Where to Buy Wholesale Products to Sell on Amazon

Knowing where – and how – to buy wholesale products to sell on Amazon is one of the most critical decisions in your seller business. Whether you're a seasoned FBA seller or just getting started, finding reliable, profitable suppliers is key to building a sustainable operation.

With competition at an all-time high, relying on outdated sourcing strategies simply won’t cut it. If you're tired of vague supplier lists and shallow advice, you're in the right place.

In this post, we'll walk you through eight smart and proven methods to source wholesale products for Amazon – from leveraging brand relationships to using AI tools and curated supplier databases. Each method is actionable, relevant, and designed to help you cut through noise, avoid scams, and focus on real opportunities.

Method 1. Source Directly from Brands

Many Amazon sellers prefer to sell wholesale on Amazon by working directly with brands instead of through intermediaries. Opening a brand is a more direct and often more profitable path – but only if you know which brands are worth contacting. Not every brand is open to resellers, and some are dominated by Amazon or already saturated with third-party sellers.

To avoid wasting time, the key is to evaluate brands before reaching out – and Seller Assistant's Brand Analyzer helps you do just that.

Note. Seller Assistant is a comprehensive product-sourcing software that helps Amazon sellers quickly find high-profit deals. It combines three extensions: Seller Assistant Browser Extension, and IP-Alert Chrome Extension by Seller Assistant, and VPN by Seller Assistant, Amazon seller tools: Price List Analyzer, Brand Analyzer, Seller Spy, Bulk Restrictions Checker, and API integrations, and features: Storefront Widget, Side Panel View,  FBM&FBA Profit Calculator, Quick View, Stock Checker, IP Alert, Variation Viewer, Sales Estimator, Offers, and Restrictions Checker.

It offers a robust toolkit of over 20 features built to streamline every part of the sourcing process  – from bulk scanning wholesale supplier sheets for high-margin leads to deep product research and advanced brand and competitor analysis. By using this FBA and FBM product sourcing software, you can easily identify products that have the potential to be sold well on Amazon.

What this method involves

This approach focuses on identifying profitable, resale-friendly brands that welcome third-party sellers. With Brand Analyzer, you can dig into performance data, catalog size, and competition to ensure each brand is worth pursuing.

What Brand Analyzer helps you do

Brand Analyzer gives you a full-picture view of the most important performance metrics – including revenue potential, market saturation, stock availability, pricing behavior, and customer satisfaction trends. With this data in hand, you can quickly identify brands that are reseller-friendly and offer strong wholesale potential.

The tool helps you figure out whether a brand is a good resale candidate and worth contacting directly. It removes the guesswork from supplier research by automating the core steps of brand evaluation – which saves time and improves decision-making.

Brand Analyzer helps you uncover

• It calculates the brand’s total monthly sales volume, aggregating revenue across all of its listings.
• It shows how often Amazon controls the Buy Box, so you can assess direct competition risk.
• It reveals the average number of FBA sellers per listing, which helps you evaluate competition and margin compression.
• It lists the number of products in the brand’s catalog, providing insight into their scale and market reach.
• It analyzes customer feedback volume and average ratings, giving you a read on how buyers perceive the brand.
• It reports average Buy Box pricing, which supports smarter pricing and profit planning.
• It includes typical FBA fees per product, allowing you to make more accurate cost and margin projections.

How to do it

Step 1. Enter a brand name into Brand Analyzer.

Step 2. Evaluate the following data points:

• Number of ASINs
• Monthly revenue
• Competing sellers
• Amazon in-stock rate
• Product ratings
• Buy Box pricing

Step 3. Choose brands that meet your expectations. Contact the brands with a pitch to become an authorized reseller, and request their wholesale pricing and minimum order quantities (MOQs).

Benefits of going brand-direct

• Data-backed sourcing

Eliminate guesswork and focus on high-potential brands.

• Stronger deals

Going straight to the brand often leads to better pricing and fewer restrictions.

