Fresh Labs

What Fresh Labs does

Fresh Labs Group Limited is a UK-based private software company founded in 2006 by Carey Baird and headquartered in Poulton-le-Fylde, England. It builds and operates subscription web applications that enable individuals and small businesses to create, host, and monetize affiliate e-commerce stores without requiring technical expertise. The company has helped over 100,000 members create profitable websites since inception and operates with a 1-10 person remote-first team on a bootstrapped basis with no external venture funding.

The flagship product is FreshStore, a complete 2023 ground-up rewrite of the original Fresh Store Builder launched in 2010. FreshStore is an AI-powered affiliate store builder that natively integrates with Amazon, eBay, Etsy, AliExpress, and Walmart, and incorporates generative AI for article and product content creation, a Product Importer that scrapes URLs and writes descriptions via AI, an AI recommendation engine scoring product fit against store niche, and AI Insights for visitor search analytics. Fresh Cloud, a Kubernetes-based hosting platform launched separately and merged into FreshStore in 2023, provides the underlying infrastructure. The company also sells OneAzon (an all-in-one Amazon affiliate WordPress plugin consolidating features from four acquired plugins), Fresh Connect, and Fresh Store Booster.

Revenue is generated through subscription recurring fees on hosted store plans and WordPress plugin licensing, distributed via a product-led growth motion with self-serve sign-up, free trials, and direct-to-consumer sales through the freshlabs.group website. Marketing relies on content (blog, YouTube), SEO, and a multi-platform social presence, supplemented by a private Facebook Mastermind community. The customer base is highly fragmented across global individual affiliate marketers and micro-SMBs, with no enterprise concentration.

Name

Fresh Labs

Legal name

Fresh Labs Group Limited

Website

https://freshlabs.group

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Fresh Labs is a UK-based, bootstrapped SaaS company that builds FreshStore, an AI-powered affiliate store builder integrating Amazon, eBay, Etsy, AliExpress, and Walmart, serving 100,000+ individual affiliate marketers and small businesses globally since 2006.

Ownership category

akta.pro rank

Product category

Affiliate Marketing Software

NAICS

Software Publishers (5132), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Creator Commerce & Affiliate Monetization Platforms (MPACAFAF)

Keywords

• Affiliate store builder
• Amazon affiliate software
• Cloud hosting platform
• Wordpress amazon plugin
• Ecommerce website builder

Headquarters

HQ city

Poulton Le Fylde

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Infrastructure, Personnel, Marketing or Sales, Operations

Revenue model

1. FreshStore Subscription: Flagship Amazon affiliate store builder product sold as subscription service. Includes fully hosted solution with SSL, backups, and hosting infrastructure. AI-powered features for content automation.
2. Fresh Cloud Hosting: Cloud hosting services for websites on the Fresh Cloud platform with WordPress plugin support via Fresh Connect.
3. Fresh Store Instant: Hosted Amazon affiliate stores with option for custom domains or using platform domains. Fully hosted with SSL, backups and strong hosting infrastructure.
4. OneAzon Plugin: Amazon affiliate plugin for WordPress with bundle creation, customisable designs, Country Localisation, and 90 Day Cookies features.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels11 records

Core offering

Fresh Labs develops and sells hosted software products that enable individuals and small businesses to create, host, and monetize affiliate e-commerce stores. The flagship offering, FreshStore, is an AI-powered affiliate store builder launched in 2023 with full cloud hosting, supporting monetization across Amazon, eBay, Etsy, AliExpress, and Walmart. The company also offers Fresh Cloud hosting infrastructure, Fresh Store Instant ready-made stores, and WordPress plugins (OneAzon, Fresh Connect, Fresh Store Booster).

Product overview

Fresh Labs offers a suite of web software products centered around affiliate store building and cloud hosting. The flagship product is FreshStore (launched 2023), an AI-powered Amazon affiliate store builder that was completely rewritten from the original Fresh Store Builder (2010). The portfolio includes hosted store solutions (Fresh Store Instant), cloud hosting infrastructure (Fresh Cloud, using Kubernetes), WordPress plugins (Fresh Connect, Fresh Store Booster, OneAzon), and several acquired Amazon affiliate plugins consolidated into OneAzon (Associate-o-Matic, CouponAzon, FBAzon Pro, AzonCrossSeller, Fresh Bundle Master). FreshStore monetizes through Amazon, eBay, Etsy, AliExpress, and Walmart affiliate programs.

