This is getting to be a new fad in 2020.

Yesterday we wrote about Heyday and its raise of $175 million within four months of founding. A new fad appears to be catching on. That is to buy and scale-up Amazon FBA (Fulfilled By Amazon) businesses. On Thursday, Berlin-based SellerX, another startup with this business model, secured €100 million of seed round financing. (TechEU)

Roll-up FBA startups

Recall that in July, Thrasio, one of the largest online sellers and acquirer of private label businesses on Amazon (NASDAQ: AMZN) raised $260 million in a Series C funding round led by Advent International. The funding achieved a pre-money valuation of $1 billion for Thrasio. Thrasio claimed it was the fastest U.S. company ever to reach profitable unicorn status.

Last week, Heroes launched in the U.K. with a $65 million seed round and Berlin-based Razor Group raised €25 million.

So, lots of ‘aggregator’ start-ups appear to be jumping onto the bandwagon to make millions out of Amazon’s billions.

Like Heyday, Malte Horeyseck and Philipp Triebel too founded SellerX in August.

SellerX raised a mix of equity and debt in a seed round led by Cherry Ventures, Felix Capital, and Silicon Valley-based TriplePoint Capital, with participation from Village Global. Zalando co-founder David Schneider and Shutterfly CEO and former Amazon UK CEO Chris North also participated.

Business model – a digital Procter and Gamble?

SellerX acquires Amazon FBA sellers, consolidates them, and reboots their growth path with new branding and marketing strategies.

“The diverse seller landscape on Amazon provides a unique opportunity to acquire some category-winning, highly profitable products, empower them through technology, and build them into the next-generation consumer brands,” says Filip Dames, a founding partner of Cherry Ventures, in a statement.

“We have a strategic eye too, we look for brands that we can develop, becoming a sort of digital Proctor and Gamble, developing the brands we acquire,” Horeyseck told Sifted.

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