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Seller Sessions Amazon FBA and Private Label

Seller Sessions

Seller Sessions is the world's first dedicated marketing show for Amazon FBA and Private Label sellers. No need to pay for expensive courses or overpriced Masterminds. Every week we dive into tactics and techniques that are actionable and delivered in bite sized chunks; FOR FREE!


Sep 25, 2023

Amazon OG Frankie Thorogood's Near Fatal Crash To Spectacular Exit in 18 Months

- *About Frankie*: Not commonly found in traditional FBA circles like Facebook groups or events, Frankie is an old-school seller who's carved out his unique path in the FBA community.

### The Early Years: Starting on eBay

- Frankie shares that he got his start in 2012 on eBay.

- Frankie recounts how eBay served as his starting point before Amazon became the juggernaut it is today.
- He believes eBay offered essential lessons in understanding marketplace dynamics.

### Frankie's Iconic First Product: The Snood

- Frankie reveals he started by selling football snoods that gained popularity among Premier League players.
- A spike in sales occurred when the Football Association banned the product.

### Tackling Marketplace Dynamics

- Frankie discusses the challenges of maintaining a business amidst stiff competition.
- He notes that these hurdles encouraged him to look for more sustainable, unique products.

### Transitioning into Compression Sportswear (early years)

- Frankie shifts focus to compression sportswear, a booming category.
- Shares his experience visiting the Canton Fair in China to source quality suppliers.
- Talks about how he broadened his product range and brand.

### The Jump to Amazon

- Frankie initially was hesitant about moving to Amazon due to its complex Flat file process.
- Decided to take the leap, which coincided with Amazon becoming a dominant marketplace.

### Building a Brand

- Danny questions Frankie about his journey in brand building.
- Frankie admits initial resistance to Amazon but couldn't ignore its market significance.
- Frankie summarises his journey and the unique aspects of his compression sportswear brand.
- *Lemon Market Concept*: A marketplace scenario where product quality is unknown until after the purchase.

- *Focus on Sportswear Fabric*: Quality relies heavily on fabric and fit.
- *Customer Feedback*: Importance of involving customers in product development.
- *Pitfalls of Rapid Scaling*: Discusses how expanding too quickly nearly led him to bankruptcy.
- *Decision to Sell Business*: Explored selling the business after a near-decade in operation.
- *Brand Milestones*: Overcame cash flow issues between 2014 and 2018.

#### The Exit Strategy and Beyond:

- Frankie and Danny discuss exit strategy planning, valuations, and Frankie's new ventures post-exit.