My business partner (aka my mom) had been hinting at us getting on Amazon for years. Every time she brought it up, I just didn’t see it for our brand. We sell modern African fashion and accessories, and pre-pandemic I couldn’t wrap my head around how Amazon would fit. It felt like a place for tech gadgets and diapers — not Ankara bags and headwraps.
But something shifted during the pandemic. Amazon leveled up and started feeling like the everything store, even for fashion. So when I learned about the Amazon Black Business Accelerator (BBA), I decided to give it a serious look. Our business was already going through a structural transition, and we were ready to expand our audience. Amazon felt like the right next step.
So, what does the Amazon BBA program actually include?
Honestly? A lot.
We received:
- $500 in cash funding
- Ad credits to help us get discovered
- FAB credits (Fulfillment by Amazon) to ease logistics
- Image credits for product photos (which is huge for small brands)
- A personal business coach from Amazon who checked in regularly and helped with strategy
It was like getting an Amazon 101 starter kit and then some. I felt supported the entire time. Every coach I worked with was kind, responsive, and genuinely wanted us to succeed. It didn’t feel transactional. It felt collaborative.
Was it worth it?
For us? Yes.
We met our goal of reaching new audiences, and it was amazing to see customers from all over the country placing orders. Amazon gave us visibility we wouldn’t have had otherwise — and I was proud of the process we went through.
But let me be real:
What I didn’t know going in was that many of those resources, the credits, the support, were tied to your first year. After that year ends, there’s a noticeable shift. Suddenly, you’re covering all those costs that were previously buffered. It didn’t hit me until the credits expired. That’s when it got real. There came a time where I was making multiple sales daily on Amazon but was not making any money because of all the fees. I felt like I was giving away free product. The numbers were there, but not the money.
So is Amazon (and the BBA) worth it for every entrepreneur?
No.
If Amazon fits into your long-term business model, like if you’re scaling products, want broad national reach, and can build your pricing to accommodate the fulfillment fees , it can be powerful.
But if you’re a small batch maker, or if Amazon’s systems don’t align with your production or packaging methods, it might not be sustainable. And that’s okay. There are other platforms that might serve your goals better.
Final thoughts?
I’m still grateful for the experience. Amazon helped us expand, experiment, and stretch. Even though we’re evolving in different directions now, that season taught me a lot about product visibility, customer behavior, and showing up in big spaces with confidence.
I recorded a video about this journey when it was fresh. If you want to see me talk through it with even more detail, you can watch that below:
