E606: Is Bryan Johnson's "Blueprint" Amazon Brand Dying?

In this episode of the Ecomcrew Podcast, Dave analyzes Brian Johnson's (aka the "most healthiest man on the planet") Amazon brand, Blueprint, to determine its financial performance, strengths, and weaknesses. Dave estimates Blueprint's Amazon revenue at $4.5 million annually, which is modest compared to other supplement brands. He points out that Blueprint spends heavily on sponsored ads and brand building ($2M+ per year), resulting in likely losses as an e-commerce brand. The analysis reveals that while Johnson's brand generates significant branded search traffic on Amazon, sales are hindered by quality control issues, poor reviews (partially due to Amazon Vine), and a large price discrepancy between Blueprint's website and Amazon. Dave concludes that Blueprint is not performing well on Amazon, and questions whether Johnson should even be selling on the platform given his strong off-Amazon brand.