on running the business.
Supportive team: “Fahad was a star-very chill, very calm, and supportive through all the emotional roller coasters.”
From “hello” to close
Ryan’s journey with Baton was marked by transparency, efficiency, and partnership:
Valuation & preparation: Baton provided a data-backed valuation and helped Ryan organize all necessary documentation.
Buyer outreach: The business was marketed to a curated pool of qualified buyers, leveraging Baton’s network and marketplace expertise.
Screening & selection: Baton handled initial buyer conversations, presenting only serious, vetted candidates to Ryan.
Negotiation support: During negotiations, Baton was in Ryan’s corner-offering advice, managing emotions, and helping him navigate Amazon’s unique challenges.
Smooth transition: Even after the deal closed, Ryan stayed on as a consultant to the new owner, ensuring a seamless handoff.
“Having someone in your corner, giving you advice, supporting you through each round- it made all the difference.”
The outcome
After years of searching for the right fit, Ryan sold his business to Scott, a buyer who understood the Amazon ecosystem and shared his vision for the company’s future. The deal closed on terms that worked for Ryan, allowing him to:
Take care of family: His father’s investment was honored.
Move on to new ventures: Ryan took a well-deserved break and is exploring new entrepreneurial opportunities.
Leave a legacy: He handed the “baton” to a new owner who will continue to grow the business.
“At the end of the day, you want to see your business flourish and grow. Baton helped me find the right person to take it forward."
Ryan’s advice for other business owners considering a sale:
Remove expectations & be flexible
Don’t get fixated on a single number or timeline. The market will ultimately determine your business’s value, and patience pays off.
Trust your gut
When you meet the right buyer, you’ll know. Chemistry and shared vision matter as much as the numbers.
Work with the right partner
A good broker does more than find buyers- they support you emotionally, help you navigate challenges, and respect your goals.
Stay organized
Having your documents and processes in order makes the entire journey smoother and more attractive to buyers.
Focus on fit, not just price
Ryan ultimately prioritized finding a buyer who would honor his legacy and continue the business’s growth.
What could Baton have done better?
When asked for feedback, Ryan struggled to find fault.
“You guys were great from the get-go, very supportive. Maybe just really learning the seller and buyer during transitions, but honestly, Fahad was fantastic. No complaints.”
What’s next for Ryan?
Ryan is taking time to recharge and focus on personal goals before diving into his next venture. He’s grateful for the experience and looks forward to staying connected with the Baton community.
“Baton is a great company to deal with. They delivered on everything they promised. I’d recommend them to anyone looking to sell a business.”