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.

Tanner J Fox Amazon FBA Mastery Course Review

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

Tanner’s 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, Tanner’s 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.

Ready to jump in?

Sign up for the Amazon Seller Mastery course

Download Jungle Scout product research tools

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 official course curriculum, now in partnership with ecomdudes and Dan Dasilva, covering every aspect of your business, from start to launch to profit:

Tanner J Fox Amazon Seller Mastery ecomdudes FBA course online official

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 for Amazon Seller Mastery discussions, and have a chance to have your first proposed FBA product numbers reviewed by Tanner J Fox 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:

These are screenshots of real Amazon FBA sales and profits being made by new Amazon FBA sellers after completing the Amazon Seller Mastery course:

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:

These are the exact products he started with on his journey to becoming an Amazon FBA entrepreneur and business owner:

Ready to get the ball rolling and start doing some of this yourself?

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.

Update: Saturday 29 July 2017

Hello, fellow Amazon FBA fans!

My product is now out in the big wide Amazon world and waiting to meet buyers from the USA and around the globe 🙂

It took a few days longer to reach the warehouse, but when it did, everything ran as smoothly as I’d hoped. It takes Amazon a few days to ‘receive’ your goods, which is the time it takes them to unpack your boxes, stock them on their shelves, and connect them to their inventory and to your account as a seller. So don’t be shocked when you see your product only showing 15 units when you should have 500 😀 That number will grow gradually over the next few hours and days until all your stock is live and ready to sell.

This doesn’t mean that you have to wait until you have your full stock has been added to start selling. You can start attracting customers as soon as you have some items in stock, but if you’re paying for the traffic or using Amazon PPC, just keep a close eye on things so that you don’t pay for more traffic than you have stock for.

I’m now in the product launch phase of things, where my listing is live, my storefront is open and I’m waiting to see customers coming in the door. They don’t just arrive on their own, though, so there’s a lot you can do to draw attention to your little space in the enormous Amazon marketplace.

Tanner’s course guides you through setting up an Amazon PPC campaign, and this has been doing well enough for me to generate a daily number of clicks to my store. But a key part of converting that visitor into a customer is trust and credibility. Which is where reviews and ratings come in. I don’t have any … yet.

It’s a classic catch-22 for a new Amazon seller: you need sales to get ratings and reviews, but you need ratings and reviews to get sales. So while the PPC campaign is ticking over, I’m doing a number of other things – some organic (free) and some paid – to generate hype and interest (and reviews, ratings and sales).

I’ll report back on what I did and how they worked in a week or two. In the meantime, good luck out there! The world is waiting to meet your product!

Update: Wednesday 16 August 2017

So with some sales starting to come through quite regularly every few days, with a few gaps in between, I’m seeing decent sales volumes and have 3 five-star reviews so far. Score! A bunch of orders have been delivered this week, so I’m looking forward to many more reviews coming through from users, especially as users start to find and order my products organically – which has started to happen this week as well.

Here’s a quick snapshot of my sales graph this week, taken from the Amazon Seller Central mobile app:

My focus now is optimize (with a bunch of new photos that’ll arrive this weekend), scale (more reviews, more sales, repeat) and register a trademark for my brand so that I can fight off hijackers with even greater ease (something that cropped up today for the first time!) and enroll in the Amazon Brand Registry. In their own words, this is what the ABR offers sellers:

“Amazon Brand Registry helps you protect your registered trademarks on Amazon and create an accurate and trusted experience for customers. Your enrollment in the Amazon Brand Registry provides access to powerful tools including proprietary text and image search, predictive automation based on your reports of suspected intellectual property rights violations, and increased authority over product listings with your brand name.”

In my next update, I’ll include more details of how I approached my current hijacker and the results of sending out a cease and desist letter. And, yes, there’ll be another sales update as well!

Hope you guys are doing well in building your new businesses. Please share your experiences in the comments below. We’re in this together 🙂


  1. Hi there, just checking up since its been 6 months or so since this last update and curious how things have gone. I am considering starting this course, but always wary of all these expensive courses you find online from random people. Just like to see real world, non-paid reviews from people who have actually gone through with it and been successful!


