Mid-week already—not long until the weekend! We’re busy working on some bigger pieces behind the scenes, crunching a ton of data that we’re hoping to share in the next few days. Trust us, it’ll be worth the wait. We’re bringing fresh insights to challenge the narrative that “outside noise” isn’t affecting the growth of the FBA Brand Builder—despite Darren’s claims that they’re thriving like never before.
But for now, let’s take a look at another “success story” Darren’s spotlighting… and yes, once again, it’s from his own team. If you caught our breakdown of the Fast Ambition story a few days ago, this might feel like déjà vu. If this is what FBABB considers a standout example of success—and he’s openly using it to reel in new clients—we suggest grabbing a calculator and double-checking those numbers for yourself.
Here’s the deal: we stick to facts, data, and the information Darren has shared publicly. While the reality could very well be worse (questions about Rankbell usage or Darren funding Nicole’s product come to mind), we’ll avoid making any assumptions and work with the figures he’s put out there. So, let’s break it down.
The Numbers: £21,600 Net Profit—Before Costs and Taxes
Nicole’s so-called success story boasts $250,000 in revenue and $26,000 (~£21,600) in net profit, equating to a profit margin of just under 11%. While Darren is eager to present this as an outstanding achievement, the reality looks far less impressive once you account for the typical costs, taxes, and everyday business expenses that every Amazon FBA seller has to manage.
Scenario 1: No Additional Costs
Let’s assume Nicole’s £21,600 net profit is entirely hers to keep:
- Monthly net profit: £21,600 ÷ 12 = £1,800/month.
- Hourly earnings: Based on 40 hours/week, this equates to ~£10.38/hour.
While it’s better than minimum wage, this figure hardly qualifies as life-changing. It’s a modest income at best—especially for someone being promoted as a flagship success story.
Scenario 2: Including Real Business Costs
Now let’s include the expenses every FBABB client faces:
- FBABB joining fee (one-time): £6,500.
- PPC management: £150/month = £1,800/year.
- Accountancy fees: £75/month = £900/year.
- Trademark registration: £600 (one-time).
- Branding and listing optimization: £1,750 (one-time).
- Empire Builder software: £699/year.
These costs total £12,249 in the first year. Subtracting this from her £21,600 net profit:
- Adjusted net profit: £21,600 – £12,249 = £9,351.
- Monthly earnings: £9,351 ÷ 12 = £779/month.
- Hourly earnings: ~£4.87/hour.
At this point, Nicole’s earnings amount to less than half of Northern Ireland’s minimum wage. When you factor in reinvestments into stock and other hidden costs, the numbers make it clear that her business is anything but profitable.
Scenario 3: Adding Tax
Nicole operates as a UK Ltd company, meaning her profit is subject to 19% corporation tax. After tax:
- Pre-expense net profit: £21,600 – 19% = £17,496.
- Post-expense profit: £9,351 – 19% = £7,573.
- Monthly post-tax earnings: £7,573 ÷ 12 = £631.
- Hourly earnings: ~£3.64/hour.
Even with the most optimistic interpretation, Nicole’s income is far from sustainable—and it certainly doesn’t live up to Darren’s claims of “replacing” a typical 9-to-5 salary.
Darren’s Profit Margin Inconsistencies
Nicole’s 11% profit margin stands in stark contrast to Darren’s past claims about Amazon FBA profitability. In his promotional content, Darren has often touted average profit margins of 30–50%, even criticising margins below 20% as poor business management. Yet here he is, using Nicole’s 11% margin as a supposed success story.
This inconsistency reveals Darren’s willingness to twist the narrative to suit his goals. If an 11% margin is being marketed as a “success,” what does that say about FBABB’s standards and the realistic expectations for other clients?
Darren’s promotional materials also conveniently gloss over some critical details about Nicole’s financial situation:
- Revenue ≠ Income: Sure, $250,000 in revenue sounds impressive, but it’s nothing more than a vanity metric. The real story lies in her net profit, which is barely enough to scrape by.
- Monthly Fluctuations: December’s $10,000 profit accounts for a massive 38% of her entire year’s earnings. Without that anomaly, her average monthly profit nosedives to £1,210—roughly £7/hour pre-tax.
- Cost of Doing Business: Nicole’s profit doesn’t include key expenses like the £6,500 programme fee, £150/month PPC management, or additional costs for branding, trademarks, and accountancy. These unavoidable expenses further chip away at what’s left of her earnings.
