Amazon Wholesale FBA: How to Succeed as a Reseller

What is Amazon Wholesale and how can you get started

Travis R.
Amazon seller & Software Founder
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Are you an aspiring entrepreneur looking to start an Amazon wholesale FBA business? If so, you’re in the right place. Amazon FBA (Fulfillment by Amazon) is a program that allows sellers to outsource their fulfillment processes to Amazon. This means that Amazon will store your products in their fulfillment centers, pick, pack, and ship your orders, and even handle customer service and returns.

Understanding Amazon wholesale FBA can be overwhelming at first, but with the right guidance and tools, you can create a successful business. In this article, we will guide you through the process of setting up your seller account, finding profitable products, sourcing them from reliable suppliers, managing your inventory, and marketing your products. We will also cover important topics such as pricing and profit margins, brand and private labeling, packing and shipping, customer service, and dealing with competition.

Key Takeaways
– Amazon wholesale FBA is a program that allows sellers to outsource their fulfillment processes to Amazon.
-To start an Amazon wholesale FBA business, you need to set up your seller account, find profitable products, source them from reliable suppliers, and manage your inventory.
-Important topics to consider include pricing and profit margins, brand and private labeling, packing and shipping, customer service, and dealing with competition.

Understanding Amazon Wholesale FBA

If you’re looking for a way to sell products on Amazon without worrying about the logistics of shipping and handling, Amazon Wholesale FBA might be the perfect solution for you. FBA stands for Fulfillment by Amazon, which means that Amazon takes care of all the shipping, handling, and customer service for your products.

With Amazon Wholesale FBA, you can buy products wholesale from a supplier and send them to Amazon’s fulfillment centers. Once your products are in Amazon’s warehouses, they become eligible for Prime shipping, which means that customers can get free two-day shipping on your products.

Here are some key features of Amazon Wholesale FBA:

  • Amazon takes care of all the shipping, handling, and customer service for your products
  • Your products become eligible for Prime shipping, which can increase sales
  • You can buy products wholesale from a supplier and send them to Amazon’s fulfillment centers
  • You can use Amazon’s tools and services to manage your inventory and sales

Amazon Wholesale FBA is a great business model for ecommerce entrepreneurs who want to focus on sourcing and selling products, rather than dealing with the logistics of shipping and handling. By outsourcing these tasks to Amazon, you can save time and money, and focus on growing your business.

Overall, Amazon Wholesale FBA is a great option for anyone who wants to sell products on Amazon without worrying about the logistics of shipping and handling. With Amazon’s powerful tools and services, you can manage your inventory, track your sales, and grow your business with ease.

Setting Up Your Seller Account

To start selling on Amazon through the Fulfillment by Amazon (FBA) program, you’ll need to create a seller account. Here’s how to set up your seller account:

  1. Go to the Amazon Seller Central website and click on the “Register Now” button.
  2. Follow the prompts to enter your personal information, including your name, email address, and phone number.
  3. Enter your business information, including your business name, address, and tax ID number.
  4. Choose the type of seller account you want to set up. You can choose between an Individual account and a Professional account. An Individual account is free to set up, but you’ll pay a per-item fee for each sale. A Professional account costs $39.99 per month, but you won’t pay a per-item fee.
  5. Provide your billing information, including your credit card or bank account information.
  6. Set up your store settings, including your shipping settings, return policy, and customer service information.

Once you’ve completed these steps, you’ll be ready to start selling on Amazon through the FBA program. Keep in mind that you’ll need to provide additional information, such as your product listings and inventory, before you can start making sales.

As an Amazon seller, you’ll have access to a variety of tools and resources to help you manage your business. You can use the Amazon Seller app to manage your orders, track your sales, and communicate with customers. You can also use the Amazon Marketplace Web Service (MWS) to integrate your business with Amazon’s platform and automate your operations.

Overall, setting up your seller account is a straightforward process that can be completed in just a few steps. With the right tools and resources, you can start selling on Amazon and grow your business through the FBA program.

Finding Profitable Products

When it comes to finding profitable products to sell on Amazon FBA, there are a few things to keep in mind. First, you want to focus on products that have a high-demand and are likely to sell quickly. This can be determined by looking at the Best Sellers Rank for products in a particular category.

Next, you want to do your product research to ensure that the products you are considering are profitable. This means looking at the wholesale price, shipping costs, and other expenses to determine your profit margin.

One strategy for finding profitable products is to look for items that have a private label potential. This means that you can improve upon an existing product and make it your own, which can help differentiate it from competitors and increase its perceived value.

