Luca Davenport’s Amazon Brand Academy 2.0 Review: Amazon FBA Pros, Cons & Alternatives (2025 Comparison)

Amazon Brand Academy 2.0 Pros and Cons

Pros

• Created by Luca Davenport, a successful, verified Amazon seller.
• Lifetime 1-on-1 mentorship and active support community.
• Includes software tool bundle (Helium 10, profit calculators, trackers).
• Regular updates through ABA Sessions for evolving FBA rules.

Cons

• High cost once early-bird pricing ends (£1,500 / $1,800).
• Only one active mentor (Luca), limiting personalized feedback.
• Amazon FBA still requires ongoing product management, PPC spend, and risk.

Price: Amazon Brand Academy 2.0 course costs a limited offer of £749.00 and you have a choice to pay it in 4 monthly payments of £215. The full price of the course is  £1,500.

Refund Policy: Amazon Brand Academy offers a 30-day money-back guarantee only if you are not yet watched over 20% of the Amazon Brand Academy content and received 1-1 product feedback from Luca.

Origin: Luca Davenport created the course in 2020.

Reputation: Luca Davenport has already built a six-figure brand on Amazon FBA since 2018. And help hundreds of students to reach $10K and $100K in their own private-label businesses.

Amazon Brand Academy’s 5 Proven Strategy to Succeed in Private Label

The 5-proven strategy taught by Amazon Brand Academy includes; how to do product researchproperly, find the right supplier, get your product shipped, how to create a high-converting list, and lastly, launch your product on Amazon.

1. Product Research

Product research is essentially discovering and developing winning product ideas. It’s as simple as that. Start with thinking product ideas and filter them through a set of criteria to narrow them down to a few winners.

In product research, try to meet four key criteria:

Small and lightweight

The reason you want to be looking for smaller and light products is that it is cheaper to ship from your manufacturer to the Amazon fulfillment center and it is cheaper to be shipping that product from Amazon’s fulfillment center to your customers.

Simple and durable

And the reason for that is the more complicated a product is, or the more fragile a product is, the more likely that product is to break, the higher your chances of getting negative customer reviews, and negative reviews are going to destroy your product’s performance. So stick to simple and durable products that are not likely to break.

Sell between 10 and 50 pounds

Try not to sell any products for under 10 and 50 pounds. Avoid selling products over 50 pounds because products that sell for over 50 pounds lead to a higher risk if any of your units get damaged during transit. If any of your products get damaged by customers when they’re sending them in for returns, um, that is a higher loss for you.

So try to sell products between that 10 and 50 pounds range. That’s the sweet spot.

Brandable

The fourth and final criteria that you want to be looking for are products that are brandable. It is important for private label to look for brandable products because creating a strong brand identity can differentiate your product from competitors and increase customer loyalty.

2. Finding A Supplier

The best place to find a supplier is Alibaba. Alibaba is a platform that connects buyers with manufacturers.

**Tips for choosing manufacturers:**

• Select manufacturers that have Trade Assurance.
  • Trade assurance means that they subscribe to a service that Alibaba offers, which protects buyers in case there’re any issues with the manufacturing process
• Select verified suppliers.
  • Verified suppliers are the factories that are meeting a certain standard that satisfies other sellers.
• Look for the manufacturers that have several years in trading and the number of diamonds that they’ve got.
  • Diamonds are simply the number of goods that they supply through their business. The more diamonds they have, the more reliable the manufacturer is going to be. Select between 10 and 20 different manufacturers.
• Select between 10 and 20 different manufacturers.

3. Getting Your Product Shipped

You have options but always choose to ship directly to Amazon to save on cost and increase your profit margin.

**Tips in shipping your product:**

• Hire a third-party inspection company to assess manufacturing quality and shipment packaging
  • Inspection cost in China is around 100-200 pounds.
  • The inspection company inspects 10-20% of the shipment and provides a detailed report.
  • Once you have that report, you can then decide whether you are happy or unhappy with the shipment. If you are happy, you can pay the remaining 70%. If you are unhappy, do not pay for the remaining 70%. Protect yourself. Say to the manufacturer you’re not happy and get a resolution with them before you pay them your money.
• Use Alibaba Trade Assurance for the additional safety net.
• Shipping time depends on whether shipped by sea or air. It can take a couple of weeks to a couple of months before products arrive at Amazon fulfillment centers.

4.  Creating High Converting Listing

Product listings on Amazon are crucial to converting customers, as they can’t physically see or touch the product online.

