The truth about Amazon FBA, Amazon Seller Mastery and Tanner J Fox

Want to review the Tanner J Fox Amazon FBA course for yourself? If you’re looking for the official Amazon Mastery Seller course by Tanner J Fox, click here.

Forget everything you might’ve heard about Amazon FBA. None of it matters.

It’s actually much simpler, much faster and far more profitable than you’d imagine.  All it takes is the right blueprint, without the clutter or hype. And it’s all starts here, with this one page.

If you’re anything like me, you’ve come across the idea of setting up an Amazon FBA (Fulfilled By Amazon) business but found yourself losing interest when thinking about the hassle and expense of dealing with real world products and the huge, complex and competitive Amazon marketplace.

I’ve always preferred to stick to businesses that are pure digital. But what I didn’t know until a few weeks ago is that you can run a fully-fledged Amazon FBA empire without ever having to touch the products you’re selling.

I also didn’t know that there was a way to reliably identify gaps in the most popular and profitable product categories and niches (or that gaps even existed!), with a setup cost to have your fist 500 items live in your Amazon store starting at just $1,000.

I didn’t realise that many of the products you see on Amazon are available for a fraction of the cost from quality international manufacturers, at low minimum order quantities, direct to the public. Or that dealing with suppliers in English was commonplace, making it a matter of a few emails to get your product ordered and transported to Amazon warehouses. You don’t even need to send things by ship!

But the most surprising aspect that I didn’t fully grasp until recently is the level of monthly profit you’re able to generate with an Amazon FBA business. By month 1, you could be making $3,000 very comfortably, with just one product selling a handful of times a day.

So, what changed? What turned me from an Amazon naysayer into a business owner who’s already registered a new company, ordered customised products, and set up a thriving new Amazon store in just 4 weeks?

The answer is simple:

  1. proof, from someone who’s distilled all the theory down into easy steps, and who is earning anywhere from $25k-$35k in profit every month
  2. more proof, from others around the world doing exactly the same thing, month after month
  3. legitimate, credible and powerful tools, from focused tech companies like Jungle Scout, that have helped turn a process that was once vague and hard to crack into a one-click technique that’s fun to do again and again
  4. the ability to launch my own brand, with private label products and a view to building a lifetime lifestyle business that would create a compounding income with a business that I could continue to build forever
  5. the simple-to-follow system that they all used (covering setup, research, implementation, differentiation and fulfillment), which took me just a few hours to watch and start rolling out

The man with the plan: Tanner J Fox

I stumbled across Tanner J Fox online a couple of months ago. I watched a few of his videos, then a few more, and then quite a few more. I was intrigued by a 22-year-old guy claiming to make $30,000 a month in profit from the old Amazon FBA chestnut I’d looked at and passed on years ago. What was he doing that everyone else wasn’t? And, surely, if he could do it, so could I.

The more of his videos I watched, the more I started to understand his rapid path to success, through the techniques he’s used to identify, package, market and sell the right products on Amazon. His (now famous) whiteboard behind him in his videos showed consistent profit, month after month. And comments on his videos revealed that others had done it too, and were seeing the same type of exponential growth.

So, because for the first time someone had made Amazon FBA an actionable goal for me, and because Tanner had already revealed enough about his process to make sense to me as a marketer, and because an entire community of business owners had sprouted up around this, I decided to dive in.

The Amazon Seller Mastery course

The course isn’t cheap. It shouldn’t be, because it’s part of the cost of establishing an incredibly profitable, real world, real money business. It’s not a typical IM internet marketing opportunity. It’s a business that allows you to take part in the biggest e-commerce platform in the world. No guesswork involved, and unlimited profit potential ahead of you as you replicate your setup across as many products and Amazon regions as you have time for.

For a once-off enrollment fee of $497, the course spells out exactly what you need to do to set up a profitable Amazon business, step by step. There are other courses out there are older, bigger, bulkier, more in-depth in parts, and perhaps more professionally presented. What separates this course from those is that we have proof that the system works for several hundred users around the world, it works quickly, and it makes what could be a very long and confusing process something you’ll grasp right away, without being overwhelmed by any of it.

The entire course is delivered online through video, and the only deadlines you need to worry about are your own. You can race through the videos to get started, like I did, or take your time. And you’ll always be able to go back and watch any of the modules as many times as you like.

See for yourself why the Amazon Seller Mastery course by Tanner J Fox is you’ll ever need to know about starting a profitable Amazon FBA business. This is the curriculum, covering every aspect of your business, from start to launch to profit:

As you can see, it really leaves nothing out. But as part of your enrollment fee, you’ll also receive an invitation to join the private students Facebook group, and have a chance to have your first proposed product numbers reviewed by Tanner himself. The group is always active with posts by students and private videos that help advance your understanding and success.

And in case you’re still wondering whether this actually works, and whether you’d be able to build a new and growing digital business for yourself:

Now that you know what it takes, all that’s left is to do it yourself! Every day counts. Just listen to how quickly it’s all happened for Tanner:

Ready to get the ball rolling?

Sign up for the Amazon Seller Mastery course

Download Jungle Scout product research tools

I’ll be sharing more of my journey as I start to hit milestones and goals, but please share your experience in the comments below. Links to your Amazon stats and sales proof are very welcome!

Update: Sunday 2 July 2017

I’ve spent most of June researching and ordering my first product!

