The Risks Of Promoting On Amazon And Horror Tales From

The Risks Of Promoting On Amazon And Horror Tales From

On a base degree, promoting on Amazon may be very easy. All it’s important to do is discover a product with good margins/demand, record it on Amazon, and it’ll finally promote as a result of Amazon’s viewers and attain is so huge.

When my spouse and I first discovered the way to promote on Amazon FBA a number of years in the past, we bought over 60 items in a matter of 8 days with simply 3 merchandise listed on-line with no critiques. Amazon is severely that highly effective.

However with any enterprise with low boundaries to entry, there’s all the time going to be a ton of competitors. Proper now, with all the varied Amazon programs and tutorials on the market pushing non-public label promoting, Amazon is already getting flooded with a bunch of me too sellers.

Not solely that, however Chinese language sellers have virtually taken over the platform. In actual fact as of this writing, Chinese language sellers outnumber US sellers on

Don’t get me flawed, the market continues to be removed from saturated however I foresee Amazon turning into one other EBay in just a few years or so. In actual fact, there are a lot of inform story indicators already which I’ll describe on this publish.

To me, Amazon is sort of a drug, a drug that guarantees you fast gross sales in a brief time period whereas making you addicted and depending on their market.

After I interviewed varied ecommerce enterprise homeowners, there have been 2 major colleges of thought.

  • Go all in and experience the Amazon wave for so long as it lasts.
  • Proceed with warning, assume long run, and divert some sources to your individual branded web site.

Gross sales and income may be nice proper now, however issues can activate a dime and it’s important to be sure you have a fall again plan simply in case…as a result of Amazon doesn’t actually care about you.

The perfect recommendation I can provide is that you simply place a minimum of 20% of your sources by yourself branded platform as a substitute of going all in on Amazon. Or else right here’s what may occur…

Notice: The next are actual tales that both I or my shut colleagues have skilled first hand from promoting on Amazon. Whereas Amazon is nice solution to earn a living proper now, it’s important to watch out and never put your whole eggs in Amazon’s basket.

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The Risks Of Promoting On Amazon – A Video Overview

Amazon Could Ban You For Components Past Your Management

If you perform a little Google looking, you’ll be able to simply discover tales of Amazon entrepreneurs shedding their companies virtually in a single day. However as with something on the Web, I prefer to take every thing I learn with a grain of salt.

In any case, the vendor may have bought counterfeit items or violated Amazon’s phrases of service and bought banned for reliable causes.

For this text, I made a decision to do a few of my very own analysis and reached out to some banned Amazon sellers for his or her facet of the story.

Lengthy story quick, after speaking to a number of sellers, one widespread theme emerged. The specter of getting banned is kind of actual, can occur unexpectedly, and infrequently instances might be out of 1’s management.

In actual fact, the #1 quantity menace of getting your Amazon vendor’s account revoked is by getting a string of unfavorable suggestions on product high quality coverage violations.

I additionally discovered that there are “unfavorable suggestions” providers on the market that may go away an array of dangerous vendor suggestions for a nominal price.

However anecdotes apart, I reached out to some 6 and seven determine sellers who had been banned on Amazon and right here’s what they needed to say.

The primary vendor was making over $1.5 million in gross sales over the previous few years and was suspended for product high quality coverage violations.

Out of over 8000 merchandise that have been shipped that 12 months, six prospects complained to Amazon that their product arrived used or broken. As well as, a small share of consumers additionally listed the merchandise as “faulty” or “didn’t match the itemizing” as their return purpose.

First off, all the merchandise cited have been model new and the listings all precisely matched the merchandise being bought. (I took the vendor’s phrase for it)

However right here’s the place it will get attention-grabbing. In response to Amazon’s insurance policies on return transport.

Once you return an merchandise utilizing the On-line Returns Heart, and the rationale for return shouldn’t be a results of an Amazon error, the price of return transport shall be deducted out of your refund except your merchandise qualifies for a free return.

Amazon’s insurance policies all the time favor the client in virtually all circumstances. And savvy prospects are properly conscious that prospects can bypass return transport charges by stating their product arrived broken or that it didn’t match the itemizing.

So let’s say Joe Schmoe desires to make a return and doesn’t need to pay for return transport. Why not simply mark it as faulty or inaccurate? There’s no penalty for the client and the vendor has every thing to lose.