**The three key elements of a product listing are images, keywords, and product information.**

• When using images, use all seven slots available and make sure they are high quality and consistent with your brand design. Keep the information simple and avoid repetition.
• Keywords are important for search engine optimization (SEO) on Amazon. Use the most important selling features in the first 50 to 70 characters of the title.
• Most Amazon shopping happens on mobile, so it’s important to optimize the product listing for mobile devices.

PRO-TIP

Make sure that the most important information or the key selling features of your product are included in the first 50 to 70 bites. And the reason for this is that only the first 50 to 70 bites are actually shown on mobile. And now most shopping on Amazon actually happens on mobile.

5. Launch Your Product With PPC

To succeed on Amazon, according to Luca, new products need to overcome low organic keyword ranking, which can be achieved by breaking the negative feedback loop through initial traffic and sales driven by Amazon PPC.

**Some thoughts from Luca:**

• New products on Amazon face low organic keyword ranking, resulting in low impressions, clicks, and sales velocity, which creates a negative feedback loop.
• The loop can be broken by using Amazon PPC to drive initial traffic and sales, which will kick off a positive feedback loop called keyword rank snowballing, increasing organic keyword ranking, visibility, clicks, and sales.
• It is recommended to be aggressive with Amazon PPC campaigns during the first month of launch, which can be reduced once organic ranking and sales increase.
• Amazon PPC costs vary depending on the number of ad campaigns and keywords targeted, ranging from $0.15 to $6 per click.

PRO-TIP

Amazon PPC is unnecessary. It helps with sales and product ranking, but always considers ROI and sets a limit on PPC spending to avoid eating into profits.

What Do I Get from Amazon Brand Academy 2.0?

You will get lifetime access to Amazon Brand Academy 2.0 course containing 21 modules with over 220 lessons, an unlimited 1-1 mentorship and support by Luca, and three bonuses: a toolbelt bundle and discount tickets, mastermind community, and ABA sessions.

Amazon Brandon Academy 2.0 Course

• Module 1: Introduction
• Module 2: Navigating The Training Program
• Module 3: Setting Up Your Amazon Account
• Module 4: UK Taxes Explained
• Module 5: Setting Up On Amazon Seller Central
• Module 6: Business Mindset
• Module 7: Getting Into Your Customer’s Shoes
• Module 8: Product Research Criteria
• Module 9: Discovering Products for Your Amazon Business
• Module 10: Improving On Your Competition
• Module 11: Creating Your Brand
• Module 12: Sourcing & Manufacturing
• Module 13: Shipping Your Stock
• Module 14: Building The Perfect Product Listing
• Module 15: Product Reviews
• Module 16: Product Launch
• Module 17: Amazon PPC - The Theory
• Module 18: Amazon PPC - Campaign Creation
• Module 19: Amazon PPC - Optimization
• Module 20: Facebook Advertising
• Module 21: Day-To-Day Business Management

1-1 Mentorship & Support

• Lifetime Email Support With Luca
• Increase your chances of success by getting a second opinion on key business decisions from an experienced 6 figure Amazon seller. Includes product idea validation, 1st order size, launch strategy, and questions you may have. Luca is there to support you at every step of your Amazon FBA business.

Toolbelt Bundle

Suite of Business Tools & Templates

• Budget Calculator
• Profit Calculator
• Product Research Tracker X
• Negotiation Tracker
• PPC Tracker
• Templates

Private Mastermind Community

• Peer-To-Peer Support
• Join a community of like-minded Amazon sellers all at different stages of their brand-building journey. The mastermind community Facebook group allows you to connect, build relationships, support, and be supported by each other.

ABA Sessions

• Monthly Training Sessions
• ABA Sessions are exclusive training sessions uploaded to the members portal on a monthly basis, where Luca covers key updates in the Amazon FBA space. He does the research, so you don’t have to.

Discount Ticket

• Exclusive Discounts On Software & Services
• Never search or pay the full price for any Amazon FBA software or service. The Discount Ticket includes Luca’s extensive list of recommended Amazon FBA software & service providers and exclusive discounts agreed upon for all AB Academy students.

Is Amazon Brand Academy Worth It?

Yes, the Amazon Brand Academy can be worth it, particularly given its current discounted price of £749.00, which is half of the full course cost. With lifetime access to the program, bundle tools, and discounted software tickets, this program offers excellent long-term value. Additionally, the AB Academy has already helped hundreds of students achieve significant levels of success, even with no prior knowledge of the business model.