• Partnership growth

Direct relationships are easier to scale and build on.

Downsides to consider

• Harder to get approved

Many brands require a solid business presence and proof of past sales.

• Heavy outreach competition

Other sellers are likely approaching the same brands – your message needs to stand out.

Who this works best for

This method is ideal for sellers who want to buy wholesale products to sell on Amazon without middlemen, and are ready to invest in lasting brand relationships.

Method 2. Look for Brand Distributors with Sourcing Ai

Many wholesale sellers who want to buy wholesale products to sell on Amazon work not just with brands directly, but also with their official distributors. These companies often manage the wholesale relationships on the brand’s behalf and are more flexible with order terms and approval processes.

The trick is finding the right distributors without relying on outdated directories or cold outreach guesswork. That’s where sourcing tools powered by AI – like Seller Assistant’s Sourcing AI – come in. It can streamline the entire wholesale sourcing process.

What this method involves

Sellers can now use AI-powered tools to find wholesale suppliers faster and more accurately than ever before. Sourcing AI by Seller Assistant is built for that exact purpose. It’s designed to help Amazon FBA wholesale sellers uncover verified U.S.-based distributors for specific brands – especially those running large-volume or authorized reseller programs.

Built around real Amazon workflows, Sourcing AI mimics how experienced sellers source inventory. It scans structured product data and returns a table with essential sourcing details like supplier name, product description, pricing, links, MOQs, and notes – streamlining the entire wholesale sourcing process.

Sourcing AI helps you uncover

Sourcing AI is purpose-built to help Amazon FBA sellers quickly find real, profitable U.S.-based wholesale suppliers. It’s tuned for precision, speed, and clarity – and reflects real-world seller logic.

• Product matching by identifier

Matches listings using ASINs, UPCs, model numbers, or part numbers – helping you find identical or close-fit products from suppliers.

• Verified U.S. suppliers only

Excludes results from Alibaba, Temu, and eBay – focusing solely on trusted domestic distributors.

• Max COG filter

Automatically removes any supplier whose pricing exceeds your maximum acceptable cost of goods.

• Detailed supplier table

Includes supplier name, product info, SKU, MOQ, price, link, and match confidence (exact or likely).

• Works directly from Amazon inside Seller Assistant tools:

• Amazon product pages (Seller Assistant)
• Search results (Quick View)
• Any supplier site (Side Panel View)
• Competitor storefronts (Storefront Widget)..

• Warnings and prompts

Highlights missing identifiers, bundles, multipacks, or uncertain matches – so you can double-check before contacting suppliers.

How to do it

Step 1. Start by visiting an Amazon product page, search result, competitor storefront, or activating the Seller Assistant Side Panel View. Click the “Sourcing AI” button and enter your request – “Find suppliers of [Brand Name] in the U.S.”

Step 2. In seconds, you’ll receive a structured table of up to 10 suppliers, including:

• Supplier name
• Product description
• Price
• Direct link
• Minimum Order Quantity (MOQ)
• Additional sourcing notes
• Each entry is flagged as either an exact match or likely match, helping you prioritize high-confidence sourcing leads.

Benefits of using sourcing AI

• Rapid, AI-powered sourcing

What used to take hours now takes seconds. The tool automates supplier discovery and delivers action-ready leads straight into your workflow.

• Match confidence and cost controls

Sourcing AI flags product matches by UPC/model number and lets you filter out unprofitable options by price.

Downsides to consider

• Dependent on product data

If listings lack UPCs or model numbers, match confidence may drop – requiring manual verification.

• Pricing may not be real-tim

Sourcing AI pulls from public supplier pages, so always confirm price and availability before placing orders.

Who this works best for

This method is ideal for wholesale FBA sellers looking to open new brand accounts through verified U.S. distributors. It’s also well-suited to online arbitrage sellers and dropshippers who need fast, accurate sourcing with price filters and match verification.