Facet Notice: One time, a purchaser bought a bunch of our napkins, used them for a celebration and dirty them, after which returned them for a full refund stating that the merchandise was not as anticipated. We needed to eat the price.

This explicit vendor had metrics that by no means fell beneath targets (98%+ optimistic suggestions, 99%+ on time supply, 99%+ monitoring info, .11% defect charge, 0.00% cancellation charge, and quick buyer response instances). He’s had lower than 5 A-Z claims ever and the vast majority of which have been instantly refunded.

Whereas nobody will ever know the true purpose why he was banned, the upshot was that he was caught with $180,000+ in liabilities and $350,000+ in retail merchandise in inventory that he couldn’t transfer.

Amazon froze over $100,000 in his account for months and he needed to lay off 1/3 of his employees.

Ethical of the story: By no means rely upon Amazon, eBay, NewEgg, Rakuten, or every other market as your main stream of income as a result of your enterprise can actually disappear in a single day. These firms can shut accounts for any purpose, together with however not restricted to complaints of any variety, coverage violations that will not be legitimate or eliminating you as a competitor to make greater earnings.

Deal with multi-channel promoting with your individual retailer/web site on the forefront to make sure you can by no means be “deleted”.

Amazon Can Power You To Promote Your Items At No matter Worth They Need

Even should you promote your individual branded merchandise on Amazon doesn’t imply that you simply get to set your individual costs.

On daily basis, Amazon deploys a military of pc bots who crawl and scrape different web sites for product and pricing information.

If Amazon’s determines that your merchandise are priced too excessive, they could take away your purchase field which is able to mainly kill your gross sales.

In the event you learn the superb print on Amazon’s phrases of service, it explicitly states that should you promote on Amazon, your costs cannot be greater than every other platform.

Replace: As a result of anti-trust scrutiny, Amazon has lifted this restriction. However there are rumors that your product visibility could also be silently diminished in the event that they uncover you might be promoting on Amazon at the next value than competing marketplaces.

As well as, should you’ve beforehand priced your items at low costs throughout a lightning deal or a sale, Amazon might not allow you to elevate your costs again as much as the place they have been previous to the sale relying on their algorithm.

One vendor who I interviewed on my podcast needed to decrease his costs close to break even on merchandise that he’d closely discounted prior to now in an effort to retain the purchase field.

However at these low costs, his merchandise now make little or no revenue and it has destroyed his margins.

Amazon Can Power You To Promote Your Items On Vendor Central

There are 2 methods to promote on Amazon. One, you’ll be able to promote as a third occasion vendor the place you management your merchandise, stock and itemizing.

third occasion promoting is by far probably the most fascinating solution to promote on Amazon at present as a result of you could have full authority over your itemizing and your advertising.

The opposite solution to promote on Amazon is as a 1st occasion vendor on Vendor Central. As an Amazon vendor, you promote your items on to Amazon at a wholesale value that they set and you’ve got zero management over something.

Colleagues of mine who’ve transformed merchandise over to Vendor Central prior to now have all had horrible experiences the place Amazon completely destroyed their product listings and their gross sales.

Properly guess what?

There have been stories of Amazon forcing common distributors to transform from being third occasion sellers to 1st occasion sellers. Why? It’s as a result of Amazon can earn more money this manner.

You possibly can learn extra about this atrocity by clicking right here

Amazon Staff Could Promote Your Knowledge

Earlier within the 12 months, Amazon workers in China and India have been caught promoting confidential info concerning third occasion sellers on Amazon.

And this info was used to offer unbiased retailers a bonus over others on the positioning.

Soiled sellers are additionally shopping for Amazon Vendor Central accounts on the black market to realize entry to different folks’s product listings.

Right here’s an image of a black market Amazon charge sheet

As a result of Vendor Central accounts enable wholesalers to edit different folks’s product listings, these accounts have been misused to alter product pages and sabotage different sellers.

If you wish to learn extra about this, try this text within the Wall Avenue Journal

Backside line, Amazon is rising so rapidly that it’s the wild wild west on the market. There’s mass corruption all over the place and it’s powerful for Amazon to regulate.

Different Amazon Sellers Will Copy You

I even have my very own private horror story to share right here which occurred throughout my first 12 months promoting on Amazon. At some point, I used to be checking up on my listings after I seen that merchandise from our on-line retailer have been being listed on Amazon with out my permission.

