Hiring an Amazon FBA Coach – Step-By-Step Guide [2023]

Picture of Author: Martyn N.

Author: Martyn N.

Hi! I’m Martyn, a full-time Amazon E-Commerce Manager with over 5 years of experience selling and managing a wide range of products for various small businesses on Amazon.



Looking to get yourself an Amazon coach to help you boost your business?

Want to make sure you hire an actual Amazon business expert and won’t waste your time and money on useless wannabes?

Unsure where to find the right one?

You’re in the right place!

In this article, I will tell you how to maximize your chances to hire the right Amazon FBA coach for your business.

Without further ado – let’s get right into it!



Defining your needs and requirements



Before we can go into the nitty-gritty of finding a great Amazon business coach, you have to be absolutely clear about what you’re looking for.

…No, I don’t mean “Just looking for a coach”.

Why are you even considering an Amazon coach in the first place?

What is your business missing that you’re not able to resolve with your current resources?

What is it that you believe an Amazon coach can give you?

Is there a specific area where your business performance isn’t up to par and you’re looking to have it fixed?

Do you find yourself becoming overly stressed and anxious about your business on Amazon and are looking for advice on managing tough times?

Or is your business just struggling in general and you’re unsure what’s wrong and what to do, and that’s why you’re looking for someone to just check over your whole business?

You can’t fix a problem that you’re not aware of – and most importantly for you, you do not want to be spending money on hiring someone who you later realize might not have the toolset to fix your issues.

You wouldn’t hire a plumber to fix your electrical sockets, would you?



Setting your budget


Once you’re clear about what you need, you can decide how much you are ready to pay for it.

Having a clear idea of what you can afford and what the standard market price is for the work ahead is crucial to make sure that you’re not going to overpay or worse, have to sacrifice your budget for another area.

Let’s talk about the first point – being clear about what you can afford.

Any business, whether online or not, requires careful capital management to ensure it functions well. Basically, it means being efficient with your money.

You should already have a ledger or an accounting file that tracks your budgeting per area, such as raw material purchase, shipping costs, tool subscriptions, advertising and so on.

If you’re not keeping track of all of your finances properly yourself, I strongly recommend that you get yourself a bookkeeper to do so – not only is it extremely useful to ensure that you keep proper track of your finances and budgeting, but it is also extremely helpful to make sure that your business is compliant with local income/tax laws and regulations.

Second point – what the market price is:

This is a bit trickier, but nothing that a half hour spent searching online can’t fix.

In the next section, I have listed a couple of freelancing websites which host a myriad of different coaches with either an hourly rate or a fixed price for a predetermined task – I suggest you browse through them first to get an idea of what coaches usually ask for.



Where to find Amazon coaches


If you look online for Amazon coaches, you will be given a wide range of agencies that will be happy to do the work for you.

Personally, I advise against hiring directly from such websites, for the following reasons:

  • You most often will not have an actual personal coach – instead, you’ll be given more of a course to follow with perhaps a single one-on-one meeting if you pay for the expensive premium package

  • You can never trust the offers and reviews (all content and reviews are made by website owners)

  • Agencies often ask for premium prices or act as middlemen, increasing the base amount you have to pay

  • Refunds can be tedious or downright impossible, depending on the agency and country



Instead, I recommend hiring a freelance coach directly yourself – this has the following advantages:

  • You are certain to get one-on-one coaching from an actual Amazon seller with previous experience

  • You can hire from an independent coach platform, which prioritizes customer satisfaction above all else (for future purchases)

  • You have a much higher chance of reading real customer reviews, meaning more chance to hire the right person for the job

  • You benefit from much better security, from work contracts to smooth refunds

  • You avoid the unknown premium margins and have a larger chance to pay less for the same amount of work


After a lot of online research, I have personally found the best platform for hiring Amazon coaches to be Fiverr.

Naturally, you can also hire from other platforms – personally, I haven’t found any other platform that offers the benefits mentioned above and still retains high trustworthiness for quality and reliability.

If you’re interested, here’s the direct link to a list of Amazon coaches on Fiverr:

Amazon Coaches on Fiverr



Spotting the real experts


So you’re now browsing one of the coach platforms – and you’re faced with dozens of similar results.

How do you find the right one for you?

Well, here’s the good news – the platform is designed to maximize the chances of you hiring someone and being satisfied enough to come back and hire again.

Thanks to this, most of the first results you will see should already be a good match for you.

However, here are a few things to keep in mind while you’re browsing:

  • First – make sure that what you searched for matches what you want.


This can be so obvious that it is often overlooked – you search for something and have a certain idea of what you mean behind it, yet the search engine – or the coaches – might have a different idea of what this means!

Double-check the descriptions of the top results to confirm that the results show what you’re actually looking for.

  • Make a list of potential candidates.


Firstly, even though I’ve just made a case for “best results come first”, don’t just go for the first result you see. You will want to have at least 5 different tabs open with the most suitable candidates.

It’s easy to fall into the trap of hiring the first one that looks good – but don’t rush!

Remember, if you’re looking to give away a reasonable amount of money, then it’s worth spending an extra hour ensuring you get the best fit.

  • Focus on coaches whose skill spectrum is as narrow as possible (while still fully covering your desired work).


What do I mean by this?

You might spot a coach who does it all – business coaching, startup coaching, financing coaching, life coaching, heck even maybe relationship coaching?

Coaches who seem to be able to do everything might seem appealing, but just like in any industry, being a generalist who can do everything very often means that they are not quite as good as a specialist.

A coach who specializes in just what you require is as such more likely to have more experience and expertise for the task at hand.

  • When looking at reviews, don’t just rely on review score/rating.