Method 3. Use your existing suppliers to find new ones

When trying to buy wholesale products to sell on Amazon, many sellers overlook a powerful shortcut hiding in plain sight: their current suppliers. Most wholesale distributors don’t carry just one brand – they work with dozens. By tapping into those existing relationships, you can discover untapped product lines and even get introduced to new suppliers within the same ecosystem.

What this method involves

Many wholesale suppliers distribute products from multiple brands – making them a goldmine for catalog expansion. Once you've established a relationship with a supplier, they often provide a full price list that includes all the brands they carry. Hidden within those lists could be high-potential products and lesser-known brands you haven’t explored yet.

This strategy lets you grow your inventory without the friction of building new relationships from scratch – and with the added bonus of working through someone you already trust.

How to do it

Step 1. Request a complete brand or product list from your supplier once you’ve built rapport.

• Scan for unfamiliar brands – focus on ones that are in your niche or offer better margins.

Step 2. Use Seller Assistant's Brand Analyzer to evaluate each brand’s:

• Product range
• Monthly revenue
• Seller competition
• Resale restrictions (use Seller Assistant's Bulk Restriction Checker).  
• Step 3. Prioritize the brands that meet your profit and competition criteria, and reach out to your supplier for MOQ and pricing details.

Smart add-on: leverage supplier referrals

Don’t stop at the brand list. Ask your supplier if they work with – or can refer you to – other distributors they partner with. Suppliers often have deep networks, and a warm intro can make your next sourcing conversation much easier.

Benefits of this method

• Low-friction expansion

Since you’re already an approved account, the supplier may help you unlock new brands without jumping through extra hoops.

• Builds supplier depth

This turns one-off transactions into multi-brand partnerships and expands your supplier network organically.

Downsides to consider

• Manual analysis required

Even with a price list in hand, it still takes time to vet which brands are profitable and resale-eligible.

Tip. To automate separating good deals from dead inventory, use tools like Seller Assistant's Brand Analyzer and Price List Analyzer. .

• Brand Analyzer helps you evaluate brand-level profitability and competitiveness using real Amazon data.
• Price List Analyzer matches supplier UPCs/EANs to ASINs and fills your spreadsheet with essential metrics like profit, ROI, sales velocity, and restrictions – allowing you to filter for winning deals instantly and create a data-backed purchase shortlist.

• Not every brand is viable

Some may have weak demand, poor reviews, or heavy Amazon presence that limits margin.

Who this works best for

This approach is perfect for sellers who already have one or more wholesale supplier relationships and want to deepen them while finding new products to resell on Amazon. It works especially well for niche-focused sellers looking to add adjacent brands without sourcing blindly from scratch.

Method 4. Buy from local and regional brands

If you're looking to buy wholesale products to sell on Amazon that stand out and face less competition, local and regional brands are a smart angle. Small manufacturers, family-run businesses, and niche producers often aren’t fully represented on Amazon – or even selling there at all.

This gives you a unique edge: the chance to be first-to-market with exclusive listings while building direct, collaborative relationships with the brand owners.

What this method involves

Local brands – especially those in specialized or handcrafted categories – often produce high-quality products but lack the expertise or infrastructure to sell on Amazon themselves. As a wholesale seller, you can step in as the connector: bringing these products online, managing the listings, and helping the brand expand its reach through your store.

Because these businesses are smaller, they’re usually more open to partnerships, custom terms, and flexible arrangements – especially if you already work with brands in the same niche or region.

How to do it

Step 1. Search for local and regional brands in your product category via:

• Google
• Local business directories
• Trade associations
• Amazon itself (to spot low-competition listings)

Step 2. Prioritize small or family-owned businesses that are underrepresented or absent on Amazon.

Step 3. Reach out with a personalized message or phone call:

• Introduce your business
• Share your interest in reselling their products
• Explain how Amazon can serve as a new revenue stream for them

Step 4. Negotiate pricing, shipping, and MOQ terms based on your typical volume and category strategy.

