How to find wholesale suppliers for Amazon

Finding wholesale suppliers is a crucial step for anyone looking to succeed in the Amazon wholesale business. Reliable partners offering high-quality products at competitive prices can significantly impact your profitability and simplify the process of finding lucrative deals. But where do you find these suppliers? And how do you go about finding your first one if you're just starting out?

This guide will explore 12 effective methods for discovering wholesale suppliers, examining the pros and cons of each approach, and providing tips to help you succeed in your search.

What Are Amazon FBA Wholesale Suppliers?

Amazon wholesale suppliers are businesses that provide products in bulk at discounted prices. In the Amazon wholesale business model, sellers purchase large quantities of products from brands or distributors at a wholesale rate and then sell these products on Amazon at a higher retail price, retaining the difference as profit.

Key tasks in this model include locating a dependable supplier and choosing their best-selling, high-margin products to sell on Amazon.

Categories of Wholesale Suppliers

When sourcing for your Amazon FBA business, you have three major types of wholesalers to consider. Let's explore the strengths and limitations of each.

Big Brands or Manufacturers

Suitable for:

Experienced sellers with a solid business foundation who can handle high minimum order quantities (MOQs).
Sellers with larger budgets capable of investing in bulk purchases and managing higher upfront costs.

Pros:

Products from major brands come with built-in customer trust and recognition, reducing the need for extensive advertising.
Popular brands promote their products themselves, saving you advertising expenses.

Cons:

High MOQs can be prohibitive for smaller or newer sellers.
They tend to have strict policies and offer less flexibility in negotiations and custom orders.

Distributors

Suitable for:

Small to medium-sized sellers operating on a smaller scale, as distributors often have lower minimum order requirements.
Sellers looking to offer a diverse product range without needing to source from multiple manufacturers.

Pros:

Access to a wide range of products from multiple brands and manufacturers.
Typically lower MOQs compared to purchasing directly from manufacturers.

Cons:

Prices are generally higher than buying directly from manufacturers due to the distributor’s markup.
Distributors may have their own requirements and policies, which can add complexity.

Local Brands

Suitable for:

New sellers looking to stand out with unique products.
Sellers targeting niche markets or specialized local niches where consumers value the product's story and origin.

Pros:

Offers unique products that help differentiate your business from competitors.
More flexibility and a greater willingness to negotiate and adapt to your needs.

Cons:

Limited production runs can result in stock shortages.
More effort is required to build brand recognition and customer trust.

Challenges of Finding Amazon FBA Wholesale Suppliers

While sourcing directly from brands or manufacturers offers the best pricing potential, finding a wholesale supplier for an Amazon business can be challenging. Below are some of the major challenges and solutions for finding Amazon wholesale suppliers.

Becoming a Brand’s Distributor Can Be Tough

Popular brands often have established distribution networks, making it challenging for new sellers to break in. You'll need to convince them of the value you bring as an additional sales channel.

Tip: Target the brand's distributors first. Look for contact information on the brand's website or reach out directly for a list of distributors.

Suppliers Prefer Multichannel Sellers

Some suppliers may favor sellers with a broader reach, including their own online stores, other e-commerce platforms, or physical stores. They might see Amazon sellers as just adding competition and paperwork, not increasing overall sales volume.

Tip: When contacting suppliers, emphasize your role as an online retailer, not solely an Amazon seller. Consider creating a website to showcase your broader reach.

High Minimum Order Quantities

Large brands and distributors often have high MOQs, requiring a significant upfront investment, potentially in the tens or hundreds of thousands of dollars.

Tip: If brand MOQs are out of reach, explore options with their distributors who might have lower entry barriers. Local brands often have lower MOQs as well.

Building Relationships Takes Time

Developing strong supplier relationships takes effort. Use your negotiation skills to demonstrate your potential to boost their sales. Highlight your sales experience as an online retailer and ability to purchase large volumes. As your partnership strengthens, negotiate for better deals.

Tip: Rejection is common when reaching out to new suppliers. Be persistent and focus on convincing them you can add value to their business and increase their sales.

12 Methods to Finding Wholesale Suppliers for Amazon

Once you decide what type of wholesale supplier you're looking for, it's time to start hunting for specific suppliers. Here are 12 practical methods to help you spot new wholesale suppliers.

Method 1: Choose from 500+ US Suppliers with Seller Assistant

If you are looking to expand your supplier base or don’t have a supplier yet, use the List of 500+ US suppliers offered by Seller Assistant. Each of these companies is proven and reliable.

When you've made your choice, contact the supplier, and get the price list from those willing to cooperate. Then, upload the price list to the Price List Analyzer by Seller Assistant, which automatically researches bulk supplier price lists and identifies profitable deals you can sell on Amazon.

Best for: Experienced wholesale sellers in search of new suppliers and new sellers who don’t have any wholesale suppliers but want to grow their business to wholesale.

Tips:

Focus your application around your online retail activities and specify selling on Amazon among others.
Ensure a supplier is a wholesaler or distributor, not a retailer. Review their website carefully for this information.

