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The fulfillment by Amazon program is massive. At last count, there were more than two

million vendors. Two million vendors, the majority of which are small businesses and

side hustlers who use Amazon's platform to reach consumers. There are a lot of benefits to

this program. It makes a lot of things pretty simple, easy, turnkey, and we have featured a lot

of stories in the archives of listeners just like you who have used this program to great success.

All that's pretty awesome, right? But what is the downside? Well, surprisingly, Jeff Bezos does

not actually wake up every day and think, how can I give away every advantage I have?

And today's caller has an important question that highlights one of the big downsides,

which is if you use FBA, that's fulfillment by Amazon, how do you go about building your

platform? Because you always hear that advice too. You hear about, you should build your platform,

...