After I took a more in-depth look, I found {that a} vendor beneath the title “bee” had stolen all of our product photographs and all of our product descriptions and have been promoting our objects on Amazon!!!

They actually ripped every thing off! They stole our photographs, our verbiage and even our product numbers. It was wholesale piracy on a big scale with over 400 SKUs.

Once we despatched an e mail to Amazon, they despatched us an automatic response asking us for documentation on each product to point out proof that we owned the photographs and descriptions.

To place collectively an intensive response would have taken a ton of labor and time and we have been unable to get a human to maintain this for us. Thankfully, we politely reached out to the seller they usually took every thing down with out a battle.

However what in the event that they refused? We may have been mired in a battle for months and compelled to navigate via a sequence of automated responses for over 400 merchandise.

Whereas it’s simple for a buyer to file a grievance on a vendor, it’s a lot more durable for a vendor to file a grievance towards one other vendor. Remember!

Different Amazon Sellers Will Hijack Your Listings With Copycat Items

Whereas getting your whole merchandise copied and stolen doesn’t occur fairly often, there may be rampant piggy backing of Amazon listings occurring on a regular basis.

Even should you promote a non-public labeled product beneath your individual model and ASIN (Amazon product quantity) on Amazon, there may be nothing stopping one other vendor from piggy backing in your itemizing and undercutting you on value with a counterfeit merchandise.

For instance, let’s say I promote linen napkins which can be clearly labelled with my very own model and label. An unscrupulous vendor may promote poorer high quality linen napkins beneath my identical Amazon product quantity and undercut me on value although it’s not the identical merchandise.

Within the worst case state of affairs, a buyer may purchase this counterfeit product, be unhappy with the standard and go away dangerous suggestions on my product although it’s counterfeit!

The easiest way to battle that is to really buy the product your self as a buyer after which file an AtoZ grievance towards the fraudulent vendor.

Sadly, this course of is a serious ache within the butt and Amazon has been recognized to take its time earlier than taking motion.

A Actual Life Horror Story Promoting On Amazon

My buddy Kevin Williams was making shut to eight figures promoting on Amazon together with his cleansing brushes when Chinese language sellers determined to repeat his complete product line.

And after I say copy, they made an EXACT duplicate of his cleansing brush with inferior supplies, took his EXACT packaging (together with his face on it even) and bought it beneath his itemizing at half the worth.

As a result of the Chinese language vendor’s value was considerably decrease than his, they bought the purchase field and stole all of his gross sales.

Even worse, as a result of the Chinese language knockoff was a chunk of junk, offended consumers began leaving 1 star critiques which mainly destroyed his complete enterprise.

For the subsequent 12 months and half, Kevin would make investments over 1,000,000 {dollars} and fixed headache making an attempt to battle off these sellers as a result of Amazon doesn’t let you simply shut down the copycats.

If you wish to hear his story first hand, I had the pleasure of getting Kevin on my podcast which you’ll hearken to beneath.

Underhanded Ways Evil Amazon Sellers Are Utilizing To Cheat And Get Forward

In simply the previous few years, Amazon has turn into such a cutthroat market that unscrupulous sellers have been purposely making an attempt to sabotage their opponents. Because of this, most sellers are hush hush about their merchandise and by no means speak about their winners in public.

In actual fact Amazon is so aggressive at present that you probably have a product that’s even mildly profitable, you’ll finally get piggybacked by a number of sellers should you haven’t been already.

Right here’s a sampling of a few of the insidious actions which can be occurring on the platform proper now.

The techniques talked about beneath are evil and extremely unethical. And the truth that individuals are utilizing these methods actually makes me offended.

However you ought to be conscious of what’s occurring on the market in case it occurs to you.

What Soiled Amazon Sellers Are Doing To Sabotage Your Enterprise – A Video Overview

Evil Technique #1: Amazon Sellers Can Tie Up All Of Your Stock

It’s fairly doable that I used to be a sufferer of this primary technique through the vacation season final 12 months. In November, a buyer bought a big amount of product which put us out of inventory of this one explicit SKU.

Whereas my spouse and I have been thrilled at receiving such a big order, we knew that we’d not be capable of replenish the inventory in time to satisfy the remainder of the vacation demand.

