Currently set to Index
Currently set to Follow

Amazing Selling Machine 12 Review 2021 (by Non-Affiliate) Unbiased Honest Opinion

April 12, 2021


This is my thorough review of the Amazing Selling Machine 12 (newest version), kept up to date for 2021.

ASM is easily one of the most popular, long-standing Amazon FBA courses out there.

But, is Amazing Selling Machine legit?

I noticed that on Reddit, some people weren't so sure. They were pretty frustrated because it's so hard to find honest feedback about the course.

Well, I'm not saying your boy Ippei is a superhero or nothin', but he's definitely here to save the day.

Unlike most reviewers, I'm NOT an affiliate for ASM. 

The main questions everyone's asking about ASM seem to be these 3:

3 Big Questions about ASM 12

  • Has ASM been able to keep the quality high over the years?
  • How does it compare to all the new FBA courses out there today?
  • Is it worth the $5,000 price tag or are there other, better programs?

Why listen to me when there's a hundred other reviews of this course? 

I'm experienced.

A lil bit about me... My name is Ippei...

I first got my start with lead generation back in 2014, I was able to quit my job and become a full time internet entrepreneur in 2015 by building and ranking simple websites like the tree care site next to me.

Then I built that biz to multiple 6 figures, and in 2017 I decided to get into Amazon FBA.

Also, unlike many ASM affiliates, I have actually gone through the Amazing Selling Machine course and I've been active in the group for years.

I'm gonna share with you my key takeaways and critiques that I have about this course.

If you know anything about me, you know I like to keep it real. And being an entrepreneur isn't always easy. In fact, it's usually not. So I'll also tell you a bit about my journey of trials and tribulations before I found my first success with FBA.

Also, are you wondering if Amazon FBA is still a good online business to get into in 2021? 

That's a great question. And we'll cover the answer to that later as well.

Your Amazing Selling Machine 12 review is comin' right up. 

Amazing Selling Machine 12 Course Overview

Ranked #3 out of 30 Amazon FBA courses 
19 hours of video content 
Comprehensive, everything you begin your FBA journey
4.0/5 - best course for beginners who need hand-holding, but also the most pricy

Who Put This Course Together?

The Amazing Selling Machine is a 19 hour long course presented by Rich Henderson (right) and Mike McClary (left).

One of my favorite things about their lessons is that they're honest and straightforward.

Rich and Mike show the path they have both walked (not just talked about like some “gurus” out there.)

Rich has been in the online marketing space for over 15 years, having both an SEO and affiliate marketing background. He has been in the dropshipping space for over 6 years.

Mike and Rich are very practical in the course. If you follow all their steps, you can build a physical products business from end to end.

Mike is one of the very first successful students of the original ASM course that came out back in 2014. He had a comfortable office job but wanted to spend more time with his family, so he began to look for other ways he could make money.

Being able to take care of your family financially without having to miss spending time with them is kinda the dream, right?

Not Writing This Review for Money

Oh and by the way, I am not here to make money with this review. As mentioned earlier, I am not an affiliate for the ASM.

You'll find no affiliate links here. 

I chose to write this review because I wanted to give others a firsthand, unbiased opinion of the ASM course so they can decide whether or not it’s for them. #educateddecision

For some, it makes sense to drop the $5k for ASM, but for those strapped for cash, it might make more sense to invest in a $2k course like the FBA Ninja

What to Expect in this Course

The Amazing Selling Machine is a course taught by two guys with actual experience with selling on Amazon. (Not some course-selling guru fronting as an expert to get some quick sales.)

They have a straight-to-business manner and don't use a lot of technical lingo. 

Mike and Rich tell you what you need to know know, and they like to keep it simple.

The course segments go into detail about how to build a massively successful business on Amazon, the ASM way.

When you get your Amazing Selling Machine login, you'll learn how to:

  • Select a low competition product
  • Connect with a supplier and ordering samples
  • Drive traffic using social media and Amazon paid advertising
  • Scale your brand by adding multiple products

Module 0: Welcome and Overview

The course starts at ground zero with Rich delivering the message on how to set up your Amazon seller account the right way, avoiding all of the common mistakes that end up coming back to bite you later down the line.

