In today’s fast-paced e-commerce landscape, more and more entrepreneurs are turning to Amazon FBA as a lucrative opportunity to build their online businesses.

As the platform continues to grow and evolve, the demand for expert guidance has given rise to a new breed of professionals: Amazon FBA coaches.

But like any fast-growing industry, the quality of guidance offered can vary greatly from source to source.

So in this article, we’ll explore the role of an Amazon FBA coach, the benefits of working with a good one, and share 5 tips for finding the perfect mentor to propel your business to new heights.

Get ready to unlock the secrets of a successful Amazon FBA venture and discover the potential of having an expert by your side.


Grow an Amazon FBA business without making costly mistakes

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What does an Amazon FBA coach help with?

An Amazon FBA coach provides guidance, support, and expertise to help both new and experienced sellers succeed in the competitive Amazon marketplace.

A good FBA coaching program will support you in a wide range of topics and tasks, including but not limited to:

Laying foundations

Starting any new business can be a daunting task.

But, with the help of a good coach, new Amazon sellers can confidently tackle the early-stage fundamentals such as business setup, legal compliance, branding, market research, and more.

An Amazon business can only grow as big as its foundations are deep, so it’s imperative to get off to a good start and an Amazon coach can be of particular value at this stage.

Product selection

Good product research is one of the most critical aspects of a successful Amazon FBA business.

An FBA coach can give you guidance on what to look for in a profitable product opportunity and also help brainstorm opportunities for differentiation.

Selling on Amazon without a plan to differentiate and stand out from the crowd is a recipe for failure and as such it’s one of the biggest factors a good coach can help with.

We taught Kevan this important principle and he implemented it with phenomenal results. Check out the interview I did with him here:

Sourcing & negotiation

An Amazon FBA coach can be a real lifesaver when it comes to sourcing products and negotiating with suppliers.

They’ll share their insider know-how on finding trustworthy manufacturers, teach you the art of negotiating the best deals, and help you strike that perfect balance between quality and cost.

With their guidance, you’ll be navigating the wild world of product sourcing like a pro in no time.


Many coaches will also be able to connect you with trusted and vetted sourcing agents like those you get access to inside our coaching program, BBU Pro.

Supply chain management

Good Amazon FBA coaches know the ins and outs of supply chain management like the back of their hand and help fast-track your learning curve in this complex area of international trade.

They’ll help you keep your inventory in check, streamline your processes, and tackle any hiccups along the way.

With their expert guidance, you can avoid costly mistakes and make sure your products stay in stock and reach your customers on time and in tip-top shape.

Product launch & advertising strategies

An Amazon coach can be like a secret weapon for product launches and Amazon advertising.

They’ll show you the ropes of creating a highly optimized Amazon listing, building a launch plan that drives sales and organic ranking from day one, and leveraging Amazon’s PPC advertising platform.

A great Amazon coach will also help you see beyond Amazon. The biggest opportunity is not in just selling products, but in building a real brand.

One of our 7-figure BBU members Emre points to this aspect alone as one of the most important things he learned in our coaching program.

You can hear all about his journey from Uber driver to successful seller in our conversation here:

Financial planning and analysis

As your business grows, good cash flow management will make or break your dreams of financial freedom.

An Amazon FBA coach can help you set realistic goals, keep an eye on your expenses, and make sense of all numbers coming through.

They’ll also help install healthy systems and procedures to make sure you are on top of your finances at all times.

Inside our Exit Engine course, we include a finance module to help you get set up for success from day one. It features teaching from an experienced accountant helping you make sense of profit & loss reports, balance sheets, and more.


A step-by-step playbook for building a sellable eCommerce brand

He’s been there, he’s done it, and inside Exit Engine 7-figure-founder Ben Leonard will teach you how to do the same.


Troubleshooting & problem solving

Really, an Amazon FBA coach is there to help you in every area of your growing business.

Whenever problems arise, they are there to give you the guidance you need and ensure you don’t feel as if you’re stumbling along in the dark.

