The WholesalePilot blog
Sell your product wholesale — to real B2B buyers.
300 practical playbooks for product brands that want a channel they own: finding buyers, cold outreach that actually gets replies, pricing and terms, retailer-by-retailer guides, and scaling beyond the marketplace.
Every guide here is written for the person who makes the product and has to sell it into someone else’s shelf space. That is a different job from selling to consumers: you are pitching a buyer who already has a shelf full of suppliers, who thinks in cases and margins rather than units, and who will judge you on whether you sound like a supplier before they judge the product.
The library is grouped into 12 topics. The fastest route in is not to browse them but to pick the sentence below that matches where you are stuck.
You sell on Amazon and want shelves too
Wholesale is the same product sold by the case to a store or a distributor who resells it. The price, the packaging and the paperwork all change; the proof you built on Amazon is what shortens a buyer’s decision.
You want the B2B buyers already on Amazon
Amazon Business is the cheapest way to find out whether businesses buy your product by the case, because the buyers are there and the settings are in Seller Central. It is also where the customer stays Amazon’s.
You are worried about price and control
The day your product is on a distributor price list is the day it can appear on Amazon under a seller name you did not approve, at a price you did not set. Three tools decide how that goes.
You are weighing Vendor Central
Amazon can buy from you at wholesale and sell it itself. That is the retail deal you have been chasing, with Amazon’s terms, chargebacks and annual negotiation attached.
Amazon FBA Alternatives for a Brand That Owns Its Product
The real alternatives to FBA for a brand owner: merchant fulfilment, seller-fulfilled Prime, a 3PL, and the bigger alternative of selling through a second channel.
6 min readGetting a Private Label Product in Stores: From FBA Box to Shelf
What changes when a private label product moves from an Amazon listing to a store shelf: case packs, pack size, the box front, price ending and sell-through.
7 min readTaking a Private Label Brand to Retail: What Has to Exist First
An Amazon private label brand is a listing until a store can explain it to a customer. What a brand needs beyond the ASIN before retail buyers say yes, in order.
6 min readWhite Label vs Private Label Wholesale: What Retail Buyers Check
White label and private label look identical on an Amazon listing and very different to a store buyer. What each means, which can go wholesale, and how to cross the line.
7 min readAmazon FBA vs Wholesale to Retailers: The Unit Economics Side by Side
What one unit earns through FBA versus through a store, where the money goes in each channel, how cash flow and risk differ, and why most brands end up running both.
6 min readAmazon Seller Wholesale Customers: Who They Are and How They Reorder
A wholesale customer is not an Amazon customer who buys more. Who your wholesale accounts are, how they behave after the first order, and what keeps them reordering.
7 min readHow to Answer Wholesale Inquiries as an Amazon Seller
The reply to send when a store asks for wholesale pricing, the terms to quote, and how to build the numbers from your Amazon retail price so the store can compete.
7 min readAmazon Business Prime for Sellers: What It Changes on Your Side
Business Prime is a buyer-side subscription, not a seller programme. What it means for your offers, how to stay visible to those accounts, and its retail equivalent.
6 min readAmazon B2B vs Wholesale Direct: The Economics of One Order
The same 48-unit order sold through Amazon Business and sold direct to a store, fee by fee, so you can see where each channel makes and loses money per unit.
6 min readAmazon Business Fees for Sellers: What You Pay on B2B Orders
The fees that apply to Amazon Business orders, which ones change on large orders, what Pay by Invoice can cost, and a worked example against a wholesale order.
6 min readAmazon Business vs Wholesale: Which Channel Should a Brand Build?
A strategic comparison of Amazon Business and real wholesale for an Amazon brand: control, customer ownership, dependency, growth ceiling and how to sequence both.
6 min readAmazon Business Analytics for Sellers: Reading the B2B Data
Where the B2B numbers sit in Seller Central, which reports split business orders from consumer ones, and how to turn that data into proof a retail buyer trusts.
