When clients join Darren Campbell’s FBA Brand Builder program, they expect a streamlined path to building their Amazon FBA businesses. Yet, a troubling aspect emerges from the program's design: the apparent lack of transparency around FBA Studio, the in-house listing creation and optimization service.
Further reading: The Truth Behind Darren Campbell’s “Local” Hiring Strategy
This article explores the ethical concerns surrounding FBA Studio, including its ties to outsourcing, inflated fees, and Darren’s potential financial interests.
Client: Yeah, with a guy in the Philippines.
Darren: Okay, so right now, if you want to come over to Brand Builder Studio, in terms of Jason, if you're more comfortable with that, we’ll obviously not charge you for that.
Client: Darren, that's neither here nor there, I didn’t have a say in it.
Darren: But outside of that, just so I know, if it is in terms of FBA Studio, that will be their company. That’s obviously their company, and we at Brand Builder Studio partner with them. If they have outsourced that, or if they do in the future in the Philippines, I don’t know if they do or what their full answer structure is. I’m very close with them. What would be the issue with that?
Client: It's not much of an issue, apart from the fact that when I paid the €1,500 or whatever it was, I thought that it was actually going to be people up the road doing it. You know what I mean? It’s not that the guy didn’t do a good job, or that he’s probably better than a lot of the people you have there. Just for me, I was surprised. I was like, I’m paying this cost, and then this guy in the Philippines is likely making about 20% of the salary that someone here would make. You know what I mean? Where does the money go? That's what I wanted to know.
Darren: Well, just so you know, any payments you make to FBA Studio have nothing to do with Brand Builder Studio. However, now we’re building our own studio and bringing in our own reps—people who do this at a very high level. Also, Nicky is now joining Brand Builder Studio.
So, just so you know, in terms of what we’re building right now, with the logo, the brand, and everything. And by the way, two things on this: I understand what I do at FBA Brand Builder. I have, in fact, 40 people part of FBA Brand Builder, and 95% of them are based in Northern Ireland. Someday, they might be based in Scotland, England, Wales, and hopefully someday in Ireland as well.
I wouldn’t ever have an issue if someone did an incredible job, whether they were from Pakistan, Asia, or Balamina. For me, I would never discriminate against anyone for where they are from. I know that’s not what you’re saying, but if they do a good job, and if they do an amazing job in terms of what FBA Studio does, they’re the company. They’ll obviously do whatever they do, but if they produce great work, it’s because FBA Studio produces great work. Does that make sense?
Client: Yeah, but it's not about discriminating against where the person is from.
Darren: No, I know that, but I’m just saying that it wouldn't have mattered if it was someone from anywhere, as long as they do incredible work. But just so you know, if you want to, we’re Brand Builder Studio, and we wouldn’t charge any of you. If you feel as if you want to do that, you can, but I would be pretty sure FBA Studio is amazing at what they do.
If you see all the success stories we’ve put up for clients, everything has been through FBA Studio. And now, he’s transferring over to Brand Builder Studio. I’ve managed to convince him of what we’re building, and he’s bought into the vision now. So, yeah, but on that note, (client), that’s really it with FBA Studio. But in terms of where they’re at, they’re doing an incredible job. If they do that, it shouldn't really matter.
The Funnel to FBA Studio
One of the most striking issues is the way clients are pushed toward FBA Studio without clear disclosures. As Darren mentioned in a call on October 16, 2023, FBA Studio is presented as the default option for creating product listings, including images, renders, and keyword research:
“What FBA Studio does is it gives you everything for your listing – images, copy, backend keywords – it’s the blueprint.”
While this sounds convenient, clients aren’t informed about alternative options or how to manage these tasks independently. Darren’s advice to "just trust the process" effectively silences any exploration of alternatives. Furthermore, no pricing breakdown or guidance on expected costs for these services is provided upfront.
This lack of guidance leaves clients dependent on FBA Studio, funneling them into a costly service that might not align with their budgets or expectations.
The Role of Nicky and the Zab Twins
Nicky, a key figure in FBA Studio, is frequently cited as a cornerstone of the operation. However, his connection to the Zab Twins—a pair closely tied to the FBA Brand Builder ecosystem—raises questions. In a December 2, 2024, call, Darren announced that Nicky had transitioned FBA Studio to operate fully under the Brand Builder umbrella, claiming this would improve communication and turnaround times.
“Nicky’s moved away from FBA Studio. It’s now part of Brand Builder Studio. Everything’s in-house now.”
Yet, this transition does little to address concerns about quality or the ethical implications of the underlying business model. It simply consolidates profits further under Darren’s control, leaving clients no closer to understanding the true cost and value of the services they are paying for.
Outsourcing to the Philippines: Quality vs. Cost
One of the most significant revelations is that much of the work done by FBA Studio appears to be outsourced to freelancers in the Philippines. While Darren often defends this practice, the economic disparity between what these freelancers are paid and what clients are charged creates ethical concerns.