Bonus tip: leverage local connections

If you're located in a region rich in artisanal or niche product makers, attending community business events, local expos, or farmer’s markets can surface new sourcing opportunities. A face-to-face conversation can often unlock deals that email alone won’t.

Benefits of this method

• Low competition, high uniqueness

You can list products that aren’t flooded with third-party sellers, increasing your chances of winning the Buy Box and setting your own pricing.

• More flexible negotiations

Smaller brands are often willing to collaborate on pricing, terms, and even co-branding opportunities.

Downsides to consider

• Limited scalability

Local brands may not have the production volume or fulfillment systems needed for fast-moving inventory.

• Operational gaps

Smaller businesses often lack wholesale infrastructure – meaning slower invoicing, fulfillment delays, or communication hurdles.

Who this works best for

Ideal for Amazon sellers who want to build a curated catalog of low-competition, under-the-radar products. This approach works especially well in region-specific categories, handmade goods, specialty food, home décor, wellness, and personal care – where branding, authenticity, and uniqueness drive sales.

Method 5. Use your existing connections

One of the most overlooked ways to buy wholesale products to sell on Amazon is by leveraging the professional and personal relationships you already have. Many Amazon sellers focus so heavily on tools and cold outreach that they forget: real-world connections can unlock trusted, high-margin sourcing opportunities faster than any database.

What this method involves

Your network – former employers, industry peers, past vendors, local business owners, even friends and family – may already be connected to brands, manufacturers, or wholesalers that are open to new sales channels. These relationships can give you a warmer introduction, quicker trust-building, and more flexible deal terms than starting cold.

Even if someone in your network doesn’t sell wholesale themselves, they might refer you to someone who does – especially in tight-knit industries or regions.

How to do it

Step 1. Make a list of anyone in your professional or local network who might have supplier access:

• Former colleagues in retail or distribution
• Business contacts in e-commerce, logistics, or operations
• Personal friends or family working with physical products

Step 2. Reach out directly and ask:

• Do they know any brands, suppliers, or manufacturers looking to expand?
• Would they be willing to connect you with potential wholesale partners?
• Can you be referred to someone who may be struggling to get online visibility?

Step 3. When you get a lead, treat it like a relationship-first pitch:

• Keep the conversation informal but professional
• Emphasize how you’ll bring value to the brand
• Share your Amazon seller experience and success stories

Bonus tip: reconnect with past vendors

If you’ve ever purchased products in bulk for another business or side project, revisit those vendors. They might have expanded their offerings or now represent multiple brands that are FBA-friendly.

Benefits of this method

• Warm introductions build trust

Leads through people you know are more likely to convert and lead to long-term partnerships.

• Fewer barriers

These connections often bypass the red tape of formal applications, brand gating, and long approval cycles.

Downsides to consider

• Limited lead volume

Your personal network may only yield a handful of opportunities – though high-quality ones.

• Informal agreements

Deals initiated through connections may lack structure, so always confirm terms in writing to avoid miscommunication.

Who this works best for

This approach works well for newer sellers with strong offline business experience, or seasoned Amazon sellers who want to buy wholesale products to sell on Amazon through relationship-based, high-trust sourcing. It’s especially valuable for sellers looking to add boutique, niche, or regionally sourced products to their catalog without relying on cold leads.

Method 6. Use wholesale supplier directories

If you're looking to buy wholesale products to sell on Amazon without spending days chasing down leads, wholesale directories are a reliable place to start. These platforms are curated databases of manufacturers, distributors, and Amazon FBA suppliers – organized by product category, region, and more.

They’re especially useful for beginners or for experienced sellers entering a new niche, offering pre-vetted supplier options with minimal research overhead.

What this method involves

Wholesale directories compile large lists of suppliers across multiple categories – from consumer goods and fashion to industrial products. Instead of hunting for individual distributors, you gain instant access to thousands of potential partners through a single portal.