Method 2: Reach Out to the Brand Directly

Approach the brand directly to express your interest in purchasing their products. Discuss pricing requirements and ask about the minimum order quantities necessary to achieve your desired price points.

Best for: Sellers with multiple distribution channels and substantial capital, as this often necessitates a significant initial investment.

Tips:

Ensure you are eligible to sell a brand on Amazon using tools like Seller Assistant’s Bulk Restrictions Checker.
Prepare a strong business case highlighting your distribution capabilities and the pricing you expect in exchange for order quantities.

Method 3: Contact Authorized Distributors

If you can't meet the brand's MOQs or they don’t want to add you to their distributor network, you can still buy the brand’s products through their distributors. Visit the brand's website to find a list of their authorized distributors.

Best for: Sellers looking to access authentic products without the direct burden of high MOQs from the brand itself.

Tips:

Verify distributor credentials by checking with the brand’s website.
Offer to become a distributor’s reseller and ensure you can meet their minimum requirements.

Method 4: Find a Brand on Amazon

Start your search from Amazon and then approach that brand or find its supplier. This sourcing method is called reverse sourcing. Look for a brand that sells well but isn’t extremely popular to avoid fierce competition.

Best for: Experienced wholesale sellers in search of new suppliers and new sellers who don’t have any wholesale suppliers but want to grow their business to wholesale.

Tips:

Choose brands that have at least 200 products listed on Amazon.
Ensure the brand itself does not sell on Amazon to avoid competing directly with them.

Method 5: Utilize Existing Suppliers to Discover New Ones

Suppliers often represent multiple brands. Once you have a good relationship with a supplier, ask about other brands they distribute or check their website for a list of brands.

Best for: Sellers looking to expand their inventory and explore new brands through existing supplier relationships.

Tips:

Request the entire supplier price list and look for other brands that may sell well on Amazon.
Use tools like Seller Assistant’s Price List Analyzer to check new profitable deals in bulk.

Method 6: Leverage Supplier Relationships for Quality Connections

A strong relationship with a supplier can help you find other high-quality suppliers they may recommend if they don’t sell specific brands.

Best for: Sellers aiming to maintain high inventory standards and expand their network of reliable suppliers.

Tips:

Keep open and positive communication lines with your suppliers.
Ask your prep center or 3PL for supplier recommendations.

Method 7: Concentrate on a Niche Market

Choose a specific, narrow product niche that you are familiar with and that shows market potential. Use search engines to find distributors within this niche.

Best for: Sellers who want to specialize and target specific customer groups with unique products.

Tips:

Do thorough product research to identify niche products with good demand and low competition.
Develop in-depth knowledge about the niche.

Method 8: Partner with Local Brands

Reach out to small, local brands or distributors, especially if you already resell products from brands in the same area. Starting with smaller, family-owned brands can provide more openness to partnerships with new sellers.

Best for: New sellers looking for unique products and willing to start with smaller, local brands.

Tips:

Attend local trade shows to find and connect with small brands.
Highlight the uniqueness and local origin of the products to attract customers.

Method 9: Follow the Supplier’s Distribution Network

Leverage your existing connections to find suppliers within your current distribution network.

Best for: Sellers looking to use their existing network to find reliable suppliers.

Tips:

Map your network and identify suppliers within your existing network and their distribution routes.
Leverage relationships to negotiate better deals and secure consistent supply.

Method 10: Analyze Competitors

Study the brands and products that your successful competitors are selling. Tools like Seller Assistant’s Seller Spy can help identify these profitable products and brands.

Best for: Sellers who want to emulate successful competitor strategies to find profitable products.

Tips:

Look for gaps in your competitors’ product offerings that you can fill.
Adjust your sourcing and pricing strategies based on competitor insights.

Method 11: Consult Wholesale Directories

Use online wholesale directories such as ThomasNet, Wholesale Central, or Worldwide Brands to find reputable suppliers and manufacturers.

Best for: Sellers seeking a broad array of supplier options and those needing structured lists of verified suppliers.

Tips:

Evaluate directory reviews to select the best platforms.
Compare suppliers and make sure they align with your business requirements.

Method 12: Attend Trade Shows

Trade shows are invaluable for discovering new suppliers, building relationships, and understanding market trends. They provide direct access to manufacturers, distributors, and industry experts.

Best for: Sellers wanting to establish direct contacts and explore a wide range of suppliers in person.

Tips:

Prepare business cards and an elevator pitch.
Attend industry-specific trade shows for the most relevant suppliers.

Conclusion

Finding reliable wholesale suppliers for your Amazon business can be challenging, but with persistence, research, and strategic approaches, you can build strong relationships that drive your business forward. Whether you’re reaching out directly to brands, leveraging existing networks, or utilizing advanced tools like Seller Assistant, there are multiple paths to sourcing high-quality, profitable products.

By combining these methods and continuously refining your approach, you can develop a robust supply chain, stay competitive, and achieve long-term success in the Amazon marketplace.