If you’re anything like me, you know that the journey to building a successful online business is rarely a straight line. Before I was able to turn my side hustles into a consistent six-figure income, I tried just about every way to make money online—affiliate marketing, dropshipping, freelancing, you name it. Each venture taught me something new, but it wasn’t until I went all-in on my own online business that things really took off.
With that background, I’ve always been curious about the latest strategies and courses promising to help entrepreneurs succeed—especially when it comes to Amazon FBA, which has exploded in popularity. That’s why I decided to take a deep dive into Joshua Crisp’s AMZ Formula.
As someone who’s seen both the hype and the hard realities behind online income claims, I’m here to give you an honest, experienced perspective on whether AMZ Formula lives up to its promises, and if it’s truly worth your investment as an aspiring or established online entrepreneur.
Table of Contents
What is AMZ Formula?
AMZ Formula is a step-by-step online course designed to teach you how to build, launch, and scale a profitable Amazon FBA private label business. The course is laid out across eight comprehensive modules, covering everything from setting up your Amazon seller account to advanced strategies for scaling your brand. Inside, you’ll learn the nuts and bolts of product research (including how to use tools like Jungle Scout), sourcing products directly from suppliers, optimizing your listings, running Amazon PPC ads, and leveraging advanced marketing tactics like influencer outreach and email marketing.
What sets AMZ Formula apart is its focus on building your own brand, not just reselling other people’s products. The training is packed with over 70 hours of video content, cheat sheets, templates, and access to a mastermind community, all aimed at giving you a clear roadmap to make money on Amazon. The promise is that, by following the system, you can go from zero to a six-figure business—though, as someone who’s been around the block, I know success depends on your effort, capital, and willingness to learn.
Recommendation: Here’s The Best Alternative
Who Created AMZ Formula?
AMZ Formula was created by Joshua Crisp, a name that’s become pretty well-known in the Amazon FBA and e-commerce space. Joshua’s story is one of true grit: from humble beginnings and personal setbacks, he managed to build multiple seven- and eight-figure businesses on Amazon. He’s been featured in major outlets like CNBC, Forbes, and The Huffington Post, and has a strong presence on YouTube and social media, where he shares insights on product research, optimization, and scaling strategies.
Joshua’s reputation is built on real-world experience. He’s not just a course creator—he’s an active Amazon seller and CEO of several companies, including his own Amazon brands and Crisp Learning Technologies. He’s helped thousands of entrepreneurs get started on Amazon, and his teaching style blends practical, actionable advice with the kind of motivation that comes from someone who’s been through the trenches himself.
Who is AMZ Formula For?
If you’re serious about building a private label business on Amazon, AMZ Formula is designed for you. The course caters to a wide range of people:
- Complete beginners who want a structured, step-by-step approach to launching their first Amazon business
- Side hustlers looking to transition to full-time online entrepreneurship
- Existing Amazon sellers who want to scale their operations or refine their strategies
- Anyone who prefers learning through video content, templates, and community support
That said, this isn’t a get-rich-quick scheme. You’ll need significant startup capital (often $5,000–$10,000 or more) for inventory, ads, and tools. The course is best suited for those who are ready to invest both time and money, and who want to build a real, sustainable business—not just flip products for quick cash. If you’re looking for a shortcut or have a very limited budget, you might find the upfront investment and ongoing costs challenging.
In short, AMZ Formula is for motivated, action-oriented individuals who want to leverage Amazon’s platform to create and grow their own brand, and who understand that real results require real work.
Recommendation: Here’s The Best Alternative
How is AMZ Formula Structured?
One thing I appreciate about AMZ Formula is how methodical and comprehensive the course structure is. Joshua Crisp breaks down the Amazon FBA journey into clear, actionable modules that guide you from absolute beginner to advanced seller. Here’s a look at the core modules and what you can expect to learn:
- Module 1: Introduction – Lays out the basics, terminology, and the mindset you’ll need to succeed.
- Module 2: Business Structure – Covers setting up your Amazon seller account, understanding compliance, and getting your business foundation right.
- Module 3: Navigating Seller Central & Support – Walks you through the Amazon Seller Central dashboard, support channels, and key platform features.
