Last Updated: July 11, 2025
Want to start an Amazon business? You might want to try learning how to sell wholesale on Amazon as your launching point.
There are different business models to choose from if you want to make money on Amazon. Depending on your goals and resources, some will suit you better than others, but if you want a business model that’s scalable, proven, and doesn’t require building a brand from scratch, wholesale is a solid pick.
But how exactly do you get started? Before you dive in, you need to understand how wholesale works and what it takes to succeed on Amazon’s platform.
This guide explains how to start and grow a wholesale business on Amazon, including key steps like product research, supplier sourcing, and listing optimization. It’s a practical resource for sellers looking to build a scalable Amazon business using the wholesale model.
Table of Contents
Build a Scalable Amazon Wholesale Business
Learn how to source profitable products and avoid costly mistakes. Our experts will guide you every step of the way.
What Is an Amazon Wholesale Business and How Does It Work?
The basic idea behind an Amazon wholesale business is that you buy products in bulk at discounted prices from trusted suppliers. Then, you sell those products on Amazon to make a profit off the price difference.
It’s kind of like buying stock at wholesale rates and reselling it individually on Amazon’s marketplace. The key is to pick products that already have demand, so you don’t need to build brand awareness from scratch.
You’ll need to get approved by the brand or distributor before reselling their products, and some may require business credentials or minimum order quantities. Once you’re approved, it’s all about maintaining stock levels, monitoring pricing, and competing for the Buy Box.
Benefits of Selling Wholesale on Amazon
You now know how an Amazon wholesale business works, but why is it such a powerful model? Here’s why 25% of Amazon’s 6 million third-party sellers are using it, and why it might work for you too:
- You can start selling faster since you’re using existing products.
- Customers already trust the brands you’re reselling.
- You don’t need to spend time building a brand from scratch.
- Bulk orders give you better pricing and higher margins.
- Sales are more consistent thanks to proven product demand.
Drawbacks of Selling Wholesale on Amazon
No matter how great selling wholesale is, like any other business model, it also comes with its share of disadvantages. Below are the drawbacks of running an Amazon wholesale business that sellers should be prepared for:
- High upfront investment is required to buy products in bulk.
- Research and supplier outreach take a lot of time and effort.
- Getting approved by brands often involves cold outreach and rejection.
- Heavy competition on listings can lead to price wars and low margins.
- Some products come with brand restrictions that block or limit reselling.
Wholesale vs Other Ways to Sell on Amazon
Wholesale sounds pretty cool, but what about those other ways to sell on Amazon you might have heard about? Let’s see how wholesale stacks up against them:
Retail Arbitrage
Retail arbitrage is like finding good deals on single items at stores and then reselling them for more online. It can be a good way to start, but it takes a lot of time hunting for deals, and you might not always find what you’re looking for.
Private Label
This is where you create your own brand and sell your own unique products. It’s awesome to have your own brand, but it takes a lot of work to design, manufacture, and market your own stuff. Plus, it can be expensive to get started.
So, which path leads to the most gold? It depends on your goals.
Retail arbitrage is great for starting with little cash. But this approach consumes a ton of time since you are hunting for deals, and the competition is fierce.
A private label is the best if you want to build your own brand. However, this requires a big investment, and it’s a lot of work upfront.
On the other hand, wholesale saves time finding deals, leverages established brands for easier sales, and offers more flexibility with profit margins. Therefore, if you want to skip endless deal-hunting, sell popular brands people already trust, and have more wiggle room for pricing and profit, going wholesale is the choice for you.
How to Start Your Amazon Wholesale Business: Complete Guide
Knowing the benefits of an Amazon wholesale business, you might be tempted to create one now. But how?
Don’t worry, our Amazon agency has prepared a step-by-step guide to help you out! While there isn’t a separate “wholesale seller account” on Amazon, there are specific steps to take to become a qualified seller and source products through wholesale channels.
1. Sign Up for a Seller Account
Head over to Amazon and create a professional selling account. There are associated fees, so make sure you understand the cost structure before proceeding.
Not sure how to open your seller account the right way? Read: How to Open Amazon Seller Central Account and Start Selling on Amazon
2. Verify Your Business Information
Amazon requires verification of your business identity and tax information. This might involve providing your Employer Identification Number (EIN) or Social Security Number (SSN), depending on your business structure.
3. Research and Choose a Product Niche
Don’t jump in blindly! Use product research tools and competitor analysis to identify profitable wholesale opportunities. And remember these factors: competition, seasonality, and profit margins.
4. Find Reputable Wholesale Suppliers
Explore online directories, attend trade shows, or contact brands directly to find authorized wholesale distributors. Look for suppliers with competitive pricing, a good reputation, and minimum order quantities (MOQs) that fit your budget.
