Is Amazon still the best place to launch a product in 2026?

In this episode, John Cavendish sits down with Tom Baker, CEO of Fordebaker, to break down how marketplace strategy is shifting, and why more brands are questioning whether Amazon should come first.

After launching his own toy brand on Amazon in 2016 and expanding into the UK, EU, and US, Tom now leads multi-marketplace growth strategies across:

• Amazon
• TikTok Shop
• Walmart

And the trend is clear: sellers are diversifying.

In Part 1, you’ll discover:

• Why rising FBA fees and PPC costs are squeezing Amazon margins
• How Walmart compares operationally to Amazon
• Why TikTok Shop is a demand creation engine
• The difference between search-driven sales and discovery-driven sales
• How creator marketing powers TikTok Shop
• Why some new brands are choosing TikTok first
• When Amazon is still the best first move
• What a modern 2026 marketplace strategy looks like

Amazon captures demand.
TikTok creates demand.
Walmart offers margin opportunity.

Understanding how these platforms fit together is critical for brand growth in 2026.

If you’re an Amazon seller thinking about expanding beyond FBA, this episode is essential.

Watch Part 2 for deeper insights into lifetime value, customer acquisition, and marketplace profitability.

Connect with Tom and Fordebaker:

Website: https://fordebaker.com

LinkedIn: https://www.linkedin.com/in/thomas-baker-amazon-agency

Connect with John Cavendish
Facebook: https://www.facebook.com/jgcuk
Instagram: https://www.instagram.com/thejohncavendish
LinkedIn: https://hk.linkedin.com/in/thejohncavendish

Know More About Seller Candy
Website: https://www.sellercandy.com
Facebook Page: https://www.facebook.com/SellerCandyPro
Instagram: https://www.instagram.com/sellercandyamz
LinkedIn: https://www.linkedin.com/company/sellercandy/
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Never Talk to Seller Support Again.

Seller Candy is the expert operations arm of your Amazon business. We provide outcome-driven support for time-consuming and challenging Seller Central issues so you Never Have to Talk to Seller Support Again! With Agency-Level security practices and an experienced team who’s been through the thick of it, we give sellers bandwidth on demand without the hassle of hiring, training, or managing.

#amazonsellercentral #amazonsupport #ecommerce #amazonbusiness #amazonseller #amazontips #amazonbusiness #AmazonStrategistS...

What you will learn in this episode

• How Amazon fulfillment performance impacts ranking and visibility
• Why communication failures are the biggest 3PL red flag
• What accuracy standards top 3PLs must hit to stay competitive
• How hazmat and lithium ion products are really handled off Amazon
• Why forecasting is a growth skill, not an ops task
• How fulfillment mistakes should be resolved and owned
• Why logistics is one of the biggest hidden profit leaks for sellers

Mark also explains why most brands spend all their energy on marketing while ignoring fulfillment signals that Amazon uses behind the scenes.

This is Part 2 of a deep dive into Amazon fulfillment, logistics strategy, and how operational decisions affect sales, rankings, and profitability.

If you have not watched Part 1 yet, start there to understand Amazon’s FBA vs FBM shift and hybrid fulfillment strategies.
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Connect with Mark and G10 Fulfillment
Website: https://g10fulfillment.com
Facebook: https://www.facebook.com/G10Fulfillment
LinkedIn: https://www.linkedin.com/in/mark-becker-03b70854

Connect with John Cavendish
Facebook: https://www.facebook.com/jgcuk
Instagram: https://www.instagram.com/thejohncavendish
LinkedIn: https://hk.linkedin.com/in/thejohncavendish

Know More About Seller Candy
Website: https://www.sellercandy.com
Facebook Page: https://www.facebook.com/SellerCandyPro
Instagram: https://www.instagram.com/sellercandyamz
LinkedIn: https://www.linkedin.com/company/sellercandy/
-------------------------------------------------------------------------
Never Talk to Seller Support Again.

Seller Candy is the expert operations arm of your Amazon business. We provide outcome-driven support for time-consuming and challenging Seller Central issues so you Never Have to Talk to Seller Support Again! With Agency-Level security practices and an experienced team who’s been through the thick of it, we give sellers bandwidth on demand without the hassle of hiring, training, or managing.

#amazonsellercentral #amazonsupport #ecommerce #amazonbusiness #amazonseller #amazontips #amazonbusiness #AmazonStrategistS...

Amazon used to reward sellers who sent massive amounts of inventory into FBA.

That era is over.

In Part 1 of this podcast, John Cavendish sits down with Mark Becker, CEO and Co-Founder of G10 Fulfillment, one of the longest operating Amazon-focused 3PLs in the industry.

They break down how Amazon’s aggressive stance on long term storage fees, inventory limits, and warehouse prioritization is forcing brands to rethink their entire fulfillment strategy.

This episode goes deep into hybrid FBA and FBM models, Seller Fulfilled Prime, and how brands can protect cash flow while staying in stock even when Amazon changes the rules overnight.

What you will learn in this episode

• Why Amazon is penalizing excess FBA inventory
• How Seller Fulfilled Prime actually works in 2026
• The real difference between FBA, FBM, and hybrid fulfillment models
• How multi-warehouse FBM setups maintain Prime eligibility
• Why inventory flexibility matters more than ever
• When it makes sense to move inventory out of Amazon warehouses
• How advanced 3PLs help brands pivot fast without losing sales

Mark also explains how national warehouse networks allow sellers to reach nearly the entire US population with two day shipping without relying solely on FBA.

Who this episode is for
• Amazon sellers frustrated with storage fees
• Brands hitting inventory limits or stockouts
• Operators running Shopify, Amazon, and Walmart together
• Sellers considering FBM or hybrid fulfillment
• Brands scaling beyond 500 orders per month
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Connect with Mark and G10 Fulfillment
Website: https://g10fulfillment.com
Facebook: https://www.facebook.com/G10Fulfillment
LinkedIn: https://www.linkedin.com/in/mark-becker-03b70854
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Connect with John Cavendish
Facebook: https://www.facebook.com/jgcuk
Instagram: https://www.instagram.com/thejohncavendish
LinkedIn: https://hk.linkedin.com/in/thejohncavendish

Know More About Seller Candy
Website: https://www.sellercandy.com
Facebook Page: https://www.facebook.com/SellerCandyPro
Instagram: https://www.instagram.com/sellercandyamz
LinkedIn: https://www.linkedin.com/company/sellercandy/
-------------------------------------------------------------------------
Never Talk to Seller Support Again.

Seller Candy is the expert operations arm of your Amazon business. We provide outcome-driven support for time-consuming and challenging Seller Central issues so you Never Have to Talk to Seller Support Again! With Agency-Level security practices and an experienced team who’s been through the thick of it, we give sellers bandwidth on demand without the hassle of hiring, training, or managing.

#amazonsellercentral #amazonsupport #ecommerce #amazonbusiness #amazonseller #amazontips #amazonbusiness #AmazonStrategistS...