Unlock The Secrets of Wholesale on Amazon: A Comprehensive Guide! 2024

Wholesale on Amazon

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Selling wholesale on Amazon has become an increasingly popular business model for new sellers, entrepreneurs, and established retailers. 

As the world's largest online marketplace, Amazon offers access to millions of customers and handles logistics like storage and shipping - making it an ideal platform to sell products in bulk. In this comprehensive guide, we will unlock the secrets behind running a successful wholesale operation on Amazon in 2024.

Whether you are just starting or looking to grow an existing business, you'll learn the fundamentals, including how the model works, its financial viability, and the steps for getting started. With e-commerce expanding yearly, now remains an ideal time to capitalize on the demand for online wholesale shopping.

Aidan Booth
Aidan Booth

What is Wholesale On Amazon?

Selling wholesale refers to selling products in bulk quantities to another retailer rather than the end consumer. Wholesalers purchase goods in volume directly from the manufacturer. They then sell these products to retailers, who sell them to consumers.

Wholesale selling provides two main benefits:

  • Increased Profits - Wholesalers can profit more per item by purchasing bulk inventory at deeply discounted rates. These savings get passed on to retailers.
  • Expanded Product Offerings - Retailers can provide more product selection without taking on inventory risk themselves.

Amazon provides the platform and fulfillment services to make wholesale viable for small businesses. Sellers ship an entire batch of inventory to Amazon's warehouses. These products become eligible for programs like Prime and Free Super Saver Shipping. Amazon stores the goods and packs individual orders as shoppers place them.

As an Amazon wholesaler, you list your bulk products just as any other vendor would. The key difference is focusing on other retailers rather than consumers as your target customer base. This enables new players to discover a niche and capitalize on the platform's reputation and reach.

How Amazon Wholesale Business Model Works

The process behind an Amazon wholesale arrangement involves just a few key steps:

  • Source wholesale goods - To start, you need inventory to sell. Typically, wholesalers purchase bulk quantities of branded merchandise directly from manufacturers or attend trade shows. Ensure your provider issues required tax documentation.
  • List items through a seller account - Create an Amazon Seller Central account. Upload product listings with quantity pricing details and business information. Enroll in the Brand Registry to protect intellectual property.
  • Store in FBA warehouses - Sign up for Fulfillment By Amazon (FBA). Ship an entire batch of inventory to their secure storage facilities. This makes items eligible for Amazon Prime and its logistics programs.
  • Receive bulk orders - Amazon stores purchased products until a lump sum order comes through. They pack and ship individual items within 1-2 days via their specialized warehouse infrastructure.
  • Repeat process - Confirm your inventory levels stay adequately stocked. Continue working with your wholesale distributor to order replacement product batches as needed.

Amazon handles the heavy lifting of storage, multichannel advertising, and shipment. Wholesalers focus strictly on the sourcing side - identifying in-demand products, acquiring inventory at competitive pricing, and building a customer base.

How is Wholesale On Amazon Different From Other Business Models?

Selling wholesale products differentiated itself from standard e-commerce sites and retail arbitrage in several ways:

  • Bulk Focus - Wholesalers sell a high volume of identical units per transaction instead of individual orders. This allows for deeper bulk pricing.
  • B2B Sales - Your customers are other businesses that resell the products rather than consumers. Building relationships with retailers/resellers becomes vital.
  • Fewer SKUs - Wholesalers carry more inventory per product. You can focus on selling dozens of units of one item vs. numerous types of goods.
  • Volume Pricing - Offering discounted rates for large orders is standard, increasing margins at higher quantities. Make tiers visible in listings.
  • White Labeling - Some wholesalers remove branding or customize products with the retailer's logo. This adds value to customers.

Understanding these differences helps set accurate expectations. While selling wholesale shares aspects with other eCommerce, focusing on bulk B2B sales makes it unique. These specializations lend well to the infrastructure and reach Amazon provides.

How To Make Money With Selling Wholesale On Amazon

The high order volumes and discounted bulk pricing make selling wholesale financially attractive. Vendors can realize much higher profit margins while buyers reduce their costs.

You generate income selling wholesale on Amazon in two ways:

  • Markups on goods - For each item you sell, there will be a spread between your negotiated wholesale cost and sales price to retailers. Target 2-3x price multiples for average markup rates.
  • Volume discounts - Offer decreasing rates for higher quantities. This incentivizes retailers to purchase more per order. Provide visible quantity breaks within your listing details.

Balancing attractive resale pricing while preserving healthy margins is essential - Amazon's tools help optimize this. Use Reports to understand demand and set rates competitively within your niche. Leverage quantity pricing to encourage larger orders.

Properly managing inventory turnover and cash flow are other financial considerations. As sales ebb and flow, plan working capital needs 1-3 months ahead. Use projecting and a line of credit to bridge payment gaps.