6 min readAmazon Business Net Terms: What They Mean for a Seller
How Pay by Invoice gives business buyers net terms on your listings, when you get paid and who carries the risk, and how that differs from net 30 with a retailer.
6 min readAmazon Anti Diversion: Trace Units Back to the Buyer
How an Amazon brand builds an anti diversion program: lot coding, account-level batch logs, test buys and the margin math that decides enforcement.
6 min readAmazon Buy Box Lost to a Reseller: What to Do
Why a reseller takes the Buy Box on your own listing, how to find out where their stock came from, and the fixes that work better than cutting your price.
6 min readAmazon Reseller Policy: What Yours Should Say
The difference between Amazon rules on reselling and your own brand policy, plus the sections a workable reseller policy needs and how to publish it.
6 min readHow to Stop Wholesale Customers Selling on Amazon
Seller Central cannot stop a wholesale account from listing your product. What works is the agreement, the traceable unit and the pack you ship them.
7 min readWholesale Customers Reselling on Amazon: How to Handle It
What to do when your wholesale accounts start listing on your own Amazon ASIN, which cases to allow, and how to price the channel so it does not happen.
6 min readAuthorized Reseller Program for an Amazon Brand
How to build an authorized reseller program as an Amazon brand: the application, the tiers, the published list, and what it changes on your listing.
6 min readAmazon Vendor Central Minimum Order Rules for Brands
The order minimums that govern Vendor Central purchase orders, why small POs cost you money, and how case pack design changes every number downstream.
7 min readAmazon Vendor Central Payment Terms and Your Cash Cycle
How Vendor Central payment terms work, what an early payment discount really costs, and how to model the cash gap between paying a factory and being paid.
7 min readAmazon Vendor Central Born to Run: How It Works
What the Born to Run program asks a vendor to commit to, how the initial order quantity is set, and the arithmetic of the stock that does not sell.
8 min readAmazon Vendor Central Co-op: What You Are Paying For
Co-op allowances explained for a brand moving into Vendor Central: what each accrual funds, how the deductions stack, and what to concede in a negotiation.
7 min readAmazon Vendor Central Damage Allowance Explained
What the damage allowance covers, how to work out whether the rate you accrue is cheaper than taking returns back, and how packaging changes the number.
7 min readAmazon Vendor Central Margin: The Full Per-Unit Math
Every line that sits between a vendor cost price and real contribution: allowances, freight, chargebacks, returns and the cost of Amazon owning the price.
6 min readAmazon Coupons and What They Do to Wholesale Prices
Coupons, subscribe and save and promotion stacking all move your listing price below the shelf. What that costs a brand with retail accounts, and the limits to set.
6 min readAmazon Lightning Deals and Your MAP Policy
Lightning deals require a discount below your recent price, which can push you under your own advertised floor. How to run deals without breaking retail trust.
6 min readAmazon Prime Day and Retail Partners: Running Both
How to run a deep Prime Day promotion without burning the retail accounts that stock you, and what to tell a buyer before the event lands.
7 min readA Multichannel Pricing Strategy for Amazon Sellers
One price architecture that holds across Amazon, your own site, wholesale accounts and distributors, plus the rules that keep the channels from fighting.
6 min readAmazon Payouts vs Net 30 Terms in Wholesale
Amazon pays on a schedule with a reserve. Retailers pay thirty days after an invoice, sometimes later. How the two rhythms differ and how to manage both.
6 min readAmazon PPC Cost vs the Cost of a Wholesale Order
Work out what one Amazon sale costs you in clicks, then work out what one retail account costs to win. The two numbers make the channel decision obvious.
6 min readPrivate Label Hair Products Wholesale for Amazon Brands
How a private label hair care brand on Amazon sells wholesale to salons, barbershops and beauty distributors without wrecking professional pricing.
7 min readPrivate Label Skincare Wholesale: From Amazon to Shelf
How a private label skincare brand on Amazon sells wholesale to spas, boutiques and beauty distributors, from batch codes and testers to margin math.