In addition to these benefits, having a proven Amazon FBA coach by your side will help with your continued development as an entrepreneur and Amazon seller, helping you navigate the ever-changing world of Amazon FBA & eCommerce.

Ready to get started?

Save 10% on a BBU Pro coaching membership by using code BLOG at checkout.

What types of Amazon FBA coaching are there?

Every Amazon seller is different, and as such the type of coaching they need is too.

Thankfully, there are many different types of Amazon FBA coaching you can access, mostly falling into three categories.

Amazon FBA courses

For self-starters who can stay organized, take action, and stay consistent without any outside input, a self-study course may be all you need.

A good Amazon FBA course will walk you through each stage of the Amazon seller journey from setting up, product research, sourcing, selling, and scaling.

Community coaching

If you’re looking for a coaching relationship that is a little more hands-on then a group learning or community experience may be just the ticket.

A community coaching program will often provide a course along with a regular live call for support, Q&A, and ongoing training.

Often this will take place inside Facebook groups, but for BBU Pro we use a platform called Circle.

Within this platform, we’re able to host what we call the ‘Hub’ where you can access our growing library of courses, join community discussions, and attend weekly live coaching calls.

BBU members area

We’ve found having everything in one place is much more streamlined and prevents you from getting distracted by Facebook notifications!

The community coaching model makes it very affordable for you but also provides you with a high level of support, exclusive resources, and a community of other sellers on the same journey as you.

One-on-one coaching

If you’re looking for a more personalized coaching style that involves you working with an FBA coach on an exclusive basis then one-on-one is usually your best option.

This model would involve regular Zoom calls where you’d check in with your coach to update on progress and get their input at different milestones.


Be prepared for this model to be more expensive. Whilst a group mastermind might cost on average $1000-$2000 for annual or lifetime access, one-on-one coaching will usually be paid hourly on an ongoing basis.

Do I need a coach to sell on Amazon?

No, there are lots of sellers that don’t hire a coach or buy a course.

There are a lot of free resources available online, including our very own podcast and YouTube channel.

There are however some benefits a paid coaching business relationship may naturally offer beyond free resources though, such as:

  1. The latest strategies. Good coaches will keep themselves sharp in order to help their students succeed. I run brands selling 7-figures per year on Amazon and can attest to how quickly the platform can change. By aligning yourself with the right coach you know the advice you’re getting is current and not what worked 3 years ago.
  2. A guided path. Trying to piece together YouTube videos and blogs on every different topic can leave you in a jumbled mess. A coach that offers step-by-step training can help give you a linear learning journey ensuring important steps don’t get missed.
  3. A cost commitment. Whilst there is of course a financial investment in working with a good Amazon coach, the very fact you will be investing into your growth and development means you will be committed to the journey and more likely to push through any challenges rather than give up at the first hurdle of entrepreneurship.

When I first started selling on Amazon I had so many questions but tried to piece everything together on my own.

I figured the $1,000 I eventually did spend on a course would have been better invested in actual inventory.

I quickly discovered though that knowledge and advanced strategies were worth their weight in gold and well worth investing in to accelerate my journey.

How to find the best Amazon FBA coach

Start looking for Amazon coaches online and you’ll find they are a dime a dozen.

The key then is finding the right option for you. Here are a few things to consider in your search.

1. What is their experience?

As I mentioned, a good coach stays sharp. The first question to ask of any prospective coach is what experience they have in what they are coaching.

As mentioned, I operate brands generating 7 figures per year on Amazon. I also am very selective about who we bring into our community to assist with tutoring and coaching.

For example, one of our other coaches Ben Leonard created our Exit Engine course and attends live calls in our community to offer further assistance.

He launched, scaled, and sold the fitness brand Beast Gear for 7 figures and this kind of experience is invaluable when starting and growing as an Amazon seller.

If you want to hear more about Ben’s journey, check out the interview with him on our podcast.