Another approach is to focus on products that are priced between $15 and $70. This price range tends to be the sweet spot for many Amazon shoppers, and can help ensure that your products are affordable while still providing a good profit margin.

Finally, it’s important to work with reliable wholesale suppliers who can provide you with quality products at competitive prices. This can help ensure that you are able to maintain a consistent supply of profitable products.

By following these tips and doing your research, you can increase your chances of finding profitable products to sell on Amazon FBA.

Sourcing Products

Sourcing products is one of the most important aspects of running a successful Amazon FBA business. It involves finding reliable suppliers who can provide high-quality products at a reasonable price. Here are some tips to help you source products for your Amazon FBA business:

  • Research suppliers: Before you start sourcing products, you need to research potential suppliers. You can find suppliers through online directories, trade shows, and referrals from other sellers. Make sure to read reviews and check their credentials to ensure they are trustworthy.
  • Choose the right supplier: Once you have a list of potential suppliers, you need to choose the right one. Look for suppliers who specialize in your niche and have a good reputation. You should also consider their minimum order quantity, lead time, and shipping options.
  • Negotiate prices: Negotiating prices with suppliers can help you get a better deal. You can negotiate based on the quantity of products you are ordering or the length of your business relationship. Make sure to be respectful and professional during negotiations.
  • Consider sourcing from China: China is a popular destination for sourcing products due to its low prices and large manufacturing industry. However, it’s important to do your due diligence and make sure the supplier is legitimate and can provide high-quality products.
  • Work with wholesale suppliers: Wholesale suppliers can provide you with a wide range of products at a discounted price. You can find wholesale suppliers through online directories or by attending trade shows. Make sure to compare prices and quality before choosing a supplier.
  • Use tools to find suppliers: There are many tools available that can help you find suppliers. Jungle Scout, for example, has a supplier database that allows you to search for suppliers based on your criteria. Other tools include Alibaba, Oberlo, and SaleHoo.

In conclusion, sourcing products is a crucial part of running a successful Amazon FBA business. By researching suppliers, choosing the right one, negotiating prices, considering sourcing from China, working with wholesale suppliers, and using tools to find suppliers, you can ensure that you have high-quality products at a reasonable price.

Inventory Management

Managing your inventory is a crucial aspect of running a successful Amazon wholesale FBA business. Failing to manage your inventory properly can lead to stockouts, excess inventory, and ultimately, lost revenue.

To effectively manage your inventory, you need to keep track of your inventory levels and ensure that you have enough stock on hand to meet customer demand. You should also monitor your inventory turnover rate to identify slow-moving products that may need to be discounted or removed from your inventory altogether.

One way to manage your inventory is to use Amazon’s FBA program. With FBA, Amazon takes care of the storage, packing, and shipping of your products, which can save you time and money. You can also use Amazon’s inventory management tools to track your inventory levels and receive alerts when your inventory is running low.

Another important aspect of inventory management is choosing the right fulfillment center. Amazon has fulfillment centers all over the world, and choosing the right one can help you reduce shipping costs and improve delivery times. You should also consider the storage fees associated with each fulfillment center and factor those into your inventory management strategy.

To summarize, effective inventory management is essential to the success of your Amazon wholesale FBA business. By keeping track of your inventory levels, using Amazon’s FBA program, and choosing the right fulfillment center, you can ensure that you always have enough stock on hand to meet customer demand and avoid costly stockouts.

Pricing and Profit Margins

When it comes to selling on Amazon through the wholesale FBA program, pricing and profit margins are crucial factors to consider. As a seller, you need to set a price that is competitive enough to attract customers while also ensuring that you make a profit. Here are some key points to keep in mind:

Wholesale Price

The wholesale price is the price at which you purchase the product from the supplier. The price you pay for the product will impact your profit margins, so it’s important to negotiate a good price with your supplier. Keep in mind that the wholesale price may vary depending on the quantity you purchase.

Discounted Price

To stay competitive, you may need to offer a discounted price on Amazon. This means that you will be selling the product at a lower price than the recommended retail price (RRP). However, you need to ensure that the discounted price still allows for a reasonable profit margin.

Price Range

It’s important to research your competitors’ prices and set a price range that is competitive. You can use Amazon’s pricing tools to help you determine the optimal price point for your products. Keep in mind that pricing too high or too low can negatively impact your sales.

Profit Margins

Profit margins are the difference between the cost of the product and the selling price. It’s important to calculate your profit margins accurately to ensure that you are making a profit. You can use an FBA profit calculator to help you determine your profit margins.

