Heyday and Branded are part of the crowded and turbulent market of Amazon seller aggregators.

Amazon aggregator Branded plans to acquire Heyday in exchange for $521M in equity in a new company called Essor. Are investors such as BlackRock and others driving the consolidation in this sector to lessen their downside exposure?

CNBC: Amazon aggregators Branded and Heyday plan to merge as once-booming industry continues to shrink