2. Is their free content helpful?

Most Amazon FBA coaches or course creators will publish some form of free content that you can check out and see if you get some value from.

For example, at BBU we have a free podcast with over 60 episodes, a YouTube channel with 5,000 subscribers and over 100 tutorials, plus a blog with over 10,000 monthly readers.

This gives you a good opportunity to check us out, see if we know our stuff, and see if you think joining a dedicated community of sellers could be helpful for you.

3. What are their coaching results?

If you’re going to entrust your eCommerce journey to someone, it would be prudent to ensure they can help you achieve the kind of results you desire to achieve.

Ask any potential coach what kind of results their existing clients have achieved and if they have any testimonials, like those found on our BBU Wall of Wins or throughout the information page for our coaching program BBU Pro.

4. What is their reputation?

An Amazon coach without an online presence is likely someone you should be hesitant about working with.

A good Amazon coach or community will have a well-connected presence and highly regarded reputation within the community allowing you to trust their commitment to your journey.

For example, at Brand Builder University we work hard to stay active in the community on all social networks and also collect honest reviews from our members on TrustPilot.

I also try to stay personally active on Twitter and LinkedIn so you can hear from my personal perspective too.

5. How is your chemistry?

Finally, if you are looking at the one-on-one coaching option, finding someone you click with is highly recommended.

You’ll be spending a good amount of time together on calls so it’s important there will be some base level of chemistry to begin with.

Brand Builder University’s Coaching Program

As you’ve gone through this article you’ll have picked up on some of the features and benefits of BBU Pro – our coaching community designed to help you launch and scale an eCommerce brand on Amazon and beyond.

It features:

  1. Courses: A continually updated library of expert-taught training. Courses include the Brand Builder Blueprint, PPC Masters, Exit Engine, and Outsourcing Masters – with more on the way.
  2. Coaching: Regular live calls where you can attend or submit questions in advance to be discussed in detail. Get real-time input on your brand-building journey.
  3. Community: Join hundreds of other sellers in the trenches of building valuable eCommerce brands to be encouraged, and stay sharp on what is working right now.

Plus, there are some incredibly valuable bonuses that help you go further, faster.

For more information, check out the dedicated BBU Pro page here.

Frequently Asked Questions

An Amazon FBA coach helps teach you the ropes of the different business models when selling on Amazon and helps navigate the key decision points in growing your business.

An Amazon FBA coach helps teach you the ropes of the different business models when selling on Amazon and helps navigate the key decision points in growing your business.

Amazon FBA courses can range from as little as $99-$199 as a self-study option without support, all the way up to multiple thousands. Rather than asking how much will this cost, another way to approach this is to ask what kind of return on investment you can expect from different training options.

Absolutely it’s worth it – it’s one of the best business opportunities for beginners because Amazon takes care of so much of the startup complexity – a website, warehousing, generating traffic – all these key aspects are covered. Your main objective then is learning how to select products that you can differentiate and build a brand around.

Building an Amazon business isn’t easy. There’s a proven process to follow, but that doesn’t mean it’ll be a walk in the park.

You’ll face challenges along the way, just like you would in any entrepreneurial venture.

By having a coach and community alongside you, you can face these challenges with confidence knowing that on the other side of the obstacles are incredible opportunities.

That doesn’t mean you must have an Amazon FBA coach to succeed in building a private label brand – you don’t.

But are they worth the investment? If you find the right one, they absolutely can be.

Depending on your learning style, you may find a simple self-study course is the best solution for you.

But for new sellers looking for that extra support, a coaching community would be my biggest recommendation to help you grow your Amazon store as quickly as possible whilst avoiding common mistakes.

If you’re interested in learning more about what we offer at Brand Builder University, take a look at our BBU Pro page here.

Ben Donovan


Ben Donovan
Ben is the founder of Brand Builder University and has a passion for helping normal everyday people create financial freedom by building successful eCommerce businesses. He lives in Manchester, UK with his wife and 2 children and loves to play sport and watch continual re-runs of The Office (US version, obviously).


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