Is It Profitable to Be an Amazon Wholesaler?

The short answer is - yes! Selling wholesale goods on Amazon offers strong profit potential thanks to bulk pricing and the platform's seller-friendly fee structure. However, merchants need adequate working capital and supply chain competencies to thrive.

Benefits that enable profitability as a wholesaler:

  • Increased sales efficiency - Amazon's infrastructure cuts sales costs by up to 80% compared to traditional wholesale channels. Their tools make listing, shipping, and processing many orders easy.
  • Reduced logistics costs - Amazon's Fulfillment by Amazon (FBA) handles secure warehouse storage, packing, and shipping at wholesale volumes for low fees.
  • High margin potential - Wholesalers buy goods at deeply discounted bulk rates. You can generate substantial gross margins even with low-cost shipping promotions.
  • Business financing - Once your account is established, become eligible for a business credit line of up to $1 million from Amazon Lending. This bridges cash flow gaps.

To maximize profits, wholesalers should:

  • Carry widely popular or niche products
  • Have an existing supplier pipeline
  • Maintain adequate working capital
  • Use tools like volume pricing, marketing, and reporting.

With the proper preparation, Amazon provides global distribution at scale - perfect for even first-time wholesalers to find success.

Pros and Cons of Amazon Wholesale

Selling wholesale goods on Amazon has unique benefits and drawbacks compared to other platforms. Weigh both sides as you evaluate taking your business onto Amazon:


  • Global platform reaching 300+ million customers
  • Fulfillment and delivery infrastructure handles shipping frustrations
  • Listing support helps new sellers launch quickly
  • Volume selling multiplies sales efficiency
  • Quantity pricing tiers improve margin potential
  • Dark store model creates light overhead
  • Reduced risks due to no upfront inventory buys
  • Prime eligibility expands organic exposure
  • Amazon Lending offers financing options up to $1 million


  • Often need existing supplier relationships
  • Brand restrictions and gating apply for top sell top-selling items

Amazon levels the playing field so even first-time wholesalers can reach success. As the world's largest storefront, no platform offers more immediate growth potential. However, Amazon's policies cater more towards top performers - so scaling sales quickly becomes vital.

Overall, the global infrastructure and support outweigh most limitations. Selling wholesale on Amazon enables reliable growth. Just ensure proper expectations by knowing the benefits and challenges wholesale sellers face.

Is It Still A Good Time To Start Selling Wholesale On Amazon?

Without question, Amazon's massive size and hunger for inventory now make it an ideal time to start selling wholesale.

Amazon currently has:

  • 310 million active customer accounts globally
  • Over 12 million registered sellers
  • 47% share of all US e-commerce (and growing)

However, only a tiny fraction of those sellers focus on bulk wholesale goods. With more Prime members than ever before, Amazon actively funnels demand toward their top vendors.

Other trends fueling wholesale growth:

  • Post-pandemic shifts toward online shopping will persist
  • Amazon's self-shipping restrictions opening wholesale opportunities
  • Retailers moving inventory to Amazon's warehouses
  • Small business adoption of wholesale for resale continuing to climb

These factors signal strong tailwinds that make this a perfect time to start. With low risks and barriers to entry, sellers capitalize on FBA logistics and growing retailer demand.

Focus on popular consumer niches and have working capital to cover initial inventory orders. Leverage account management tools diligently to maximize sales velocity. This early preparation sets wholesalers up for sustainable success.

Join Aidan Booth Free Training To Start Selling Wholesale On Amazon

Aidan Booth
Aidan Booth

If you're looking to sell wholesale on Amazon In a unique way, never shown before. You have to join the free training by Aidan Booth.  It doesn't cost you a penny! Spots are limited. CLICK HERE TO RESERVE YOUR FREE SPOT!


Selling wholesale goods on Amazon opens doors for merchants big and small to capitalize on booming e-commerce demand. This guide has covered insider tips all aspiring wholesalers need, including:

  • How the FBA wholesale model works
  • Financial elements like pricing and profitability
  • Pros, cons, and comparison to other storefronts
  • Steps to get started selling wholesale
  • Ideal timing and Amazon's market dominance

By focusing on discounted bulk goods and B2B relationships, wholesalers on Amazon avoid risks retail sellers face. Back-end logistics become Amazon's responsibility.

Now remains the ideal window to start with favorable trends and supportive programs. Take the first step by registering a seller account and exploring in-demand niches. Follow best practices around inventory and order management to run a streamlined operation.

The secrets to making Amazon wholesale work have now been unlocked. 2024 presents open doors for motivated sellers. Does your brand have what it takes to capitalize?

Thanks so much for reading my blog post. There's free training to start selling wholesale on Amazon By Aidan Booth with simple steps and a unique way; CLICK HERE TO JOIN THE FREE TRAINING. 

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