# Brandon Fishman

Brandon Fishman shares advice on growing Amazon and other ecommerce channels profitably. Their posts discuss product-level margins, advertising, fees, inventory, and how brands can approach TikTok Shop and creator-led discovery.

- Profile: https://b2binfluencer.marketing/creators/brandon-fishman/
- LinkedIn: https://www.linkedin.com/in/brandonfishman
- LinkedIn followers: 21,053
- Topics: tiktok-shop
- Based on 13 dated posts, latest 2026-10-09

## Summary

Brandon Fishman is most useful for practical advice on profitable Amazon and emerging ecommerce channel growth.

- Best for: A DTC brand selling on Amazon that wants profitable growth across marketplace and emerging channels.
- Not for: A consumer brand seeking sponsored placements to reach a defined demographic.
- Check first: Ask for audience data, partnership models, and performance results before contacting them.

### Takeaways

- Judge profit product by product, not at the account level.
- VitaCup cut coffee bags from 12 to 11 ounces, cutting fulfillment fees by $1.50 per unit.
- Discovery happens on video, search, and AI tools before Amazon. Test early and prepare listings.

## Main ideas

- **Judge profit product by product, not at the account level**: In a breakdown of Amazon Accelerate’s profit announcements, Brandon Fishman writes that audits start at the SKU-level P&L because topline sales can look strong while individual products lose money to advertising, fees, fulfillment, or returns. The same logic runs through a packaging post: the question is not just what Amazon charges, but what can be changed before the next production run.
- **Let acquisition cost decide whether the first purchase happens on Amazon or a brand’s own site**: Brandon Fishman pushes back on DTC founders who insist on ‘owning the customer.’ The argument is economic: brands will pay $40 or $50 to acquire a customer on their own site for an email address, first-party data, and a direct relationship, while the same customer could be acquired on Amazon for around $15. They cite that more than 60% of people who see an ad outside Amazon still check Amazon before buying. If customers want to buy on Amazon and it is cheaper to acquire them there, take the sale and use the better economics to earn the repeat purchase.
- **Discovery happens on video, search, and AI tools before Amazon. Test early and prepare Amazon listings to capture the demand.**: Where shoppers discover brands before they buy is a recurring priority. Brandon Fishman argues that Amazon has almost no product discovery—people arrive knowing what they want—while YouTube, TikTok, and LLMs create demand earlier. The pattern they describe: a creator posts, viewers search for the brand on Amazon days later, branded search spikes, and the brand converts on a platform it did not pay to be discovered on. Their advice is to test emerging placements early, learn where ads appear, what clicks cost, and whether the traffic converts, and make sure Amazon listings and reviews are ready to capture demand.
- **Failure on a new channel is usually an execution gap, not a platform problem**: Brandon Fishman’s TikTok Shop post is an inverted checklist: five ways a DTC brand could fail in 30 days. Skip Amazon. Put whoever is already on payroll in charge, even without TikTok Shop experience. Send samples without putting spend behind them. Do not recruit or manage affiliates, or track what converts. Ignore inventory. The underlying argument: the platform never gets a fair shot without the operating basics—experienced ownership, paid support behind samples, affiliate management, conversion tracking, and stock ready to scale.
- **Amazon tool announcements matter for the manual work they replace**: Brandon Fishman produces plain-language summaries of Amazon seller announcements and flags which ones change day-to-day work. Across two Accelerate posts, they cover profit analytics, scenario modeling, inventory visibility, AI-powered supply chain planning, Prime Air drone delivery, Amazon Quick as an AI assistant connected to Seller Central, and Seller Flex, where brands keep bulky inventory in their own warehouse while Amazon handles carrier assignment, pickup, delivery, returns, and customer service.

