How to Find Wholesale Suppliers for Amazon FBA (2026)

Finding good wholesale suppliers is the hardest part of building an Amazon wholesale business. Products are easy to find—profitable products from suppliers who will actually work with you are not.

This guide covers proven methods for finding legitimate wholesale suppliers, what suppliers look for in new accounts, and red flags that signal scams or dead ends.

Why Finding Suppliers Is Hard

Before diving into tactics, understand the challenge:

Suppliers don't need you. Established distributors have existing retail relationships. A new Amazon seller with small order volumes isn't exciting to them.

Many reject Amazon sellers. Some brands and distributors have policies against Amazon reselling to protect their brick-and-mortar or direct-to-consumer channels.

Good suppliers are hidden. The best wholesale relationships aren't advertised on the first page of Google. They're built through networking, persistence, and relationship building.

Expect rejection. If you apply to 50 suppliers, you might get approved by 10-15, and find 3-5 worth ordering from regularly. That's normal.

Types of Wholesale Suppliers

Not all suppliers are the same. Understanding the landscape helps you target effectively.

Authorized Distributors

Large companies that buy from multiple brands and resell to retailers.

• Examples: Essendant, S.P. Richards, United Stationers (office), KeHE, UNFI (grocery)
• Pros: Wide product selection, established processes
• Cons: Competitive products, minimum order requirements, may restrict Amazon sellers

Brand Direct

Buying directly from the manufacturer or brand owner.

• Pros: Best pricing, exclusive access possible, stronger relationship
• Cons: Higher minimums, longer lead times, harder to get approved
• Best for: Established sellers with volume

Regional Distributors

Smaller distributors serving specific geographic areas or niches.

• Pros: Less competition, more willing to work with smaller sellers
• Cons: Limited selection, may have less professional operations
• Best for: Building initial supplier relationships

Closeout/Liquidation

Companies selling excess inventory, returns, or discontinued products.

• Pros: Deep discounts (60-90% off)
• Cons: Inconsistent supply, quality concerns, no reorders
• Best for: Experienced sellers who can evaluate risk

What Suppliers Want From You

Understanding supplier psychology helps you get approved.

Business Legitimacy

Suppliers want to work with real businesses, not hobbyists. Have these ready:

• LLC or Corporation — Business entity documentation
• EIN — Employer Identification Number
• Resale Certificate — State tax exemption for resale purchases
• Business Bank Account — Shows you're serious
• Professional Email — yourname@yourbusiness.com, not Gmail

Professional Communication

Your initial outreach matters. Suppliers receive dozens of inquiries. Stand out by:

• Being clear and concise
• Knowing something about their products
• Asking informed questions
• Following up professionally (not desperately)

Purchase Intent

Suppliers want buyers, not information collectors. Signal that you're ready to order:

• Mention specific product categories you're interested in
• Ask about minimum orders and terms
• Reference your sales channels and volume potential

Consistency Over Size

A supplier would rather have a reliable $2,000/month customer than a one-time $10,000 order. Emphasize your intent to build a long-term relationship with consistent reorders.

Method 1: Online Directories

The easiest starting point—and the most competitive.

ThomasNet (thomasnet.com)

• What: Industrial and commercial supplier directory
• Best for: Finding manufacturers and specialized distributors
• How to use: Search by product type, filter by capability, contact directly

Wholesale Central (wholesalecentral.com)

• What: Directory of wholesale suppliers across categories
• Best for: General merchandise, variety of categories
• Caution: Quality varies—verify legitimacy before ordering

Brand Websites

• What: "Where to Buy" or "Become a Retailer" pages on brand sites
• Best for: Finding authorized distributors for specific brands
• How to use: Google "[brand name] authorized distributor" or find links on brand websites

Pros of Directories

• Easy access
• Good starting point
• Can filter by category

Cons of Directories

• Everyone uses them (competitive)
• Quality varies widely
• May list outdated information

Tip: Directories are a starting point, not a complete strategy. The best suppliers usually aren't found in public directories.

Method 2: Trade Shows

Face-to-face relationships are powerful. Trade shows let you meet suppliers, see products, and establish connections that cold emails can't replicate.

