Brighton striker Glenn Murray accepts manager Chris Hughton is likely to land a rival forward this month.
Hughton will target a striker in January, with Celtic ace Moussa Dembele on the radar.
Murray said: "It is the nature of the beast, whatever club you are at.
"Look at (Zlatan) Ibrahimovic at Man Utd, when they bought (Romelu) Lukaku for such a lot of money.
"It is just a revolving door but goals are the way forward and everyone is looking for a better centre forward."