No large deal, we thought to ourselves. It was only one product. However guess what occurred? A vendor who was piggybacking our product bought the purchase field as a result of we have been out of inventory.

After which about 4 weeks later, a considerable portion of that giant order was returned.

So not solely did we miss out on loads of vacation gross sales for that exact product as a result of we have been out of inventory, however we didn’t make a lot cash both as a result of the massive order was returned!

Trying again, we are able to’t actually show whether or not the client was in cahoots with the piggybacker to purposely put us out of inventory, however I discovered from my buddy that there are teams on the market who do that on objective!!!

Right here’s the technique that the evil Amazon sellers are using.

First off, they purchase your whole stock to steal the purchase field. Then they promote your very same items on the identical Amazon itemizing and on EBay.

Lastly on the finish of the season, they return the surplus stock!

I want that there was a great way to fight this however there’s nothing you’ll be able to actually do besides to be cautious of any massive order that you simply obtain and to contest any massive return complaints.

Replace: Chinese language sellers are actually utilizing automated software program that may hold shopping for your inventory after which cancel in bulk. This software program mainly causes you to exit of inventory rapidly which mainly destroys your itemizing.

Evil Technique #2: Amazon Sellers Can Change Your Product Photographs

If you’re an Amazon vendor who has not registered your model (which now requires a trademark), you have to be very cautious about different sellers altering out the photographs in your itemizing.

Right here’s what sucks. When somebody adjustments the photograph in your itemizing, you don’t even get a notification! So the one solution to know that this has occurred is to consistently watch your listings like a hawk.

In case your image will get switched out from beneath you, there are a lot of dangerous issues that would occur. For instance within the worst case, an evil vendor may change your photograph to a very totally different product or bundle.

So when a buyer buys from you and notices that the product doesn’t match the photograph, they might complain and ding your account.

The easiest way to fight that is to register your model. Quite a lot of new sellers skip this step at first as a result of it requires an internet site and a trademark but when your product finally ends up taking off, you have to maintain this ASAP.

Associated: If you’re all in favour of studying the way to register your model, try my publish on How To Register Your Model On Amazon’s Model Registry

For us, we’ve had circumstances the place our main photograph was swapped regardless of being model registered. So at present, we constantly monitor our account well being for anomalies.

For instance, if we see loads of returns marked as “doesn’t match description” or “not as marketed”, we take a more in-depth look to make it possible for there’s no foul play concerned.

Evil Technique #3: Amazon Sellers Can Depart False Detrimental Suggestions On Your Merchandise

Do you know that there are folks on the market who will go away unfavorable suggestions on a product for a price? Whereas Amazon has tried to crack down on this follow, there are nonetheless teams on the market doing this.

Mainly, a competitor could have somebody purchase your product after which go away you unfavorable suggestions claiming that your product is counterfeit or pretend.

Amazon’s bots will then take discover of those “set off key phrases” and instantly ding your account.

Right here’s the factor. Most actual consumers don’t use language like “bootleg” or “counterfeit”. In our expertise, real consumers who need their a reimbursement for a return simply specific their anger or disappointment on the product for a particular purpose.

In the event you discover that somebody is utilizing phrases like “counterfeit, bootleg, or pretend”, then chances are high the suggestions is malicious.

The easiest way to fight this follow is to concentrate and handle the unfavorable suggestions instantly. Be tremendous courteous and present that you’re prepared to do ANYTHING to make the issue proper.

Amazon will hold a file of all the conversations and be aware of your responsiveness and nice customer support must you ever get suspended.

In different circumstances, Amazon might drive you to point out documentation that your merchandise are certainly “real”. Typically this entails suspending your product till the proof is supplied. Both means, it sucks since you are responsible till confirmed harmless.

Hopefully, Amazon is difficult at work creating algorithms to detect pretend unfavorable suggestions as a result of getting focused by malicious claims actually sucks.

Evil Technique #4: Amazon Sellers Can Depart False Optimistic Suggestions On Your Merchandise

Much like the unfavorable suggestions technique above, there are teams of malicious sellers who’re leaving mass quantities of optimistic critiques on listings as properly.

Now you’ll assume that getting a bunch of optimistic critiques in your listings can be a great factor.

However as a result of Amazon has been cracking down on sellers who purchase 5 star critiques, Amazon now has algorithms in place to detect uncommon spikes in optimistic overview exercise.