In general, a healthy profit margin for Amazon FBA sellers is around 30%. However, your profit margin may vary depending on the product and competition. It’s important to keep an eye on your profit margins and adjust your prices accordingly to ensure that you are making a profit.

By keeping these factors in mind, you can set a competitive price that allows for a reasonable profit margin, helping you to succeed as an Amazon FBA wholesale seller.

Brand and Private Labeling

When it comes to selling on Amazon, you have two options: sell existing branded products or create your own private label brand. Both options have their advantages and disadvantages, so it’s important to weigh them carefully.

Existing Brands

Selling existing branded products on Amazon can be a great way to start your business. These products already have a following and established customer base, which can make it easier to generate sales. Additionally, customers are often more likely to trust a known brand, which can boost your credibility.

However, selling existing branded products also means dealing with more competition. You’ll be competing with other sellers who are selling the same products, and you may have to lower your prices to stay competitive. Additionally, you’ll have less control over the product, as you’ll be subject to the brand’s policies and decisions.

Private Labeling

Creating your own private label brand can be a great way to differentiate yourself from the competition. You’ll have more control over the product, and you can tailor it to meet the needs of your target audience. Additionally, you’ll be building your own brand, which can help you establish a loyal customer base.

However, private labeling also requires more effort and investment. You’ll need to invest in product development, branding, and marketing. Additionally, you’ll be responsible for ensuring the quality of the product, which can be challenging if you’re working with a manufacturer.

Labeling Requirements

Regardless of whether you’re selling an existing brand or your own private label, you’ll need to comply with Amazon’s labeling requirements. These requirements vary depending on the product category, and failure to comply can result in your products being removed from the platform.

In general, you’ll need to include a label that includes the product name, brand name, and any necessary warnings or instructions. Additionally, you may need to include a barcode or other identifying information.


When it comes to brand and private labeling, there’s no one-size-fits-all solution. It’s important to consider your goals, resources, and target audience when making a decision. Whether you choose to sell existing brands or create your own private label, make sure you’re complying with Amazon’s labeling requirements to avoid any issues down the line.

Packing and Shipping

When it comes to selling products through Amazon Wholesale FBA, packing and shipping can be a crucial aspect of your business. Here are some tips to help ensure that your products arrive at Amazon’s fulfillment centers safely and efficiently:


  • Amazon offers free shipping for FBA items to its Prime members, which can be a significant advantage for sellers.
  • You can send your products to Amazon’s global network of fulfillment centers, which can help you reach customers worldwide.
  • You can use Amazon’s Multi-Channel Fulfillment service to fulfill orders from other sales channels.
  • You can also use Remote Fulfillment with FBA to fulfill orders from your own warehouse or third-party logistics provider.


  • Make sure to follow Amazon’s packaging requirements, which vary depending on the type of product you are selling.
  • For loose products, make sure they are packaged together in the same package.
  • For sets with multiple pieces, mark them as “Sold as set” or “Do not separate.”
  • Use proper packaging materials to protect your products during transit, such as bubble wrap, packing paper, or air pillows.
  • Label your packages with the correct shipping labels and barcodes.

FBA Small and Light

  • FBA Small and Light is a program designed for sellers who sell small, lightweight products.
  • This program offers lower fulfillment fees and reduced shipping costs, making it an attractive option for sellers who want to save money on fulfillment.
  • To be eligible for FBA Small and Light, your products must meet certain size and weight requirements.

Two-Day Shipping

  • By using Amazon’s FBA program, your products can be eligible for free, two-day shipping for Prime members.
  • This can be a significant advantage for sellers who want to increase sales and attract more customers.
  • To ensure that your products are eligible for two-day shipping, make sure to follow Amazon’s guidelines for packaging and shipping.

Amazon Global Logistics

  • Amazon Global Logistics is a program designed for sellers who want to ship their products internationally.
  • This program offers end-to-end logistics services, including transportation, customs clearance, and delivery to Amazon’s fulfillment centers.
  • To use Amazon Global Logistics, you must have an Amazon seller account and be approved for the program.

Customer Service and Returns

As an Amazon wholesale FBA seller, providing excellent customer service is crucial to maintaining a positive reputation and ensuring customer satisfaction. Here’s what you need to know about customer service and returns on Amazon:

Customer Service

Amazon provides customer service support to buyers, including handling returns and refunds, shipping inquiries, and product information. However, as a seller, you are responsible for providing customer service for your own products.

