Since 2010 there has been a substantial rise in the number of Amazon courses being promoted online. Amazon’s steady ascent to becoming the largest online retailer in the world attracted educators, gurus and marketers from all corners of the world. At first, some of these first-time Amazon sellers did well even though they had little business experience. The hacks worked. As time went by though, things changed. Amazon wised to the many short cuts these marketeers were exploiting and they tightened their platform leaving many of their students with average products and tactics that don’t work anymore. During this phase, our company’s founder built a successful brand on Amazon, not through hacks or tricks but through carefully choosing a product category that he was passionate about and then progressively building a brand that stood for something in that niche. It wasn't fast and it wasn't easy by any stretch of the imagination...but it did work. As Adam points out in the program, for large businesses Amazon is a place to invest capital and make a return, whereas entrepreneurs go there to make a living. This is a small but very important distinction. For example, Walmart makes around 3% margin on it’s revenue whereas an entrepreneur could never survive on that (our students are taught to target 30% margin - 10X Walmart’s). In order to achieve that long term, entrepreneurs need to create innovative products and meaningful brands that genuinely offer consumers something they can’t get elsewhere at a price they’re willing to pay.