You can filter suppliers by:

• Product category
• Location
• Minimum Order Quantity (MOQ)
• Shipping policy

Once you’ve found a few potential partners, reach out to request their product catalogs, verify reseller terms, and start building the relationship.

Top wholesale supplier directories for Amazon sellers

• SaleHoo

Paid directory with over 8,000 vetted suppliers. Great for branded and niche consumer goods.

• Worldwide Brands

Lifetime-access directory with 16+ million products and certified wholesalers.

• Wholesale Central

Free U.S.-based directory. Less curated, but great for fast searches and bulk supplier browsing.

• Inventory Source

Known for dropshipping automation; also offers a supplier directory with integration-ready vendors.

• ThomasNet

Industrial sourcing directory. Ideal for B2B products and U.S.-based specialty manufacturing.

• Faire

Wholesale marketplace for artisan and independent brands – strong in home goods and boutique items.

• Tundra

Commission-free platform offering direct access to U.S.-based lifestyle and gift product suppliers.

• TopTenWholesale

General B2B directory with listings across dozens of categories.

• B2B GRIFFATI

Europe-focused directory for branded fashion, shoes, and accessories.

• 125west

Niche U.S. supplier directory for home décor and lifestyle goods – great for curated catalog sellers.

Benefits of this method

• Fast supplier discovery
• You get immediate access to hundreds or thousands of wholesale suppliers – no cold outreach or research legwork needed.
• Beginner-friendly
• Directories offer a low-barrier starting point with pre-vetted vendors, which makes them ideal if you’re new to wholesale sourcing.

Downsides to consider

• Mixed supplier quality
• While many directories vet suppliers, some may still have limited inventory, weak fulfillment, or Amazon policy restrictions. Always verify before placing orders.
• Lack of exclusivity
• Since other sellers use the same directories, unique product access and direct brand relationships are harder to achieve through this method alone.

Who this works best for

Best suited for new and mid-level Amazon sellers who want to buy wholesale products to sell on Amazon without deep manual research. Also ideal for sellers branching into new categories or looking to broaden their supplier base efficiently.

Method 7. Visit trade shows and industry events

If you're looking to buy wholesale products to sell on Amazon and want to make serious, lasting supplier connections, attending trade shows is one of the most powerful moves you can make. These in-person events give you access to hundreds of manufacturers, distributors, and brand reps – all in one place.

Trade shows are ideal for building high-trust relationships, evaluating products up close, and closing deals faster than email or cold outreach ever could.

What this method involves

Trade shows and B2B expos are packed with sourcing potential – especially when you target events specific to your product category. Whether you sell toys, wellness items, home goods, or specialty food, there’s likely a show that matches your niche.

Platforms like 10times.com, TSNN, and ExpoGuide let you find upcoming events by location, category, and focus.

When attending:

• Bring business cards
• Prepare your reseller documentation
• Be ready to pitch your Amazon storefront as a distribution channel
• Collect catalogs, ask about wholesale terms, and negotiate pricing in real-time

Top U.S. trade shows for Amazon wholesale sourcing

• ASD Market Week (Las Vegas, NV)

One of the largest B2B trade shows in the U.S., featuring general merchandise, fashion, electronics, and more.

• Toy Fair® (New York, NY)

Premier event for the toy, game, and youth entertainment industry – great for Q4 planning and brand scouting.

• Natural Products Expo West (Anaheim, CA)

Top show for organic foods, wellness, supplements, and eco-conscious beauty products.

• NY NOW (New York, NY)

Focuses on home, lifestyle, artisan, and seasonal gift goods – excellent for curated catalogs.

• Fancy Food Show (New York, NY & Las Vegas, NV)

The largest North American specialty food event – packed with gourmet, ethnic, and trending products.

• White Label World Expo Expo (Las Vegas, NV)

Tailored for Amazon and eCommerce sellers – meet manufacturers and service providers for private label development.

• Global Pet Expo (Orlando, FL)

Ideal for sellers in the pet niche – covering everything from food and accessories to grooming supplies.

