What are buyers of FBA businesses really looking for?

I’ve been an Amazon seller for about ten years and I’m looking to exit and sell my business now.

I haven’t done badly from it – but my journey has changed somewhat over the years. For the first seven, I was doing wholesale and that was at times a real money spinner. But then I started to think about how I could create a sellable business and I created a gifting business with a good trademarked brand. This has not done baldy and I’m hoping now to exit.

I’m questioning my approach and strategy though now around this. My thinking was to build a versatile gifting brand that could easily be transferrable to other gifting products. I think I’ve done that but now I’m wondering if there is really any value in this to a buyer? The account has a secure footing in the US and the UK. I thought this combined with a good versatile brand could mean that would have appeal to a Chinese company or something.

I have plenty of successful products but I think the greatest challenge here is the fact that they are design based so can go out of fashion and also in general, the product category is declining in general sales across the population (although probably still growing on Amazon still). So, I guess I’m wondering here if the products in my business would have much appeal. It is well systemised though so doesn’t take loads of time to run and restock.

So I guess my question is.. are FBA buyers really only interested in buying businesses where the products are absolutely at the core. Is there no value in selling accounts with a long history of selling on Amazon with a brand that could compliment or help build other product offerings?Have I overestimated the importance of this? When it comes to design and fashion based businesses.. isn’t it a truth that many of the products that they sell have a short lifecycle. What are potential buyers thinking when looking to buy a business? I am thinking they realise that some products have a short life cycle and that they need to build on the range when they take over the business.