“A lot of the noise about outsourcing is just people who don’t understand the business. The team in the Philippines is trained to deliver top-quality work, and that’s what clients get.” – Darren Campbell
This statement sidesteps the issue of inflated costs. Research indicates that freelancers in the Philippines are typically paid a fraction of what clients are charged for their services. For example, creating a set of Amazon listing images might cost $50–$100 if directly outsourced, yet clients are charged hundreds or even thousands through FBA Studio.
The markup is clear evidence of profit-taking at the expense of clients, who are neither informed about the outsourcing nor given the option to hire freelancers directly.
The Defensiveness Around Outsourcing
Darren’s responses to criticism about outsourcing reveal his vested interest. During a July 29, 2024, call, Darren dismissed concerns as “noise” and claimed that outsourcing benefits clients by keeping costs down:
“Without outsourcing, we wouldn’t be able to deliver the same quality for the price. People need to see the bigger picture.”
However, this justification doesn’t align with the program’s reality. Clients frequently report dissatisfaction with the quality of listings and images, as noted during a July 31, 2024, call:
“People have been expressing frustration with FBA Studio – paying so much and still not getting what they want. The quality just isn’t there.”
This mismatch between Darren’s claims and client experiences underscores the lack of accountability and transparency in the process.
Hidden Fees: The Unseen Cost of FBA Studio
A recurring theme in client calls is the frustration over undisclosed costs, including those associated with FBA Studio. Many clients enter the program under the impression that their upfront payment covers all necessary services, only to find that additional expenses like FBA Studio are essential but not included. As one client remarked during a December 2, 2024, call:
“We weren’t told upfront that FBA Studio was basically mandatory. By the time we realized we needed it, there wasn’t enough guidance on alternatives.”
This lack of transparency leaves clients feeling blindsided and financially strained, especially when combined with the inflated costs of FBA Studio’s services.
The Ethical Questions
The funneling of clients to FBA Studio, combined with a lack of transparency about costs and outsourcing, raises serious ethical concerns. Darren Campbell’s defensiveness and apparent financial stake in the process further complicate matters. Clients are paying significantly more for services that could be obtained independently at a fraction of the cost, all while being denied the knowledge or tools to explore alternatives.
The Move to “In-House” Services
Darren Campbell’s announcement of transitioning FBA Studio into an in-house entity under the rebranded “Brand Builder Studio” appears, on the surface, to be a positive change aimed at improving service quality and communication. However, a closer examination reveals this move may primarily serve to consolidate profits and control, rather than addressing the core issues of transparency, cost, and client value.
What Does "In-House" Really Mean?
In a December 2, 2024, meeting, Darren pitched the transition of FBA Studio to Brand Builder Studio as a way to improve the experience for clients:
“We’ve brought everything in-house now. No more delays from FBA Studio being in Canada, no more back-and-forths. It’s all centralized, and the quality will be unmatched.”
While Darren framed this as an improvement, the underlying operations have not fundamentally changed. Much of the work is still being outsourced to freelancers in the Philippines, as confirmed in earlier meetings and client discussions. What has changed is that the control—and likely profit—now rests even more firmly in Darren’s hands.
This raises critical questions:
- How does this transition improve quality if the same team is doing the work?
- Does centralization mean lower costs for clients, or just higher profit margins for Darren?
- Why aren’t clients given a transparent breakdown of costs or alternative options?
The Financial Implications of In-House Services
Moving FBA Studio in-house creates the appearance of streamlined service but does little to address the underlying issue of inflated costs. Clients continue to pay premium prices for services that, when broken down, reveal a significant markup. A stark example of this was discussed during a July 31, 2024, call, where a client expressed frustration about the lack of value:
“We paid for listings, but it was clear the work wasn’t done by professionals. The results didn’t justify the cost.”
The outsourcing model means that while freelancers are paid relatively small fees for their work, Darren benefits from the significant markup added when services are bundled into the Brand Builder ecosystem. By bringing FBA Studio "in-house," Darren ensures that clients are even more tightly locked into the ecosystem, leaving them with no real choice but to accept the inflated pricing.
Client Feedback: Quality vs. Cost
Client dissatisfaction with FBA Studio has been a recurring theme. Complaints range from delays and communication issues to subpar quality that fails to meet expectations.
Despite these issues, Darren has consistently defended FBA Studio’s quality, claiming that outsourcing allows for better service delivery at a lower cost. Yet, the reality is that clients are neither informed about the outsourcing arrangements nor given any choice to seek alternative providers.
One client put it bluntly during a December 2, 2024, meeting:
“If we had known upfront about FBA Studio’s costs and the fact that the work was outsourced, we might have gone elsewhere.”
This lack of disclosure not only undermines trust but also places clients at a significant disadvantage, forcing them to rely on Darren’s ecosystem without understanding its true costs.