Properly guess what?

In case your itemizing unexpectedly will get 100 5-star critiques, Amazon will detect this anomaly and immediately droop your account.

Because of this, not solely do you have to monitor your unfavorable suggestions however you additionally need to be looking out for five star critiques as properly!

The draw back is that should you get banned for optimistic overview manipulation, it’s actually exhausting to show your innocence. In any case, why would another person buy 5-star critiques for listings they don’t personal?

Evil Technique #5: Amazon Sellers Can Orchestrate A number of Returns And Simultaneous Detrimental Suggestions

As an Amazon vendor, you might be required to take care of sure metrics in your account to remain in good standing within the eyes of Amazon.

If in case you have too many returns or too many dangerous feedbacks in your merchandise in a brief time period, you danger getting your product or account suspended.

For instance, listed below are a few of Amazon’s pointers for a top quality account.

  • Order defect charge of lower than 1%
  • Detrimental suggestions lower than 6%
  • Buyer response time lower than 24 hours
  • A return charge of lower than 3%

What evil Amazon sellers will generally do is have folks make a number of purchases of your merchandise after which coordinate their returns and unfavorable suggestions abruptly.

A number of returns and a number of unfavorable feedbacks in a short while body might be disastrous to your account standing.

Sadly, there’s not a lot that you are able to do about this follow apart from to reply to every grievance as quickly as doable. And hopefully, your merchandise have already got sufficient optimistic suggestions to counteract the dangerous.

Within the occasion that you simply suspect foul play, report it to Amazon. The great factor is that you’ve 90 days to contest dangerous suggestions and whether it is eliminated throughout that point then nothing dangerous occurs to your account.

Evil Technique #6: Amazon Sellers Can Steal The Purchase Field And Ship Poor High quality Objects To Sabotage Your Itemizing

Over the vacations, one of many college students in my Create A Worthwhile On-line Retailer Course had a product that completely killed it. She managed to rank her product within the high 3 of Amazon seek for a aggressive key phrase and he or she was making 5 figures per 30 days off of a single product.

On the time, her product had a 4.5 star score and issues have been nice. However at some point, she seen that her gross sales had dropped to only a trickle and when she checked her itemizing, she seen that another person was promoting her product for considerably cheaper and he or she now not had the purchase field.

Right here’s the factor.

She designed these merchandise herself so it was extremely unlikely that this vendor was promoting the very same factor. Because of this, she did a check purchase and when she acquired the merchandise, she was shocked to see a poorly made imitation with an inexpensive copy of her packaging.

Regardless that she contacted Amazon, she bought the run round they usually did nothing about it. In the meantime, unfavorable critiques began trickling in and her search rankings began dropping.

Ultimately, this vendor went away however the injury was already achieved. She was left with a crippled itemizing that also hasn’t absolutely recovered.

Sadly, this scholar discovered the exhausting means to not rely upon Amazon for 100% of your gross sales. Right this moment, she’s focusing much more time on her personal web site and diversifying throughout different channels.

Evil Technique #7: Amazon Sellers Can Outright Accuse You Of Promoting Counterfeit Items

Over time, the variety of knockoff merchandise from China has been exponentially growing. And with massive manufacturers like Birkenstock pulling out of the platform as a result of piracy, Amazon has been extraordinarily delicate to counterfeit claims.

Sadly, unscrupulous sellers have began utilizing this to their benefit.

As a result of Amazon is fast to the ban hammer and sellers are thought of responsible till confirmed harmless, evil sellers are getting legit non-public label merchandise suspended by accusing them of promoting pretend merchandise.

Everybody that I spoke to who has had this occur to them finally bought their merchandise again on-line. However the appeals course of was grueling and tedious and a few sellers had their merchandise suspended for weeks.

What’s significantly irritating about this tactic is that Amazon merely doesn’t care. Your puny itemizing doesn’t matter to them as there’s all the time one other product to take its place.

Evil Technique #8: Amazon Sellers Can Trademark Your Amazon Account Identify

Most severe sellers on Amazon trademark their model title to allow them to enroll in Amazon’s model registry. However many sellers don’t hassle to trademark their Amazon vendor account title.

