Amazon sellers source wholesale inventory from three supplier types: brand-direct reseller programs, B2B marketplaces, and authorized distributors. Each category serves a different stage of an Amazon business, and most successful sellers use all three. This guide breaks down which suppliers fit which use case, what documents you need to open accounts, and how to verify a supplier before placing your first purchase order.
Claim: 26% of Amazon third-party sellers use wholesale as their primary sourcing method. Source: Jungle Scout State of the Amazon Seller Report Date: 2024-01-15
Brand-Direct Wholesale Programs
Buying directly from a brand is the cleanest sourcing path for an Amazon seller. You get the best margins, the strongest invoice paper trail for ungating, and a direct relationship that can grow into exclusive territory or MAP-protected listings. The tradeoff is that brand-direct accounts almost always require an application, a resale certificate, and an opening order that proves you are a serious buyer.
The brands most likely to approve a new Amazon reseller are emerging consumer brands still building distribution. Established household names (think top-100 grocery or beauty brands) typically restrict their seller list to a small number of authorized partners, and many actively gate Amazon distribution entirely. Catalist AI is built around this dynamic: it is an AI-native B2B marketplace that connects independent retailers and qualified online sellers with emerging consumer brands looking for new shelves and channels.
When applying to a brand-direct program, prepare:
- Business EIN and state resale certificate
- A short pitch on your sales channels (Amazon storefront, Shopify, retail locations)
- Sales history or projected monthly volume
- Confirmation of how you handle MAP pricing
Margins on brand-direct accounts typically run 40–55% off MSRP for first orders, with deeper tiers unlocking at higher volume. This is where wholesale Amazon sellers build the profit base that sustains the business.
B2B Marketplaces for Product Discovery
B2B marketplaces are the fastest way to scan thousands of brands without cold-emailing every founder individually. They are most useful for two jobs: discovering new brands before they get crowded on Amazon, and testing small opening orders before committing to a brand-direct account.
Major B2B marketplaces serving the US independent retail and reseller market include:
| Marketplace | Best For | Typical MOQ | Notable For |
|---|---|---|---|
| Catalist AI | Emerging consumer brands, retailers and online sellers | Low to mid | AI matching between buyers and brands |
| Faire | General independent retail, gifts, apparel | Low | Net-60 terms for approved buyers |
| Abound | Boutique and gift retailers | Low | Opening-order discounts |
| RangeMe | Brand discovery for buyers | Varies | Used by major retail category managers |
| Mable | Grocery and natural CPG | Mid | Specialty food focus |
A practical workflow: use a marketplace to identify five to ten brands in your category, place small test orders to validate sell-through on Amazon, then approach the brands that perform best for a direct wholesale account with better pricing. Marketplaces take a cut, so the brand-direct relationship will almost always offer better long-term margins once volume justifies it.
One caution: not every brand on every marketplace permits Amazon resale. Check the brand profile or message the brand before listing. Brands that have invested in MAP enforcement or exclusive Amazon distribution will issue test buys and file complaints, which can suspend your account.
Claim: Third-party sellers accounted for 62% of total paid units sold on Amazon in 2024. Source: Amazon 2024 Annual Report Date: 2024-04-30
Authorized Distributors and Regional Wholesalers
Distributors sit between brands and resellers. They buy in truckload quantities, warehouse the inventory, and break it down into case packs for thousands of smaller buyers. For Amazon sellers who want consistent restocking on proven SKUs, distributors are the backbone of the operation.
Categories of distributors worth knowing:
Mass and convenience distributors. McLane, Core-Mark, and UNFI move large volumes of CPG and grocery to chain stores and independent retailers. Most require a brick-and-mortar location or significant volume commitments, but some run reseller programs.
Specialty distributors. KeHE focuses on natural and organic grocery. Mutual Trading covers Asian foods. Big Geyser handles beverages in the Northeast. These specialists carry brands you cannot easily find on horizontal marketplaces, and they verify reseller credentials carefully.
Closeout and liquidation distributors. Companies like Via Trading and Direct Liquidation move excess inventory from major retailers. These can produce strong Amazon margins on the right SKU, but lot quality varies and brands sometimes pull listings when liquidation channels saturate.
Beauty and health distributors. Companies such as Beauty Joint and Pharmapacks serve resellers in regulated categories. Expect more scrutiny on authorization, especially in gated categories like topicals and supplements.
To open a distributor account, you typically need:
- EIN and resale certificate
- Business bank account
- Reference trade accounts (sometimes waived for first-time buyers willing to prepay)
- A signed reseller agreement that may include MAP and channel restrictions
Distributor pricing is generally weaker than brand-direct (30–45% off MSRP is common) because the distributor takes their margin. The value is in selection, availability, and a single point of contact for hundreds of brands. Many wholesale Amazon sellers run their forecasting against distributor availability rather than brand lead times, because distributors hold buffer stock that absorbs demand spikes.
A note on Amazon ungating: distributor invoices are accepted when the distributor is authorized by the brand. Amazon may contact the brand directly to verify the relationship. If the distributor is a parallel importer or grey-market source, the invoice will fail. Always ask a distributor for a letter of authorization or confirmation that they are an approved channel for the specific brand you plan to sell.
Putting It Together
A working sourcing stack for a wholesale Amazon seller usually looks like this: brand-direct accounts for your top 20% of SKUs that drive the majority of profit, a B2B marketplace subscription for ongoing brand discovery and small test orders, and one or two distributor accounts for steady replenishment and category coverage. New sellers often start with marketplaces because the barrier to entry is lowest, then build brand-direct relationships as they identify winners.
Verify every supplier before sending money: check business registration, request references, confirm brand authorization, and start with the smallest order the supplier allows. Wire fraud and counterfeit goods are real problems in wholesale, and Amazon’s inauthentic-item policy will suspend an account before you have a chance to argue.
If you are an emerging consumer brand looking for qualified resellers, or a retailer or online seller looking to discover brands before they hit mainstream distribution, Apply to Join Catalist AI and get matched to the right side of the marketplace.