Throughout Tony Khan's time in the wrestling world, he has done a great job building a company from the ground up, and there is no doubt that he can book talent well. The likes of Jon Moxley, Daniel Garcia, and MJF have all thrived working for the AEW President, but that doesn't mean he's perfect.
Nobody is without fault, and that is the case with Khan as well. There are certain wrestlers on the AEW roster that he has struggled to book at times, and not necessarily through wrong booking completely. Sometimes it is a case of not knowing the way to get the best out of them, which has left some fans frustrated at times.
10 Ethan Page
Ethan Page is one of the most exciting members of the AEW roster, but the majority of fans wouldn't be aware of that because of how little exposure he has been given. Page is very charismatic, and he is a fantastic talker, but that is something that Tony Khan hasn't tapped into properly.
Page has been thrown from one random group to another, but that isn't the way to get the most out of him, as he should be allowed to cut great promos and be given time inside the ring. That hasn't happened so far which is why Page hasn't been pushed too much to this point.
9 Darby Allin
There is no doubt that Tony Khan is a big fan of Darby Allin, that much can be seen by how often he has been booked to feature in AEW, but after an exciting start his career has stagnated. The main problem for the former TNT Champion is the fact that he has been oversaturated doing the exact same thing, to the point people don't take him as seriously and just want to see spots.
Nearly all of his storylines and matches result in him being involved in major moments, but that doesn't allow for character development or for Allin to climb the ladder. Plus, the fact he is just shown as a tag team wrestler when he's got so much potential as a singles talent has become frustrating at points for people.
8 Brian Cage
There's no doubt that Tony Khan has struggled to book Brian Cage, as the former Impact Wrestling star has spent most of his time sitting in catering. Despite his incredible physique and brilliant in-ring abilities, Khan simply hasn't used him regularly, which has stopped fans from connecting to him.
His booking with Ring Of Honor has been equally as weak, originally being with Tully Blanchard only for that partnership to be cut straight away has left him stuck struggling to make much of an impact overall.
7 Ruby Soho
Ruby Soho is one of the most talented workers on the AEW women's division, but she hasn't been displayed in that manner so far. Despite an exciting start, the former WWE Superstar hasn't been pushed consistently. While she's had some chances to showcase her in-ring skills, the same cannot be said for her character work.
Soho has just been thrown into random storylines, such as when she popped up to help Eddie Kingston recently. However, she hasn't had much for herself to focus on which is not what people expected for her
6 Miro
Fans were very excited about Miro joining AEW as people expected that he would finally be used to his full potential, whether that be as a monster heel or a charismatic babyface. Instead, he's ended up muddled somewhere in between, where he hasn't been able to go and connect with the crowd, but he's also not been unleashed as a fully fledged heel either.
The fact he has also spent lengthy periods of time not being used at all has also hurt Miro's booking overall, with Tony Khan seemingly not knowing how to use the Redeemer on a consistent basis, which is a shame as he has a lot to offer.
5 Private Party
When AEW first began, Private Party were pushed heavily and seemed like they were going to be a huge deal due to the talent they had in the ring. Yet three years later and the duo has still not held tag team gold, nor have they come close to doing so with their booking being hot and cold.
From the pairing with Matt Hardy that didn't work to turning them heel, things haven't connected properly. They are high-flying, exciting wrestlers and that is how they should be booked. Instead, they've been stuck as part of Andrade's faction struggling for television time to truly develop.
4 Adam Cole
Most people expected Adam Cole to be booked as a main event player due to how important he had been during his time in NXT, and while he's had shots at the AEW World Championship his booking has been odd at times. Cole ended up being overexposed during his pre-injury run, being thrown into segments consistently.
While that shouldn't be seen as a bad thing, when there are so many others not getting television time fans began to grumble about how much he was being used. It lowered how much people cared about him as they became frustrated at the situation, which was a surprising spot.
3 Hikaru Shida
Hikaru Shida did enjoy a great run as the AEW Women's World Champion, and during that time she got to showcase exactly what she was capable of with her in-ring ability. However, since dropping the title she has barely been showcased, and it has instantly taken the steam away from her.
Shida has also not been allowed any opportunities to build a genuine character yet in AEW, with extremely limited promo time or any real investment in character. This is why she hasn't been able to reach the next level, which is where Shida's talent belongs.
2 Lance Archer
Lance Archer has all the potential to be the top monster in professional wrestling, as he has the look and physique that he can back up inside the ring with his hard-hitting style. He brings something unique to the AEW roster which is mainly filled with smaller wrestlers, but Tony Khan hasn't quite got the best out of him.
Archer's booking has been inconsistent, as there have been moments where AEW has got behind him with Jake Roberts by his side, then he disappears entirely for months on end, and that has stopped fans wanting to invest in him.
1 Andrade El Idolo
Andrade El Idolo is someone that should have thrived in AEW due to his in-ring ability, with that being a focal point of everything that Tony Khan does. However, Andrade has not been used consistently, and the vast majority of his matches have ended up being tag team bouts, which isn't the best use of his skills.
Andrade hasn't had the time to develop his character properly, or showcase what he is truly capable of which is a shame. This has then become part of his character as he pushes the idea that he is disgruntled, which is an odd way to book a wrestler.