Wholesale selling on Amazon lets you buy known products in bulk from brands or distributors and sell them at retail prices to millions of shoppers. This guide shows the process in clear steps.
You will learn how to set up a seller account, verify your business, find reliable wholesale suppliers, negotiate prices, and list products that win the buy box. It explains brand restrictions, profit checks, shipping choices, and the legal basics you must know. Use the checklists and tools inside. Start with the checklist today. Now.
This guide will walk you through every practical step to start and grow an Amazon wholesale business. Each section uses short sentences. Key terms and common questions are included. The aim is simple. Follow the steps. Reduce risk. Scale fast.
What is Amazon wholesale
Wholesale means buying products in bulk from brands or authorized distributors. You then resell each unit on Amazon at retail price. You do not create a new brand.
You sell existing brand products. The model relies on volume and margin. It uses proven demand to reduce marketing risk.
Why choose wholesale on Amazon
Wholesale is faster to launch than building a new brand. You can list products customers already know. You avoid product design and manufacturing.
You can scale with volume. Wholesale works well if you can secure strong supplier terms. Wholesale can also face stiff competition. Brand rules and gating can limit some listings. Learn both sides before you invest.
Wholesale versus other Amazon models
- Retail arbitrage. Buy single items at retail price and resell. Low startup cost. High time cost.
- Private label. Create your own branded product. High control. Longer setup time and higher cost.
- Wholesale. Resell established brands at scale. Faster launch and proven demand.
Choose based on capital, time, and long term goals.
Amazon wholesale basics you must know
- You need a seller account.
- Amazon asks for business and tax info during setup. This includes tax interview details and tax identity. Complete these steps to avoid delays.
- Many brands are gated. Some ASINs require proof before you list. Prepare invoices and authorization letters ahead of time.
- To win the buy box, you must meet performance metrics and use a professional account. Price alone does not guarantee the buy box. Good metrics, stock levels, and fast shipping help.
Step by step how to sell wholesale on Amazon
1. Plan and validate your idea
Write a short plan. Include budget. Note target categories. Use product research tools to validate demand and margins.
Tools help find niches and estimate sales for established products. Use them early to avoid bad buys.
2. Set up your Amazon seller account
Choose a professional account if you plan to sell more than a few items per month. Prepare legal docs, bank details, and tax identity.
Fill the tax interview in Seller Central. Amazon will ask for business or personal tax details depending on your region. Keep documents clear and matching your legal name.
3. Verify business and identity
Upload government ID and business registration as required. For business sellers, have company registration and tax numbers ready.
Ensure your Amazon account info matches your official documents. This reduces verification delays.
4. Find wholesale suppliers
Where to look
- Manufacturer websites and brand distributors.
- Trade shows and industry expos.
- Wholesale directories and verified marketplaces.
- Local and regional distributors who supply retailers.
How to check a supplier
- Ask for proof of authorization.
- Request recent invoices and references.
- Check lead times and minimum order quantities.
- Ask about returns and defective stock policies.
Outreach message tips
- Keep the message short.
- State your Amazon sales channel and sales volume expectation.
- Ask for pricing tiers and MOQs.
- Ask for resell authorization if brand is gated.
5. Negotiate wholesale terms
Ask for lower unit cost for larger orders. Request net terms if possible. Negotiate MOQs that match cash flow.
Ask for sample orders before larger commitments. Keep negotiations professional and factual.
6. Check brand gating and approvals
Some brands or categories are gated. Gated means Amazon needs proof before allowing new sellers. You may need invoices from authorized distributors or a letter from the brand.
Prepare documents early to save time. Use the category eligibility and restricted products tools in Seller Central to confirm gating for your items.
7. Order and inspect inventory
Start with a test order. Inspect the goods on arrival. Check UPCs, barcodes, and packaging. Confirm quality before sending stock to Amazon fulfillment or to your own warehouse.
8. Choose fulfillment method
Options
- Fulfillment by Amazon, also known as FBA. Amazon stores and ships your stock. It helps win the buy box and gives Prime eligibility.
- Fulfillment by merchant. You pack and ship orders. You control fulfillment but handle logistics.
- Hybrid. Use FBA for bestsellers and merchant fulfillment for slow movers.
Consider fees, storage, returns, and shipping times when choosing.
Listing and optimization for wholesale products
Product title and keywords
Place main keyword phrases at the start of your title. Use clear product names and main features. Avoid keyword stuffing. Use keyword research tools to find search terms customers use.
Images and visual assets
Use clear professional photos. The main image must show the actual product on a white background. Use at least six images and add lifestyle shots and infographics to explain features.
Follow Amazon image technical rules for best results. High quality images boost conversions.
Bullet points and description
Use short bullet points to list top benefits. Keep sentences concise. Put key selling points first. Use the product description to expand and answer common buyer questions.
A plus content and enhanced brand content
If the brand you resell is Brand Registered, you can ask the brand for A plus assets. Use enhanced content when available to improve conversion. If you are not the brand owner, you may not be able to add A plus content.
