Honest FBA Review: Should You Join?

As someone who’s navigated the wild world of online side hustles—from dropshipping to affiliate marketing—before building a full-time, six-figure business, I’ve learned one thing: not all “get rich” courses are created equal. When I first heard about Honest FBA, I was skeptical. Another Amazon FBA course promising overnight success? But after diving into their training and community, I realized this isn’t just another guru cash grab.

Tom and Alex, the founders, aren’t retired “experts” selling nostalgia—they’re active seven-figure Amazon sellers. Their program cuts through the fluff with 200+ lessons, cheat sheets, and real-world tactics for building a private label brand that actually scales. Unlike courses I’ve tried before, Honest FBA doesn’t shy away from Amazon’s gritty realities—fees, account suspensions, and the grind of standing out in a saturated market.

What hooked me? Their emphasis on ethical sourcing and creating sellable assets—not just quick wins.

In this review, I’ll break down whether Honest FBA delivers on its promise to help you build a sustainable Amazon business… or if it’s just more digital snake oil.

What is Honest FBA?

Honest FBA is a battle-tested Amazon FBA course designed to help sellers build private label brands that scale into sellable assets. Unlike generic “make money online” programs, it drills into the gritty realities of Amazon selling—VAT compliance, supplier negotiations, and navigating Amazon’s ever-changing algorithms. The curriculum spans 200+ step-by-step lessons across 19 modules, covering:

• Product Research: Using tools like Helium 10 to identify profitable niches and analyze competitors.
• Operational Logistics: Setting up seller accounts, managing shipments, and calculating landed costs to avoid profit-killing fees.
• Listing Optimization: Crafting high-converting titles, bullet points, and A+ content while avoiding common listing errors.
• PPC Advertising: Advanced strategies for Amazon Ads, including negative keywords and budget allocation.
• Ethical Scaling: Emphasis on sustainable practices, like ethical sourcing and compliance with Amazon’s review policies.

The program avoids theoretical fluff, focusing instead on actionable frameworks—like their 90-day launch roadmap—to turn beginners into self-sufficient sellers.

Recommendation: Here’s The Best Alternative

Who Created Honest FBA?

Honest FBA was co-founded by Tom Alexander and Alex Daniel, active 7-figure Amazon sellers who still run their own FBA businesses today. Unlike many “gurus” who exit the game to sell courses, Tom and Alex built credibility through hands-on experience:

• Tom Alexander: A logistics specialist who transitioned from sales roles to co-founding a successful Amazon brand in 2019. Known for simplifying complex topics like VAT and supplier contracts.
• Alex Daniel: A marketing and SEO expert with a background at companies like Typeform. He brings data-driven strategies to keyword research and brand positioning.
• Janson (joined 2023): A third co-head and BBC-featured entrepreneur who adds insights on scaling brands into 7-figure assets.

Their reputation hinges on transparency—they openly address challenges like account suspensions and Chinese New Year shipping delays. However, the program isn’t without controversy: Reddit threads critique FBA course creators broadly, and a 2023 report alleged aggressive tactics to silence critical reviews (though not directly tied to Honest FBA).

Who is Honest FBA For?

This program targets specific audiences:

1. Beginners needing structure: The detailed modules (e.g., “Setting Up Your Amazon Seller Account”) handhold users through tasks like Brand Registry setup and VAT exemptions.
2. Intermediate sellers stuck at 6 figures: Advanced PPC strategies and competitor analysis help break plateaus.
3. Ethical entrepreneurs: Those prioritizing sustainable sourcing and compliance over “black hat” tactics.
4. Asset builders: Sellers aiming to create sellable brands, not just quick flips.

It’s not ideal for dropshippers, arbitrage flippers, or anyone expecting passive income. The upfront workload—45-minute live demos, supplier negotiations, and shipment logistics—demands serious commitment. If you’re willing to grind through the operational complexities, though, Honest FBA provides a rare blueprint from sellers still in the trenches.

Recommendation: Here’s The Best Alternative

How is Honest FBA Structured?

