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Our Firm

Founded in 2018, Fortunet is one of the first investment banks specializing in the sale of medium and large E-commerce businesses, in particular Amazon businesses. Fortunet has represented dozens of 7 and 8 figures Amazon sellers in their M&A transactions, and closed some of the largest transactions in the Amazon FBA space.

Among sellers, Fortunet is known for representing the highest quality businesses, for obtaining the best possible multiples and deal structure, and for zealously pursuing the deal until achieving a successful closing.

Among buyers, Fortunet is known for having the largest deal flow, and for preparing the most professional, accurate and detailed marketing packages, allowing buyers to efficiently analyze businesses save time and money on deal expenses.

Why we are different?

Fortunet works with a sell-side focus, representing sellers with a clear goal: obtain the best valuation and the optimal structure, for a particular business, at a particular time.

For each deal, Fortunet runs a highly orchestrated competitive deal dynamic (similar to an auction), where buyers bid on the business, while competing with many other buyers.

Fortunet has a team of 40+ experts including: Investment Bankers, M&A Experts, Financial Experts, eCommerce & Commercial Attorneys and Amazon Experts (experienced Sellers).


Michal Baumwald Oron, Adv.

Co-Founder and CEO

Executive Manager, lawyer and Investment Banker. 25+ years of experience, holding senior positions in international leading brands, as VP Business Development and General Counsel.Led major IPOs, M&As and joint ventures.

Yael Cabilly, Esq.

Co-Founder and Partner

16+ years of experience as intellectual property and E-commerce attorney.Founder of Cabilly & Co, one of the leading e-commerce law firms,representing over 5,000 sellers world-wide, since 2015.

Omri Zaltzman

COO and Partner

12+ years of experience as an online marketer. Built an affiliate marketing business as well as a 7 figure Amazon Private label brand using his PPC and SEO expertise. Sold his successful Private Label in 2019.

How do we work?

On the Seller side

Step 1: Profit & Loss Reports

We build full financial and business reports, maximizing the SDE and identifying potential adjustments and add-backs

Step 2: Marketing Presentation

We create a comprehensive marketing deck, which  tells the full story of the brand

Step 3: Auction Process

We conduct a competitive process among a large network of buyers, including Private Equity firms, E-commerce companies, private buyers, strategic buyers and VCs

Step 4: Due Diligence & Negotiations

We negotiate with buyers until an LOI is signed. We manage the due diligence process

Step 5: Deal Closing

We ensure signing of a binding agreement. We manage the ESCROW process as well as the migration. We offer full support during and after the sale

Interaction with buyer

Buyer fills out a questionnaire designated to clarify investment criteria and other related considerations.
Following entering into a non-disclosure agreement, we provide buyer with information related to relevant businesses for sale.


Selling your business is a very delicate issue, especially if it’s a large business. Knowing Yael and Michal from the E-commerce community, I had no doubt I would choose them for selling my Amazon store.

They are both experienced and sharp attorneys, with outstanding connections in the industry.

As a seller, I felt I was in good hands, and they protected me through the entire process. They are “problem solvers”, with a business approach. I highly recommend them!

Itzhak R.

I highly recommend Fortunet for selling your online business! I had an Amazon Private Label brand in the kitchen niche, and I decided that it’s time for me to move on to other projects. I tried my luck with different brokers, including a very big brokerage company, and for 6 months all I got was either potential buyers that didn’t really understand the Private Label model, or potential buyers that weren’t willing to pay a relevant price for my business. After those 6 months, I’ve heard about Fortunet and contacted them. I felt like I have complete support from their team and that all my questions are being answered, and most important, I immediately started receiving calls and offers from RELEVANT potential buyers. Less than 3 months after I started the process with them, I made an agreement with a buyer and successfully sold my business to him.

Adi G.


Please click here if you are looking to buy a business and here if you want to sell your business.

For other general inquiries, please use these contact details or fill out the form below:

US +1 (678) 390 5811
IL +972-52-4668053