Pricing and margin checks
Calculate all costs before ordering. Include
- Unit cost from supplier
- Shipping to Amazon or to your warehouse
- Amazon fees for FBA or referral fees for each category
- Storage fees and returns cost
- Taxes and duties if applicable
Use a margin calculator to test scenarios. Aim for healthy net margins after all fees. Do not chase volume at zero margin.
Shipping and logistics for wholesale
Shipping options
- Sea freight for big bulk orders to reduce per unit cost.
- Air freight for urgent restocks.
- Courier for samples and small parcels.
Labeling and prep
- Check Amazon prep requirements for FBA.
- Use correct barcodes and label each unit.
- Consider third party prep services to reduce delays.
Customs and duties
Plan for customs clearance and duty payments when importing. Factor these costs into your buy price.
Managing inventory and scaling
- Use inventory tools to track stock.
- Reorder before stockouts.
- Diversify suppliers for key SKUs.
- Expand SKUs only after product proves sales history.
- Use seasonal forecasting to prepare for peaks.
Scaling tips
- Automate reorder points.
- Use multi channel fulfillment strategies.
- Outsource admin tasks to free time for growth.
- Keep a cash reserve for larger MOQs.
Common mistakes wholesale sellers make
- Buying without proper product research.
- Ignoring brand gating rules.
- Underestimating Amazon fees.
- Failing to verify supplier authorization.
- Over ordering one SKU without sales history.
- Weak listing that fails conversion.
- Poor inventory planning that causes stockouts.
Avoid these to protect margins and account health.
Legal and tax essentials
- Register your business where required.
- Keep accurate books for sales tax and VAT.
- Fill out the tax interview in Seller Central. Missing or wrong tax info can delay sales.
- Check local import rules and product compliance for your categories.
- If you resell regulated goods, keep extra documentation ready.
Profitability and fees
Wholesale can be profitable. But profit depends on buy price and fees. Use product research tools to forecast monthly sales and net profit.
Include shipping and returns in the calculation. Do not rely on gross margin alone. Use conservative estimates for slow seasons.
Sourcing strategies that work
- Focus on brands with clear demand.
- Build relationships with authorized distributors.
- Ask for exclusive terms if possible.
- Use multiple suppliers to reduce risk.
- Consider local distributors for faster restock.
How to list wholesale products on Amazon
- Check if an ASIN exists for the exact product.
- If it exists, match to that ASIN and add your offer.
- If no ASIN exists, create a new listing with accurate attributes.
- Use correct UPC or EAN codes.
- Follow Amazon listing creation flow in Seller Central.
If brand gating blocks listing creation, request approval and provide required invoices and authorization.
Marketing, advertising, and driving early sales
- Use Amazon PPC to get initial visibility.
- Run promotions and coupons to encourage purchases.
- Use lightning deals for fast volume if margins allow.
- Use social media and influencers for niche products.
- Encourage honest customer reviews to build trust.
Win the buy box
To be buy box eligible use a professional account and keep performance metrics strong. Metrics include low order defect rate, fast shipping, good seller feedback, and competitive pricing. Inventory and shipping speed are key. Winning the buy box greatly increases sales for each listing.
Scaling from small to large wholesale
- Move from test orders to larger MOQs as sales prove.
- Use freight consolidation to reduce shipping cost.
- Automate inventory and repricing where needed.
- Hire or contract specialists for accounts and ads.
- Consider private label once you control a niche and want higher margins.
Advanced tips and tricks
- Track landed cost per SKU for clear margins.
- Use repricing software to defend margins while staying competitive.
- Check MAP policies to avoid delistings.
- Use split shipments to avoid long stockouts.
- Keep a list of backup SKUs to replace slow movers.
Checklist for launching a wholesale SKU on Amazon
- Confirm demand with a research tool.
- Verify the brand is not gated. Use Seller Central tools.
- Secure supplier and request sample.
- Negotiate price and MOQs.
- Order test stock and inspect on arrival.
- Prepare Amazon labels and packaging.
- Create or match ASIN with optimized title and bullets.
- Upload six images and at least one video if possible.
- Launch with PPC and promotions.
- Track performance and reorder early.
FAQs on How to Sell Wholesale on Amazon
It depends on your country. Many brands ask for business registration and tax numbers. Check local rules before buying large quantities.
FBA is best for scale and for winning the buy box. Merchant fulfillment can work for slow moving or heavy items.
Provide invoices from authorized distributors and written authorization from the brand. Apply for approval in Seller Central.
Fees vary by category. Calculate referral fees and fulfillment fees before ordering.
It varies by supplier MOQs and product cost. Many sellers start with a few thousand dollars. Larger brands may require bigger investments.
Final checklist before first bulk order
- Confirm sales data and margins.
- Confirm supplier authorization and invoices.
- Confirm Amazon listing and gating status.
- Confirm shipping method and duties.
- Confirm label and prep requirements.
- Prepare PPC budget for launch.
Closing note
Selling wholesale on Amazon can scale fast if you plan well. Use data to pick products. Verify suppliers. Follow Amazon rules. Keep margins clear. Monitor account health and performance. Use the checklist every time you add a SKU. Start small. Grow steady.