SellerX Secures $118M Seed Funding to Acquire & Scale Amazon Marketplace Brands
Berlin-based startup SellerX has raised a massive $118 million (€100 million) seed round to acquire and grow promising third-party Amazon marketplace businesses. The funding—a mix of equity and debt—will fuel the company’s ambitious strategy to consolidate smaller e-commerce brands leveraging Amazon’s Fulfillment by Amazon (FBA) network.
Investor Backing & Strategic Vision
The round was co-led by:
- Cherry Ventures
- Felix Capital
- TriplePoint Capital
Notable angel investors include Zalando co-founder David Schneider, former Amazon UK CEO Chris North, and founders of KW Commerce, a major German Amazon seller.
Co-founders Malte Horeyseck and Philipp Triebel aim to build SellerX into a “digital Procter & Gamble,” focusing on evergreen consumer goods like:
- Household products
- Pet supplies
- Garden equipment
- Children’s goods
- Beauty items
The Amazon Marketplace Roll-Up Trend
SellerX enters a rapidly growing sector where startups acquire and scale Amazon-native brands. Recent notable deals include:
- Heyday ($175M raised)
- Heroes ($65M raised)
- Perch ($123.5M raised)
- Thrasio ($1.25B valuation)
Why This Model Works
- Amazon Dominance: Marketplace sellers account for ~50% of Amazon’s $52B Q3 product sales.
- COVID-19 Acceleration: Pandemic-driven e-commerce growth increased Amazon’s market share to ~50% of all online retail.
- Fragmentation Opportunity: Over 50% of Amazon sellers generate <$100K annually, creating acquisition targets.
Challenges in the Amazon Ecosystem
While Amazon offers massive reach, sellers face:
- Discovery difficulties in an overcrowded marketplace
- Review integrity issues impacting consumer trust
- Generic product saturation from wholesale resellers
SellerX differentiates by focusing on:
- Legitimate brands with authentic growth potential
- Operational expertise to optimize acquired businesses
- Supply chain enhancements through consolidated buying power
The Road Ahead
SellerX has already made its first acquisition (undisclosed) and projects a €20M revenue run rate by year-end. As Horeyseck notes:
“We’re creating strong D2C brands that elevate Amazon’s marketplace quality—this benefits sellers, consumers, and Amazon itself.”
With e-commerce continuing its upward trajectory, SellerX and similar roll-up plays are positioned to reshape how digital brands scale in the Amazon era.
