Exposing Darren Campbell’s FBA Brand Builder: misleading advice, debt-driven tactics, unqualified mentors, and the harsh reality behind the "rich mindset."
How’s everyone holding up this chilly Monday? We’re back with yet another deep dive into Darren Campbell’s FBA Brand Builder because, apparently, the saga never ends. Between the “friendly” legal threats from Darren’s team, DMCA takedown attempts by what we can only assume are Fiverr freelancers, and the occasional delightfully spammy YouTube comment accusing us of being jealous “haters,” we’ve somehow managed to keep this ship afloat. Why? Because your stories—the ones pouring into our inbox daily—remind us why this work matters.
Let’s be honest: covering this program is like staring into an endless abyss of bad advice, inflated promises, and overpriced mediocrity. A break would be nice, sure, but the ongoing mess of inadequate training and questionable ethics keeps us too busy (and too caffeinated) to quit now. So, while we’re definitely not getting rich from these posts, we know we’re helping the folks who’ve been let down—and those trying to avoid the same fate.
If you appreciate what we’re doing and want to buy us a coffee to keep the caffeine levels dangerously high, we’d be eternally grateful ☕️
Now, grab a warm drink, settle in, and let’s dive into today’s topic—because Darren’s not done, and neither are we.
Darren Campbell’s Wealth Advice Under the Microscope
Following up on our recent article, Millionaire Mindset or Just More Myths? Breaking Down Armin Shafee’s Video in Darren Campbell’s FBA Program, we’re diving deeper into Darren Campbell’s Think Like the Rich mantra. While Armin Shafee’s motivational soundbites in the Millionaire Mindset video laid the groundwork for empty advice wrapped in positivity, Darren’s Think Like the Rich session takes the same rhetoric to new heights.
Promising to reveal the secrets of wealth-building, Darren encourages participants to adopt the mindset of millionaires. But as we’ve seen with Armin’s video, motivational phrases without practical guidance can only go so far. When paired with Darren’s team’s questionable advice, the program’s structural flaws, and the mounting debt of its participants, this “think rich” narrative feels like a tactic to distract from what’s really going wrong.
Let’s break it down.
The Wealth Mindset Darren Sells
In his Think Like the Rich session, Darren leans heavily on motivational soundbites:
Abundance Mentality
“Money is everywhere; it’s about whether you think you deserve it.” This oversimplification ignores real barriers like access to resources, systemic inequality, and market volatility.
Rich Thinking vs. Poor Thinking
“The rich focus on opportunities, not problems. The poor focus on excuses.” By framing financial struggles as a mindset issue, Darren shifts responsibility away from his program and onto the participants.
Success Through Sacrifice
“The rich make sacrifices now for success later. Are you willing to do what it takes?” This message encourages risky financial behavior, often pushing participants to take on significant debt in pursuit of Darren’s vision of success.
These motivational themes may seem uplifting, but they collapse under scrutiny when compared to the realities of Darren’s program and the struggles faced by his participants.
The Reality: Financial Struggles and Misdirection
Encouraging Debt Over Wealth-Building
As reported in the Belfast Telegraph, Darren’s team frequently advises participants to fund their Amazon FBA businesses by going into debt. This advice includes:
Pushing Credit Cards: His team often recommends the AMEX Gold card, using referral links that benefit them financially while leaving participants burdened with debt.
Lying on Credit Applications: Participants have been advised to inflate their income to $120,000 to secure credit—an unethical and potentially fraudulent practice.
For many, these tactics don’t lead to financial freedom. Instead, they find themselves drowning in debt, unable to keep up with credit card payments or loan obligations.
Key Takeaway: Darren’s program markets the dream of financial independence but often leaves participants in financial jeopardy.
The Rich Don’t Save Money; They Invest Money
Darren’s insistence that the wealthy prioritize investing over saving might sound like practical advice, but within the context of his program, it becomes dangerous. Participants are urged to “invest” in his high-ticket mentorship, often without fully understanding the risks. For many, this means maxing out credit cards, depleting savings, or taking out loans to cover the £6,500 entry fee—and the ongoing monthly costs.
While investing is a key to building wealth, it requires careful planning, disposable income, and diversification—all of which are ignored in Darren’s advice. Participants who are already financially stretched are pushed further into debt rather than set up for long-term stability.
Additionally, Darren frames saving as a “poor” mindset. Saving for emergencies or building a financial safety net is dismissed as small-minded, creating pressure for participants to commit to his program—even when they can’t afford it.
