E611: How He Became The Largest Amazon Seller Without Using FBA

Aug 13, 2025

Discover the incredible growth story of FilterBuy, the largest Amazon seller not using FBA. CEO David Heacock reveals the advantages of U.S. manufacturing and efficient logistics in building a successful e-commerce brand. Learn how strategic planning and cash flow management play crucial roles in long-term success. Explore the challenges FBM sellers face in a competitive market and the unique strategies that can help overcome them. This conversation uncovers valuable insights for anyone looking to thrive in the e-commerce landscape.

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INSIGHT

Scale From An Unsexy Niche

FilterBuy sells large HVAC filters and does hundreds of millions in annual revenue primarily on Amazon.
They manufacture in the U.S. and operate warehouses and factories across the country with ~1,000 employees.

INSIGHT

Prime Without FBA

FilterBuy is the largest non-FBA seller on Amazon and uses Merchant Fulfilled Prime.
They deliver Prime-level service via their own warehouses rather than Amazon FBA.

ADVICE

Choose Repeats And US-Made Friendly Niches

Look for niches with repeat customers and feasible US manufacturing like HVAC filters or printer ink.
Prioritize product categories that support recurring purchases and domestic production capability.

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Dave dives into the huge business of FilterBuy, one of the largest e-commerce companies on Amazon that actually does NOT use FBA. FilterBuy specializes in selling HVAC filters and is founded by David Heacock, a good friend of mine from way back in the day. We explore the company's impressive growth, why David chose to manufacture from the US and why logistics are the main business that David is in. With that being said, what business are we all in?

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Amazon makes it really hard for sellers to avoid using FBA.

FBA sellers get faster shipping times, better customer service and a nice badge that says "Prime Delivery" on your listing.

With all of these things stacked against FBM Sellers, how do you succeed?

To answer that question, we tell you about how Filterbuy became the biggest FBM seller on Amazon based on my interview with CEO and founder, David Heacock.

The Big Takeaway

FilterBuy is the largest seller on Amazon that does not use FBA.
David Heacock kind of foresaw how important American manufacturing would be and was one of the first to adopt the strategy.
The company's success is more than just product cost. David credits it mostly to efficient logistics.
Manufacturing in America allows for reduced freight costs and just-in-time inventory unlike manufacturing in China.
Pre-orders or Kickstarter launches are actually a viable strategy that most sellers sleep on. There's significant cash flow opportunities on Kickstarter and you also get to order the exact amount of opportunity for those pre-orders, which is a great strategy for the pre-launch period of new products.

Timestamps

00:00 - Introduction to FilterBuy and Its Success
05:52 - David Heacock's Vision and Strategy
12:27 - The Importance of Logistics and Manufacturing in America
20:16 - Long-Term Thinking in Business
24:08 - Conclusion and Key Takeaways

David, I apologize that we weren't able to get your actual interview up but we were really grateful for the opportunity to interview you nonetheless.

If you're interested and want to follow David Heacock on social media, you can find him at his LinkedIn.

As always, if you have any questions or anything that you need help with, leave a comment down below if you're interested.

Don’t forget to leave us a review on iTunes if you enjoy our content.

Thanks for listening!

Until next time, happy selling!