Major Trade Shows

How to Work a Trade Show

1. Register early — Often free for qualified buyers
2. Research exhibitors — Know who you want to meet before arriving
3. Bring business cards — And your business documentation
4. Ask good questions — Don't just collect catalogs
5. Follow up within 48 hours — While you're still remembered

What to Say at Trade Shows

"Hi, I'm [name] from [business]. We sell on Amazon and are looking for quality suppliers in [category]. Can you tell me about your distributor program?"

Be direct. Mention Amazon upfront—better to know immediately if they don't work with Amazon sellers.

Pros of Trade Shows

• Face-to-face relationship building
• See and touch products
• Negotiate on the spot
• Access suppliers who don't list online

Cons of Trade Shows

• Travel costs ($500-$2,000+ per show)
• Time investment (2-4 days)
• Requires preparation to be effective

Method 3: Cold Outreach

The highest-effort, highest-reward method. Contact suppliers directly via email and phone.

Finding Contacts

• LinkedIn: Search for "Sales Representative" or "Account Manager" at target companies
• Company websites: Look for "Contact Us," "Wholesale," or "Become a Dealer" pages
• Google: "[Company name] wholesale contact" or "[Company name] distribution"

Email Template That Works

Subject: Wholesale Account Inquiry — [Your Business Name]

Hi [Name],

I'm [Your Name], owner of [Your Business], a retail company specializing in [category] products. We sell through Amazon and are looking to add quality suppliers to our vendor network.

I'm interested in opening a wholesale account with [Company Name]. We're particularly interested in [specific product line or category if known].

Could you please send me:

• Information about your wholesale program
• Your current catalog and price list
• Minimum order requirements
• Application process

Our business is based in [State], and we have a valid resale certificate. We're looking for long-term supplier relationships with consistent monthly orders.

Thank you for your time. I look forward to hearing from you.

Best regards,
[Your Name]
[Your Business Name]
[Phone Number]
[Website if you have one]

Phone Outreach Tips

Email gets ignored. Calling gets answers.

Script:

"Hi, I'm [name] from [business]. I'm looking to open a wholesale account. Who handles new account applications?"

Get the right person, then:

"We're a retail company selling on Amazon. We specialize in [category] and are looking for quality suppliers. Is that something you can help with?"

Volume Matters

Cold outreach is a numbers game:

• Contact 20 suppliers → Get 5-8 responses → Get 2-3 approved → Find 1 worth ordering from

Plan for high volume. Set a goal: 10-20 outreach attempts per week.

Following Up

Most suppliers won't respond to the first email. Follow up:

• Day 3-4: Brief follow-up email
• Day 7-10: Phone call
• Day 14: Final email

Then move on. Chasing unresponsive suppliers wastes time.

Method 4: Reverse Sourcing

Start with profitable Amazon products, then work backward to find suppliers.

The Process

1. Find profitable products on Amazon — Use RocketSource or browse manually
2. Identify the brand — Check listing, product images, packaging
3. Research the brand — Who makes it? Who distributes it?
4. Contact brand/distributor — Apply for wholesale account
5. Verify you can source profitably — Compare wholesale cost to Amazon price

Finding Brand Information

• Amazon listing: Brand name is usually linked
• Product UPC: Use UPC to ASIN converter to identify products
• Google search: "[Brand name] wholesale" or "[Brand name] distributor"
• Brand website: Look for retailer/wholesale programs

Pros of Reverse Sourcing

• Start with known-profitable products
• Targeted approach (not random supplier hunting)
• Higher success rate per supplier contacted

Cons of Reverse Sourcing

• Still face approval challenges
• Popular profitable products = competitive to source
• Some brands don't have accessible wholesale programs

Evaluating Potential Suppliers

Not every approved supplier is worth ordering from. Evaluate carefully.