Here's Outline of Module 0:

  • Getting a 40,000 foot view of the entire course
  • Navigating the ASM Dashboard (Where the course content, Badges and Q&A is located)
  • Learning the only way to achieve amazing results
  • Structuring your physical products business
  • Suspension-proofing your amazon seller account

Got to hand it to Rich, he is very thorough.

Of all the modules, module 0 seems like the longest as it feels like it drags on forever.

Rich covers everything from reiterating why Amazon is an excellent business to start now to a complete (and I mean COMPLETE) overview of the entire ASM dashboard.

I found the intro to be a little long, possibly getting caught up in the weeds of the details, but overall, Rich did an excellent job laying the foundation for the entire Amazing Selling Machine course.

Total Video Time: 2 Hours  & 18 Minutes

Module 1: Building Your Product Opportunity  List

In Amazing Selling Machine Module 1, Rich begins the module by spending time helping students understand the superiority of branding over selling a single product.

Then he dives into the 7 characteristics of what he calls “a hot product opportunity.” 

One characteristic is choosing a top level category, not a sub-category.

Rich shows the difference:

To provide further guidance to course members, Rich offers an exclusive list of products that he and other ASM course members learned to avoid by attending the school of hard knocks.

I really recommend that you follow his guidance and stay away from products on this list for all kinds of reasons, but red tape being the biggest one.

One thing you should take note of right away is where Rich begins: the product. 

Now while it's not a terrible place to begin, but if you begin with the product as opposed to starting with the target audience who will be buying your product, the life-cycle of your product will be short-lived.

But if you are a beginner and just learning the ropes of the Amazon system, Rich's product opportunity process is probably a good place to start.

Heck, I started there too, but the products I started with are no longer in demand only a couple years later. 

Bottom Line: Rich shows a good way to start selling on Amazon, but ultimately it's only a beginner method. The long term FBA sellers playing in 2021 are finding specific audiences to whom to sell exclusively-sourced products. 

Total Length: 2 Hours and 35 Minutes

Module 2: Profits, Product Sourcing and Professionalism

While my take on the module is below, here's an outline of what's covered:

While Rich does a great job going over the basic requirements of branding, he could have easily added an hour of training for the mid-level amazon seller, showing them how to go places that are not common to most amazon sellers(To see a course that shows how to find unique suppliers, check out Sophie Howard's Blue Sky Amazon Series)

He doesn't talk about going to your local businesses and saying, "Hey, I know you guys are always looking to sell more and I have experience selling on Amazon, and I wondered if that might interest you?" 

My Own Experience: I found another product by simply going to the grocery store and finding some locally-sourced, organic honey. I called up the owner, told him how much I liked his honey and how it benefits my health (local honey helps my allergies) and then planted the idea in the of selling his product via Amazon in his mind. I told him that this way, others could experience the same benefits that I had.

Nothing happened right away, but a couple months later, I reached out to this guy again (his name was Dale) and he and I started our partnership on the spot. He told me that he couldn't get the idea of selling online out of his head. 

If you get your product from places that are uniquely sourced and you offer a solution for a specific group of people (i.e. people with pollen allergies), it has a number of advantages:

1. Your product will be hard to copy by your competition, whereas if you sell merely from Alibaba, your product source is available to every seller on Amazon! #easytocopycat

2. You now have a clear starting point for your Facebook ads and your Amazon Sponsored Ads. (When I launched the organic honey, I targeted groups on Facebook that were interested in natural medicine and I used Amazon Marketing Services to target people who were searching for allergy relief)

With my generation, the millennials, we are very interested in knowing that our products are responsibly sourced, not just the benefits or features. One seller who uses this strategy to the fullest can be found here

P.S: In case you're wondering how that little venture went, the locally sourced honey took off like the SpaceX Rocket!

Module 3: Ordering Your Inventory and Creating Your Brand

In this foundational module, Rich continues the supplier selection process and demonstrates how to create the skeletal Amazon listing.

The two main topics covered:

  • Choosing the best of the samples
  • Starting your product listing

Rich provides ample information on what to watch for when eyeing product samples (ahem, cough, cough, **quality**) and what is okay to let slide (like another business’s logo being on your sample product).

Showing how to set up your listing to Amazon will approve it quickly and without any hassle, Rich walks through how to initially set up a item entry in Amazon Seller Central.