    • Equals Profit Reply

      What a valuable learning curve I’ve been on! My first product ended up too competitive, because I ignored the discipline outlined in Tanner’s course, that requires you to stand out with a product that’s unique – either because you have few competitors and you’ve identified a gap in the market – or because yours is different to the rest because it’s made of a different material or bundled in a new way or simply better made. I’ve made thousands of dollars since then by going in a new direction and wouldn’t have found myself here without Tanner’s course and techniques. Good luck!

  2. Hi there,
    Have you taken Tanner’s affiliate marketing course? If so, is it any good?


    • Equals Profit Reply

      I haven’t, actually. I’ve been in affiliate marketing for many years across different products, so didn’t need much help there. But AMZ was totally new to me, and Tanner’s done a brilliant job building out a solid income stream and an easy process to follow.

  3. I purchased Tanner’s program but I haven’t been accepted into the FB group. I’ve emailed him at with my FB name but still I haven’t been accepted into his program. I have also sent a follow up email asking for a response but still nothing. I’m desperately trying to find a way to contact this guy. Do you know how to contact this guy directly?

    • Equals Profit Reply

      Hi Leigh

      Thanks for checking in and prodding me to share some news of how sales have been going on my end. I’m updating my original post above as we speak, with a screenshot of my Amazon Seller Central app sales graph.

      Have a read and shout if you have any questions!

  4. Hi, besides the $500 startup fee, what has all this cost you thus far incl your merchandise ?

    • Equals Profit Reply

      Hi Conrad 🙂

      That’s a really good question. I’m a bit of a perfectionist, so some of my costs aren’t necessarily crucial for everyone else, but If I had to add it all up, my startup costs look something like this:

      Tanner’s Amazon Seller Mastery Course: $497
      Sample orders from suppliers: $100
      First stock order: $2,000
      Product photography: $300
      Logo: $100
      Artwork and templates for growing my brand on social: About $300, because I bought a few collections before choosing something I was really happy with.

  5. Hey!
    I was just wondering about the total price to set everything up. Starting with the 500 for the course, how much should be needed to set up Amazon and products?

    • Equals Profit Reply

      Hi Ritchie!

      Tanner suggests around $1,000 to get going, but how much stock you choose to order is completely up to you. So if your budget is limited, start with fewer units and keep plugging your profits back into the business to order more and more stock with every order. Also, don’t forget to keep about $200 aside for great Amazon product and lifestyle photography, and about $100-$150 for sample delivery, if you’d like to have samples delivered from potential suppliers before ordering (which I highly recommend).

      Happy FBA’ing!

  6. Hi, I was just wondering on how quick I could manage to start making money after I buy the program considering I’ll be doing close to 5 hours of work a day, can you estimate how long it’ll take for me to get started, meaning everything is set to go and I’m ready to start. How long did it take you to start?

    • Equals Profit Reply

      Hey David 🙂

      Good question. I’ve seen some students of the course get their new FBA business up and running within 3-4 weeks, and many start selling almost immediately after going live. This could certainly move a bit faster if you have 5 hours a day to dedicate to growing your business. You’d be able to condense your lessons into a day or two, and your supplier conversations into a couple of days as well. The time you can’t really improve on is the time it takes from ordering your products from suppliers to the Amazon warehouse receiving your products and going live with your stock. I think you should plan on a 3-4 week turnaround time from start to live. How quickly you’re able to start selling and making profits is up to you and the strategies you use, the level of competition your product faces, your PPC advertising budget, your willingness to run giveaways to get your sales, ranking and reviews rolling, and other factors.

      Please come back and comment on how you’re getting on with the lessons and launch of your new business. Exciting times!

  7. Hi,
    May be silly question, but wondering if the course covers the “how to” aspect in privately labeling or just teaches how to find a supplier in general

    • Equals Profit Reply

      Hi Clay

      Not a silly question at all! The good news is that Tanner’s course is ALL about how to do everything you need to do to start selling on Amazon, from starting a company to product research to ordering your products and advertising your product listing on Amazon PPC. It’s all there.

      I know that Tanner’s busy moving the course over to a new platform and the price will be going up quite a bit soon. So if you’re going to get in, now would be a pretty good time 🙂 Have fun and happy selling!

  8. 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! 🙂

  9. 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!

  10. 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!

  11. 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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