“Everything we buy is a solution to some kind of problem,” said Joshua Silberstein, founder of Thracio. What he sees in the acquisition is clear: a good product, differentiation, a solid, scalable supply chain. Other factors are more specific to Amazon. Good reviews and high search placements are extremely valuable and take time to acquire. Products that often need to be changed or refreshed are more challenging for related reasons. “We wouldn’t do anything like a drone,” Mr. Silberstein said. “No matter how good the drone is, someone else will come up with a better one.”
Not so for pet deodorizers like Angry Orange, an acquisition that Thresio often points to as a success story ($ 30 million in revenue last year, $ 1.4 million from purchases in 2018), or trailbuilding, hiking Comprehensive listings in your brand of travel, or bedding for it, crafting supplies, coolers and thermos. These preferences give Thrissio’s portfolio a distinct and distinctly Amazonian quality: a small bed bath and Beyond, a little QVC, a little Home Depot, a little Dick’s sporting goods, with random clutter. (Air filter; door stoppers; an electric brush for car wheels, as seen on the “shark tank”).
Mr. Silberstein believes that there are far more healthy Amazon businesses for owners willing to acquire and sell. “When you are really successful on Amazon, it can make up 95 percent of your net worth,” he said. “You are in a place where it is difficult to diversify, and then what if something goes wrong?”
Thracio’s pitch is, basically, a payday and a promise that the business is in good hands. Many of its more than 700 employees have experience in Amazon’s unpredictable and inexperienced marketplace, which is an advantage that the company maintains will set it apart from some new competitors, especially as private equity firms are excited that What they understand is a new asset class: Amazon listings.
Some of the Amazon seller success stories are, already, the most notable of them, the electronics brand, which made a name for selling batteries; It is now publicly traded on a Chinese stock exchange and its products are delivered to Apple retail stores. Still, the anchor is on its original Amazon-originated brand – more than $ 1 billion in sales last year.
Like individual sellers, Thracio’s business is still deeply entwined with Amazon, and its continued success is to some extent dependent on Amazon’s wishes and craze.