Legitimacy Checks

• Verify business address — Real location, not P.O. box
• Check Better Business Bureau — Complaints or issues?
• Search reviews — Other sellers' experiences
• Request references — Legitimate suppliers can provide them
• Start with small test order — Before large commitments

Pricing Analysis

• Calculate true profitability — Use actual wholesale prices, all Amazon fees
• Compare to Amazon prices — Don't assume MSRP = selling price
• Account for MAP policies — Some brands enforce minimum prices
• Consider competition — Even profitable products may be hard to sell

Terms and Requirements

Test Orders

Before committing to large orders:

1. Place minimum order on 3-5 products
2. Verify quality and accuracy
3. Send to FBA and sell
4. Evaluate actual profitability
5. Scale winners, cut losers

Red Flags to Avoid

Scam Warning Signs

• Upfront fees: Legitimate suppliers don't charge to become a customer
• Too-good-to-be-true pricing: 90% off brand-name products = counterfeit risk
• No verifiable address: Can't find real business location
• Payment only via wire/crypto: No credit card or terms offered
• Pressure tactics: "Limited time offer" or urgency to commit

Problematic Suppliers

• Dropship-only: You can't build real wholesale business without controlling inventory
• Can't provide invoices: You need documentation for Amazon ungating and brand authenticity
• Won't answer questions: Evasive about sourcing, authorization, or terms
• Bad reviews from other sellers: Trust the community's experience

Legal Risks

• Unauthorized/grey market goods: Could be counterfeit or cause IP complaints
• Restricted brands: Some brands actively prevent Amazon reselling
• Missing documentation: Always get proper invoices with supplier details

Building Long-Term Relationships

The best wholesale businesses are built on supplier relationships, not transactional purchases.

Becoming a Valued Customer

• Order consistently: Regular orders beat sporadic large orders
• Pay on time: Build trust through reliability
• Communicate proactively: Let them know about issues early
• Don't haggle unfairly: Reasonable negotiations, not insulting offers

Negotiating Better Terms

Once you're established (3-6 months of consistent orders):

• Request volume discounts: "What pricing is available at $X/month volume?"
• Ask for extended terms: Net 30 → Net 45 or Net 60
• Explore exclusivity: "Would you consider limiting Amazon sellers in exchange for volume commitment?"
• Request new product access: Early access to launches

Growing Your Supplier Network

• Ask for referrals: "Do you know other distributors who work with Amazon sellers?"
• Attend supplier events: Build relationships beyond transactions
• Stay in touch: Regular check-ins even when not ordering

Frequently Asked Questions

How many suppliers do I need?

Start with 3-5 active suppliers. Successful wholesale sellers typically work with 15-30+ over time. More suppliers = more product opportunities = less dependence on any single source.

How long does it take to get approved?

Varies widely: some approve same-day, others take 2-4 weeks, many never respond. Plan for a pipeline—always be contacting new suppliers while waiting on others.

What if suppliers reject me for being an Amazon seller?

It happens frequently. Don't argue—thank them and move on. Some sellers emphasize "e-commerce" or "online retail" rather than "Amazon" specifically, though this can backfire if they check.

Do I need a physical store to get approved?

Some suppliers require brick-and-mortar presence, but many work with online-only retailers. Be upfront about your business model—getting approved under false pretenses causes problems later.

Should I pay for supplier directories or lists?

Generally no. Free resources cover most needs. Paid directories occasionally have value for niche industries, but most "Amazon wholesale supplier lists" sold online are outdated or useless.

Action Plan: Finding Your First Suppliers

Week 1-2

• Set up business entity and get resale certificate
• Create professional email and simple business presence
• Build target list of 50 suppliers (directories + reverse sourcing)

Week 3-4

• Send 20-30 cold outreach emails
• Follow up on non-responses
• Apply through any supplier portals found

Week 5-6

• Continue outreach (10-15 new contacts per week)
• Follow up with approved suppliers for price lists
• Analyze price lists using RocketSource

Week 7-8

• Place test orders with 2-3 promising suppliers
• Send inventory to FBA
• Evaluate results and scale what works

Next Steps

• Amazon Wholesale Business Guide — Complete wholesale walkthrough
• Free UPC to ASIN Converter — Analyze supplier price lists
• FBA Prep Center Database — Find prep services for your inventory
• Amazon Seller Fees Breakdown — Calculate true profitability

Ready to analyze your supplier price lists?

Start Free with RocketSource →

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