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Acquco t-shirt for Tesla giveaway
Acquco

Start-ups are raising hundreds of millions of dollars to acquire the top independent sellers on the Amazon Marketplace, creating a gold rush to “roll up” these mostly small businesses into larger entities that have better resources and can pour money into growth.

Competition to acquire these Amazon sellers has gotten so fierce that one player, Acquco, is giving away a Tesla Model Y to anyone who refers a seller that the company ends up buying.

Acquco, founded last year by Raunak Nirmal, has representatives at the annual Prosper Show this week in Las Vegas, where Amazon sellers convene to network and share tips. The company is handing out t-shirts and flyers that say, “Refer a Seller, get a Tesla.”

Nirmal said in an interview that as of Thursday the company had received about 200 referrals in a little over 24 hours since starting the program and launching the promotional web page. He said the company is willing to give away up to $10 million worth of Model Ys, which retail for a starting price of around $50,000.

“There are two options for rewards,” the web page says. “You can either get a Tesla — you will have $49,990 to put towards a Tesla model of your choice.  Alternatively, you can choose to take the cash directly!” 

The reward should be received within 45 days of the closing of the acquisition, the site says, and the recipient will owe income tax on the car or the cash.

The red-hot market for Amazon resellers

Much of Amazon’s dominance in e-commerce has come from its third-party marketplace, which is filled with millions of independent sellers who use the company’s logistics services, shipping, fulfillment centers and mammoth customer base to reach buyers.

Growing a business on Amazon has become increasingly complex in recent years due to a surge in Chinese counterfeits and other bad actors who set out to manipulate reviews and get rivals shut down. Aggregators are using those challenges as an opportunity to buy up promising products and storefronts, while using their scale and operational experience to clean up the marketplace for consumers.

Acquco has raised over $165 million in equity and debt to buy Amazon marketplace retailers, building a business with close to $200 million in revenue from those entities. It’s one of the busiest corners of the start-up market, as companies like Thrasio, which ranked 22nd on the 2021 CNBC Disruptor 50 list, along with Perch, Heyday, Branded and Boosted Commerce have raked in billions of dollars combined to pull together businesses that have grown up on Amazon.

Nirmal said the top sellers are so inundated with pitches that it’s difficult to get meetings with them.

“As a seller, when you get a message from someone about acquiring your business, you think of it as spam and go about your day,” said Nirmal, who previously spent over a year in Amazon’s marketplace business and also started his own brands and consulting businesses. “This is a unique opportunity to connect with friends, family and people that surround the sellers.”

While Nirmal didn’t attend the Prosper show, he sent a few of his 60 full-time employees, including the head of sales, to network and meet sellers. Acquco also had some contractors distributing flyers and handing out merchandise.

Acquco flyer for Tesla giveaway
Acquco

Rivals Thrasio, Heyday and Perch had an even bigger presence at the show, as they were paid exhibitors with floor space and some speaking slots, according to Prosper’s website. It’s a big change from the last conference in 2019, when the rollup market was in its infancy. Thrasio was founded in 2018 and others followed over the next couple years.

Total attendance at Prosper appears to be up about 15% to 20% over the last in-person show in 2019, which attracted over 1,500 people, a conference representative said. The show began on Tuesday and wraps up on Thursday.

How to lure sellers

Casey Gauss, a vice president at Thrasio, attended the show as part of his company’s contingent. He told CNBC that he joined in April 2020 as employee number 26, and that the last time he checked last week, the company had a workforce of 930.

Thrasio has raised $1.75 billion, the most of any company in the space. While it’s not giving away Teslas, the company did host a pricey party Wednesday night at the Bellagio Hotel, called “Feast by the Fountains,” referring to the resort’s outdoor fountain show. Gauss said he expected about 180 people.

“Feast by The Fountains will offer 5-star American cuisine and an open bar of top shelf cocktails inspired by the top supper clubs around the world,” the website for the event said.

Gauss said that the topic of aggregators has been front and center at the show and that companies have to find clever ways to meet sellers.

“We tried to throw a nice event to allow high-end networking,” he said. “It’s a good opportunity, not only for us to hang out with prospective sellers that may want to sell to us and people that have sold to us. But also, we’re pretty intentional about just building good relationships in the community.”

For Acquco, this year’s Prosper is its first big event. The company said it’s trying to get its name out to more people — and the Tesla giveaway program is a way to make a splash.