The Mentors: A Team of Struggling Sellers
Darren touts his team of mentors as experts, but their track records tell a different story:
Daz Tweed: Promoted as a success with his brand Creativia, Daz dissolved his company within a year. He now mentors others despite his own business struggles.
Jake and Kayley: At just 23, with no significant business experience, these mentors offer advice on financial decisions. Their own Amazon brand earned only £9,057 in its final year and was struck off for failing to file accounts.
The irony is glaring: individuals who’ve struggled—or outright failed—in their own businesses are now guiding others in exchange for high fees.
The Psychological Toll of "Think Like the Rich"
Darren’s emphasis on mindset doesn’t just mislead—it often leaves participants grappling with emotional fallout:
Shame and Isolation: Those who can’t achieve success are left feeling like failures for not thinking “rich” enough.
Strained Relationships: Participants have reported arguments with loved ones over mounting debt, with some unable to afford basic necessities like birthday gifts or holiday celebrations.
Emotional Burnout: The relentless push to “sacrifice now” traps participants in a cycle of working to pay off debts instead of building wealth.
One participant shared, “I felt like a failure when my product didn’t sell. But looking back, I realize the system wasn’t set up for me to succeed.”
You Can’t Afford to Waste Time Doubting Yourself
This advice might seem motivational, but it subtly shuts down critical thinking. Participants who question the program’s costs, mentorship quality, or their own readiness are made to feel that hesitation is a weakness.
This mindset shift can be damaging. Participants who fail often internalize guilt, believing they didn’t work hard enough or lacked the right attitude. In reality, many of their doubts—about taking on debt, trusting inexperienced mentors, or navigating Amazon’s complexities—are entirely valid.
Instead of fostering a culture of accountability, Darren’s program discourages questioning, leading participants into poor decisions and deeper financial distress.
The Disconnect Between Darren’s Words and Actions
Darren’s aspirational lifestyle doesn’t always match the principles he preaches:
Luxury Illusions: Darren has been caught posing with older Range Rovers worth less than £20,000 combined—one of which wasn’t even roadworthy.
Desperate Advertising: Darren now runs over 60 YouTube ads simultaneously, likely due to a damaged reputation following recent exposés.
Key Question: If Darren’s system is so effective, why does he rely on such aggressive advertising and questionable optics?
Wealth Is About Making Your Money Work for You
Darren’s claim that wealth comes from making your money work for you doesn’t align with the realities of his program. Participants in the Amazon FBA model often face constant reinvestment—into inventory, advertising, and Amazon fees—leaving little room for profit.
Instead of passive income, participants report feeling stuck in a grind. Many struggle with rising advertising costs, thin margins, and unexpected expenses, making it hard to see any financial progress.
The contradiction is evident in Darren’s mentors as well. If his methods are so effective, why are they reliant on coaching instead of thriving in their own businesses?
It’s Not About How Much You Make; It’s About How Much You Keep
This sentiment is particularly ironic given Darren’s emphasis on revenue numbers in his marketing. Revenue figures like $20,000 in a month or $80,000 a year are frequently highlighted, with little discussion of actual profitability.
Amazon sellers face high costs—inventory, fulfillment fees, and advertising—that often leave them struggling to break even. Even Darren’s mentors have failed to embody this principle, with Jake and Kayley’s business operating at a loss and Daz Tweed’s $80,000 revenue likely translating to less than £17,000 in profit.
If Darren prioritized profitability over revenue, his program would teach participants how to optimize margins and manage costs. Instead, it pushes them to chase impressive figures while ignoring financial realities.
Contrasting Rich Mindset with Practical Skills
While mindset matters, it’s not enough on its own. Real success in business requires practical skills that Darren’s program neglects:
Financial Literacy: Participants need to understand costs, profit margins, and managing debt.
Marketing Strategies: Building a brand requires SEO, social media, and audience engagement—elements barely addressed in the program.
Risk Management: Encouraging debt without teaching risk management sets participants up for financial disaster.
By focusing on motivational rhetoric over actionable skills, Darren’s program sets participants up for failure rather than success.
You Need To Think Critically, Not Just Richly
Darren Campbell’s Think Like the Rich session perpetuates a misleading narrative of wealth-building. By focusing on mindset while pushing participants into debt, the program prioritizes profit over empowerment.
Before joining, ask yourself:
Are the mentors qualified, or are they failed sellers now offering advice?
Does the program teach actionable skills or just motivational soundbites?
Are you encouraged to think critically—or simply told to “trust the process”?
Wealth-building takes more than mindset. It demands transparency, accountability, and solid strategies—qualities that seem absent from Darren’s approach.
