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Amazing Selling Machine Review: 21 Things You Should Know (Is It Still the Gold Standard?)

May 11, 2022

amazing selling machine

My Verdict

Amazing Selling Machine, with nearly 30,000 members and a price tag of $5000, and many blogs promoting it as an affiliate, set high expectations for this program. However, the training is lacking detail & real-world examples during critical parts of the Amazon business, especially running paid ads to get reviews & rank your product. There was a step-by-step setup process, but no examples of what a successful campaign looks like. Perhaps, 3-4 years ago, ASM was the most comprehensive training but today there's other courses that are just as comprehensive, & sometimes more in-depth depending on the module. Plus, some of these other programs offer more live coaching, which ASM is lacking in. Most people will still get a lot out of ASM because of the opportunity to connect with so many Amazon sellers inside the program.


Robust community of 26,750 ASM members

Many experienced sellers in the group to connect with, the program has been around since 2012

ASM hired 20 experienced sellers to answer questions in the private forum.

Accountability built in the training with earning badges by proving that you completed certain tasks with screenshots


Could use more real-world examples. What brings value is the coach explaining his own unique story of struggle & triumph. This was lacking. The training is comprehensive, but feels generic at times.

Support provided by a forum. They do not have a Facebook group, so the community feels less personable.

It's unclear if the head coaches are actually building high-level Amazon businesses today or not


Amazing Selling Machine costs $5000 or payment plan of 6* $997 monthly, one of the more expensive Amazon courses

Refund Policy

30 Day money-back guarantee


ASM started in 2012, one of the oldest running Amazon coaching programs


Difficult to get honest Amazing Selling Machine Reviews because people are promoting it as an affiliate. There are some mixed opinions about the support provided in the group.

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Amazing Selling Machine Founders?

Rich Henderson - Rich is one co-creators of Amazing Selling Machine - and serves as their chief of ASM course materials (aka, the ASM mentor behind all of their training materials). He came onto the company early, hired by Jason 2013 - and prior to that, had spent over a decade in affiliate marketing and SEO. He, like Jason and Matt, is super passionate about sharing his experiences to educate the entrepreneurship community. 

Jason Katzenback - After college, Jason Katzenback quickly realized that his engineering degree didn't bring him the fulfillment he was looking for. He left the profession in 2004 and in the years following, Jason would find himself at the helm of (multiple) multi-million dollar companies. A natural teacher, his hands-on approach as a CEO would lead him to consider business coaching. He would later launch with his friend, Matt Clark, in 2012.

Mike McClary - Mike spent well over a decade as a contract accounting consultant. Upon taking a salaried job for one of his long-time clients in 2012, he realized the corporate life was a dead end road with little freedom and lots of responsibilities. In 2013, he was introduced to the Amazing Selling Machine - and shortly thereafter, he quit his job and began what would grow to be a $3 million+ Amazon FBA business. His success would catch the eye of Jason and Matt, founders of Amazing where, since 2019, he has worked as the Chief Product Officer. 

Matt Clark - After getting clean from drugs, Matt Clark made a spontaneous move from Houston to Austin, Texas, to pursue college. He worked as an investment banker, but found the career path to be unfulfilling. 7 months into the job, he began selling supplements and upon transitioning to Amazon, he would go from selling 10 to over 11,000 products. He scaled too quickly, however, and nearly went broke, learning some tough lessons along the way. He would meet Jason Katzenback at a Tony Robbins event, where the two connected over a shared interest in business coaching (and the rest is history).

What's included in Amazing Selling Machine?

1. The 8-Week Course - Rich Henderson narrates the entire course. Which I thought was interesting because he doesn't have extensive Amazon experience before Jason hired him. Amazing Selling Machine Module feels like on the surface that they cover every facet of the business, but some modules are lacking depth. Here's what I mean. For example, Rich shows you how to set up the Facebook campaign to generate extra traffic for your Amazon product. But he never actually sets a real campaign up himself and shows anything that's currently working today. Or at least an example of what was working for him in the past. They use a lot of PowerPoint slides, so sometimes it feels like information overload. More video cuts to actual screen share would've been nice. Overall, you can't argue with the fact that ASM is covering every facet of the business a lot more intensely than most cheap courses or free training. But if ASM is not careful, other high-end courses like Private Label Masters is nipping at their heels, actual active 8 figure sellers that can show tons of examples teach these courses.