David Lam, the company’s vice president of growth strategy, said he’s been working with Tesla’s enterprise sales team on the program. The start-up did not get reduced pricing on the Model Ys, but he expects that once the program reaches about 20 cars, a discount will kick in, and then perhaps a steeper discount at the 50th sale.

The new Tesla Model Y is introduced. Tesla has expanded its model range to include an SUV based on the current Model 3.
Hannes Breustedt | picture alliance | Getty Images

Tesla giveaways have become more commonplace among non-profits as a way to raise money and give people a chance to win through online raffles. The overall popularity of the cars is the main reason Tesla says it’s able to keep down marketing, promotional and advertising costs, which were “immaterial” over the past three years, according to its latest annual report.

Acquco says in the giveaway material that it accepts leads for businesses with at least $500,000 in revenue but Nirmal expects to generally buy sellers that have topped $1 million. Nirmal won’t say how many acquisitions he’s completed to date, but said that three deals have been signed this week that will bring in about $40 million in revenue. Those all came prior to the Tesla giveaway.

Nirmal said Acquco started marketing the program at Prosper and will continue this week with ads across social platforms and Google as well as through influencers.

“If there’s a business that looks good and fits into our partner profile, we want to give away these Teslas,” Nirmal said.

— CNBC’s Katie Schoolov and Lora Kolodny contributed to this report.

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How Elon Musk’s plan to slash government agencies and regulation may benefit his empire

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How Elon Musk’s plan to slash government agencies and regulation may benefit his empire

Elon Musk’s business empire is sprawling. It includes electric vehicle maker Tesla, social media company X, artificial intelligence startup xAI, computer interface company Neuralink, tunneling venture Boring Company and aerospace firm SpaceX. 

Some of his ventures already benefit tremendously from federal contracts. SpaceX has received more than $19 billion from contracts with the federal government, according to research from FedScout. Under a second Trump presidency, more lucrative contracts could come its way. SpaceX is on track to take in billions of dollars annually from prime contracts with the federal government for years to come, according to FedScout CEO Geoff Orazem.

Musk, who has frequently blamed the government for stifling innovation, could also push for less regulation of his businesses. Earlier this month, Musk and former Republican presidential candidate Vivek Ramaswamy were tapped by Trump to lead a government efficiency group called the Department of Government Efficiency, or DOGE.

In a recent commentary piece in the Wall Street Journal, Musk and Ramaswamy wrote that DOGE will “pursue three major kinds of reform: regulatory rescissions, administrative reductions and cost savings.” They went on to say that many existing federal regulations were never passed by Congress and should therefore be nullified, which President-elect Trump could accomplish through executive action. Musk and Ramaswamy also championed the large-scale auditing of agencies, calling out the Pentagon for failing its seventh consecutive audit. 

“The number one way Elon Musk and his companies would benefit from a Trump administration is through deregulation and defanging, you know, giving fewer resources to federal agencies tasked with oversight of him and his businesses,” says CNBC technology reporter Lora Kolodny.

To learn how else Elon Musk and his companies may benefit from having the ear of the president-elect watch the video.

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Why X’s new terms of service are driving some users to leave Elon Musk’s platform

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Why X's new terms of service are driving some users to leave Elon Musk's platform

Elon Musk attends the America First Policy Institute gala at Mar-A-Lago in Palm Beach, Florida, Nov. 14, 2024.

Carlos Barria | Reuters

X’s new terms of service, which took effect Nov. 15, are driving some users off Elon Musk’s microblogging platform. 

The new terms include expansive permissions requiring users to allow the company to use their data to train X’s artificial intelligence models while also making users liable for as much as $15,000 in damages if they use the platform too much. 

The terms are prompting some longtime users of the service, both celebrities and everyday people, to post that they are taking their content to other platforms. 

“With the recent and upcoming changes to the terms of service — and the return of volatile figures — I find myself at a crossroads, facing a direction I can no longer fully support,” actress Gabrielle Union posted on X the same day the new terms took effect, while announcing she would be leaving the platform.

“I’m going to start winding down my Twitter account,” a user with the handle @mplsFietser said in a post. “The changes to the terms of service are the final nail in the coffin for me.”

It’s unclear just how many users have left X due specifically to the company’s new terms of service, but since the start of November, many social media users have flocked to Bluesky, a microblogging startup whose origins stem from Twitter, the former name for X. Some users with new Bluesky accounts have posted that they moved to the service due to Musk and his support for President-elect Donald Trump.

Bluesky’s U.S. mobile app downloads have skyrocketed 651% since the start of November, according to estimates from Sensor Tower. In the same period, X and Meta’s Threads are up 20% and 42%, respectively. 