It’s important to note that while enrolling in the Amazon Brand Academy can provide valuable knowledge and tools for success, it does not guarantee a 100% chance of success. Success ultimately depends on the individual’s efforts and actions in applying the concepts and strategies learned in the program.

If this course doesn’t sound right to you and Amazon Ultimate are other options.

Who is the Founder of the Amazon Brand Academy 2.0?

Luca Davenport is the founder of Amazon Brand Academy and a successful Amazon seller who started his FBA business in 2018. He has since built a successful six-figure brand on Amazon that generates six figures annually. In 2020, he started a YouTube channel to share his knowledge and experience, and a few months later, launched the Amazon Brand Academy training and mentorship program. Through these initiatives, he has become one of the UK’s leading authorities in the Amazon selling and advertising space, helping and supporting others on their e-commerce journeys.

Amazon Brand Academy’s 3 Advantages of Private Label on Amazon

1. You have Control

One key advantage of selling your own branded products is the increased control you have over the purchase price, sale price, and supply, compared to reselling other brands where the brand owner controls those factors and might cut off supply, damaging your business. By selling your own brand, you have the freedom to set prices and maintain a consistent supply, which can lead to greater long-term success.

2. Less Competition

Another advantage of selling your own branded products is that there is typically less competition compared to reselling other brands, where many FBA sellers may be offering the same product, resulting in price wars and reduced profits. By selling your own branded products, you have exclusive rights to sell that product, minimizing competition and giving you greater control over pricing and profits. This can ultimately lead to a more stable and profitable business.

3. No Middleman

The third advantage is that there’s no middleman. You don’t have to give the reseller a cut because you’re selling direct consumers. The three advantages lead to one outcome, higher profit margins, and a higher success rate.

Is Amazon FBA a Good Model for Beginners?

Amazon FBA can be a good model for beginners if you have the capital, time, and patience for market research, logistics, and PPC management. However, the barriers to entry are higher in 2025 than ever before, and the competition is fierce.

Why Local Lead Generation is My Number 1 Business Model?

Local lead generation is my number business model it is an incredibly valuable business model for individuals seeking a passive income stream. Compared to Amazon FBA’s private label business model, local lead generation can offer greater stability, as once a lead-generating website is ranked, it can continue to bring in leads with minimal maintenance.

While Amazon FBA private label, it requires more ongoing effort to maintain and grow. By creating a lead-generating website for local businesses, one can build a scalable and flexible business that might generate a steady income for years to come. While Amazon Brand Academy 2.0 offers comprehensive training and real mentorship, the model itself is capital-intensive and platform-dependent. In contrast, Local Lead Generation focuses on creating digital assets you own that keep generating leads 24/7, even if you stop actively working. It’s the difference between selling on a platform you don’t control and owning the platform itself.

One of my clients is Glendale Electric Gates & Custom Metal, 413 South Brand Boulevard, Glendale, California 91204, 818-643-4788, https://glendalemetalgates.com/. I earned $3,100 from 10% commissions when 5 of my leads closed for $31,000.

Comparing Amazon FBA to local lead generation is like Godzilla rampaging through Tokyo versus a Baobab tree standing quietly in Madagascar. Every move Godzilla makes causes chaos, where people scramble to repair damage. It’s like the chaos of Amazon FBA sellers fighting off copycats, managing ad campaigns, and surviving sudden platform changes that crush margins overnight. The Baobab grows slowly but lasts centuries, providing shelter and stability long after the work is done. Local lead generation works the same way in that, once built and ranked, it produces steady, low-maintenance income without daily effort, paid marketing, or high recurring costs.

Final Verdict: Is Amazon Brand Academy 2.0 Worth It?

Amazon Brand Academy 2.0 is a well-structured course that provides detailed private-label training and lifetime mentorship. It’s legitimate, thorough, and well-regarded among UK FBA circles.

However, here are 3 key drawbacks that limit its scalability and passivity:

1. Heavy Upfront Capital – Inventory, PPC, and tool costs make it risky for beginners.
2. Platform Dependency – Amazon can suspend listings or undercut sellers with its own brands.
3. Active Workload – Managing suppliers, PPC campaigns, and logistics prevents true passivity.

Local lead generation lets you build owned digital assets that produce recurring revenue with minimal maintenance. Once ranked, your sites keep generating leads and income even while you sleep. Amazon Brand Academy 2.0 is great for those committed to eCommerce, but if your goal is predictable, passive, and scalable income, local lead generation remains the better alternative.