How To Sell Wholesale On Amazon In 2023 (Detailed Guide)

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Are you looking to expand your business and reach a wider customer base? Selling wholesale on Amazon could be the solution you’re looking for. 

Wholesaling is a unique business model that involves mainly B2B dealings, acting as intermediaries, and building strong relationships with suppliers and customers. With the rise of e-commerce, online marketplaces like Amazon have made it easier for wholesalers to sell to individuals, adding a new dimension to the role of selling wholesale.

In this article, we’ll explore what wholesale selling is, how to sell wholesale on Amazon, the advantages and disadvantages of this approach, and how much you can expect to earn. Whether you’re a small business looking to grow or an established seller looking to diversify your revenue streams, this guide will provide valuable insights into the wholesale selling process on Amazon.

What Is Wholesale Selling?

Wholesale selling is a popular Amazon business model that involves purchasing goods in bulk directly from manufacturers or authorized distributors at discounted prices and then selling them to customers at a profit. When it comes to Amazon, wholesale sellers act as intermediaries between suppliers and customers, leveraging the platform’s extensive reach and customer base.

Selling wholesale on Amazon offers several advantages. Firstly, you gain access to a vast customer base, allowing you to reach millions of potential buyers. Amazon’s reputation as a trusted online marketplace also helps build credibility for your brand. Additionally, Amazon handles the logistics of order fulfillment, shipping, and customer service, saving you time and effort.

How To Sell Wholesale On Amazon?

If you are interested in selling wholesale on Amazon, you can follow these steps:

Step 1: Research and Identify Profitable Products

Before diving into wholesale selling on Amazon, conduct market research to identify products with low competition, high demand, and profit potential. You can consider factors such as market trends, competition, and customer preferences to select products that align with your business goals.

Step 2: Find Reliable Wholesale Suppliers

Finding reliable wholesale suppliers is crucial for obtaining quality products at competitive prices. You can search for suppliers through trade shows, industry directories, online marketplaces, or by directly contacting manufacturers. Evaluate suppliers based on their reputation, product quality, pricing, and terms of partnership.

Step 3: Establish a Wholesale Account

Once you have identified potential suppliers, establish a wholesale account with them. This involves negotiating pricing, minimum order quantities, and other terms and conditions. Ensure clear communication and mutually beneficial agreements with suppliers.

Step 4: Create a Professional Seller Account on Amazon

To sell wholesale on Amazon, you need a Professional Seller Account. Register for this account type and provide the necessary information, such as business details and tax identification. 

How To Sell Wholesale On Amazon - Overview

The Professional selling plan on Amazon costs $39.99 per month. The plan contains many benefits, such as access to advanced selling tools, no limits on selling products, and better customer support. 

Step 5: Optimize Product Listings

Optimize your product listings on Amazon by using relevant keywords, compelling product descriptions, and high-quality images. Ensure that your listings are accurate, informative, and visually appealing to attract potential customers.

How To Sell Wholesale On Amazon - Product Listing

Step 6: Set Competitive Wholesale Pricing

Determine competitive pricing for your wholesale products on Amazon. Consider factors such as production costs, shipping fees, marketplace fees, and desired profit margins. Stay updated on trends and adjust your pricing strategy accordingly.

Step 7: Fulfillment and Shipping

Choose a fulfillment method for your wholesale products. Amazon offers options such as Fulfillment by Amazon (FBA), where they handle storage, packaging, and shipping, or you can opt for fulfilling orders yourself (Fulfillment by Merchant – FBM). Ensure efficient and timely order fulfillment to maintain customer satisfaction.

Step 8: Monitor Performance and Optimize

Continuously monitor the performance of your wholesale business on Amazon. Analyze sales data, customer feedback, and competitor activities. Identify areas for improvement, such as optimizing listings, refining pricing strategies, or expanding product offerings.

Why Sell Wholesale On Amazon?

Here are some more reasons why you should consider selling wholesale on Amazon:

  1. Competitive Pricing: Selling products in bulk allows you to offer competitive pricing to your customers. This can help you attract more customers and increase your sales.
  2. Reduced Marketing Costs: When you sell wholesale, you can focus your marketing efforts on a smaller number of customers, which can help you save on marketing costs.
  3. Increased Cash Flow: Selling wholesale can help you increase your cash flow. You can receive payment upfront for your products, which can help you fund other aspects of your business.
  4. Improved Product Feedback: Wholesale customers are typically more experienced and knowledgeable about the products they purchase. This can provide valuable feedback about your products, which can help you improve your offerings in the long run.
  5. Diversified Customer Base: By selling wholesale on Amazon, you can diversify your customer base and reduce your reliance on individual retail customers.