Honest FBA is meticulously organized into 23 comprehensive modules, each designed to guide you through every step of building a successful Amazon FBA business. Here’s a quick breakdown of the key modules:

• Module 1: Introduction – Covers mindset, objectives, and the 80/20 rule for success.
• Modules 2-3: Business Setup & Amazon Account – Walks you through setting up your business entity, VAT handling, and navigating Amazon Seller Central.
• Modules 4-8: Product Research – A deep dive into finding profitable niches, analyzing competitors, and using tools like Helium 10. Includes live demos and final decision-making checklists.
• Module 9: Branding & Packaging – Focuses on creating a standout brand name and designing professional packaging.
• Modules 10-14: Sourcing & Shipping – Teaches supplier negotiations, placing orders, and arranging shipments to Amazon warehouses.
• Module 15: Listing Optimization – Guides you through creating high-converting product listings with A+ content and optimized keywords.
• Module 16: Launching Products – Covers launch strategies, pricing tactics, and leveraging PPC ads effectively.
• Modules 17-18: Pricing & Reviews – Explains how to set competitive prices and manage customer reviews for long-term success.
• Modules 19-22: Scaling Your Business – Offers strategies for scaling globally, hiring VAs, and expanding beyond Amazon.

The course also includes tools like calculators, templates, and weekly tasks as part of the 90-day accelerator program, ensuring you stay on track.

Are Honest FBA Students Getting Results?

Honest FBA boasts several success stories from its students, many of whom have achieved impressive milestones:

• George: Discovered a “star product” that now generates over £800 daily profit, even after multiple restocks.
• Greg & Ray: Launched their first product without any ad spend and hit the £10k revenue mark in record time.
• Rosie: Escaped her 9-to-5 job by generating over $160k in revenue from one product, with plans to expand her product line.
• Uzay: Transitioned from owning a restaurant to launching an Amazon brand within months, thanks to coaching from Honest FBA’s team.

Testimonials highlight the program’s practical approach and supportive community. One student noted that the course “broke everything into bite-sized chunks,” making it easier to follow while juggling other commitments. However, some external reviews suggest that the most prominent success stories stem from partnerships with Smashers Academy rather than Honest FBA alone.

Recommendation: Here’s The Best Alternative

How Much Does Honest FBA Cost?

Honest FBA offers three pricing tiers tailored to different levels of experience and goals:

1. Essential Package: Includes core training modules and basic tools for beginners.
2. Scale Package: Adds advanced PPC strategies, live coaching calls, and supplier discounts for intermediate sellers.
3. Scale+ Package: Provides VIP support, access to exclusive freelancer networks, and invites to in-person events for those looking to scale aggressively.

The exact pricing isn’t publicly listed but is reportedly on the higher end compared to other FBA courses.

Refund Policy

Honest FBA offers a 14-day refund policy, though it deducts a $50 administrative fee for processing refunds. This provides some flexibility for new students who want to test the program before fully committing.

While the cost may seem steep upfront, the value lies in its depth of content, active community support, and access to experienced mentors who are still actively selling on Amazon.

Praises For Honest FBA

After diving into Honest FBA, I found several standout features that make it a strong contender in the Amazon FBA course space:

• Comprehensive and Actionable Content
  Honest FBA doesn’t just skim the surface; it dives deep into every aspect of building a private label brand. The modules are packed with practical strategies, from finding suppliers to mastering PPC campaigns. What I appreciated most was the inclusion of live demos and detailed walkthroughs, which made even complex topics like logistics and VAT compliance easy to understand.

• Supportive Community
  The Honest FBA team has built a thriving community through private Discord and Facebook groups. Members actively share their experiences, ask questions, and provide feedback. This sense of camaraderie is rare in online courses and was a game-changer for me when I needed advice on product selection or supplier negotiations.

• Transparency and Realism
  True to its name, Honest FBA doesn’t sugarcoat the challenges of running an Amazon business. The founders openly discuss hurdles like account suspensions and high fees, preparing students for the realities of FBA. This honesty sets it apart from many other courses that promise unrealistic results.