- Module 4: Product Research – Teaches you how to find profitable product ideas using tools like Jungle Scout.
- Module 5: Product Validation – Shows you how to verify product demand, competition, and profitability before investing.
- Module 6: Suppliers & Manufacturers – Guides you through sourcing products, negotiating with suppliers, and quality control.
- Module 7: Shipping & Importing – Explains logistics, shipping options, and how to get your product from the factory to Amazon’s warehouse.
- Module 8: The Micro Launch Strategy – Details Joshua’s approach to launching products and generating initial sales.
- Module 9: PPC (Pay Per Click) – Dives deep into Amazon advertising, campaign setup, and optimization.
- Module 10: Scaling – Covers scaling your brand, influencer marketing, creating A+ content, and expanding your catalog.
- Module 11: Maintaining & Managing Your Listing & Products – Teaches you how to protect your listings, manage reviews, and forecast inventory.
Beyond the video modules, you get access to cheat sheets, templates, live coaching calls, a mastermind Facebook group, and a 24/7 chat room for ongoing support.
Are AMZ Formula Students Getting Results?
As someone who’s invested in plenty of courses over the years, I always look for real student success stories before recommending anything. AMZ Formula does have some impressive testimonials. For example, Joseph O’Connell and his wife Casey shared that after taking Joshua’s course, they went from $0 to $100,000 in sales within six months. Joseph was able to quit his job, travel with his wife, and now earns four times what he did at his old 9-to-5. He credits the course for giving him the right mindset and actionable strategies to build a sustainable Amazon business.
There are also plenty of stories in the Facebook group from students who’ve launched profitable products, scaled to five and six figures, and even replaced their full-time incomes. Of course, not everyone will see these results—success depends on your effort, capital, and ability to implement what you learn—but it’s clear that the program has helped motivated students achieve real, life-changing outcomes.
Recommendation: Here’s The Best Alternative
How Much Does AMZ Formula Cost?
AMZ Formula is priced at $997 for lifetime access, which includes all modules, future updates, live group coaching calls, and access to the private community. There are no hidden upsells, and you get a range of bonuses like cheat sheets, templates, and ongoing support.
As for the refund policy, AMZ Formula offers a 14-day money-back guarantee. If you go through the course and decide it’s not the right fit, you can request a full refund within 14 days of purchase, as long as you’ve completed less than 30% of the content. Some sources mention a 60-day refund window, but the standard seems to be 14 days—so make sure to double-check the terms at checkout.
While the investment is significant, especially if you’re just starting out, you’re getting a comprehensive blueprint and support system that can potentially pay for itself many times over if you execute. Just remember, you’ll also need additional capital for inventory, advertising, and tools to actually launch your Amazon business.
Praises For AMZ Formula
Comprehensive, Step-by-Step Training:
One thing I genuinely appreciate about AMZ Formula is how thoroughly Joshua Crisp breaks down the Amazon FBA process. The course guides you from the absolute basics—like setting up your business structure and understanding Seller Central—all the way to advanced strategies for scaling and protecting your brand. As someone who’s taken plenty of online courses, I can say the structure here is logical and easy to follow, making it especially valuable for beginners who want an A-to-Z roadmap.High-Quality Video and Materials:
The production quality of the course is impressive. The videos are clear, well-edited, and easy to follow, with Joshua often overlaying his explanations on PowerPoint presentations. This makes the learning process smoother and more engaging, even for those who might not be familiar with e-commerce jargon.Active Community and Support:
AMZ Formula doesn’t just leave you on your own after you buy the course. There’s a vibrant Facebook mastermind group, a 24/7 chat room, and regular live coaching calls with Joshua himself. This level of ongoing support and community engagement is a huge plus, especially for those who value networking and learning from others in the same boat.Real-World, Actionable Strategies:
Joshua shares practical, actionable strategies that he’s used in his own Amazon businesses. From product research to sourcing and launching, the methods are grounded in real experience, not just theory. I’ve seen students in the community share genuine success stories—some have even replaced their full-time incomes or hit six-figure sales milestones after implementing what they learned.Lifetime Access and Updates:
Once you enroll, you get lifetime access to all course materials and any future updates. This is a big deal in the fast-changing world of Amazon FBA, where staying up-to-date can mean the difference between success and failure.