How Much Can You Earn By Selling Wholesale On Amazon?

The amount of money you can earn by selling wholesale on Amazon depends on a number of factors, including the products you sell, your marketing strategy, and your competition. However, in general, you can expect to earn a profit margin of between 10% and 50% on each sale.

For example, if you sell a product for $10, and your cost of goods sold is $5, your profit margin would be 50%. This means that you would earn $5 in profit for each sale.

Of course, there are a number of factors that can affect your profit margin. For example, if you have to pay high shipping costs or if there is a lot of competition for the products you sell, your profit margin may be lower.

However, if you are able to find profitable products to sell, and if you market your products effectively, you can earn a good living by selling wholesale on Amazon.

Here are some tips for increasing your profits when selling wholesale on Amazon:

  • Choose the right products: When choosing products to sell, it is important to consider the demand for the product, the competition, and the profit margin. You can use tools like Amazon Seller Central and Jungle Scout to research products and find profitable ones to sell.
  • Set competitive prices: When setting prices for your products, it is important to consider the prices of your competitors. You want to set your prices low enough to be competitive but high enough to make a profit.
  • Market your products effectively: One of the most important things you can do to increase your sales is to market your products effectively. You can market your products through Amazon’s advertising platform, as well as through other channels such as social media and email marketing.
  • Provide excellent customer service: Providing excellent customer service is essential for any business, but it is especially important for businesses that sell online. By providing excellent customer service, you can build customer loyalty and encourage repeat business.

Pros And Cons Of Selling Wholesale On Amazon

Selling wholesale on Amazon can be an excellent way to reach a larger audience and increase sales. However, like any business decision, there are pros and cons to consider before making the leap.


  1. Increased Sales: By selling wholesale on Amazon, you can reach a larger audience than you would by selling directly to consumers. This can result in increased sales and revenue for your business.
  2. Amazon’s Customer Base: By selling on Amazon, you gain access to Amazon’s massive customer base. This can be especially beneficial if you’re a new or small business trying to build your customer base.
  3. Fulfillment by Amazon (FBA): Amazon’s FBA program can handle all of the shipping and customer services for your wholesale orders. This can save you time and money and allow you to focus on other aspects of your business.
  4. Increased Visibility: By selling wholesale on Amazon, you can increase your brand’s visibility and gain exposure to new customers. This can help you build brand awareness and establish yourself as a trusted seller on the platform.


  1. Fees: Selling wholesale on Amazon comes with fees, including a referral fee and a monthly subscription fee for the Professional selling plan. These fees can eat into your profits and make it harder to turn a profit.
  2. Competition: Amazon is a highly competitive marketplace, and selling wholesale on the platform means competing with other sellers for the same customers. This can make it harder to stand out and drive sales.
  3. Loss of Control: When you sell wholesale on Amazon, you’re essentially handing over control of the customer experience to Amazon. This can be a disadvantage if you’re used to having more control over the sales process.
  4. Counterfeit Products: Amazon has struggled with counterfeit products on its platform, which can be a disadvantage if you’re selling branded products. You’ll need to take extra precautions to ensure that your products aren’t counterfeited or sold by unauthorized sellers.

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Conclusion: How To Sell Wholesale On Amazon (2023)

Selling wholesale on Amazon can open up new opportunities for businesses to expand their reach and increase sales. By following the steps outlined in this article and implementing best practices, you can navigate the wholesale selling process effectively and maximize your chances of success on Amazon.


How much does it cost to sell wholesale on Amazon?

Amazon offers different pricing plans for sellers, with the Professional Seller Account costing $39.99 per month. Additionally, there may be fees associated with storage, order fulfillment, and advertising.

Can I sell branded products wholesale on Amazon?

Selling branded products on Amazon requires authorization from the brand owner. You may need to establish a direct relationship with the brand or become an authorized reseller.

Are there any restrictions on the types of products I can sell wholesale on Amazon?

Amazon has certain product restrictions, such as prohibited items, restricted brands, and categories requiring approval. Familiarize yourself with Amazon’s policies and guidelines before selecting products for wholesale selling.

How long does it take to start selling wholesale on Amazon?

The time it takes to start selling wholesale on Amazon can vary. It involves conducting research, finding suppliers, setting up accounts, and optimizing product listings. The process can take a few weeks to a few months, depending on your preparedness and availability.

Can I sell wholesale on Amazon as an individual or do I need a business entity?

While it is possible to sell as an individual, having a business entity, such as a registered company, offers several benefits, including liability protection and credibility. Consult with a legal professional to determine the best approach for your situation.

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