• Proven Mentors
  The course is led by active seven-figure sellers—Tom, Alex, and Janson—who share real-world insights from their own businesses. Their hands-on approach ensures the strategies taught are up-to-date and effective in today’s competitive Amazon marketplace.

Recommendation: Here’s The Best Alternative

Criticisms For Honest FBA

While Honest FBA has plenty of positives, it’s not without its flaws. Here are some areas where it falls short:

• High Upfront Costs
  The course is undeniably expensive, especially when you factor in additional costs for launching an Amazon business (e.g., inventory, ads, shipping). While the content is valuable, the price point may deter beginners who don’t have significant startup capital.

• Confusion from Partnerships
  Honest FBA’s partnership with Smashers Academy has created some confusion among students. For example, Janson’s product research strategies often conflict with those taught by Tom and Alex—leading to mixed messages about pricing models and competition levels. This inconsistency can be frustrating for those trying to follow a clear path.

• Reliance on Testimonials Linked to Smashers Academy
  While there are many success stories attributed to Honest FBA, critics argue that much of the credit belongs to Janson’s Smashers Academy rather than Honest FBA itself. This raises questions about whether the course alone is sufficient to achieve significant results.

• Amazon-Specific Challenges
  Some students have pointed out that while Honest FBA provides excellent training, it doesn’t fully prepare sellers for Amazon-specific issues like listing errors or inventory management problems at fulfillment centers. These challenges can lead to unexpected costs and delays that aren’t adequately addressed in the course.

Despite these drawbacks, Honest FBA remains a solid option for those willing to invest time and money into building a private label brand. However, potential students should weigh these criticisms carefully before committing.

Should You Join Honest FBA?

After going through the Honest FBA program, I can confidently say it’s one of the most detailed and practical courses for anyone serious about building a private label Amazon business. If you’re someone who’s willing to put in the work—researching products, negotiating with suppliers, and mastering PPC campaigns—this course provides a clear roadmap to success. The mentorship from Tom, Alex, and Janson is invaluable, especially since they’re active sellers who understand the current challenges of the Amazon marketplace.

That said, Honest FBA isn’t for everyone. If you’re looking for a quick way to make money or don’t have the startup capital required for inventory and advertising, this might not be the best fit. The course demands time, effort, and financial investment to see results. But if you’re ready to commit and want a proven system with actionable steps, Honest FBA could be worth every penny.

Recommendation: Here’s The Best Alternative

Honest FBA Alternative

While Honest FBA is excellent for Amazon-specific training, it’s not ideal if you’re looking for broader strategies to make money online or prefer a lower-cost entry point. For those exploring alternatives, Wealthy Affiliate stands out as one of the best platforms for learning how to build an online business through affiliate marketing.

Here’s why I recommend Wealthy Affiliate:

• Beginner-Friendly Approach
  Wealthy Affiliate is perfect for newcomers who want to start earning online without the complexities of inventory management or supplier negotiations. It focuses on affiliate marketing—a business model where you promote products and earn commissions—making it far less capital-intensive than Amazon FBA.

• Comprehensive Training
  The platform offers step-by-step training on everything from building websites to driving traffic through SEO and social media. As someone who started with affiliate marketing before transitioning into other online ventures, I found their lessons incredibly helpful in understanding how to monetize websites effectively.

• Low Cost with Free Trial
  Unlike Honest FBA’s high upfront costs, Wealthy Affiliate offers a free trial so you can explore its features risk-free. Even its premium membership is affordable compared to most online business courses, making it accessible for anyone on a tight budget.

• Supportive Community
  Similar to Honest FBA’s community aspect, Wealthy Affiliate has an active network of entrepreneurs who share tips, answer questions, and collaborate on projects. This support system can be invaluable when you’re just starting out.

While Honest FBA excels in teaching Amazon-specific strategies, Wealthy Affiliate provides a broader foundation for making money online. If you’re unsure about diving into Amazon FBA or want a more flexible approach to earning income online, Wealthy Affiliate is an excellent alternative worth considering.

Recommendation: Here’s The Best Alternative

Anthony Smith

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.