2. The ASM Mentorship Program - This sounds like some one-on-one type of coaching but it is not. It's just a team of successful ASM students that ASM hired to answer questions on their private forum of 30,000 ASM students called the Amazing Alliance. Every big coaching program needs a team of support like this. I appreciate that ASM at least vetted their team to have reached decent success with Amazon. You have to actively seek & ask questions in the forums to take full advantage of the ASM mentor program.

3. The Private Resource Vault - They offer some coupon codes to some tools. Some templates to use when emailing suppliers. Templates to evaluate products when doing product research. Some recommendation for companies that can handle transportation & logistics. Overall, very practical and helpful resource.

4. Coaching Calls - They also do coaching calls but it's not by the main mentors. They're done by former ASM students that became successful. This is still better than nothing. But I believe no one's going to care more than the head coaches about ASM. Anytime the head coaches drift off from the actual coaching aspect, the quality of coaching degrades.

What's new with Amazing Selling Machine Evolution?

Every year ASM would change the name by going up in number. ASM 10, ASM 11, ASM 12, Amazing Selling Machine 13. For 2021, they ditched the number and change it to Amazing Selling Machine Evolution or ASM Evo.

Here were some of the new updates.

Badges for Module Completion

Different parts of the business, like contacting suppliers, is rewarded inside the platform with badges. You have to provide actual proof with screenshots to the ASM team.

Top Earner Badges

Students can choose to verify their Amazon revenue with the ASM team and you can get on the top earners list. This helps motivate other students and foster the community.

Amazing Selling Machine New Updates for 2022

  • Amazon Branding Tool Suite - helps you save money on tools needed for building private label brands
  • Private Sourcing Agent - You can choose to have ASM find 3 suppliers and they'll negotiate for you. Great for beginners, but according to Tim Sanders you should get used to talking to at least 10 different suppliers to find the best prices.
  • Dan Ashburn's Launch Strategies - Dan has done $12 million in sales and he shares with you some of his launch secrets like running various promotional campaigns on social media that drive traffic to your store.
  • Monthly Coaching Calls - Rich Henderson & Mike McClary host monthly coaching calls
  • ASM's Product Research Tool - they provide an easy to use tool to find low-hanging fruit products. I use Viral Launch for product research but this is pretty decent tool especially for beginners. Free upgrades.

Lack of real-world examples...

Running paid ads is critical to the success of your private label business. Because it's your own brand that no one has heard of. You need to become an expert in marketing your brand. If you do not master advanced marketing tactics, it's becoming harder to get user reviews, & if you do not get reviews, you will not rank aka you do not have a business.

So becoming really great in marketing, especially using Facebook ads is a crucial skill. People think this is an e-commerce business, but really you have to become masters of marketing. Suppliers mostly handle the physical product aspect of the business.

ASM's paid ads training only shows you how to set up an ad (at a very basic level). It never shows you an example of what type of ad / copywriting is getting amazing results or the importance of monitoring the performance and tweaking the ad. (which is where all the progress is made)

When the above is on the screen as they're going through the Adwords part of the training (which is arguably the most important strategy), it is not a good sign.

When is the last time these coaches ran a successful paid ad campaign?

Are the coaches still in the trenches building Amazon businesses in 2022?

This is the biggest question I have for ASM. Matt Clark and Jason Katzenback started ASM back in 2012. They have over 26,750 students. The course costs $5000. Profit margin for selling a course is 80%+. While Amazon FBA profit margins are 15-25% on average.

This is where the problem arises. Managing a coaching program of close to 30K members is no joke. Plus, the coaching business model is more profitable than Amazon. Therefore, it is highly plausible that Jason and Matt are no longer operating high level FBA businesses today.

This could very well explain the sheer lack of real-world examples when going through the training. Amazon FBA has changed so much in recent years compared to what it was 4 years ago. Let alone in 2012? it was a joke how easy it was back then.

I'm not saying the training hasn't been "updated" over the years. It has. But anyone can rehash training videos & strategies they gathered from elsewhere. The training becomes more valuable when the coach can bring their own unique experience behind it, your own case studies, examples of success & failure and how you overcame those stumbling blocks.

In order to do this, the coach has to be in the trenches everyday building their own Amazon business, because what works in Amazon FBA changes rapidly.