How Clients Lose Out
Clients who rely on Brand Builder Studio are left with few options and even fewer resources to make informed decisions. By consolidating FBA Studio under the Brand Builder umbrella, Darren eliminates external accountability while locking clients into a system designed to maximize his profits. This lack of competition means clients pay more for services they could obtain independently for a fraction of the cost.
For example:
- A freelancer on platforms like Upwork or Fiverr might charge $50–$100 for a set of Amazon listing images.
- FBA Studio charges clients hundreds or even thousands for similar services.
This discrepancy becomes even more problematic when clients discover the quality of work is no better—and often worse—than what they could have sourced independently.
Who Benefits from the In-House Transition?
The move to Brand Builder Studio consolidates profits for Darren Campbell while failing to address the core issues of transparency, cost, and quality.
Clients remain uninformed about the outsourcing arrangements and are charged premium prices for services that don’t deliver commensurate value.
Red Flags in the FBA Brand Builder Ecosystem
- Mandatory Services Without Disclosure
Darren often emphasizes the importance of FBA Studio but fails to disclose its true costs upfront or provide clients with alternatives. A key red flag is any program that funnels clients into exclusive services without transparency about costs or quality.“We weren’t told upfront that FBA Studio was basically mandatory.” – Client during a December 2, 2024, call - High Costs with No Clear Breakdown
Clients report being charged significant fees for FBA Studio services without a clear explanation of how those costs are determined. This creates frustration and mistrust, as noted in a July 31, 2024, call:“People are paying so much and still feel like they’re not getting value for money.” - Dismissal of Alternatives
Darren’s defensiveness about outsourcing and lack of guidance on how to vet alternatives is another red flag. Programs that restrict client options or discourage independent research often prioritize profit over client success.
How to Avoid Overpaying for Services
- Understand the Service Scope
Before committing to any service, ensure you understand exactly what is included. For Amazon listing services, this typically involves:- Product photography or 3D renders
- Copywriting (title, bullet points, and description)
- Backend keyword optimization
If a provider cannot clearly outline what they are offering, consider it a warning sign. - Ask for Pricing Transparency
Request a detailed breakdown of costs. For example, how much is being charged for photography versus keyword research? Programs like FBA Studio often bundle these services without providing clarity, leading to inflated prices. - Compare Freelancers and Agencies
Platforms like Upwork, Fiverr, and online communities such as LinkedIn or Reddit are excellent resources for finding freelancers or small agencies. For example:- Amazon product photography: $50–$200 per product set
- Copywriting for listings: $30–$100 per listing
- Keyword research: $50–$150
By sourcing these services independently, clients can save hundreds or even thousands of dollars.
Questions to Ask Before Choosing a Service Provider
To ensure you are making an informed decision, ask potential providers the following:
- Can you provide examples of previous work or a portfolio?
- What is included in the service, and are there additional costs?
- How many revisions are allowed if I’m not satisfied?
- What is the expected turnaround time?
- Are you outsourcing any part of this work, and if so, to whom?
These questions not only protect you but also hold providers accountable.
Alternatives to FBA Studio
If you decide to bypass FBA Studio, here are some practical steps to build your own Amazon listing team:
- Photography and Image Renders
- Hire a product photographer or 3D rendering specialist on Upwork or Fiverr.
- Specify the type of images you need, such as lifestyle shots, infographics, or white-background images.
- Copywriting
- Work with a copywriter experienced in Amazon SEO to craft compelling titles, bullet points, and descriptions.
- Work with a copywriter experienced in Amazon SEO to craft compelling titles, bullet points, and descriptions.
- Keyword Research
- Use tools like Helium 10, Jungle Scout, or AMZScout to conduct your own keyword research. If you prefer to outsource, hire a freelancer with expertise in Amazon optimization.
- Use tools like Helium 10, Jungle Scout, or AMZScout to conduct your own keyword research. If you prefer to outsource, hire a freelancer with expertise in Amazon optimization.
- End-to-End Solutions
- Consider agencies that specialize in Amazon listing creation. These agencies often provide bundled services at a fraction of the cost charged by FBA Studio.
How to Demand Transparency
If you are already enrolled in FBA Brand Builder and feel trapped in its ecosystem, don’t hesitate to advocate for yourself:
- Request a Cost Breakdown: Ask FBA Studio to provide a detailed invoice outlining charges for each service component.
- Challenge Mandatory Services: Question why you aren’t offered alternative providers or allowed to source these services yourself.
- Provide Feedback: Use forums, surveys, or direct communication with program staff to highlight your concerns.
The Bigger Picture: Holding Programs Accountable
The practices surrounding FBA Studio are emblematic of larger issues in the Amazon FBA coaching space, where hidden fees and opaque business models often exploit clients. By asking questions, exploring alternatives, and advocating for transparency, clients can protect their investments and achieve better results.
The lack of transparency and inflated costs of FBA Studio should not deter clients from pursuing success in Amazon FBA, even though we feel it's a waste of time in 2024/2025. By educating themselves about alternatives, understanding service pricing, and holding programs accountable, clients can build profitable businesses without being overcharged for subpar services.