To ensure that your customers are satisfied with their purchases, be sure to respond to any inquiries or issues promptly and professionally. You can manage customer inquiries through your Amazon seller account, and Amazon provides guidelines for responding to buyers in a timely and effective manner.


Amazon’s FBA program handles returns on behalf of sellers. When a customer requests a return, Amazon takes the return funds from your upcoming disbursement and usually gives the customer a shipping label to return the item to the proper warehouse.

Customers are expected to return the item within 45 days, and the item will be inspected to determine if it is sellable and can be returned to your active inventory. If the item is not sellable, you may be responsible for the cost of disposal or removal from the warehouse.

As a seller, it’s important to have a clear and concise return policy that is easily accessible to your customers. This can help reduce the number of returns and ensure that customers understand your policies before making a purchase.

Customer Support

In addition to providing customer service and handling returns, it’s important to provide clear and accurate product information to your customers. This can help reduce the number of inquiries and issues related to your products and improve overall customer satisfaction.

Be sure to provide detailed product descriptions, including images and specifications, and answer any questions or concerns from potential buyers in a timely and professional manner. This can help build trust with your customers and encourage repeat business.

Marketing Your Products

Now that you have set up your Amazon FBA account and added your products, it’s time to start marketing them. Here are some tips to help you get started:

Utilize Social Media

Social media is a great way to get the word out about your products. Create social media accounts for your business and post regularly. Share photos and descriptions of your products, along with any promotions or discounts you are offering. You can also use social media to engage with your customers and answer any questions they may have.

Start a Blog

Starting a blog can be a great way to establish yourself as an expert in your niche. Write blog posts about your products, industry news, and any other relevant topics. Share your blog posts on social media and encourage your followers to share them as well. This can help drive traffic to your website and increase sales.

Use Amazon Marketing Services

Amazon Marketing Services (AMS) can help you advertise your products on Amazon. You can create sponsored product ads, headline search ads, and product display ads. These ads can help increase visibility for your products and drive sales.

Offer Promotions and Discounts

Everyone loves a good deal. Offer promotions and discounts on your products to entice customers to buy. You can offer discounts for first-time customers, bundle deals, or free shipping. Be sure to advertise your promotions on your website and social media accounts.

Optimize Your Product Listings

Optimizing your product listings can help increase visibility and sales. Use relevant keywords in your product titles and descriptions. Include high-quality photos and detailed product descriptions. Encourage customers to leave reviews by following up with them after their purchase.

By utilizing these marketing strategies, you can increase visibility for your products and drive sales on Amazon. Keep in mind that marketing takes time and effort, but the results can be well worth it.

Dealing with Competition

When selling on Amazon FBA, you will inevitably face competition from other sellers in your niche. Here are some tips to help you deal with the competition and stay ahead:

1. Research Your Competitors

It is important to know who your competitors are and what they are doing. Use tools like Jungle Scout to research your competitors’ products, pricing, and sales volume. This will help you understand the demand for your niche and identify areas where you can differentiate yourself from your competitors.

2. Differentiate Yourself

To stand out from the competition, you need to offer something unique. This could be a better product, better pricing, or better customer service. Identify what sets you apart from your competitors and highlight it in your product listings and marketing materials.

3. Monitor Your Pricing

Pricing is a key factor in Amazon FBA, and it is important to monitor your pricing relative to your competitors. Use tools like CamelCamelCamel to track your competitors’ pricing and adjust your pricing accordingly. Keep in mind that pricing too low may lead to lower profit margins, while pricing too high may lead to lower sales volume.

4. Focus on Customer Service

Providing excellent customer service can help you stand out from your competitors and build a loyal customer base. Respond promptly to customer inquiries and address any issues or concerns they may have. This will help you build a positive reputation on Amazon and increase customer loyalty.

5. Stay Up-to-Date

Finally, it is important to stay up-to-date with changes in your niche and on Amazon. Keep an eye on new competitors entering the market, changes in demand for your products, and changes to Amazon’s policies and algorithms. This will help you stay ahead of the competition and adapt your strategy as needed.

Understanding Amazon’s Policies and Programs

When it comes to selling on Amazon, it’s important to understand the policies and programs that are in place. This will help ensure that you are operating within the guidelines and rules set by the platform. Here are some key policies and programs to be aware of:

Amazon Business

Amazon Business is a separate program designed for businesses that want to purchase products in bulk. As a seller, you can enroll in Amazon Business and offer your products to business customers. This program can help you reach a new audience and increase your sales.