Amazing Selling Machine vs. Private Label Masters

amazing selling machine


Private Label Master is another $5000 Amazon FBA course. It started in 2018 by Tim Sanders, an 8 figure seller. The group only has 1200 members, so it's not as robust as 30K in ASM. 

But Tim Sanders provides live group coaching calls once per week where you can pick his brain. He did $20 million in sales in 2021 so he is someone that's actively building his own Amazon empire today.

Everyone has their own unique preference for people we resonate with, so I can't decide for you.

ASM is still one of the most prolific coaching programs out there that deserves its $5000 price tag. But Private Label Masters is also worthy and worth looking into.

Read my full Private Label Masters Review for more info.

Amazing Selling Machine vs. Proven Amazon Course

amazing selling machine


Amazin Selling Machine costs $5000 while Proven Amazon Course is only $500 or $30 monthly. ASM has much higher produced videos while PAC's training has a more home-made feel to it, but the training is still good. So if you're starting Amazon FBA on a budget, PAC is not a bad option. These two programs have been around forever and they both have pretty big members only community behind it, but I still give ASM the slight edge, their community feels more engaging.

Amazing Selling Machine

Proven Amazon Course



$500 one time or $30 per month




What stands out:

Amazing Selling Machine course had done a good job of updating the look & feel of the training platform.

Proven Amazon Course training feels bit old. They could use a lot more revamp of how information is presented.

For more info about PAC, you can check out my: Proven Amazon Course Review.

Amazing Selling Machine Affiliate Marketing Program

Amazing selling machine has an affiliate marketing program that allows affiliates to promote their course and earn 40% commission. The course sells for $5000 so that's $2000 per conversion. This is one reason you see so many Amazing Selling Machine Reviews that are heavily biased, since they are promoting this course to earn that commission just like Wealthy Affiliate.

Becoming an affiliate is competitive. It's best for those that have already built up some sort of audience online. If you're starting from scratch, you got two options: build a YouTube channel or a blog. Both take considerable amount of time and effort.

Full Disclaimer: I am not an affiliate for Amazing Selling Machine, because I believe this opportunity is better. What you see on this page is my honest assessment of this course against other Amazon FBA courses.

Is Amazon FBA still profitable?

The competition on Amazon FBA is heating up in 2022. According to Jungle Scout, there's 4000 new sellers every day. Brands, suppliers & major distributors getting on FBA themselves and under pricing everyone. Amazon is like the Olympics of e-commerce.

This is why it's more important than ever before to invest in coaching that will give you the cutting edge strategies to differentiate yourself from the competition.

ASM has taught me few tricks, but I learned from other courses as well.

You can still make Amazon FBA profitable, but you should have proper expectations of what you're up against. Understand why Amazon became unprofitable for some sellers. What you can do to not make the same mistakes.

Remember, just because someone can show a screenshot of sales today doesn't mean those sales will be there a month from now. 

Even when you find a clever product bundle idea, the question is how long will it be before another seller copies your idea and undercuts your prices?

The answer is: who cares? It's going to happen. Your focus should be to watch your cash flow like a hawk and continue to reinvest back into Amazon FBA by launching more products every chance you get. Take massive action, but be smart about it. Learn from other's mistakes. Study the reason most people fail at Amazon FBA.

But also allow yourself to make your own mistakes. Learn from them & keep pushing. Be more persistent than the average person and you will see success.

Key Takeaway from Amazing Selling Machine Modules

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Module 1: Product Research (Build Brands)

I like how ASM stresses the importance of building brands. Creating a brand that can sell various related products. Mini gripe: They call Module 1 "Building Your Hot Opportunity List"... But there weren't enough real-world examples of what an actual winning product looks like.

Module 2: Product Sourcing

Very important to find the right supplier, most people do not contact enough supplier. This is a time-consuming process that requires a lot of back and forth. Dealing with foreign suppliers that are no responsive was very frustrating to deal with. Even the ASM training warns you that "patience is key".

Module 5: Load the product title with benefits & keywords

“You want to have your listing created and ready before your inventory arrives at Amazon.”

And you'll have plenty of time to work on that listing as you wait for your shipment to arrive from China...

With that being said, ASM teaches you how to do keyword research and create a product title that grabs traffic.

What about ASM's product title "secret"?