Got to hand it to Rich here, he’s got a clear-as-tropical-waters way of explaining the preliminary listing set up process.

Rich opened my eyes to a few new things that I didn’t notice before, like the reasons why you only should enter the minimum amount of information at first.

Additional topics covered in this module:

  • Selecting a supplier without burning other bridges
  • Acquiring your UPC (Universal Product Code)
  • Designing your packaging
  • Constructing an email list

Rich makes a big deal about getting samples, checking the product over for flaws and more. 

While I understand his concern, in my mind, it'd be pretty easy for the company to send me a high quality item and then send my customers cheap imitations. 

Because of that, I stopped getting samples after my first couple of products and instead, once my products were in stock at the warehouse, I bought a few and sent them to friends and family, asking them to send my their brutally honest criticism.

That way, I'd know the truth.

Total Video Time: 1 Hour  & 52 Minutes

Module 4: Ensuring Your Launch’s Success

This module is basically a bunch of walkthroughs, demonstrating how to set up social media profiles.

Module 4 Heads Up:
While this lesson might be helpful for Generation X, I think for my generation, Gen Y, setting up these accounts and adding content (images, copy, GIFs and videos) is pretty much intuitive and so could safely skip this module without an issue

Though you might want to check out the videos on the LCP (lead capture page as Rich has some helpful optimization tips.

  • Setting up a simple brand Website using Wix
  • Constructing a brand Facebook Page
  • Building out a brand YouTube Channel
  • Building out a brand YouTube Channel
  • Starting a brand Pinterest Board
  • Initiating a brand Twitter profile
  • Constructing a Lead Capture page

Here's a module that really could easily be improved to fit the needs of mid-range sellers! 

Social media is one of the core elements of having an online presence in 2021. 

What I really had hoped Rich would have covered is the nuts and bolts of his media content strategy

In addition to showing the beginners how to get started, he could have easily talked for a few minutes about his ongoing posting tactics and hacks.

For example, I'd have included a 90 day content strategy as well as how to use a social media content management system to post to every platform in a coordinated manner (like Buffer or Hootsuite or Social Pilot, I've tried all three and Buffer works for me the best)).

Also, I'd have suggested ways I can create my own custom images quickly and easily using Sketch 3 (app) or Canva (online editor).

Total Video Time: 1 Hour  & 57 Minutes

Module 5: The 8 Components of the Perfect Product Listing

In this module, Rich names the 8 components of a pristine product listing and walks through the process of creating it.

Here’s 4 of them:

  • Researching initial keywords
  • Constructing a traffic-snatching title
  • Creating a compelling product listing
  • Calculating profitable product pricing

Personally, I was amazed how rapidly Rich accomplished his keyword research, which he did through employing a proprietary research tool that enabled him to sort the keywords as well as invent a potent title that grabs the attention of both the consumer (through its readability) and the Amazon search engine (by containing crucial keywords.)

Total Video Time: 2 Hours  & 8 Minutes

Module 6: The Perfect Product Launch

In this module, Mike gives an overview of the ASM proprietary, proven process to successfully propel a product into the marketplace.

Three phase process: LB&R

  • Launch
  • Blitz
  • & Rank

Mike elaborates on the main components of this process, from the characteristics of traffic that Amazon’s search engine relishes the most to how to set up multiple, unique landing pages, which Amazon rewards you for.

Definitely the most helpful part of this module was the pre-launch checklist that Mike provided, it really increased my level of assurance that I was well-prepared for the fast-paced launches of my products.

It’s a confidence booster when you know that all your ducks are in a row.

Total Video Time: 2 Hours  & 39 Minutes

Module 7: Advanced Marketing & Traffic Tools

In this module, Mike talks about the daily maintenance needed to run a successful drop shipping FBA business, from checking your listing to content marketing to emailing your subscribers.

Covered in this lesson:

  • Writing a list of daily business tasks
  • Using Amazon lightning deals
  • Fine-tuning your Amazon Ads

The daily agenda that Mike provides dramatically improved my efficiency by giving me a list of tasks that I used to train a VA to do, which boosted the autonomy of my business, enabling me to work more on my Amazon FBA business, rather than merely
inside it.

I found the Amazon ads setup process to be similar to setting up Google ads, which I am very familiar with because of my lead gen business.