8 min readPrivate Label Soap Wholesale: Amazon Brand to Retail
How a private label soap brand selling on Amazon reaches gift shops, grocers and hotels wholesale, with real case pack, cure time and margin detail.
8 min readAmazon Cleaning Products Wholesale: A Seller Guide
How an Amazon cleaning products brand sells wholesale to grocery, hardware and janitorial distributors, including freight rules and safety paperwork.
8 min readAmazon Health Products Wholesale: Seller to Shelf
How an Amazon health products brand sells wholesale to pharmacies, health food stores and distributors, and the compliance paperwork buyers ask for first.
8 min readAmazon Sporting Goods Wholesale: A Playbook for Sellers
How an Amazon sporting goods brand sells wholesale to pro shops, team dealers and specialty retailers, including pre-books, size runs and rep groups.
8 min readAmazon Brand to Mexico: Retail Entry for US Sellers
How an Amazon brand enters Mexican retail: NOM labelling, the importer of record question, pricing for a different income profile and finding a distributor.
7 min readAmazon Seller to UK Retailers: Selling Into British Retail
How a US Amazon brand sells into UK retail: VAT and conformity rules after Brexit, RRP thinking, the terms buyers expect, and which distributors to target.
7 min readAmazon Europe vs Distributors: Which Route Into the EU?
Pan-European selling or one EU distributor? The VAT, responsible person and packaging obligations that decide which route an Amazon brand can actually run.
7 min readAmazon Global Selling vs International Distributors
Two routes into a new country for an Amazon brand: run the marketplace yourself or sell to a local distributor. The costs, control and speed compared.
7 min readAmazon Seller to Canada Retailers: Getting on Shelves
How a US Amazon brand sells into Canadian retail: bilingual labelling, importer of record, duty under the trade agreement, and which distributors to approach.
7 min readAmazon Brand Corporate Gifting: Selling Bulk B2B Orders
How an Amazon brand wins corporate gifting orders: who buys, what customisation they expect, lead times, pricing for volume and the seasonality to plan for.
7 min readAmazon Seller Inventory Forecasting With Wholesale Demand
Amazon demand is a smooth curve, wholesale demand is a few large lumps. How to forecast both, size safety stock per channel and set a reorder point that holds.
9 min readAmazon Seller Supply Chain: Factory to Amazon and Retail
The chain end to end once a second channel exists, with the factory negotiation in detail: price breaks, tooling, terms, MOQ, dual sourcing and packaging.
10 min readAmazon Seller Payment Terms With Retailers: The Ladder
The full range of wholesale payment terms an Amazon brand will be offered, who asks for what, which allowances travel with them, and how to negotiate and price them.
9 min readAmazon Seller Resale Certificate: Get One Before You Invoice
What a resale certificate is, what has to be on a valid one, when to re-collect it, and how to ask a new wholesale stockist for one without stalling the order.
9 min readAmazon Seller Wholesale Accounting: A Two-Channel Setup
Why the settlement deposit stops being revenue, how to move to accrual, a chart of accounts for two channels, AR aging and a monthly close that holds up.
8 min readSales Tax on Wholesale Orders for an Amazon Seller
Amazon handles marketplace sales tax for you. Here is what changes the day a brand sells wholesale: nexus, registration, filing, samples and what a CPA needs.
8 min readPlanograms Explained for an Amazon Seller
What a planogram is, how a buyer decides which item loses space to yours, and what an Amazon brand has to supply to be placed on a shelf at all.
7 min readRetail Ready Packaging for an Amazon Seller
Why packaging built for a marketplace listing fails on a shelf, what a retail buyer inspects, and how to redesign the unit and the case without new tooling.
7 min readSlotting Fees: What an Amazon Seller Should Expect to Pay
What slotting fees and retail allowances are, which chains ask for them, how to price the ask against your margin, and what to negotiate instead of cash.