I finally settled on one that:

  • Looks great, at thumbnail size, full size, and zoomed in
  • Is easy to understand right away, even before you’ve read the description
  • Is good enough quality that I’d buy it myself (if I was in the target market)
  • Is light and easy to ship, which means it reduces overall and per-unit costs
  • Ticks all the boxes in Tanner’s Amazon FBA course

After getting in touch with loads of different suppliers in China, I narrowed the field down to just 3, based on communication style, product choice and variety, and cost. I ordered samples from all 3 and compared them side by side as they started to arrive.

What a game changer. Two of the items were the same low-grade quality I’d feared and the kind of thing you’d expect to pick up at a flea market. I was shocked, and so relieved that I decided to take the slightly longer route of ordering samples. The third sample, luckily, was absolutely perfect. It was everything I’d expected from the photos and discussions with the suppliers.

Fast forward to this week and I’ve finished my listing, sent a sample off to a superb photographer specialising in Amazon product photography on Fiverr, and just paid my Chinese supplier the last 70% of my order. On Monday, my stock will leave China and make its way to the Amazon warehouse I was allocated when creating my Amazon FBA shipping plan.

I can’t wait for my brand and first product to go live on the world’s biggest ecommerce superstore. I can’t wait to meet my customers and see sales numbers rising in Amazon Seller Central. I can’t wait … but I have to. For now. More updates soon!

Update: Saturday 15 July 2017

It’s been an exciting couple of weeks. My photos are done! Not just done. Sizzling! I now have a set of 8 professional photos that make my product shine. They look as good as anything you’d expect to find on major ecommerce stores. And they need to be amazing to beat off the competition. Not to mention winning over customers who rely on photos and reviews to judge products by, in place of touching and feeling the real thing before ordering.

Finding the right photographic style for your product is crucial, which means identifying someone who’s worked with products and models before, and who has direct experience in photographing for Amazon listings. You need to have a good mix of product photos on a white background (required by Amazon for your main photo at least), product usage shots, and lifestyle scenes of your product in real-world settings. A photo that summarises your USPs (unique selling propositions) in an infographic or callout style, with text on the image, is a really smart way of bringing everything together and pushing your potential customers past the finish line.

I decided to go with one of the top providers on Fiverr for my shoot. Search for ‘amazon product photography’ and start browsing portfolios. For the right photographic partner, it could cost you anywhere from $150-$350 for your set of product pics, depending on what you’re looking for and how many photos you’d like. But as a once-off cost for your product line, it’s worth every cent and hour of communication time to get this right. A beautiful or super useful product that doesn’t have a decent perceived value is never going to sell. These photos are virtual versions of your product and product ads at the same time. Don’t skimp!

I’m going live with two colour variations (250 units of each to start with), so I chose a partner who also had the photo editing skills needed to digitally manipulate the product colour from just one set of photos, instead of having to shoot twice. This also meant I could spend a little more on the right photographer, rather than take 16 low-cost photos with low-cost results.

So my listing is now updated with sparkling new photos and everything’s ready to go. Doors open as soon as my stock (courier tracking confirms that the shipment has reached New York) arrives at the Amazon warehouse and is cleared for sale. We should be live and selling by Wednesday!

Proof of sales volume and more updates coming soon.


  1. Hello,
    I was wondering if he went over the accounting side of the business, for example bank account setups and how exactly you pay and get paid using the FBA system.
    Thanks in advanced

    • Equals Profit Reply

      Hi Tanner (great name, BTW!)

      You’ll never be making payments to Amazon, other than your monthly Amazon Seller Central account fee.

      Payments made from Amazon depend on the country you’re from, and is extremely straightforward. Enter your banking details when setting up your Seller Central account and you’ll receive any revenue from sales (less Amazon FBA fees, which Tanner explains in his course), paid to your account every two weeks.

      Here are all the relevant payment questions and answers, directly from Amazon:

      Please let us know how you get on with your journey to FBA Freedom! 🙂

  2. Joel Cannell Reply

    Have just finished the course and am looking to get started very soon! I am from the UK but debating whether I should set up on US Amazon. What do you think?

    • Equals Profit Reply

      Welcome, Joel!

      Glad to hear you’re all fired up and ready to go. It can appear a little daunting at first, but if you follow all the steps in the course, you’ll be up and running before you know it. It’s an earning-by-numbers system, and it’s so much fun!

      I’m not based in the USA either but decided to focus on the US marketplace – at least for my first product. Although there’s less competition on the UK or German or Canadian Amazon stores, there’s no comparison to the US store when it comes to market size or demand. The other Amazon marketplaces aren’t going away anytime soon, so you can always try those with your second, third or tenth product, once you’ve built up some capital and cashflow. I also think you’ll have more success launching your brand on the other stores once you’ve already established a following and built up brand equity in the main US marketplace.

      Let us know when you go live and keep us in the loop with your success. Fingers crossed!

  3. WOW! I’m definitely going to follow this! Once I get the money together and watch all of Tanner’s videos and see your success, I’M BUYING IN!!

    • Equals Profit Reply

      Hey Johnny 🙂 That’s exactly what I did, and what I’m doing. It’s been such an exciting business to get going, especially because the startup costs are relatively low, and you have real, tangible products to show for it at the end of the day, which customers see value in right away, on the busiest marketplace on earth. And this is just the beginning!

  4. Hello,
    This is amazing, however, is it possible to make money on amazon FBA if i live in an African country?

    • Equals Profit Reply

      Hi Daniel

      Thanks for stopping by! Although there are a few more hoops to jump through for someone in certain African countries (like South Africa, for instance), the good news is that FBA is a business that anyone can run from any country in the world. You just have think creatively about where you set up your business (hint: one of the countries in Amazon Seller Central’s approved list) and think about how you could receive Amazon payments. I might just write a post about this soon 😉

      All the best with your business!

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