Ashley is a man with an eye for a retail bargain when he is buying, but despite being the king of the sports leisure discount market with his Sports Direct chain, he is not necessarily looking for a quick turnover of the club at a giveaway price.
The Guardian claims that Ashley is now "considering four bids in excess of £300m" for the Magpies, including one from a consortium led by Kenyon.
It seems that at least four interested parties, all of them based overseas, have tabled offers and that talks are continuing amid optimism that Ashley's timescale could be realistic.
Current owner Mike Ashley said in an interview this week that discussions over a sale "are at a more progressed stage than they have ever been".
The frontrunner to take over from Ashley is Peter Kenyon, the former chief executive for Chelsea and Manchester United.
He is keen to finally offload the club at the third time of asking after a turbulent 11-and-a-half years on Tyneside which has seen him at odds with large sections of the Toon Army for much of his time in charge.
Almiron has been a key player for Atlanta as they have reached the MLS Cup final in only their second season as a franchise.
With those kind of stats, I think safe to say he has increased in value by a lot more than £8m in these past two seasons. We are in the same situation that we were in before. "For us, it is really business as usual".
Now, with the January window approaching, Benitez says he and managing director Lee Charnley are busy working on potential targets who can help the club strengthen. "We have to look for our targets and just be ready for January 1".