How to Find Reliable Amazon Wholesale Suppliers

Finding trustworthy suppliers is one of the biggest challenges in Amazon wholesale. The suppliers you choose affect your business success, from product quality to profit margins. With so many options, identifying reliable wholesale partners takes careful research and strategic planning.

This guide will walk you through different ways to find dependable Amazon wholesale suppliers.

What Are Amazon Wholesale Suppliers?

Amazon wholesale suppliers are companies that offer products in bulk at reduced prices. In the Amazon wholesale model, sellers purchase large quantities of goods from brands or distributors at a lower wholesale cost and then resell them on Amazon at a higher retail price, keeping the profit margin.

The core responsibilities in this business model include finding a reliable supplier—whether a brand or a distributor—and selecting their top-selling and most profitable products to list on Amazon.

Types of Wholesale Suppliers

The right supplier depends on your budget and order size. If you're starting with $5,000–$10,000, approaching major brands like Apple or Adidas may not be feasible. Here are common supplier types:

1. Large Brands & Manufacturers

Big brands produce goods on a large scale and have established reputations.

• Best for: Experienced sellers with strong capital who can meet high order requirements.
• Pros: Trusted brand reputation, minimal marketing required.
• Cons: High minimum orders, strict policies.

2. Distributors

Distributors buy products from manufacturers and resell them to retailers.

• Best for: Small to mid-sized sellers needing diverse inventory with lower order minimums.
• Pros: Access to multiple brands, lower order requirements.
• Cons: Slightly higher prices due to distributor markups.

3. Local Brands

Smaller, regional companies producing niche products.

• Best for: New sellers looking for unique products.
• Pros: Differentiation from mainstream competitors, flexible negotiations.
• Cons: Limited stock availability, brand recognition challenges.

Choosing the Right Supplier

Before purchasing, ensure the brand is reseller-friendly. Even when buying from a distributor, verify that the brand allows reselling to avoid potential issues.

Key Factors to Check

• Selling Eligibility: Confirm the brand and products aren’t restricted on Amazon.
• Product Availability: Look for brands with at least 500 Amazon listings.
• Revenue Potential: Research the brand’s sales volume and pricing trends.
• Amazon Competition: Avoid brands that sell directly on Amazon or have exclusive distributors.
• Brand Type: Stay away from private-label brands that restrict resellers.
• Intellectual Property Risks: Avoid brands known for filing IP complaints.
• Competition Level: A brand dominated by Amazon or many sellers can make it hard to compete.
• Customer Reputation: Look for brands with strong ratings (4+ stars) and high review counts.

9 Ways to Find Wholesale Suppliers

Finding the right supplier takes time—expect to spend months researching. Success rates can be low, so persistence is key. Here are proven strategies:

1. Contact Brands Directly: Reach out to manufacturers to inquire about wholesale pricing.
2. Check Authorized Distributors: Find brand-approved distributors via their official websites.
3. Leverage Existing Suppliers: Ask current suppliers for additional brand connections.
4. Use Supplier Networks: Strong supplier relationships can lead to better deals and referrals.
5. Focus on Niche Markets: Research suppliers that specialize in a specific category.
6. Partner with Local Brands: Small, regional companies may be more open to new sellers.
7. Trace Distribution Chains: Identify supplier networks through industry connections.
8. Analyze Competitors: Use research tools to identify what brands top sellers work with.
9. Explore Wholesale Directories: Platforms like SaleHoo and Worldwide Brands list reputable suppliers.

Related Reading: How to Select Wholesale Products to Sell on Amazon

Verifying a Supplier’s Legitimacy

Once you find a supplier, verify its credibility using the following checks:

• LinkedIn: Look for an active company profile and employee presence.
• Whois Lookup: Check domain registration details for authenticity.
• ScamAdviser: Scan the website for trust ratings and fraud alerts.
• Company Website: A professional “About Us” page with clear contact details is a good sign.
• Physical Address: Verify the location using Google Maps.
• Social Media Presence: Legitimate businesses maintain active accounts.
• Customer Reviews: Check feedback on Google, Trustpilot, or the Better Business Bureau.

Red flags to avoid:

• Limited Brand Selection: If they don’t offer recognized brands, they may not be a good fit.
• Mismatched Business Models: Suppliers that don’t align with your strategy aren’t worth pursuing.
• Foreign Suppliers for US Sales: For US-based sellers, domestic suppliers reduce shipping delays and import issues.
• Scam Indicators: Be wary of suppliers with vague contact details, extremely low prices, or insecure payment methods.

Identify Profitable Wholesale Products

Finding reliable Amazon wholesale suppliers is one of the toughest yet most critical parts of succeeding in wholesale. Thorough product research is essential, as significant investments are involved.

Using tools like Seller Assistant can streamline this process by helping you identify profitable wholesale products efficiently. Investing time in supplier research will pay off in securing sustainable, high-profit inventory for your Amazon business.