X and Threads have much larger monthly user bases. Although Musk said in May that X has 600 million monthly users, market intelligence firm Sensor Tower estimates X had 318 million monthly users as of October. That same month, Meta said Threads had nearly 275 million monthly users. Bluesky told CNBC on Thursday it had reached 21 million total users this week.

Here are some of the noteworthy changes in X’s new service terms and how they compare with those of rivals Bluesky and Threads.

Artificial intelligence training

X has come under heightened scrutiny because of its new terms, which say that any content on the service can be used royalty-free to train the company’s artificial intelligence large language models, including its Grok chatbot.

“You agree that this license includes the right for us to (i) provide, promote, and improve the Services, including, for example, for use with and training of our machine learning and artificial intelligence models, whether generative or another type,” X’s terms say.

Additionally, any “user interactions, inputs and results” shared with Grok can be used for what it calls “training and fine-tuning purposes,” according to the Grok section of the X app and website. This specific function, though, can be turned off manually. 

X’s terms do not specify whether users’ private messages can be used to train its AI models, and the company did not respond to a request for comment.

“You should only provide Content that you are comfortable sharing with others,” read a portion of X’s terms of service agreement.

Though X’s new terms may be expansive, Meta’s policies aren’t that different. 

The maker of Threads uses “information shared on Meta’s Products and services” to get its training data, according to the company’s Privacy Center. This includes “posts or photos and their captions.” There is also no direct way for users outside of the European Union to opt out of Meta’s AI training. Meta keeps training data “for as long as we need it on a case-by-case basis to ensure an AI model is operating appropriately, safely and efficiently,” according to its Privacy Center. 

Under Meta’s policy, private messages with friends or family aren’t used to train AI unless one of the users in a chat chooses to share it with the models, which can include Meta AI and AI Studio.

Bluesky, which has seen a user growth surge since Election Day, doesn’t do any generative AI training. 

“We do not use any of your content to train generative AI, and have no intention of doing so,” Bluesky said in a post on its platform Friday, confirming the same to CNBC as well.

Liquidated damages

Bluesky CEO: Our platform is 'radically different' from anything else in social media

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The Pentagon’s battle inside the U.S. for control of a new Cyber Force

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The Pentagon's battle inside the U.S. for control of a new Cyber Force

A recent Chinese cyber-espionage attack inside the nation’s major telecom networks that may have reached as high as the communications of President-elect Donald Trump and Vice President-elect J.D. Vance was designated this week by one U.S. senator as “far and away the most serious telecom hack in our history.”

The U.S. has yet to figure out the full scope of what China accomplished, and whether or not its spies are still inside U.S. communication networks.

“The barn door is still wide open, or mostly open,” Senator Mark Warner of Virginia and chairman of the Senate Intelligence Committee told the New York Times on Thursday.

The revelations highlight the rising cyberthreats tied to geopolitics and nation-state actor rivals of the U.S., but inside the federal government, there’s disagreement on how to fight back, with some advocates calling for the creation of an independent federal U.S. Cyber Force. In September, the Department of Defense formally appealed to Congress, urging lawmakers to reject that approach.

Among one of the most prominent voices advocating for the new branch is the Foundation for Defense of Democracies, a national security think tank, but the issue extends far beyond any single group. In June, defense committees in both the House and Senate approved measures calling for independent evaluations of the feasibility to create a separate cyber branch, as part of the annual defense policy deliberations.

Drawing on insights from more than 75 active-duty and retired military officers experienced in cyber operations, the FDD’s 40-page report highlights what it says are chronic structural issues within the U.S. Cyber Command (CYBERCOM), including fragmented recruitment and training practices across the Army, Navy, Air Force, and Marines.

“America’s cyber force generation system is clearly broken,” the FDD wrote, citing comments made in 2023 by then-leader of U.S. Cyber Command, Army General Paul Nakasone, who took over the role in 2018 and described current U.S. military cyber organization as unsustainable: “All options are on the table, except the status quo,” Nakasone had said.

Concern with Congress and a changing White House

The FDD analysis points to “deep concerns” that have existed within Congress for a decade — among members of both parties — about the military being able to staff up to successfully defend cyberspace. Talent shortages, inconsistent training, and misaligned missions, are undermining CYBERCOM’s capacity to respond effectively to complex cyber threats, it says. Creating a dedicated branch, proponents argue, would better position the U.S. in cyberspace. The Pentagon, however, warns that such a move could disrupt coordination, increase fragmentation, and ultimately weaken U.S. cyber readiness.

