Wholesale
A model where a seller buys product outright from the brand at wholesale cost and resells it on Amazon at their own risk.
Why it matters
Wholesale is structurally different from an agency retainer. The seller pays for inventory upfront, so the brand converts stock into cash immediately and carries no marketplace risk, no ad spend and no unsold-inventory exposure. The seller only makes money if the product actually sells.
In practice
The incentive alignment is the point. A partner who owns the inventory has a direct financial stake in the listing ranking, the ads performing and unauthorized sellers being removed, because all three determine whether their own stock sells through.
The questions worth asking a wholesale partner: do they pay on the purchase order or on sell-through, do they hold to MAP, and do they enforce against other resellers.
Related terms
Want someone who speaks this language running your Amazon channel?
We buy your products at wholesale and handle listings, PPC and reseller removal. Tell us about your brand and we will come back within one business day.
Takes about a minute · No cost · We reply within one business day