For instance, your Amazon account may be referred to as XYZ Corp. And beneath XYZ Corp, you may promote 2 manufacturers, “Model A” and “Model B”. Most individuals trademark “Model A” and “Model B” however don’t hassle trademarking XYZ Corp

Proper now, malicious sellers are trademarking different folks’s Amazon account names after which fully taking on their accounts.

In a latest article on The Verge, a poor vendor named Harris fell sufferer to this scheme. The hijacker deliberate his assault for over a 12 months, took his trademark to Amazon and registered it.

As soon as the trademark was obtained, the evil vendor immediately held the facility to kick Harris off his personal listings and management his account.

Evil Technique #9: Amazon Sellers Can Abuse Your Inactive Listings

Soiled Amazon sellers routinely use Google to comb inactive or “out of inventory” listings as a result of they’re simple prey for hijacking. In actual fact, all it’s important to do is sort “web at present unavailable” to find these merchandise.

As a result of inactive listings will not be normally monitored, hijackers can typically piggy again and abuse these listings with out data of the vendor.

For instance, one among my colleagues had one among his product listings transformed over to a intercourse toy with out his data.

Backside line, it’s best to shut off all inactive product listings in your account that you simply don’t intend to proceed promoting.


As with all issues in life, if one thing sounds too good to be true, then there’ll all the time be unseen disadvantages. Don’t get me flawed. There’s nonetheless a ton of alternative to be discovered from promoting on Amazon.

However I warning you to not put your whole eggs in a single basket.

With Amazon, you don’t personal the platform. You don’t personal your individual model. You might be banned at any time. And there are unscrupulous sellers and prospects all over the place.

I’ve been promoting on Amazon for a number of years now and I proceed to be amazed on the lengths that some sellers will take to remain aggressive. All the techniques talked about on this publish are reprehensible but Amazon isn’t doing a lot about it.

In my view, one of the simplest ways to remain sane is to

  • Spend a minimum of a portion of your time and sources by yourself branded platform to make sure the long run longevity of your enterprise.
  • Preserve away from extremely aggressive merchandise the place evil Amazon sellers are at their worst.
  • Construct an viewers of consumers and set up your individual model instantly.

If you’re all in favour of studying the way to begin your individual on-line retailer and establishing a long run branded enterprise, click on right here to take my FREE 6 day mini course on ecommerce.

Steadily Requested Questions About Promoting On Amazon

Is It Worthwhile To Promote On Amazon?

It may be worthwhile to promote on Amazon so long as you’ll be able to preserve a gross margin of fifty% or greater. Normally, Amazon will take between 25-30% of your revenues for charges.

Is Promoting On Amazon A Good Enterprise?

If in case you have your individual non-public label merchandise, promoting on Amazon is usually a nice enterprise mannequin. Nevertheless, in case you are simply promoting different folks’s merchandise, your costs will usually erode over time.

Can You Get Wealthy Promoting On Amazon?

It is extremely doable to generate 6,7 and even 8 figures promoting on Amazon. Nevertheless, due to rampant counterfeiting, it’s important to begin a model and construct your individual viewers of followers for your enterprise to face the check of time.

How A lot Cash Do You Want To Begin An Amazon FBA Enterprise

For a non-public label vendor, I like to recommend beginning with a minimum of $1-2K to cowl the price of stock and instruments.

Is It Straightforward To Promote On Amazon?

The times of simple cash on Amazon are over. As of late, it is best to validate your merchandise on Amazon after which begin your individual web site and model as quickly as you’ll be able to. You must construct your individual viewers to outlive.

Do You Have To Be A Enterprise To Promote On Amazon?

You must have a sellers allow to promote on Amazon so you’ll be able to pay gross sales tax to your authorities entity. Nevertheless, you do not want to be an organization or LLC.

Do You Want A Trademark To Promote On Amazon?

You do not want a trademark to promote on Amazon. Nevertheless, it is to your benefit to have a trademark and register your model on Amazon to guard your self from hijackers.

Prepared To Get Critical About Beginning An On-line Enterprise?

If you’re actually contemplating beginning your individual on-line enterprise, then it’s important to try my free mini course on How To Create A Area of interest On-line Retailer In 5 Straightforward Steps.

On this 6 day mini course, I reveal the steps that my spouse and I took to earn 100 thousand {dollars} within the span of only a 12 months. Better of all, it is free and you will obtain weekly ecommerce ideas and techniques!

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