Amazon Prime

Amazon Prime is a subscription-based program that offers customers free two-day shipping, access to streaming content, and other benefits. As a seller, you can enroll in Amazon Prime and offer your products with the Prime badge. This can help increase your visibility and sales.


FBA Pan-EU is a program that allows you to store your inventory in Amazon’s fulfillment centers across Europe. This can help you reach customers in multiple countries and offer faster shipping times.

FBA Export

FBA Export is a program that allows you to sell your products to customers in other countries. Amazon takes care of the shipping and handling, making it easy for you to expand your business globally.

FBA Revenue Calculator

The FBA Revenue Calculator is a tool that helps you estimate the fees associated with using Amazon’s fulfillment services. This can help you determine the profitability of your products and make informed decisions about your business.

Prime Badge

The Prime badge is a symbol that appears on products that are eligible for Amazon Prime. This badge can help increase your sales and visibility on the platform.

Amazon FBA Program

The Amazon FBA program is a fulfillment service that allows you to outsource your order fulfillment to Amazon. This can help you save time and money on shipping and handling. When a customer makes a purchase, Amazon fulfillment specialists will pick, pack, and ship the order for you.

Expanding Your Business

Once you have established a successful Amazon Wholesale FBA business, you may want to consider expanding your business to increase sales and profits. Here are some ways you can expand your business:

Launch More Products

Expanding your product line is one of the best ways to grow your Amazon Wholesale FBA business. You can leverage your existing customer base and cater to their needs by offering them more products that they are interested in. However, it is important to select new products carefully. Conduct market research to identify products that are in high demand and have low competition.

Sell on Other Platforms

While Amazon is a great platform to sell your products, you should not limit yourself to just one platform. You can increase your sales by selling on other platforms such as eBay, Walmart, and your own website. This will help you reach a wider audience and diversify your revenue streams.

Expand to Retail Stores

Expanding to retail stores can be a great way to increase your sales and brand recognition. You can approach brick-and-mortar stores and offer to sell your products on their shelves. This will help you reach customers who prefer to shop in physical stores.

Retail Arbitrage

Retail arbitrage is a business model where you buy products from retail stores and sell them for a profit on Amazon. This can be a great way to expand your product line and increase your profits. However, it requires a lot of research and effort to find profitable products.

Expand to the United States

If you are based outside the United States, expanding your business to the United States can be a great way to reach a larger customer base. The United States is the largest market for Amazon, and expanding to the US can help you increase your sales and profits.

Expanding your Amazon Wholesale FBA business requires effort and dedication. However, if you do it right, it can help you increase your sales and profits and take your business to the next level.

Frequently Asked Questions

What are the requirements to open an Amazon wholesale account?

To open an Amazon wholesale account, you must have a registered business and meet Amazon’s eligibility criteria. You will also need to provide business and tax information, and pass a credit check. Amazon may also require you to provide invoices from your suppliers or manufacturers.

Where can I find a list of Amazon wholesale suppliers?

Amazon does not provide a list of wholesale suppliers. However, you can search for wholesale suppliers on various websites such as Alibaba, ThomasNet, and Worldwide Brands. You can also attend trade shows and conferences to meet suppliers and manufacturers in person.

What are the best wholesale products to sell on Amazon?

The best wholesale products to sell on Amazon are those that are in high demand, have a good profit margin, and are not too competitive. Some popular categories include electronics, home and kitchen, toys and games, and health and beauty. It’s important to research and analyze the market trends and competition before choosing a product to sell.

How much money can I make as an Amazon wholesaler?

The amount of money you can make as an Amazon wholesaler depends on various factors such as the product category, profit margin, competition, and sales volume. Some wholesalers make a few hundred dollars per month, while others make thousands of dollars per month. It’s important to set realistic goals and expectations and continuously monitor and optimize your sales and profits.

What is the difference between Amazon FBA wholesale and private label?

Amazon FBA wholesale involves buying products in bulk from a supplier or manufacturer and selling them on Amazon under their existing brand name. Private label involves creating your own brand and products and selling them on Amazon. FBA wholesale is generally less risky and requires less investment than private label, but has lower profit margins and less control over the product.

Where can I buy wholesale products to resell on Amazon?

You can buy wholesale products from various sources such as manufacturers, distributors, and wholesalers. Some popular online marketplaces for wholesale products include Alibaba, DHgate, and SaleHoo. You can also attend trade shows and conferences to meet suppliers and manufacturers in person. It’s important to research and vet your suppliers and products to ensure quality and profitability.

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