As far as the lightning deals feature that Mike covers, I find it most useful when I need to reduce or eliminate my old inventory by offering the products at a moderate discount until the needed reduction of inventory has been accomplished.

(A little update) As of July 2020, Amazon does charge sellers for their inventory warehouse space and Amazon just this year decided that their warehousing storage fees will now adjust monthly, instead of every six months. This relatively recent change makes it extra important to have a freight forwarder. 

To learn the importance of a freight-forwarder, Tim Sanders does a good job explaining how they fit into the process in his course, Private Label Masters.)

Total Video Time: 2 Hours & 28 Minutes

Module 8: Taking Your Business to the Next Level

In this short module, Mike and Rich offer advice about the future of your business, from managing inventory to adding additional products to deciding the end goal of your business.

You will learn about a little about:

  • Managing your inventory
  • Launching more products
  • Scaling your business
  • Going global
  • Deciding the endgame of your business: Cash Flow or Cash out

This is a good way to finish off the course and really an eye-opener for those new to running their own business.

Rich and Mike’s experienced opinions bolstered my confidence to expand my team and bring further automation into my business, so now it almost runs itself (I check stats once at the beginning of every month, but that’s about it) #virtualassistantsarethebest

Total Video Time: 50 Minutes

Amazing Selling Machine Refund Policy

According to their terms of service, ASM offers a "30-day, 100% money-back guarantee on your licensed access to Amazing Selling Machine."
I've taken some of the best amazon FBA courses out there, and this is one of the best refund policies out there. It's a good sign that they really believe in their product. Within this timeframe, you can contact Amazing Selling Machine customer service if you need assistance with a refund. 

Final Thoughts:

With all that in mind (I know it's a lot) I have a couple final thoughts for you:

1. Rich Henderson and Mike McClary certainly offer a great deal of insight and experience to those looking to develop their Amazon-based businesses. On Sept 14, 2019, reported on ASM, 

And the course itself is well-structured and contains pretty current information.

They do have a high-degree of popularity on, their Facebook page, having over 127,574 followers as of October 22, 2019.

They offer a considerable amount of free advice in their 60 plus videos, but you won't get the ASM course free. But it was still worth the $5,000 price tag to me, as I knew I would make it back since I was already successful on Amazon. As far as I know, there aren't any Amazing Selling Machine discounts in February 2021, but you never know what could happen in the future.

I purchased the course because I wanted to remove myself from the day-to-day operations and at the same time, scale out to increase profits.

In order to really get started on Amazon, many recommend having at least $10k in working capital, and I would increase that further to at least $15k, because once you have bought the course for 5k, then you only have $10k left for purchasing inventory and marketing, which is quite a tight budget. (note product testing necessity below)

But for those who have or can obtain a good sized loan, it is a viable business option, but definitely not a get-rich-quick scheme, as some YouTube advertisers have suggested, as the process of order inventory to it being stocked at Amazon often takes 45 to 90 days (depending if you ship product by air or sea).

2. A further reflection on this business model is based on my experience with the lead-generation model. 

In lead generation, I can jump into any niche, rank a site and sell leads to the service providers. 

Conversely, with Amazon FBA, the magic is in the product selection process. 

In order to be profitable using Amazon's fulfillment services, you have to have chosen the right item that appeals to the right audience.

 If you chose a dud product as a new seller, you are pretty much helpless because you've invested all your money in an item that you have little idea whether it will pay off. 

To really be successful with Amazon, what I and other successful sellers do is discover winning items by testing the waters of the Amazon ocean. i.e. We set up listings for several different items at a time and sift through the duds and the winners that way.

But I wouldn't have had the capital, the money to do this kind of testing if I didn't have the foundation of my lead gen business, because it's super expensive to do all that product testing. 

Pros and Cons of Amazing Selling Machine 12

  • Rich and Mike offer a comprehensive intro to FBA
  • Both teachers are actual Amazon Sellers
  • Lot's of Step-by-Step walkthroughs 
  • Updated Annually
  • Active Support Group (ASM has its own forum)
  • Short term Product Selection Method
  • No Content Marketing Strategy
  • Facebook Ads Not covered well
  • Branding Strategies Neglected

Amazing Selling Machine Reddit Commentary 

People speak their minds on Reddit. The screenshot at the beginning of the article is a good example of that. Aside from the usual stuff (shady stuff like people claiming to sell Amazing Selling Machine for free) I did find some valuable feedback. In fact, there was quite the variety of ASM Amazon Selling Machine reviews to be found on Reddit. 