It boils down to this – ASM trains you to fully optimize the title.

They contrast what most sellers do vs. what they recommend:

  • Standard Method:  Brand Name – Product Name – Model
  • ASM Method:  Keyword-rich Product Name – More Keywords – Keyword-rich Benefits

Rich calls the ASM Method ideal, but it might not always be possible depending on your specific product and the Amazon category.

And don’t forget the title still needs to read well – there’s a real customer out there!

Module 6: Perfect Product Launch: Must be analytical about your data

“Not tracking the data on a daily basis is suicide when it comes to Amazon, because then you’re essentially guessing.”

This module is all about running paid advertising to boost your initial product launch and get the ranking process started. Dan and the ASM team are big on data: “Always let the data decide for you!” And I don’t disagree.

If you’re not monitoring your data, you won’t know what’s working and what’s not.

The need to constantly monitor your business is the one reason it’s so difficult to turn Amazon FBA into truly passive income.

It's crucial to understand this business model is not hands-off.

You can potentially be successful in Private Label, if you have the drive and stick with it for the long haul.

Module 8: Stay on top of negative reviews

“A negative review avoided is better than a positive review gained.”

You'll eventually receive a negative review. It’s inevitable.

Sometimes there’s a legitimate issue, and other times people might have unrealistic expectations, or are having a bad day.

Whatever the case, facing these issues is a fact of selling on Amazon – or running any kind of business.

Your first negative review will likely hurt the worst, but it's not the end of the world. Once you handle the first one, the rest become much easier.

Be sure to address bad reviews quickly since they can negatively impact your sales.

In the end, do whatever it takes to make the customer happy. You may need to issue a refund or ship a free replacement.

And don’t require them to prove anything or even ship the unsatisfactory product back to you. You're a small business; you play by these rules.


is the Amazing Selling Machine worth it?

Amazing Selling Machine is worth it simply for the 30,000 member community. However if you're strapped for cash, then there are more affordable Amazon courses out there. It also depends on what type of teaching do you like. Amazing Selling Machine is comprehensive but information heavy. If you're a complete beginner, you might get lost. If you're already seeing some success with Amazon or have experience with it, you may join ASM just to access the community. I believe seeing others' struggle & triumph in their private forum provides tons of valuable insight & inspiration for your FBA journey. There's other Amazing Selling Machine alternative courses  that are not as big, but bigger doesn't always mean better. Sometimes the coaches show more passion for teaching in the smaller programs. Check out our best Amazon FBA course list.

Amazing Selling Machine Success Rate

According to one of their members, they believe the success of Amazing Selling Machine to be around 15%. This is in line with Amazon FBA success rate published by Jungle Scout. 

How much does it cost to start Amazon FBA?

The optimal amount you need to start Amazon FBA is $5500 to $13,000. Bare-bones amount to get started is $3500 but the business will be much harder to do. And it will also hurt your success rate. More in-depth breakdown of costs listed here: Amazon FBA startup costs.

Let's say $5500 is a bare minimum. Now if we add Amazing Selling Machine ($5K) you're looking at $10,500 minimum to start this business.

How long does it take to make money with Amazon FBA?

It takes 6-12 months (sometimes more) to turn profits in Amazon FBA because product research, finding the right supplier, ordering samples, investing in inventory, creating the packaging, brand, running PPC marketing campaigns. All take time.

Top sellers also highly recommend to not take any profits out of the business for 1-2 years. Since there's a lot of variables that can make your product not profitable. When you have profits, you want to diversify as soon as possible, meaning launch more products.

The money you invest in Amazon FBA, you should be comfortable not touching & not seeing returns for 2 years or more. In fact, one of the top 3 reasons for Amazon FBA failure is sellers taking the profits out of the business too soon. Going on vacations with their profits instead of keeping their head down and launching more products.

Is Amazon FBA saturated in 2022?

Yes & no. Many product categories at this point is too saturated to have success in. But because Amazon sells everything under the sun, there's still room for people to succeed. What's undeniably happening, though, is that those categories are harder to find and the cost to succeed in them is going up overtime.

