TAS 021 How To Create An Amazon Business That You Can Sell (Richard Turnbull)

In this episode of The Amazing Seller Podcast I'm going to share an interview I recently did with a successful Amazon Seller. His name is Richard Turnbull and his story is a little different as to how he first started and how he plans to sell the business in the future.

I'll give you the highlights from the interview.

  • 1. Product Idea Came From Shopify Contest
  • 2. Launched His Own eCommerce Website
  • 3. Why He Started Using Amazon As Sales Channel
  • 4. How He Plans To Build The Business and Then Sell It (Exit Plan)
  • 5. What He Would Do If He Started Over Again Today
  • 6. How He Thinks Of Product Ideas
  • 7. How He Promotes His Products
  • 8. How He Plans To Sell Globally

There's so much more we discuss and you will find tons of value that can be applied if your new or a current seller.

Why Richard Wanted To Come On The Show!

He reached out to me and asked if I knew anyone in the UK (in his area) that would want to talk business over a beer or cup of coffee. He wanted to come on the show to help and share his past 18 months of experience, but wants to find a small local meet-up group.

So, if you want to reach out to Richard, leave a comment below and he will be checking this post. I hope to hang out one day with Richard and we can have that beer and discuss our businesses.

This is why I love this show and all the listeners. If this show can help others connect and build relationships to create successful businesses…this is a success.

Pretty cool stuff ๐Ÿ™‚

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Richard's Email Refund Template:

This is an actual conversation from Richards customer that refunded and his response. You'll notice that he writes as Jen and that's his customer rep's name (pen name).


Original Email:

Hi Bill

We are very sorry to see from your review that you have not had a good experience with
our product.ย  Your satisfaction is our number one priority.

It is our policy to offer a 100% refund to any customer that is not completely satisfied for
up to a year after their purchase.ย  If you have any feedback, please consider replying to

this email.ย  We are a small family run business and are trying to see how we can improve.
Would you like us to process the refund (you do not need to return the product) ?

Thanks and have a great day,


— Customer Response —

Dear Jen,

Your email impacted me so much that I had to raise my rating to 4 stars. I also stated
clearly in my updated review what type of people that I feel you are.

Jen, I pride myself and running a small company that has no interest in making money,
our only goal is to honestly help people. Sometimes I feel like I am the only company on
earth that is founded with these principles.

Thank you so much for showing me that I am
NOT alone! Your humility and caring means everything.

Yes, I have tried everything to get your product to work for me, and it just isn't going to
happen. So please do process my refund. But thank you, very, very, very much for being
the type of people that you are.

God Bless,
— Richard's Response —

Hi Bill

Your email has made our week!ย  That is one of the nicest emails we have ever had back.
Thank you.

Customer service and satisfaction comes first for us.ย  It is great to hear from other people
that value doing the right thing.

Have a fantastic day!



If you are new to the podcast or blog and you want step by step details for selling on Amazon…visit the START PAGE.

Join the discussion

  • Hi Scott, congratulations with the suburb suite of podcasts. They are very informative and leave no stone unturned.
    Thank you, thank you.
    I am also a fellow Brit who is just in the process of setting up a new company looking to exclusively operate as an Amazon ecommerce business. I have two business partners and we are just at the stage of identifying 3 suitable launch products and should be ready for launch by October – Novemeber. Our vision is to launch own brand private label products and expand across all Amazon platforms.
    Your podcasts have made our work so much easier and have led us safely through what could have been a minefield of early startup mistakes and disasters.
    Being in the UK we would like to meet up with Richard and share some level of experience. Could you possibly provide me with a contact address or forward my own contacts to Richard?
    Keep up the great work Scott, it’s a masterpiece!

    Kind Regards

    • Hey James, I’m glad to hear you’re enjoying the content so far!

      The best way to reach out to Richard might be to tag him in a post in the facebook group over at theamazingseller.com/fb.

  • Hi Scott! Your podcast is truly ‘da lick’! (That’s a South London expression) I love it to bits. I would love to connect with Richard and any other UK FBAers for mutual support and ideas. Please let me know of any Facebook groups or meetups happening .. Cheers!

  • Great podcast. Question: if a seller is in the UK, should they have inventory shipped to the UK first and then ship to Amazon in the US or just have it all shipped to Amazon in the US (assuming seller is selling on amazon.com and buying from China or similar place)? I understand getting a sample first sent to your home/office, but when product is good and seller wants to sell, ship to UK first would end up expensive having to then ship to the USA.

    • Hi David,

      You can do it either way. But, in your case I would probably ship direct to FBA. You may want to start with smaller orders to make sure quality is good. You could also have someone in the US accept and ship on your behalf.

      Hope this helps.

  • Hi Richard, I`m only halfway through the interview but I would love to get in touch. I’m from Belgium and started selling private label about 3 months ago on Amazon UK and other european marketplaces. It’s a great journey and with a lot of potential I believe. I`ll see if I can contact you through Facebook! Cheers!

  • I just started listening to your great podcast Scott !! Excellent Work – I’m from the UK and would love to contact Richard and am having trouble finding the FB group as there are so many now – I may contact you via facebook as I found you there (scott). –
    please post the link for the FB group as you said in the podcast – Thanks

  • Amazing information and great to see a fellow Brit ‘knocking it out of the ball park’.

    One bit of information I would have loved for you guys to discuss was the actual process of customizing or creating your own product. I have had some success getting custom made jewellery made, which is actually very simple. Most of the time it goes smoothly. However we did just get 400pc’s of jewellery made that was supposed to say ‘sweet 16’ and came delivered with just ‘sweat’ written on it. Haven’t managed to come up with an angle to sell these yet :).

    I was wondering what, if anything, do you need to know about the manufacturing processes? Also what about materials (types of plastics etc). How do you communicate what you want? I assume you go through several stages of prototyping? Is it similar to ordering samples?

    I for one would feel a bit awkward getting a sample and then ripping it apart with any issues I had with it. I’ve just gone with the ‘best I can get’ rather than fixing issues with a product that looked like the best option but had some major faults.

    Richard, if you pass by, I’m actually in Southampton and would be very interested in a beer. Maybe it would be worth setting up a UK South mastermind group on Facebook? Can’t say I’ve met anyone in the UK doing the private label thing, but they must be out there.

    Keep up the good work. Everytime I listen to a podcast it’s like getting a $1000 training course for free ๐Ÿ™‚

  • Great Podcast Scott and great to hear from a fellow Brit.
    I live quite close to Richard so I hope he sees this comment.

    Thanks again Scott.

  • Hi again Scott!

    You know wht I love the most? That you acctually answer ALL comments you get. Your mindset is great!
    So I have a question I heard you say in one of your podcast episode. You said you did not trust freght forwarder. I am using something called fbainspection but its SO expensive. 0.45$ per item and i have 200 units the first inventory. That is okey but let say I have 5000 units in the future that will be a lot of money. As I live in Sweden I dont know what to do? Because I want my customer to be 100% happy, how do I solve this? Am I able to ship it to myself and then to amazon? I tried UPSsweden, and it said it would be around 800$ to send, that seems crazy high, when they say I it cost my 16$ if I send it with amazon ups partnered. Do you have any suggestion here?

    Thank you ๐Ÿ™‚

    • I think .45 cents per item is pretty good price. You need to just figure that into your margins. If you’re margins are not there…add an accessory or pick another product.

      It sounds like you just need to look at your numbers and figure in the cost of inspection.

      Sorry I don’t have a better answer.

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