How to Sell Wholesale on Amazon – Everything You Should Know

Are you considering venturing into the world of Amazon wholesaling? Understanding the nuances of this business model can be the key to success. Amazon wholesaling involves selling products in bulk on the Amazon platform, with a focus on offering established brands to an extensive customer base. Unlike private label sellers who create their own brands, wholesalers connect with various suppliers, including manufacturers and retail stores, to maintain a diverse and consistent supply of goods. The competition is fierce, and securing the coveted “buy box” is vital for driving sales.

In this guide, we’ll delve into the pros and cons of Amazon wholesaling, discuss the profitability of this venture, and offer essential tips for making money in the competitive world of Amazon wholesale. We understand that navigating this terrain can be challenging, and our aim is to address your concerns and pain points to set you on the path to success.

What Is Amazon Wholesaling?

Amazon wholesaling is a unique business approach where individuals sell products in large quantities on Amazon’s platform. Unlike private label sellers, these wholesalers don’t aim to build their own brands. Instead, they concentrate on providing well-known brands to Amazon’s vast customer base.

Sell Wholesale on Amazon

The process involves establishing connections with different suppliers, ranging from local manufacturers to retail stores, to ensure a steady and diverse supply of goods. Wholesalers then list their products on Amazon, competing with other sellers to gain visibility and secure the coveted “buy box,” which plays a vital role in boosting sales.

Pros and Cons of Amazon Wholesaling

If you’re thinking about selling wholesale on Amazon, it’s crucial to weigh the advantages and disadvantages, particularly when comparing it to other selling methods on Amazon. Let’s dive in and explore further.


  • Product Demand: Wholesalers can take advantage of established brands that already have a customer base, eliminating the need for extensive marketing campaigns.
  • Easy Start: Starting a wholesale business on Amazon is a breeze, as many wholesalers have experienced rapid business establishment.
  • Profitability: Wholesalers often start seeing profits in a relatively short period of time.
  • Scalability: Wholesalers can prioritize business expansion and delegate daily operations, instead of spending time on brand building or creating listings.


  • Competition: Competition on Amazon is fierce, with numerous sellers vying for customers’ attention. The primary factor driving this competition is often the price, resulting in a relentless drive to offer the lowest possible prices.
  • Up-front Cost: When it comes to the up-front cost, buying products in bulk can be pricier compared to alternative business models such as reselling or drop shipping. This initial investment can pose a challenge for aspiring entrepreneurs.
  • Research: Conducting thorough research is crucial in the Amazon marketplace. Identifying profitable products and establishing relationships with reliable suppliers requires extensive investigation and analysis.
  • Cold Outreach: Wholesalers aiming to resell products on Amazon must first obtain approval from the brands they wish to work with. This process often involves reaching out to companies through cold calling or emailing, seeking access to wholesale accounts.

Related: Best Dropshipping Products to Sell for Profitable Sales

Is It Profitable to Be an Amazon Wholesaler?

Sell Wholesale on Amazon

Yes, but achieving success in this endeavor is not a simple task. Your ability to make a profit depends on various factors. One crucial factor is your profit margins, which are determined by sourcing products at favorable wholesale prices from reliable suppliers and setting competitive retail prices on Amazon. Additionally, the level of competition within your chosen product category also plays a significant role.

If there are numerous other sellers on Amazon offering the same products as you, it may be challenging to generate enough demand and sales to be profitable. This is especially true when considering the fees imposed by Amazon, such as referral and fulfillment fees, which must be taken into account.

To increase your profit margins, there are several strategies you can employ. Efficient inventory management skills, strong relationships with suppliers, effective branding, and differentiation efforts can all contribute to higher profits. This can be achieved by selling established brands or private-label products and making bulk purchases of high-demand or branded items.

Regardless of the decisions you make, it is essential to continuously monitor market trends, implement smart marketing strategies, and stay updated on Amazon’s policies. This will help you stay ahead of the competition and maintain profitability in the wholesale business model. Remember, careful planning and adaptable strategies are the keys to long-term success with Amazon wholesaling.

How to Sell Wholesale on Amazon?

Sell Wholesale on Amazon

When it comes to selling wholesale on Amazon, there are a few key factors to keep in mind. First and foremost, it’s crucial to do your research. This means choosing a product that is not already being sold by Amazon or a unique private label product sold by a single seller. It may seem like common sense, but it’s often overlooked in the excitement of finding a popular product.

Trying to compete with Amazon or a unique branded product is a losing battle, as Amazon will always come out on top. Additionally, sourcing a private label product from the manufacturer is not possible, as it is not widely available. So, it’s best to steer clear of these options.