As the Pentagon doubles down on its resistance to establishment of a separate U.S. Cyber Force, the incoming Trump administration could play a significant role in shaping whether America leans toward a centralized cyber strategy or reinforces the current integrated framework that emphasizes cross-branch coordination.

Known for his assertive national security measures, Trump’s 2018 National Cyber Strategy emphasized embedding cyber capabilities across all elements of national power and focusing on cross-departmental coordination and public-private partnerships rather than creating a standalone cyber entity. At that time, the Trump’s administration emphasized centralizing civilian cybersecurity efforts under the Department of Homeland Security while tasking the Department of Defense with addressing more complex, defense-specific cyber threats. Trump’s pick for Secretary of Homeland Security, South Dakota Governor Kristi Noem, has talked up her, and her state’s, focus on cybersecurity.

Former Trump officials believe that a second Trump administration will take an aggressive stance on national security, fill gaps at the Energy Department, and reduce regulatory burdens on the private sector. They anticipate a stronger focus on offensive cyber operations, tailored threat vulnerability protection, and greater coordination between state and local governments. Changes will be coming at the top of the Cybersecurity and Infrastructure Security Agency, which was created during Trump’s first term and where current director Jen Easterly has announced she will leave once Trump is inaugurated.

Cyber Command 2.0 and the U.S. military

John Cohen, executive director of the Program for Countering Hybrid Threats at the Center for Internet Security, is among those who share the Pentagon’s concerns. “We can no longer afford to operate in stovepipes,” Cohen said, warning that a separate cyber branch could worsen existing silos and further isolate cyber operations from other critical military efforts.

Cohen emphasized that adversaries like China and Russia employ cyber tactics as part of broader, integrated strategies that include economic, physical, and psychological components. To counter such threats, he argued, the U.S. needs a cohesive approach across its military branches. “Confronting that requires our military to adapt to the changing battlespace in a consistent way,” he said.

In 2018, CYBERCOM certified its Cyber Mission Force teams as fully staffed, but concerns have been expressed by the FDD and others that personnel were shifted between teams to meet staffing goals — a move they say masked deeper structural problems. Nakasone has called for a CYBERCOM 2.0, saying in comments early this year “How do we think about training differently? How do we think about personnel differently?” and adding that a major issue has been the approach to military staffing within the command.

Austin Berglas, a former head of the FBI’s cyber program in New York who worked on consolidation efforts inside the Bureau, believes a separate cyber force could enhance U.S. capabilities by centralizing resources and priorities. “When I first took over the [FBI] cyber program … the assets were scattered,” said Berglas, who is now the global head of professional services at supply chain cyber defense company BlueVoyant. Centralization brought focus and efficiency to the FBI’s cyber efforts, he said, and it’s a model he believes would benefit the military’s cyber efforts as well. “Cyber is a different beast,” Berglas said, emphasizing the need for specialized training, advancement, and resource allocation that isn’t diluted by competing military priorities.

Berglas also pointed to the ongoing “cyber arms race” with adversaries like China, Russia, Iran, and North Korea. He warned that without a dedicated force, the U.S. risks falling behind as these nations expand their offensive cyber capabilities and exploit vulnerabilities across critical infrastructure.

Nakasone said in his comments earlier this year that a lot has changed since 2013 when U.S. Cyber Command began building out its Cyber Mission Force to combat issues like counterterrorism and financial cybercrime coming from Iran. “Completely different world in which we live in today,” he said, citing the threats from China and Russia.

Brandon Wales, a former executive director of the CISA, said there is the need to bolster U.S. cyber capabilities, but he cautions against major structural changes during a period of heightened global threats.

“A reorganization of this scale is obviously going to be disruptive and will take time,” said Wales, who is now vice president of cybersecurity strategy at SentinelOne.

He cited China’s preparations for a potential conflict over Taiwan as a reason the U.S. military needs to maintain readiness. Rather than creating a new branch, Wales supports initiatives like Cyber Command 2.0 and its aim to enhance coordination and capabilities within the existing structure. “Large reorganizations should always be the last resort because of how disruptive they are,” he said.

Wales says it’s important to ensure any structural changes do not undermine integration across military branches and recognize that coordination across existing branches is critical to addressing the complex, multidomain threats posed by U.S. adversaries. “You should not always assume that centralization solves all of your problems,” he said. “We need to enhance our capabilities, both defensively and offensively. This isn’t about one solution; it’s about ensuring we can quickly see, stop, disrupt, and prevent threats from hitting our critical infrastructure and systems,” he added.

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