Emanuel Ruiz explains why 80% of Amazon FBA sellers fail: they don't identify their customer avatar. He uses a shoe-cleaner product to show how the same item sells differently to sneakerheads, moms, or blue-collar workers. Success means understanding your buyer's pain points and matching your listing to them.
If you're thinking about doing Amazon FBA private label, there's probably an 80% chance you're going to fail. And that number seems high, and it might be even higher. And the reason for that is because people can be selling the same exact product and targeting different people. And I'll give you an example. My first product that ever sold on Amazon 7 years ago that still sells today is a shoe cleaner. And that shoe cleaner can be targeting moms that have kids. It can also be targeting blue-collar workers that want to keep their boots in pristine condition. But Well, I chose to target sneakerheads, people that collect limited edition sneakers and have a pain point of going ahead and trying to keep them clean, restore them, and go ahead and resell them as well. So sneakerheads and resellers. So you see, when somebody tells you sell this actual product, that's a recipe for disaster. Because if you don't understand who is actually purchasing your product, you have no idea what those pain points are. Because the pain point for a sneakerhead is completely different than a pain point for a mom that wants to keep their shoes their kids' shoes clean. So once you understand exactly who your customer avatar is, which is the target market, you can go ahead and find out their pain points, their insecurities, and now build out an actual listing that goes ahead and touches on how your product solves those actual pain points. So again, if you're doing Amazon FBA, you're probably going to fail, and not understanding your customer avatar is literally pillar number one.