The Good
A Reddit member speaks of one ASM course taker who took it and worked really hard for a few years and ultimately made 7 figures 5 times over (5 million dollars). 

Another member defends ASM in an attempt to be positive:

asmx reddit comment

A member, claiming to the host of a podcast called the FBA Millionaires, posted the following:

"I've interviewed several million dollar sellers and they credit their success to ASM. Here is Stefano talking about Amazing Selling Machine. Stefano is doing $250k per month. He said he followed ASM step by step. So if people are successful, then ASM must work.
" (See the post itself on Reddit here)

The Bad

There were some Amazing Selling Machine negative reviews to be found as well. One member voices their gut feeling: doubting whether or not ASM was the real deal since the marketing was so pushy. 

Another member shares his observations of 10 people who bought into the course thinking that it was a get-rich-quick-scheme, and ultimately failed in their attempts to start a business. 

Another member's miffed about the continual updates to the course (if you ask me, I think updates are a great thing. Amazing Selling Machine 11 needed a refresh):

The Wise

Now this is one of those great Amazing Selling Machine stories that you just love to hear about. Ganatron put the longest comment in, because it includes testimonies by a successful ASM student who sold over 8 million dollars worth of product. Ganatron is included in the wise section because he estimates (correctly btw) that in addition to the course, a member needs to invest in additional 5 figures (10k+). See the beginning of his post below. (Click here to see his full post.)

Is ASM 12 a legitimate, worthwhile course?

So are Rich and Mike legit? Is Amazing Selling Machine worth the money?

If you do your homework, I think you'll find that ASM is not a hoax, but their affiliate marketing program casts a shadow of doubt over the legitimacy of the course mainly because affiliates can sell it without having gone through it.

Since it offers a 50% commission (which comes out to nearly $2,500 since the price tag is $5,000) per sale, it is quite the temptation for affiliates to lay out a funnel and boom, make 2 and a half g's.

See why ASM uses affiliates here.

So the real reason behind "the ASM Scam" conversation is pretty simple: lousy affiliates

The Meat of this Review: SHOULD YOU BUY ASM or something else?

IMO: You should buy this course if you know absolutely nothing about selling on Amazon and feel the need to see walkthroughs of every step of the process. 

As far as Amazon FBA courses go, the Amazing Selling Machine is often held as the gold standard because of how thorough it is.

While that's partly true, here's what's not talked about:

This is a beginners' course!

You will learn the basics of how to get a product listed and launched on Amazon. 

But you will not learn a lot of ongoing processes that are a must to keep prospects interested in your products long term. 


Because the simple 3 step strategy that is taught is simply this:

ASM's 3 Step Product Selection Strategy:

Step 1: Use XYZ tool to find if there's interested prospects in ABC product 

Step 2: Go to Alibaba, order that product  

Step 3: Ship it to Amazon and get some sales

This is one thing that definitely hasn't changed since ASM11. The problem with this strategy is that you are merely scraping the bottom of the barrel along with hundreds of thousands of other entry level sellers. AKA you have massive amounts of competition and will have a pretty short term product. 

So what better, long-term FBA strategies are out there?

Check out Module 2 of Sophie Howard's "Product University."

She shows a much different product selection process, yielding to a much longer sales cycle. 

In the end, the course you invest in is your decision and I hope you don’t take it lightly.

I've invested in many different courses.

One was life changing, others gave me strategies and tactics to build more success, but a lot have simply been a waste of time. 

Rich and Mike have put together an solid course that walks through the process of starting to sell products on Amazon, incorporating all the necessary steps.

Their content is comprehensive for 2021 and because of that, I can see why it’s not cheap. (as the saying goes: "you get what you pay for")

When it comes down to it, if you are a beginner, there are better options to get started online and then go to Amazon after you've established some recurring revenue (monthly mailbox money). 

