Destroying the hoax about swarms of new sellers making Amazon FBA saturated.
The Amazon FBA saturation hoax that won’t die
Last week I was on a webinar discussion with 100 or so other FBA sellers. Someone said something I’ve heard at least once a week in the six years I’ve been selling via Fulfillment by Amazon.
It’s a myth stated endlessly on every forum.
It a myth repeated as fact in many blog comments.
It a myth propagated everywhere Amazon FBA sellers congregate.
What this hoax sounds like
“Have you noticed all the new FBA sellers flooding the market with cheap books?”
“I hate it how Amazon FBA is so saturated now.”
“With all the lowball FBA sellers who have jumped into Amazon the last few months…”
“Now that all the new sellers have taken over recently…”
People are obsessed shouting to the heavens that we are in the midst of “a FBA seller invasion”… and “Amazon FBA is saturated” and we’re all doomed.
I heard it in 2011.
I heard it in 2015.
I heard it in 2020.
And I heard it 3 days ago.
Here’s how the Amazon FBA saturation story goes
In its many forms, the common denominators of this narrative are as follows:
- Tons of new FBA sellers have magically appeared.
- This invasion has occurred abruptly, usually about 90 days ago (hoax-spreaders of this have a weird fixation on saying “the last 3 months.”)
- These new Amazon sellers are flooding the market with cheap product.
- The consequence of these phantom FBA sellers is that there’s dramatically less room for profit (or none at all).
- Amazon FBA is saturated, our days as Amazon sellers are numbered, and we should all run for cover.
The truth of this rumor is never questioned. The only thing discussed is what the best approach to this crisis is, and how much longer FBA sellers have before we’re all out of business.
Where did all these new FBA sellers come from?
Nowhere, because they don’t exist.
(And even if they did, it wouldn’t matter.)
I’ve heard this “FBA seller invasion” story at least several times a month for six years. And guess what? We’re still here, making money.
Yet the sellers who are stricken with this bizarre belief probably aren’t so lucky, having frightened themselves right out of business.
The irony of this belief (that “a tidal wave of new sellers has stormed the gates and Amazon FBA is saturated“) is that it only serves to scare sellers away. Not a bad side effect.
So from that angle, it’s a pretty cool rumor. Maybe I should spend more time spreading it and less time here debunking it. But moving on…
There is a noticeable influx of new FBA sellers in the years since I started. No question about that.
That’s happened over years, not three months. Not 12 months. Years.
Consider what it would take for there to be such a massive surge of new FBA sellers that it was noticeable within a 3 month (or even a 12 month) period.
- A new reality show about FBA sellers called “American Library Sale Pickers“.
- A huge mega-bestselling book on why everyone should sell on Amazon titled “The Four Hour FBA Work Week“.
- Beyonce charting with her new hit “Crazy in Love with Fulfillment by Amazon.”
I don’t think any of these have happened. And I think this belief is total delusion.
What is really happening?
It would be pretty easy to float some theories about the psychological roots of this.
The big one being: It’s easier to blame a phantom force than address why you’re not making much money on Amazon.
This isn’t a sweeping indictment of anyone who feels this like Amazon FBA is being saturated. Like I said, over a many-year period, I’ve noticed more lowball FBA sellers coming on board. But it’s not over a 12-month period. And it’s definitely not over 90 days.
Whatever its roots, the “collective Amazon seller subconscious” has given birth to this weird belief. And it seems here to stay.
The reality of whether Amazon FBA will get saturated
90% of selling on Amazon is simple and easy to explain.
Yet all the money is made in that last 10%. The part that everyone looking to “turn a quick buck” will fail to learn. The part that everyone hunting for a new internet profit scheme will never get.
Especially if we’re talking about selling books, I’m not worried about the masses “getting it.” There will be no FBA seller invasion.
There will be a lot of tire-kickers, half-steppers and part-timers. And we won’t even notice them.