7 min readAmazon Seller Exclusive Retailer Deals: When to Say Yes
How exclusivity works when an Amazon brand sells to retail, what each kind is worth, what to trade for it, and how to write a term that expires on its own.
7 min readAmazon Seller Retail Launch: The First 90 Days on Shelf
What happens after a retailer says yes: setup paperwork, the first shipment, sell-through targets, in-store support and how to earn the reorder.
7 min readAmazon Seller Retail Readiness: A Pre-Pitch Checklist
The eight things a retail buyer checks before they take an Amazon brand seriously, how to test each one yourself, and what to fix before you send the email.
7 min readB2B Marketplace List for Amazon Sellers Going Wholesale
The kinds of B2B and wholesale marketplaces an Amazon brand can list on, what each one is actually good for, and why a listing alone rarely produces orders.
6 min readAmazon Seller Email Automation: Setup That Reaches Buyers
How an Amazon brand sets up sending domains, warm-up, templates and reply handling so wholesale email lands in a retail buyer inbox instead of spam.
6 min readAmazon Seller Outreach Automation That Wins Accounts
Which parts of wholesale outreach an Amazon brand should automate, which parts have to stay manual, and how to build a pipeline that survives contact with real buyers.
7 min readChatGPT for an Amazon Seller Selling Into Retail
Concrete jobs a chat assistant does well for a brand going wholesale, the prompt shape that makes it reliable, and the checks that stop it inventing facts.
6 min readWholesale Analytics for an Amazon Seller: What to Track
The numbers that tell you whether a wholesale channel is working, where each one comes from, and how to measure the marketplace lift a shelf creates.
6 min readAmazon Seller Tools for Wholesale: The Stack You Need
The seven layers of tooling behind a wholesale channel, what each layer replaces, and why a CRM built for accounts beats one built for orders.
6 min readAmazon Handmade Fees: The Full Cost of a Sale
Every fee an Amazon Handmade seller pays, worked through on real product prices, and how to tell whether your margin leaves room to sell wholesale later.
7 min readAmazon Handmade Requirements and the Artisan Application
What Amazon Handmade requires from a maker, which products qualify, how the artisan application is judged, and what to prepare before you apply.
6 min readAmazon Handmade to Retail: Getting onto Shop Shelves
How a maker selling on Amazon Handmade approaches boutiques and gift shops, what to bring to the meeting, and how the first stockist conversation actually goes.
7 min readAmazon Handmade Wholesale: Selling Your Craft in Cases
How a maker selling on Amazon Handmade sets a wholesale price, works out real production capacity, and takes a first order from a shop without losing money.
7 min readAmazon Handmade vs Etsy: Which Fits Your Craft Brand
How Amazon Handmade and Etsy differ in audience, fees, discovery and fulfilment, and which one gives a maker brand the proof it needs to sell wholesale.
7 min readAmazon Handmade: How the Programme Works for Makers
What Amazon Handmade is, who gets accepted, how the storefront and fees differ from a normal seller account, and where a maker brand goes after it.
7 min readAmazon Wholesale Distributors: What a Brand Needs to Know
What a distributor does for an Amazon brand, how the margin chain works, when to add one, and how to keep your product off your own listing afterwards.
7 min readBuilding a Wholesale Business Alongside Your FBA Brand
What a wholesale business looks like next to an FBA brand: the economics, the cash cycle, the first twelve months and the decisions that make it stick.
7 min readAmazon FBA Wholesale: Two Models, One Confusing Phrase
Amazon FBA wholesale means one thing to a reseller and another to a brand owner. Here is the difference, and what changes when your own brand supplies shops.
7 min readHow to Sell on Amazon as a Brand Owner, Step by Step
The full path to selling your own product on Amazon: account type, listings, Brand Registry, fulfilment and fees, written for a brand rather than a reseller.
8 min readWhat Is Amazon FBA and Should a Brand Owner Use It
How Fulfilment by Amazon works, what it costs, where it helps a brand and where it hurts, and how FBA stock can also serve wholesale orders.
7 min read