• The Inspired Home Show (Chicago, IL)

Largest U.S. event for kitchenware, cleaning, storage, and lifestyle essentials.

• Licensing Expo (Las Vegas, NV)

For sellers interested in officially licensed products, character merchandising, and brand partnerships.

• MAGIC Las Vegas / SOURCING at MAGIC (Las Vegas, NV)

Premier fashion and apparel sourcing event – excellent for clothing sellers and private label research.

Benefits of this method

• Meet suppliers face-to-face

Build trust, ask real questions, and make a strong impression – all of which help you get approved and close better deals.

• Find undiscovered brands

Many small and emerging companies attend trade shows looking for resellers, making these events perfect for identifying unique product lines before competitors do.

Downsides to consider

• Travel and attendance costs

Flights, hotels, and entry fees can add up – especially for newer or solo sellers.

• Wasted potential without preparation

If you don’t show up with a clear pitch and follow-up plan, it’s easy to lose momentum after the event.

Who this works best for

Best for sellers who want to scale by building exclusive brand relationships or discover wholesale products not found on major platforms. Also ideal for sellers expanding beyond online-only sourcing methods into higher-trust, in-person channels.

Method 8. Start fast with pre-vetted supplier lists

If you want to buy wholesale products to sell on Amazon without spending weeks on supplier research, curated supplier lists offer a streamlined alternative. These lists gather verified, U.S.-based Amazon FBA wholesale suppliers across different product categories – giving you a head start on sourcing.

Instead of starting from scratch, you skip straight to evaluating deals and requesting catalogs from suppliers that are already Amazon-compatible.

What this method involves

Curated supplier lists are ideal for sellers who want a shortcut to finding trustworthy wholesale partners. Tools like Seller Assistant’s curated List of 500+ US suppliers eliminate the guesswork. You simply choose suppliers that fit your niche, request their product lists, and upload them to Seller Assistant’s Price List Analyzer.

From there, you can instantly filter by any metric and create a purchase shortlist. This lets you create a short list of profitable products in minutes – instead of manually scanning spreadsheets or listings.

Benefits of this method

• Saves research time

Skip the hours of browsing Google, vetting unknown directories, or cold-emailing suppliers.

• Pairs with bulk analysis tools

When combined with Price List Analyzer, you can evaluate supplier catalogs at scale – matching items to ASINs, reviewing eligibility, and calculating margins automatically.

Downsides to consider

• Not fully exclusive

Other sellers may be using the same curated list – so competitive research at the product level is still essential.

• Requires follow-up

You still need to reach out to each supplier to request pricing, confirm MOQs, and meet any account approval requirements.

Who this works best for

Best suited for busy or beginner Amazon sellers who want to scale faster by using verified supplier lists. This approach removes early-stage friction and helps you focus on product selection and profit potential – not just supplier discovery.

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Final Thoughts

Finding the right way to buy wholesale products to sell on Amazon doesn’t have to be overwhelming – especially when you combine smart tools with proven sourcing strategies. Whether you're building brand relationships, exploring local suppliers, or leveraging curated directories and AI, each method brings its own advantages depending on your goals and experience level.

To make sourcing faster and more profitable, tools like Seller Assistant offer built-in features like Brand Analyzer, Price List Analyzer, Sourcing AI, and curated supplier lists – helping you move from research to purchase decisions with confidence.

‍Seller Assistant is an all-in-one product sourcing software offering all the features vital for product sourcing. It combines three extensions: Seller Assistant Extension, IP Alert, and VPN by Seller Assistant, tools: Price List Analyzer, Seller Spy, Bulk Restrictions Checker, and API integrations, and features: Side Panel View, FBM&FBA Profit Calculator, Quick View, ASIN Grabber, UPC/EAN to ASIN converter, Stock Checker, and other features that help quickly find high-profit deals. Seller Assistant also offers integration with Zapier allowing to create custom product sourcing workflows.