Here's the unfortunate effect of exponentially more sellers doing FBA today compared to 5 years ago. (According to Jungle Scout, 4000 new sellers join FBA everyday)

Effect of increasing saturation in Amazon FBA

  • Profit margins across the board are going down
  • Much more difficult and costly to rank your product since you need more reviews. You need more patience & spend more in Amazon advertising (PPC) to rank your product.
  • Even when you find some success with a product, how long will it last? A competitor can come in and copy what you have done and undercut your prices at anytime. As competition goes up, that time a product remains profitable is also going down.
  • Amazon doesn't need to cater to the small sellers anymore since they have more than enough sellers on their platform. They can increase fees and policies that can screw over the little guys but doesn't affect the big guys as much.
3rd party sellers getting cut out

What really began shifting the Amazon FBA game was around 2019. 

Many big suppliers, distributors and brands cut out the middleman 3rd party sellers like me & you and started selling on Amazon FBA themselves.

What made it worse was Amazon also came out with their private label called Amazon basics that began competing in many product categories.

Here's a seller that reported on Quora about Amazon basics becoming their top competitor.

With Amazon FBA becoming a tougher playground. It's imperative to have the most up-to date understanding on what new strategies to employ to still compete today in 2022. Every hot new business opportunity gets more competitive as time goes on. It's those that continue to innovate that survive.

For more info on what you need to focus on to still compete with the big players in Amazon FBA, look here: Is Amazon FBA still profitable?

ASM Success Story

Justin and Channing Dyson got started with ASM while they were still trying to figure out what to do in their careers, fresh out of college. Through ASM training, today they run a half a million dollar per month Amazon business, at 20% profit margins; that's at least $100,000 per month. Channing had a product that she was passionate about and Justin was already studying the Amazon FBA business. So he checked if that product was a good opportunity in terms of demand and competition and it turned out that it was. They had little money at the time so they just bought $800 worth of inventory and as soon as they listed it on Amazon, it started selling and they grew the business from there. They focused on building a brand with it. They also did another smart thing, which was to not take money out of the business for an entire year. They kept reinvesting back into their business. Launching variations of the product. Today they sell 14 lines of the product.

Their Advice: People ask them is the ASM worth it or does the business model work? Justin's opinion is "that's the wrong question to be asking. The question you should ask is. Are you committed to yourself enough to make it work?" I couldn't agree more. Although I have some critiques about some of ASM's modules. If you're committed enough, you can solve any issues out on your own. The Amazon FBA business model has a lot of unique skill sets & moving parts you have to learn. It will not happen overnight. One's persistence is the main difference maker.

Amazon FBA Alternative Business

Local lead generation is another one of my top favorite online business of mine. You rank websites in local Google search that generate leads for local services like plumbers, roofers, tow truck companies, etc.

It's much simpler than Amazon and you have more control over the business. You're less reliant on all those other factors outside your control such as quality of product, suppliers, customer reviews, big competitors.

Amazon FBA


200 million Amazon Prime sellers in 2021

Thousands of different products to choose from. If you build a great brand, you can sell it.

Fairly passive once the product ranks


Getting very competitive. Olympics of e-commerce. Not much you can do to have a competitive advantage against big suppliers or brands.

Average 25% profit margin which can go down overtime as competition goes up and Amazon increases fees

Amazon can shut down accounts at anytime

Lead Generation


Much less saturated than Amazon FBA. Thousands of cities to go into and over 100 niches per city.

Less complex. More flexible & less hassle than selling physical products.

Much more predictable to get rankings in Google than Amazon rankings where you need reviews. Success is more repeatable.


Have to work with small business owners

Harder to build and sell a brand

Some sites only make $500 per month net (but passive)

Local lead gen is the one business model that I would put against Amazon FBA as a proper business that you can build a future with.

Instead of selling physical products, you're selling information which are leads that you generate through your skills to rank websites in Google.

There's a lot of advantages of selling information and not be tied down to physical products. To find more info, go here Amazon FBA vs. Local lead generation.

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Ippei Kanehara

$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 2022, is to build your own lead generation business.

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    1. Thanks for reading and glad you enjoyed it. No worries about me not writing. I love helping people and sharing value on this blog. Stay tuned for more articles and thanks for taking the time to comment.

  1. 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.

  2. 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.

  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. 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

  5. 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.

  6. I’ve read quite a few Amazing Selling Machine reviews and one thing I find in common is that whenever there are many complaints about the program, it’s from people who probably are too new or at an unsuitable level for the complexity of an ecommerce program of this caliber.

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