Recommendation: Here’s The Best Alternative
Criticisms For AMZ Formula
High Upfront Cost:
At $997, AMZ Formula is a significant investment—especially if you’re just starting out. And that’s just for the course itself; you’ll also need to budget for inventory, Amazon fees, tools like Jungle Scout, and potentially hiring help. For many beginners, this price tag can be a real barrier.Overwhelming Amount of Information:
The course is packed with information, which can be a double-edged sword. Some students have found the sheer volume of content overwhelming, making it tough to absorb and implement everything at once. If you’re not organized or easily distracted, you might struggle to keep up or get stuck in analysis paralysis.Limited Personalized Coaching:
While there are live group calls and a supportive community, you don’t get true one-on-one coaching unless you pay extra. For those who need hands-on guidance or personalized feedback, this could be a downside.Refund Policy Issues:
The refund policy is stricter than I’d like. You can only request a refund if you’ve accessed less than 25–30% of the course, and some reviews mention that actually getting your money back can be a hassle. This makes it a bit risky if you’re on the fence or want to sample more of the content before fully committing.Not Unique for Advanced Sellers:
If you already have experience with Amazon FBA, you might find the course content a bit basic. While it covers advanced topics, many of the strategies are similar to what’s taught in other reputable FBA courses. The real value here is for beginners or those who need a structured, motivational approach.Amazon FBA Business Model Challenges:
This isn’t a criticism of the course itself, but of the business model it teaches. Amazon FBA is competitive, margins can be slim, and Amazon’s rules can change at any time. You’re building a business on someone else’s platform, which always carries risk.
Should You Join AMZ Formula?
After going through AMZ Formula myself and seeing the results in the community, I can honestly say it’s one of the most comprehensive Amazon FBA courses out there—especially if you’re serious about building a private label business from scratch. If you’re a self-starter with the willingness to invest both time and capital, and you want a clear, step-by-step blueprint (plus ongoing support), then AMZ Formula is a solid choice. The course gives you all the tools, strategies, and community access you need to get started and scale.
However, I wouldn’t recommend it to everyone. If you’re on a tight budget or looking for a quick side hustle, the upfront costs of both the course and launching an FBA business can be daunting. And if you already have significant experience with Amazon FBA, you might find some of the content overlapping with what you already know. Ultimately, your success will depend on your ability to take action, stay persistent, and adapt to the ever-changing Amazon landscape. For those who fit that profile, AMZ Formula can absolutely be worth the investment.
Recommendation: Here’s The Best Alternative
AMZ Formula Alternative
If Amazon FBA doesn’t feel like the right fit, or you’re looking for a more affordable and flexible way to build an online business, I highly recommend checking out Wealthy Affiliate. As someone who’s tried a variety of online business models, I’ve found Wealthy Affiliate to be one of the best platforms for learning how to make money online—especially through affiliate marketing.
Wealthy Affiliate offers step-by-step training, live support, and all the tools you need to build a profitable niche website from scratch. The community is incredibly active and helpful, and you don’t need a huge upfront investment to get started. You can even try out their starter membership for free, which is a great way to test the waters before committing.
In my experience, Wealthy Affiliate is perfect for anyone who wants to learn how to generate passive income online without dealing with inventory, shipping, or Amazon’s ever-changing rules. Whether you’re a complete beginner or looking to diversify your income streams, it’s a proven platform that’s helped thousands of people (including myself) achieve real results in the online business world.
Recommendation: Here’s The Best Alternative
Anthony Smith is an internet entrepreneur. He created the Side Hustle Ideas Database to help people find side hustles for making extra money, with the potential of turning into a full-time income.
After graduating from the University of Pennsylvania with a business degree, he gained business experience at a consulting firm. At the same time, he tried various side hustles including freelance writing, blogging, and eCommerce. He managed to turn his side hustles into a full-time business, earning over $3 million. Now, he enjoys financial freedom and travels around the world as a digital nomad.