## Work to read

- [DTC Acquisition Costs on Amazon vs. Own Site](https://www.linkedin.com/posts/brandonfishman_dtc-founders-who-insist-on-owning-the-customer-activity-7513303342933037056-NVhF)
- [Optimizing FBA Fees Through Packaging Adjustments](https://www.linkedin.com/posts/brandonfishman_an-amazon-seller-on-reddit-says-half-an-inch-activity-7514360291934081025-nkDO)
- [Mastering Profitability and Inventory Visibility on Amazon](https://www.linkedin.com/posts/brandonfishman_amazon-accelerate-announcements-activity-7508510535785697281-y8rh)
- [New AI and Operational Tools for Amazon Sellers](https://www.linkedin.com/posts/brandonfishman_amazon-just-announced-a-bunch-of-new-tools-activity-7509235348011438080-uvl5)
- [Expanding Amazon Ads into the ChatGPT Ecosystem](https://www.linkedin.com/posts/brandonfishman_if-you-sell-on-amazon-pay-attention-to-this-activity-7503845545438957568-jTdg)
- [Amazon’s Expansion into YouTube Shopping Affiliate Program](https://www.linkedin.com/posts/brandonfishman_amazon-just-joined-the-youtube-shopping-affiliate-activity-7500244789464838144-bHIi)
- [How to Avoid Failure on TikTok Shop](https://www.linkedin.com/posts/brandonfishman_if-i-was-a-vp-of-ecom-for-a-dtc-brand-who-activity-7506411682030592001-_2_T)

## Brand relationships

- **VitaCup** (mention)

## Partnerships

Brandon Fishman’s public commentary focuses on strategic advice for DTC brands operating in the Amazon marketplace and emerging e-commerce channels. Their posts cover Amazon Seller Central profitability, AI-driven supply chain planning, FBA fee optimization, and emerging channels such as TikTok Shop and YouTube Shopping. Ask for formal partnership models, sponsorship policies, and operational requirements for collaboration.

## Alternatives

- Sebastian Nelson: Choose Nelson instead of Fishman when the brand's Amazon account is already working and the missing piece is creator-driven demand on TikTok Shop. The two posts describe an affiliate system rather than a one-off channel test: identify which creators are driving sales and which products and video styles they are moving; use the strongest performers as a recruiting template for the next cohort, matching niche, audience and content style; give new creators videos, angles and hooks that already convert instead of shipping samples and hoping; then put more samples, outreach and commission behind products already gaining traction and run the loop again. The second post gives a first-hand account of why that mattered for one operator: after reordering a large batch of Amazon inventory on debt, cost per click went from about $0.85 to nearly $2.00, margins disappeared, and a move into TikTok Shop affiliates produced a single video with five figures in sales in under 24 hours and, within three months, tens of millions of views and hundreds of thousands in sales. For a brand with a working Amazon listing and no creator demand, this addresses the same buyer task from the opposite end.
- Muiz Tariq: Choose Tariq instead when the profit leak sits inside Amazon advertising and the brand needs campaign structure and a reliable calendar rather than a discovery test. The reviewed advertising post names five campaign types that heavy spenders run: a single-keyword exact-match campaign with top-of-search placement used as a ranking engine; ASIN targeting on listings that already rank for the term the brand wants; targeting the brand's own ASIN inside Sponsored Products so the ad reaches shoppers who have just left the page; brand defense to hold the top slot on the brand's own name and keep branded terms out of the account averages; and Sponsored Brands video pointed at the same keywords as the ranking campaign. The post argues for this work by noting that Amazon's advertising revenue reached $19.8 billion in the second quarter of 2026, up 26% in a year, so when competitors can outspend the brand, campaign structure decides who wins the click. The Q4 post adds execution dates for 2026, with Prime Big Deal Days on October 6 and 7, peak fulfillment fees from October 15, Black Friday deal submissions closing October 20, and FBA stock arrival by October 28, plus a worked margin example: a $40 product discounted 20%, after the deal fee, peak fee and fuel surcharge, left profit per unit down 39% and required roughly 1.65 times the units just to stand still.
- Laurie Kacinski: Choose Kacinski instead when the margin problem is not advertising spend but other people selling the brand's products. The reviewed control post separates five things a marketplace dashboard hides: unauthorized sellers, pricing violations, Buy Box loss, inventory diversion and quiet listing changes. Outcomes can look fine while what produces them stays invisible: a brand may see sales without seeing that a third party is setting its price and answering for its customer experience. The post gives specific numbers from brand work: a health and wellness brand with 3,395 unauthorized sellers and no documented list of authorized partners; a household goods brand with third-party offers on Walmart averaging 41% below its own everyday price; and, after a control program, 72% of unauthorized sellers removed with 1P sales up 65% for the first brand, and 77% of sellers and 78% of listings removed for the second within a year. The second post explains why this is getting harder: Amazon's new multichannel tools connect eBay, Shopify, TikTok Shop and Walmart accounts, letting an unauthorized seller or one low price spread across channels in hours instead of weeks.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/