Hey, Fastlaners, good to see you. Thanks for hanging out with me. This is Ryan Daniel Moran. Welcome to the show. And I wanted to make a podcast for you today specifically to address the big news that everybody's talking about. And it is Amazon's purchase of Whole Foods markets. This caught me by surprise. I have become acquaintances with the CEO of Whole Foods due to his appearance at Freedom Fastlane Live 2016.

By the way, we made some announcements about our conference for this December.

We sent him out via email. You might want to check for that. There's some cool news in there.

So anyway, even with, obviously,

everybody at Whole Foods was tight-lipped. John Mackey wasn't going to tell me anything. And they didn't

tell anybody anything. So this caught the world by surprise. And I think it's an absolutely

brilliant move by both parties. And this means big changes and big opportunities, I think, for Amazon

sellers over the next couple of years. To really understand this, we have to go back a few years

and look at the e-commerce landscape and how it was affected by fulfilled by Amazon.

For you youngens out there that can't remember before 2012,

Amazon didn't have this thing called fulfilled by Amazon since their inception.

This two-day prime shipping and allowing all of these brand sellers like myself and our students

inside the tribe and our students inside the brand builder boot camp they didn't have these

opportunities to just take a product put it on the biggest marketplace in the world and have them

fulfill everything it was a, big shock to the system

when all of a sudden you could throw all of your product over at Amazon, have them fulfill it,

do all the packing and a lot of the customer service so that brand owners could just focus on

selling and marketing. That was a big shift.

All of a sudden, you could take a product that never existed before,

and instead of selling it through retail or trying to sell it through search engine optimization,

which was what most people did back then, you could take it straight to the retailer, which was

Amazon. You could put it right online and be in front of millions of customers. That was a game

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