Amazon FBA is OK, but Lead Gen is Better, Here's Why

Amazon FBA

  • Market Saturated - Only 6000 niches
  • Expensive to Start (Need 15,000 dollars)
  • Low Barrier to Entry (Anyone can duplicate product)
  • Low Profit Margin (~30%)
  • No Control - Amazon can Shutdown Account
  • No Passivity - Lots of Moving Parts (Shipping, Ads, Launches)

Lead Generation

  • New Opportunity in Every Zipcode
  • Affordable to Start (few hundred dollars)
  • Requires Skills to Rank on Google
  • Little Overhead, High Profit Margin
  • Complete Control - You own the Website
  • Passive once Ranked - Just Deposit Mailbox Money

Personally, I have found local lead generation to be a great deal better than Amazon FBA.

Amazon is difficult to get started on with low levels of capital

Anything below $15k is just wishful thinking because when you start your business, you'll spend:

  • $5k on training course
  • $2k business licensing/branding (LLC, website, logo, packaging, social media, etc) (7k)
  • $3k on first shipment of product (10k)
  • $3k on launching your product (13k)
  • $1.5k ongoing promotion (FB and Amazon ads) ($14.5k)
  • Amazon warehousing and fulfillment fees (~30% of your revenue)
  • + Research Tools (Jungle Scout ($39-69/month, Viral Launch ($50-83/month, etc.)

There you have a very basic budget to start on Amazon and you are already above $15,000 dollars. 

You might be able to get a loan from either a bank or a few credit cards or from your friends and family. 

But let's be real, who wants to do that?

With local lead gen, I don’t have a quarter of the expenses that I do selling my products on Amazon.

But my profits with lead gen have remained steady since 2015 (a lot steadier than my Amazon FBA biz)

IMO ranking websites in Google's local search is much safer than relying on ranking on Amazon when there's so much competition.

Simply rank in cities no bigger than 300,000 population, and its so much easier than trying to rank on Amazon (and faster.)

This site above has been making me $2,000 per month since 2015.

Hardly any maintenance, so I just keep building more of these sites.

Here are the 6 basic steps in the lead generation process:

Both of my businesses have taken me a lot of work, but my local lead gen business was much easier to scale to 52k per month and make that nearly passively, because of the simplicity of the process I learned through this course.

The way my local lead business works is that I generate leads for local businesses, giving them opportunities to make money helping the customer.

Leads flow in year round, regardless of the current fad or trend that blows through the market today and is gone tomorrow.

Because we're able to deal with industries that are necessity such as plumber or your roof repair. Even if its a recession people will need those home repair services.

The simplicity of my lead gen operation is probably my favorite part about it. It is really a lot less of stresser, because I don’t have to mind the lead generating sites much after ranking them. 

Follow Me
Ippei Kanehara
Founder/CEO Ippei Leads

$52K per month providing lead generation services to small businesses is for digital hustlers, industry leaders and online business owners.

His #1 online business recommendation in 2021, is to build your own 6-figure lead gen biz. You can learn more here.

Leave a Reply

Your email address will not be published. Required fields are marked

  1. Lovely review, Ippei. I especially like how balanced and fair your ASM review is. You neither hype nor dismiss it, allowing your readers to make informed decisions on the merits of the case you have so clearly detailed. Thank you for this really helpful review.

  2. Hello

    Many Thanks for this Review, really good, I am from Germany, can I work with you and the Local Lead Gen business there or you think is not possible?

    Many Thanks

  3. Thank You for your in depth review and analysis Ippei. I’ve been looing very closely to get into FBA and this definitely helps in the research to whether or not get into it.

    However On the flip side, I would be interested in finding out more about local lead generation for the U. S and Pakistan (Where I currently am).

    Can you help with this?

  4. I bought ASM Foundations and it was a terrible program, one that cheapened the brand. I wanted to upgrade to the last offer for the full program I got from Matt Clark (Matt’s offer and the Foundations offer showed up in my e-mail the same day). Forget about it. I got no help, unable to actually reach Matt or Mike who both pretend they’re going to be available, but aren’t interested in anything but money. I had no choice but to request a refund.

  5. Hi, I love your honest reviews. It’s clear to me that the people taking courses such as Blue Sky Amazon Or lead gen already know the basics of selling on amazon. I am 67 years old and I’m very interested in having a business on line, but I don’t know the very basics. Do you have any suggestions on where I can learn the basics? Any information you can give me would be helpful.

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}