Differentiator

Problem solved

Functional benefit

Brands

• FreshStore: AI-Powered Affiliate Store Builder launched in 2023, supporting monetization with Amazon, eBay, Etsy, AliExpress, and Walmart. Originally started as FreshStoreBuilder in 2010.
• Fresh Cloud
• OneAzon
• Fresh Store Builder
• Fresh Store Instant
• Fresh Store Booster
• Fresh Connect

Products and services

• FreshStore AI-powered affiliate store builder launched in 2023 as a complete rewrite. Supports monetization via Amazon, eBay, Etsy, AliExpress, and Walmart. Includes AI content generation, cloud hosting, traffic tools, social networking, security, and newsletters on a fully hosted platform, targeting individual affiliate marketers and small businesses.
• Fresh Store Instant Hosted Amazon affiliate store platform launched in 2017 offering over 600 ready-made stores or custom creation, with domain hosting or free subdomains, SSL, backups, and cloud hosting infrastructure for individual affiliate marketers.
• Fresh Cloud Cloud hosting platform using Kubernetes architecture for fast, efficient, and seamless resource scaling. Originally a separate product, merged with FreshStore in 2023 to provide integrated hosting for affiliate stores, with front-end interfaces for members.
• OneAzon All-in-one Amazon Affiliate plugin for WordPress enabling creation of product bundles for single-click purchasing to increase commissions. Features Country Localisation, 90 Day Cookies, and customizable designs. Consolidated features from Fresh Bundle Master, AzonCrossSeller, and FBAzon Pro, targeting WordPress site owners.
• Fresh Connect WordPress plugin for websites on the Fresh Cloud platform adding One-Click Login, page speed reporting, and timely notifications. Automatically installed for Fresh Cloud users.
• Fresh Store Booster WordPress plugin that connects a Fresh Store to a WordPress website, allowing automatic display of products, shopping cart details, categories, and more for site owners who want to integrate FreshStore content into WordPress.

Quantifiable outcome

• 500% increase in sales reported by member
• +5 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability5 records

Feature5 records

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Wix: Wix is a leading hosted website builder with integrated e-commerce, AI site-creation, and dropshipping/affiliate-friendly features. It competes for the same low-technical-knowledge SMB segment with a much broader portfolio than Fresh Labs.
• BigCommerce: BigCommerce is an enterprise-leaning SaaS e-commerce platform with headless and omnichannel capabilities. It competes less directly with FreshStore's SMB focus but operates in the same hosted-commerce category with multi-channel integrations analogous to FreshStore's multi-marketplace support.
• WooCommerce: WooCommerce is the leading open-source WordPress e-commerce plugin, serving the same WordPress-based merchant base that Fresh Labs targets with OneAzon, Fresh Store Booster, and Fresh Connect. It is a broad incumbent in the same stack with overlapping hosting and plugin economics.
• Shopify: Shopify is the dominant e-commerce platform globally, offering store-building, hosting, payments, and an app ecosystem. While not a direct affiliate-store specialist, it competes for the same SMB/DTC merchant segment that Fresh Labs serves, and Shopify Magic is adding AI features that overlap with FreshStore's automation value proposition.
• Squarespace: Squarespace is a hosted website builder with commerce and content tools aimed at creators, small businesses, and solopreneurs. It serves overlapping customer personas and is increasingly adding AI-assisted site creation that competes with FreshStore's AI onboarding.

Direct peers

• AzonPress: AzonPress is a WordPress plugin purpose-built for Amazon affiliate stores, offering product comparison tables, geo-targeting, and 90-day cookie support. It is one of the closest functional competitors to OneAzon and the legacy Fresh Store Builder products.
• Lasso: Lasso is an affiliate marketing plugin for WordPress with link management, product displays, and link-cloaking features targeted at affiliate marketers and publishers. It overlaps directly with OneAzon's monetization tooling and competes for the same content-creator/affiliate segment.
• AAWP (Amazon Affiliate WordPress Plugin): AAWP is one of the most popular Amazon affiliate plugins for WordPress, offering product comparison tables, lists, and widget-based monetization. It is a direct competitor to OneAzon and Fresh Store Booster in the WordPress affiliate-plugin category.

Regional players

• SiteGround: SiteGround is a popular managed web hosting provider with strong WordPress focus, competing with Fresh Cloud's hosting layer for the same SMB/WordPress user base. It offers comparable ease-of-use positioning and overlapping geographic coverage in Europe and globally.
• Kinsta: Kinsta is a premium managed WordPress hosting provider built on Google Cloud with Kubernetes under the hood — directly comparable to Fresh Cloud's Kubernetes architecture. It targets the same SMB-to-midmarket WordPress segment and competes for hosting dollars within the Fresh Labs customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/freshstoreapp
• YouTubeyoutube.com/freshstore
• Facebookfacebook.com/freshlabsgroup
• LinkedInlinkedin.com/company/fresh-labs
• Instagraminstagram.com/freshstore_app
• Pinterestpinterest.com/freshlabsgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fresh Labs