Firstly, check how many reviews the coach has accumulated – a few reviews can always be fake ones from friends and family looking to help them out. A couple dozen gets harder to fake.

To help further on spotting the fake reviews – check the distribution of reviews.

For instance, if they have a rating of 4.5 stars with 90% being 5/5 and 10% being 1-2 stars, this should alert you – reviews for good coaches are usually distributed in an exponential-like pattern, with most reviews being 5-4 stars, very few 2-3 stars and a couple 1 stars for horrible clients who don’t know what they want.

Having only 5 stars is also shady – you cannot please 100% of people, no matter your skill. Someone with loads of 100% 5 stars reviews is either a unicorn or a liar!

Still on the reviews – take a look through the reviews to see what previous customers said, especially on the “cons” or “dislikes” part.

Try to find out if there are inconsistencies between the reviews, for instance some reviews saying “great attention to detail” while others say “could have gone into more detail”. Such comments can point out to inconsistencies in work quality, which you will want to avoid.

Basically, look for a coach whose alleged “cons” or “weak points” are alright with you.

For instance, if you’re happy to wait longer for quality work, hiring a proper expert whose negative point is said to be that “they are slow” is actually a good sign for you.

  • Check their writing style and grammar.


An expert is often well-educated and has good knowledge of the language. While English might not be their mother tongue (my case as well!), there should be no obvious mistake that hints that they haven’t been properly educated (such as basic spelling or grammar mistakes, like “I am great coach with very good advise for you”)

Of course, you can be great at coaching and have terrible English – however, you’re more likely to hire a quality coach if their description shows a good level in your target language.

Furthermore, this will make communication between you easier, which is critical to ensure that you get what you’re asking for.

The above points will not guarantee that you’ll find a proper expert if you follow them all diligently – however, they should increase the likelihood that you’ll find one.

If your gut tells you that someone isn’t competent and yet they pass the above tests, don’t just shush it – use your own flair as well to tell who might be good or not.



Conducting a proper first call


Once you have selected your top choice, it’s time to establish first contact.

The call will mostly be about confirming what you found out in the previous section i.e. that the coach is competent and will deliver what you pay them for.

I strongly advise to insist on a video call – reason being that it’s a lot harder to fake being an expert on a live video than it is on a webpage.

If they try to dodge a video call, that could be a bad sign, unless they have a valid excuse.

While most of the call should be a simple discussion of what you need vs what they can provide, here are a few other things to ask on that first call to confirm their expertise:

  1. How did they get into this job?


This is both a good icebreaker and a good way to spot if the coach has indeed the experience they claim to have. Usually, a competent (and truthful) coach will have no problem telling their story from the beginning with enthusiasm and with minimal hesitation or visible discomfort.

  • What do most of their clients ask for?


This question is aimed again at confirming that they have had a fair bit of clients. A lot of hesitation or an inability to provide a clear answer can be a sign that they’re overplaying the number of clients they have had.

  • Within their job, is there any part that they really feel they excel at or particularly like?


Watch out for coaches who say that they are experts on everything when it comes to their job – unless they say that with visible excitement, in which case that’s a great sign.
This question is aimed more at seeing if they are truthful – someone who wants to just impress you is more likely to brag that they can give you everything at the same top-notch level of quality.

A good answer could be something like: “Well, I am an expert on every topic when it comes to X, but I suppose I have particular experience with Y, and I enjoy doing Z the most”.

The next one isn’t a question – but check out their background in the video. Does it seem like they are in a professional office, or in a small, noisy shared bedroom?

Of course, with many coaches working remotely, many will be working from home. However, successful coaches should have the funds to afford a good workplace (which also contributes to increased productivity!).

If they seem to work from their bedside, maybe they haven’t the skills required to afford a decent workspace – or if they do, then they may not take their job seriously enough to work in a professional way.

On the other hand, watch out for signs that they are trying too hard to impress you – full business suit, throwing business jargon around even when it’s hardly relevant, talking too much about their achievements and glorious past clients, and so on.

Finally – don’t forget to tell them clearly what you’re expecting from them, and for how much!

Don’t be shy about your demands – you’re paying money for this, and if the demands are too high for the amount you’re willing to offer, it’s the coach’s own responsibility to negotiate.

However, keep your head cool and request another call if you feel that you’re being asked for too much or being offered too little for your money.

Remember to have your budget sheet open during the video call so you can review it anytime you need.

Better to take it slow than to quickly agree to something that you’ll later regret!



Monitoring and tracking performance


So you have finally gone through the list of coaches, found your top choice and after a video call, decided on the tasks to do and the cost – congratulations!

However, we’re not just done yet.

We have to ensure that the coach will actually deliver on what was promised!

Coaching usually takes place over a regular video call with some feedback session – naturally, you’ll want to ensure that these regular sessions are set in a calendar and that your coach doesn’t “forget” about them.

Also pay attention to how much actual time is spent coaching – if it’s an hour session, does the coach listen to you and provide feedback throughout the hour, or is a third of it wasted in chit-chat, irrelevant stories, generic advice and the like?

When it comes to other kinds of feedback – I suggest setting up a task-tracking system with deadlines to ensure that your coach delivers the agreed-upon material on time.

There are many free task-tracking software you can use – I personally use Asana for both my own job and my private projects (like writing this article!)


There! Hopefully this is helpful in getting you to hire the right Amazon coach for you.

Remember that this is not a step-by-step guide – please use it as general advice from someone who has/is working with Amazon coaches.

There are naturally more aspects to hiring a coach that I cannot mention – namely contract laws, taxes and so on – since these are dependent on local laws, which is not my area of expertise.

Still, the most important part of hiring a good coach is – well, hiring a good coach. I hope the above has helped you with this.

On that note, let’s keep selling!

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