Nicole’s story doesn’t paint the picture of financial freedom Darren promises—it’s a glaring example of just how far the reality falls short of the marketing spin.
The Reality of FBABB “Success Stories”
Nicole’s story mirrors the narrative of Fast Ambition, another one of Darren’s so-called success stories. Both share striking similarities:
- Insider Advantage: Nicole, like the Ryans, is a member of the FBABB team, casting doubt on how representative their journeys are for everyday clients.
- Inflated Revenue Figures: Both rely on impressive-sounding revenue numbers to distract from their modest profitability.
- Minimum-Wage Reality: Despite being framed as inspirational, both stories reveal earnings that barely exceed minimum wage.
Nicole’s inclusion as a “success story” reveals a clear pattern: FBABB’s marketing depends on cherry-picked examples that don’t reflect the typical client experience. Darren’s promises of “life-changing income” fall apart under closer inspection, leaving many clients disappointed, disillusioned, and financially strained.
What square on the FBABB team can we tick off as the next "success story"?
A Reality Check for Prospective Clients
If you’re considering the FBABB programme, Nicole’s story should give you pause. Before committing to the £6,500 fee, ask yourself these critical questions:
- Can you afford the additional costs? The £6,500 fee is just the beginning. With PPC, accountancy, branding, and other expenses, the actual investment is far higher than advertised.
- Are you ready for low margins? With profit margins as slim as 11%, it could take years for your business to become sustainable—if it ever does.
- Do you trust the marketing? Darren’s inconsistent claims and carefully chosen success stories hint at a programme more interested in sign-ups than genuine client success.
If you’re thinking of joining FBABB to replace your 9-to-5 job, consider how Nicole’s average earnings compare to other part-time hustles. Based on her estimated pre-tax take-home of £1,228/month (£7.66/hour) for 11 months of the year (excluding December’s anomaly), here’s what else you could be doing instead:
1. Tesco Shelf Stacker
- Hourly Rate: ~£11/hour (entry-level).
- Hours Needed per Week: £1,228 ÷ (£11 × 4 weeks) = 28 hours/week.
- Perk: Free Clubcard points and no Amazon PPC bills.
2. Window Cleaner
- Average Pay: ~£12/hour.
- Hours Needed per Week: £1,228 ÷ (£12 × 4 weeks) = 26 hours/week.
- Perk: Fresh air and guaranteed clean views—no questionable profit margins here.
3. Dog Walker
- Hourly Rate: ~£15/hour (for walking two dogs).
- Hours Needed per Week: £1,228 ÷ (£15 × 4 weeks) = 20.5 hours/week.
- Perk: Get paid to hang out with dogs instead of praying for five-star Amazon reviews.
4. Barista at Costa
- Hourly Rate: ~£10.50/hour.
- Hours Needed per Week: £1,228 ÷ (£10.50 × 4 weeks) = 29 hours/week.
- Perk: Free caffeine and no inventory restocking stress.
5. Freelance Babysitter
- Hourly Rate: ~£10/hour.
- Hours Needed per Week: £1,228 ÷ (£10 × 4 weeks) = 30.7 hours/week.
- Perk: Play with kids instead of fighting with Amazon’s seller metrics.
Honorable Mentions: “Side Hustles” That Outpace FBABB
- Selling Crafts on Etsy: Average earnings ~£9/hour (still higher than Nicole’s pre-tax rate).
- Uber Eats Delivery Driver: ~£10/hour + tips (and you don’t have to worry about product returns).
- Fiverr Gigs: With even £5 jobs taking 20 minutes, you could outpace Nicole’s hourly earnings by designing logos or proofreading.
Darren Campbell’s decision to promote his programme using Nicole Caldwell’s story is a textbook case of marketing spin. Flashy numbers and carefully crafted storytelling can’t hide the truth: Nicole’s earnings are modest at best, and her story raises more questions than it answers.
Here’s some free advice for Darren: instead of relying on handpicked success stories to sell your programme, focus on fostering genuine, consistent client success. Until then, prospective clients would be wise to approach FBABB with caution—and a calculator in hand.
At least Mark Morgan and many others are seeing through the façade. Someone should probably let Darren and Shauna know that the reported net profit figures are not just misleading—they’re downright deceptive.