5. Negotiate Your Wholesale Agreement
Don’t be afraid to negotiate for better pricing and terms with your chosen suppliers. Highlight the value you bring as a seller on the Amazon platform.
Understanding Amazon Wholesale Seller Account Requirements
Before getting into selling wholesale, you first need to create a seller account and meet certain requirements. These are the basic steps that set the foundation for starting your Amazon wholesale business.
Amazon Seller Account Types for Amazon Wholesale Selling
When starting a wholesale business on Amazon, it’s important to understand the two main seller account types: Individual and Professional. Each comes with its own fees and features, and the right one depends on your selling volume and business goals.
Individual Seller Account
This type of seller account is perfect for casual sellers with a limited number of products. So, if you have less than 40 products per month, this is perfect for you.
For this type of seller account, you need to pay a per-item fee for each product you sell ($0.99 per item sold). The Individual seller account has limited selling tools and data access compared to the Professional one.
Professional Seller Account
If you are a serious Amazon wholesale seller with a larger product volume (40+ items per month) or if you’re looking for advanced features, this is the recommended option for you. You will need to pay a monthly subscription fee of $39.99 regardless of the number of items sold.
The fee might be worth it for some since a Professional seller account has access to advanced selling tools, detailed sales reports, and the ability to run promotions.
Requirements to Start Selling Wholesale Products
There are no special requirements from Amazon to list wholesale products, but wholesale sellers typically manage larger inventory volumes. This makes it important to have solid processes in place for inventory tracking, restocking, and cash flow planning.
A Professional seller account is strongly recommended since it provides access to advanced tools for inventory management and bulk listings. These features are especially useful when handling multiple SKUs and larger order quantities.
You may also need to register your business officially, depending on your country or state. Amazon will request your tax information during account setup, so make sure your documentation is accurate and ready.
Struggling to Launch Your Wholesale Store?
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Finding the Right Amazon Wholesale Products to Sell
You’ve got your Amazon business account set up, and you’re ready to find suppliers to partner with. Now comes the exciting part: finding the perfect wholesale products to sell!
But hold up, we’re not talking about outdated or oversaturated items. You want products with strong demand, low competition, and steady sales potential. Let’s break down how to find those winning products:
1. Use Product Research Tools
Product research tools act as your data-driven assistants for finding profitable wholesale products. Popular options include Jungle Scout and SmartScout
These tools give you key insights like estimated monthly sales, profit margins, and competitor data. With this information, you can spot products that have strong demand but aren’t flooded with competition.
2. Analyze Amazon Trends
Amazon itself offers valuable insights to help you out. Check out Amazon Seller Central and explore features like “Product Opportunity Explorer” and “Brand Analysis” (available for Brand Registered sellers).
These features reveal the trending products and popular searches on Amazon, so you can discover items that are experiencing a surge in popularity and high sales. What’s more, you can check what people are actively searching for on Amazon, sparking product ideas.
3. Consider Seasonality
Timing matters when selling on Amazon, especially with wholesale products that tie into holidays or seasonal demand. Stocking winter gear in summer or missing the back-to-school rush could leave you with inventory that just sits.
Plan ahead for holidays like Halloween, Christmas, or seasonal shifts like fall semester shopping. Stay alert to pop culture or trending events since these can quickly drive demand for unexpected product categories.
4. Think Beyond the Tools
Software and tools are extremely helpful, but you shouldn’t rely on them alone. Use instincts, creativity, and market awareness to find products that solve real problems or serve specific audiences.
Finding the perfect wholesale product takes more than just data. By combining research tools with trend awareness, seasonality, and strategic thinking, you’ll uncover products that actually move and make you money.
To get a better idea of how to find the correct products to sell, click on this product sourcing guide.
Sourcing Reliable Amazon Wholesale Suppliers
Once you’ve found a product worth selling, the next step is finding a reliable supplier who can provide it at wholesale pricing. Your supplier plays a key role in your success, so it’s critical to source from someone you can trust long-term.
- Online Directories: Explore platforms like ShipStation to find suppliers by category and location. Read reviews before committing!
- Trade Shows: Network with suppliers face-to-face, see products firsthand, and discover trends.
- Manufacturer Websites: Look for authorized distributors listed on brand websites.
- Cold Outreach: Contact brands directly and express your interest in becoming a reseller.
Tips for Negotiating Wholesale Deals with Suppliers
Found suppliers you want to work with? The next thing to do is to negotiate terms that protect your margins and set you up for long-term success; here’s how to negotiate like a pro:
- Research average wholesale prices using tools and industry sites so you know what’s fair.
