How To Wholesale Someone Else’s Brand By Providing Value
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by Rob Cosman

How To Wholesale Someone Else’s Brand By Providing Value

5 min read
(With Example Email!) Wholesaling is one of the legitimate and profitable ways to sell on Amazon. Many 7, 8, and 9-figure sellers on Amazon are professional wholesalers who sell other people’s brands. You may remember:
  • When Etailz sold for $75M 
  • Or Pharmapacks, one of the top 5 sellers on Amazon.com, who recently went public 
Wholesaling can be great because you don’t need to:
  • Create a brand
  • Run advertising
  • Write copy
  • Take photos 
Every brand you sell has already done this. You can reuse their content and benefit from the social capital they’ve built. Wholesaling is like OA on steroids, and can be extremely lucrative if you land an exclusive (i.e., their only seller on Amazon). Imagine being the only seller of LEGO? Pretty sweet.

But Wholesale Isn’t All Roses

It’s also a selling method plagued by:
  • Thin margins
  • Heavy capital requirements
  • Cashflow issues (from shipping, Amazon storage, or brand disagreements)
  • Instability (brands can stop selling to you at any time, instantly killing your revenue) 
Scary stuff aside — if you can build a relationship with a brand and start selling their products on Amazon, it can be a great business model.

So… How Do You Get Wholesale Accounts?

Short answer: You provide value. More than ever, brands are inundated with Amazon sellers offering to list their products. These sellers:
  • Provide no value
  • Are just looking to make a quick buck 
As a result:
  • Many brands are turned off the second you mention “Amazon”
  • Some sell their own stuff now
  • Some actively kick Amazon sellers off listings using IP claims or e-commerce lawyers 

How to Stand Out: Actually Provide Value

Here’s how to differentiate yourself and offer real value that opens the door to working together:

1. Listing Audit

Look for clear issues hurting conversions. Offer advice pro-bono — don’t expect anything in return. You can help brands improve:

– Keywords

  • What are the top 5 keywords for this product? Are they in the title/bullets?
  • Are they using the 1000 bytes in bullets and 2000 in description?
  • Does the brand name come first in the title?
  • Are they keyword-stuffing or repeating?
  • Add the product to your inventory and click “edit” — you can view their backend search terms. Is it empty or weak? 

– Title, Bullets & Description

  • Do they flow?
  • Are they complete or barebones (e.g., 3-word bullet points)?
  • Can you suggest something better? 

– Images

  • Do they have 6–7 images minimum?
  • Any lifestyle images?
  • Is the main image on a white background?
  • Do they show: infographics, PR mentions, measurements, keywords? 

– Video

  • Video boosts conversion and can be used on listings or in PPC 

– Customer Q&A

  • Not indexed on Amazon, but indexed on Google
  • Use AnswerThePublic to find key questions customers ask
  • Example: “What’s the best Canadian-Made Olive Oil?” → “Smith’s Cold Pressed Olive Oil is the best – it never burns and tastes great.” 

– Product Size & Packaging

  • Is the size accurate?
  • Could it be packaged better (folded, vacuum sealed)?
  • Could better packaging reduce damage or returns? 

2. Sell in a Different Market

If they already sell in the U.S., offer to sell:
  • In Canada, Mexico, or internationally
  • Brands love new markets without extra effort 
Just be aware of:
  • Increased COGS (cross-border shipping, duties, brokerage fees)
  • Government rules/regulations (food, supplements, toys, etc.) 

3. Amazon Rules & Platform Awareness

Most brands don’t understand or care about Amazon. They see it as just another sales tool. You’re the expert. Help them focus on making their product — while you handle Amazon. Some talking points:
  • Do they know incentivized reviews are prohibited?
  • Are they aware late shipping hurts their account and can suppress the Buy Box?
  • Do they even know what the Buy Box is?
  • What are the latest launch rules?
  • Do they know business insurance is now required?
  • Are they ungated in their category? Can you help them get ungated?
  • Can you help with PPC or account setup?
  • Will they stay updated with Amazon policy changes? 

4. Brand Registry + Other Programs

Brand Registry unlocks huge value. Help them access it, or offer to manage it. Requirements:
  • Trademark
  • Packaging with brand name permanently affixed
  • Contact person who can verify brand ownership 
Benefits include:
  • A+ Content (EBC)
  • Video support
  • Vine reviews
  • “Report a Violation” IP tool
  • Advanced PPC types
  • Keyword & demographic research
  • Full content control
  • Amazon Storefront
  • Brand Gating & Transparency
  • Virtual Bundles
  • And more… 

Bottom Line

Don’t be like every other seller offering nothing. Show brands how you’ll grow their Amazon presence.
  • Focus on specific, meaningful improvements
  • Tie your success to theirs
  • When you deliver results, ask for a testimonial or reference 
Make the offer so good they’d be stupid to pass it up.

Example Email That Landed a Brand:

Subject: Helping your brand on Amazon Hi, I am a Canadian Amazon Seller in Edmonton, Alberta. I’ve been selling on Amazon for 5 years. My job is to help small businesses and organizations improve their presence online. I was looking at your listing (live for over 4 years) and I think we could definitely make some improvements: – Main image is misleading (shows one bottle but you’re selling a 2-pack) – Lifestyle images could be added – Better copy & keyword research – Title needs rewriting (Insert Amazon Listing Link) My full-time job is to help small businesses do what they do best — make amazing products — while I handle their Amazon presence. Happy to provide examples of my work. Would love to hear from you! Best, Max

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