Now, you may be wondering what the best wholesale products to sell on Amazon are. Unfortunately, there is no one-size-fits-all answer to this question. The best approach is to use Amazon itself as a research tool. Explore different categories, analyze customer reviews, and look for products with high demand and low competition. By doing your due diligence and staying informed, you can increase your chances of success in the competitive world of wholesale selling on Amazon.

Once you have done your research on potential products, it’s time to find a supplier. This might seem overwhelming at first, especially since manufacturers are usually big companies with global marketing strategies. However, don’t let that discourage you from reaching out to them.

Keep in mind that you are offering to help them boost their sales, so make sure to showcase the value you can bring to their brand. This is especially important if they don’t have a presence on Amazon, as you can assist them in expanding their reach. Look for brands that are not already selling on Amazon or are struggling with sales on the platform, as you can provide a solution to their problem.

If the first supplier you approach rejects your offer, don’t lose hope. Negotiating is a skill that takes practice, and it may require some back-and-forth before reaching a favorable agreement. The key is to approach negotiations with confidence and keep practicing to improve your skills. Remember, the more you negotiate, the better you’ll become at it.

How Much Do Amazon FBA Wholesalers Make?

Sell Wholesale on Amazon

The earnings of Amazon FBA wholesalers within the Amazon wholesale business model can vary greatly depending on several factors. These factors include product profitability, market competition, sales volume, operational efficiency, and costs. Profit margins are determined by the difference between product costs and selling prices minus Amazon fees. Niche markets with less competition may result in higher profit margins, while high sales volume can compensate for lower margins. It is also important to consider costs such as shipping, packaging, and advertising.

Other factors that contribute to earnings include efficient operations, seasonal demand, product diversity, branding, and differentiation. Whether wholesalers sell established brands or develop their own brands, these factors all play a role in determining earnings. However, it is important to note that there is no fixed income in this business, and success depends on a combination of unique factors for each wholesaler’s business. It is also worth mentioning that having the necessary business license is a fundamental requirement for engaging in Amazon wholesale.

How Much Money Do You Need to Start Wholesaling on Amazon?

To get a clear idea of how much money you need to start selling wholesale, there are several factors to consider. Firstly, you need to take into account the cost of the products you plan to purchase in bulk, as this will be your initial investment. Depending on the type of products and the quantity you want to start with, this can range from a few hundred to several thousand dollars.

Another important factor to consider is minimum order quantities. Many wholesalers require minimum order quantities to get discounted prices, so you need to be prepared to meet these minimums, which can impact your upfront costs. Additionally, if you plan to sell on Amazon, you need to factor in Amazon Seller Account Fees, which can vary depending on the plan you choose. The Professional Plan is generally more cost-effective for wholesalers due to the higher volume of sales they aim for. You also need to consider the costs associated with shipping your products to Amazon’s fulfillment centers if you plan to use their FBA service.

Other costs to consider include packaging and labeling, advertising and marketing, initial marketing and promotions, software and tools, and ongoing operational expenses such as internet and office supplies. Allocating a budget for advertising and marketing efforts can help you promote your products and attract customers while offering discounts or promotions when you launch can help jumpstart sales and visibility. Using software for inventory management, analytics, and other aspects of your business can also come with associated costs. The total startup costs can range from a few hundred to several thousand dollars, depending on the scale of your operation and the products you’re dealing with.

Where Do You Buy Products to Wholesale on Amazon?

When it comes to finding wholesale products on Amazon, there are a few things to keep in mind. One option is to skip the middleman and buy directly from manufacturers. This is often the best way to get the best pricing. You can establish relationships with manufacturers by attending trade shows, and events, or using online directories. These methods can help you connect with manufacturers and find the products you’re looking for.

Another option is to turn to distributors. These middlemen purchase products from manufacturers and sell them to retailers, including wholesalers. This can be a convenient way to source products without having to deal directly with manufacturers. Distributors can provide a wide range of products and help streamline the buying process.

If you’re looking for local suppliers and wholesalers, trade shows and exhibitions in your industry are great places to explore. These events bring together a variety of suppliers and wholesalers, giving you the opportunity to build relationships and find the products you need. Attending these events can be a valuable way to network and discover new sourcing opportunities.


In the dynamic realm of Amazon wholesaling, there are significant opportunities to build a profitable business, but it’s essential to understand the intricacies involved. We’ve highlighted the pros and cons, profitability factors, and key steps to get you started on the right foot.

Selling wholesale on Amazon can be a lucrative venture, provided you do your research, find the right suppliers, and manage your expenses wisely. Success in Amazon wholesaling hinges on your ability to secure favorable wholesale prices, set competitive retail prices, and navigate the competitive landscape on the platform.

Remember, profitability is not guaranteed, and each wholesaler’s journey is unique. It requires constant adaptation, market awareness, and a keen eye for opportunities. Whether you’re looking to start small or scale up your operations, careful planning and a strong commitment to your business can make all the difference. 

Ivy Smith

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