- Explain your value as a seller and show how you can drive volume on Amazon.
- Negotiate the per-unit price first, but stay flexible during the discussion.
- Try to lower the minimum order quantity if it’s too high for your starting budget.
- Ask for payment terms that match your cash flow, whether it be upfront, split payments, or net terms.
- Stay polite and professional to build long-term trust with your supplier.
Creating Optimized Product Listings for Amazon Wholesale Products
Your product listing is like a virtual storefront to showcase your products on Amazon, designed to convince customers to click “buy”. Here’s how to create listings that turn heads and boost sales for your wholesale products:
- Stellar Images
Use high-quality, well-lit photos that showcase your product from all angles. Include close-up shots in the product listing images to highlight details and features.
- Keyword Magic
Research relevant keywords that people might search for when looking for your product. Include these keywords throughout your listing title, description, and bullet points, but avoid keyword stuffing (using them unnaturally).
- Descriptive Details
Clearly explain what the product is, its features and benefits, and how it solves customer problems. Use bullet points to make your description easy to read and scannable.
- Be Honest and Accurate
Ensure your descriptions and specifications are accurate and avoid misleading information. This helps customers make informed decisions and reduces returns.
- Follow Amazon’s Guidelines
Amazon has specific guidelines for product listings. Make sure your listings comply with these guidelines to avoid potential issues. You can find these guidelines on Amazon Seller Central.
Tip: Encourage satisfied customers to leave positive reviews. Reviews build trust and social proof, influencing other buyers.
Marketing and Promotions for Your Wholesale Products
Listing your products on Amazon is a great start, but to truly stand out, you need a marketing strategy for customers to purchase your products. Let’s discuss how you can create a buzz around your wholesale business on Amazon:
- Social Media Savvy
Social media platforms like Facebook, Instagram, and TikTok are powerful tools to connect with potential customers. Create engaging content showcasing your products in action, highlight their benefits, and run targeted ads to reach your ideal audience.
- Influencer Power
Partnering with social media influencers who resonate with your target audience can be a game-changer. Influencers can promote your products to their followers, generating interest and trust in your brand.
- Amazon PPC Ads
Amazon Pay-Per-Click (PPC) advertising allows you to display targeted ads for your products on Amazon search results pages. This is a great way to increase product visibility and reach potential customers actively searching for similar items - Bundle Deals and Promotions
Offer bundle deals or discounts to incentivize purchases. Consider creating product bundles that combine complementary items or offering limited-time promotions to attract new customers. - Customer Reviews are King
Encourage satisfied customers to leave positive reviews on your product listings. Positive reviews build trust and social proof, influencing other buyers to choose your products.
Common Mistakes Amazon Wholesale Sellers Make
Selling wholesale on Amazon can be a strong business model, but it’s not without its risks. Here are five common mistakes that can cost sellers big, and how to avoid them from the start.
- Choosing Products Without Research
Jumping into a product just because it “looks good” can leave you stuck with inventory that doesn’t move. Use data tools to check demand, competition, and fees before buying anything. - Not Following Amazon Rules in Wholesale Selling
Many sellers ignore restrictions like brand gating and get blocked from selling top-name products. Always check brand restrictions before sourcing, and use tools like the Bulk Restriction Checker to stay compliant. - Getting Subpar Suppliers
Working with unverified or low-quality suppliers can lead to product issues, shipping delays, or even account suspensions. Vet every supplier thoroughly by checking reviews, requesting references, and confirming they’re authorized. - Ignoring Profit Margin Calculations
Sellers often forget to factor in Amazon fees, shipping, and taxes, then wonder why they’re barely breaking even. Use a profit calculator to ensure your margins make sense before placing any order. - Underestimating Initial Investment
Wholesale takes real capital, especially with high MOQs from big brands. Plan your budget realistically to cover inventory, storage, and marketing without choking your cash flow.
FAQs About Selling Wholesale on Amazon
Ready, Set, Sell!
If you want to build a long-term, scalable business on Amazon, wholesale is one of the most proven business models to get you there. Learning how to sell wholesale on Amazon is a smart move for sellers who want stability, brand recognition, and repeatable growth.
Through this guide, we hope you now have the knowledge and direction to start strong. Use what you’ve learned here as your foundation to build a successful and profitable wholesale business on Amazon.
Do you want to start an Amazon wholesale business? Our full-service Amazon agency can help you out, so contact us today for a consultation to get your business started.
Confused About Where to Start?
Starting wholesale doesn’t have to be overwhelming. Talk to an Amazon expert and get a step-by-step launch plan.
