Amazon Wholesale Consulting
In wholesale, you evaluate the whole offer, not just the product.
Wholesale is less about building a new brand and more about turning established products and offers into a commercially and operationally sustainable Amazon selling model. We work with you from product and ASIN evaluation to documents, margin and operations.
01How Amazon wholesale works
Product, documents and economics are links in one chain.
In wholesale, products are usually bought from an authorised supplier or distributor and sold on an existing or new Amazon product page. Each link in the chain affects how sustainable the next one is.
There's no single universal wholesale model; the brand relationship, category and sales set-up change the process.
Starting point
Supplier / distributor
An authorised source
- 01Product / ASINWhich product is sold on which page.
- 02DocumentsInvoices, purchase and authorisation documents.
- 03Commercial evaluationPrice, fees and margin.
- 04Amazon offerSetting up the offer and competing.
- 05InventoryCapital, ordering and stock risk.
- 06OperationsSelling and tracking via FBA or FBM.
02Product / ASIN evaluation
We assess every ASIN as a commercial opportunity.
We provide analysis based on the data available; we don't guarantee sales, the Buy Box or profit.
Which data is available varies by product and marketplace; the evaluation works within those limits.
- 01Existing ASINThe product's catalogue status and the correct match.
- 02Sales environmentDemand indicators for the category and product.
- 03CompetitionNumber of offers and types of sellers.
- 04Amazon's presenceWhether Amazon itself sells the product, where relevant.
- 05Price environmentPrice level and movements.
- 06Buy Box contextObservations on how the featured offer forms.
- 07Fee structureSelling and fulfilment fees.
- 08Margin & stockCommercial margin and stock requirement.
Supplier & document readiness
The right documents underpin a sustainable account.
We review supplier credibility, invoices and purchase documents and, where needed, brand or distributor authorisation. Amazon's document expectations can vary by product and category, and acceptance by Amazon isn't guaranteed. Sobbe is not the supplier.
What we review
- Supplier details
- Invoices
- Purchase documents
- Brand / distributor authorisation
- Authenticity risk
Category / brand approval
Some products need approval before you can sell.
Some categories, brands or products can require additional approval to sell. We support preparing and reviewing applications; the approval decision is Amazon's.
Preparation
- Requirement check
- Document preparation
- Application review
03Existing ASIN & offer
In wholesale you often join an existing product page.
Most wholesale products are sold by adding an offer to product pages already in the catalogue. That makes choosing the correct ASIN, and an exact match between your product and the page, critical.
Not every wholesale product joins an existing page; if the product isn't in the catalogue, a new listing can be needed. We plan the offer set-up, SKU structure and, if FBA is used, FNSKU requirements with you.
What we check
- Correct ASIN
- Product match
- Variation structure
- Offer set-up
- SKU
- FNSKU (for FBA)
Buy Box / Featured Offer
There's no formula for winning the Buy Box.
Amazon chooses the featured offer among sellers of the same product using its own systems. The main factors Amazon shares include price, delivery speed and reliability, customer experience and stock availability.
What can matter
- Price
- Delivery
- Seller performance
- Stock
- Amazon's systems
Buy Box ownership can't be guaranteed; offers are re-evaluated continuously.
Account health & authenticity
Wholesale has risks of its own.
Missing invoices, authenticity complaints, incorrect product matching or weak supplier documents can affect account health. We set up a structure that reduces these risks from the start, and support account issues through our Amazon Consulting service.
Risk areas
- Invoices
- Authenticity complaints
- Supplier documents
- Product matching
- Account health
Correct documents and matching
A guarantee of no complaints or reviews
Account and reinstatement decisions are Amazon's.
04Fees & margin
The selling price isn't what you earn.
Wholesale product selection rests largely on commercial maths. What's left after Amazon fees, fulfilment costs, product cost and other costs come off the selling price shows whether a product is sustainable.
This is a commercial evaluation, not an accounting or tax calculation. Profitability isn't guaranteed.
- Selling price
- Amazon selling fees
- Fulfilment costsFBA fees or your own shipping
- Product costPurchase from the supplier
- Other costsPrep, shipping, advertising, returns
- Commercial marginThe basis of the evaluation
Inventory planning
Inventory is where your capital sits.
We look at capital tied up in stock, reorder timing, price movements and competition together, to help reduce the risk of slow-moving inventory. This is Amazon commercial planning; we don't provide storage.
What we consider
- Capital tied up
- Reordering
- Price movement
- Competition
- Slow-moving stock
FBA / FBM
The fulfilment model is an operational decision.
With FBA you sell from Amazon's fulfilment centres; with FBM you ship orders yourself. We choose the model with you based on the product, costs and your operations, and plan shipment and prep requirements. Transport and storage are provided by the providers you choose and by Amazon.
Decision factors
- Product type
- Cost
- Delivery
- Operational capacity
05PPC in wholesale
PPC isn't the right tool for every wholesale ASIN.
Advertising only makes sense where the offer and margin can support it.
We assess PPC product by product, not as a default for every wholesale client.
- 01
Does the listing's condition support advertising?
- 02
What's the relationship with the brand owner?
- 03
How strong is competition on the page?
- 04
Is the goal sales velocity or margin?
- 05
Can the margin carry the advertising cost?
Service scope
From evaluation to operations.
Scope follows your business model; Sobbe doesn't supply products or provide storage or logistics services.
Define the Scope TogetherEvaluation & preparation
- Product / opportunity research
- ASIN and product viability review
- Supplier and document readiness
- Category / brand approval preparation — Where required
- Price, fee and margin analysis
Amazon & operations
- Seller account infrastructure
- Offer / listing connection
- Inventory and product selection planning
- FBA / FBM operational guidance
- PPC — Where appropriate
- Launch and operational support
Process
Evaluate, document, calculate, set up, operate.
- 01
Business context
We understand your account, resources and goals.
- 02
Product / ASIN research
We assess opportunities and viability.
- 03
Documents
We prepare supplier documents and approval requirements.
- 04
Commercial analysis
We work out price, fees and margin.
- 05
Amazon set-up
We set up the offer and listing connection.
- 06
Operations
We plan inventory, fulfilment and tracking.
Expectations
We analyse and prepare; we don't guarantee outcomes on Amazon.
Sobbe isn't a supplier, distributor, warehouse or logistics company. Category and brand approval, document acceptance, the Buy Box and account decisions are Amazon's; sales and profitability depend on market conditions.
Frequently Asked Questions
About Amazon Wholesale
Do you find wholesale products?
We carry out product and opportunity research and assess ASINs commercially. You decide which supplier to buy from and whether to buy.
Do you supply the products?
No. Sobbe isn't a supplier or distributor and doesn't sell products. We help you evaluate supplier documents and commercial terms.
Do you guarantee the Buy Box?
No. Amazon chooses the featured offer using its own systems, with factors such as price, delivery, customer experience and stock. We analyse the Buy Box context and plan your offer around it.
Can you help with category or brand approval (ungating)?
Yes, we check the requirements, prepare documents and review the application. The approval decision is Amazon's and can't be guaranteed.
What documents might Amazon ask for?
It varies by product and category, but commonly supplier invoices, purchase documents and, where needed, brand or distributor authorisation. Amazon's expectations can change.
Should I use FBA or FBM?
It depends on the product, costs, delivery expectations and your operational capacity. We assess both models with you and plan shipment and prep requirements. Sobbe doesn't provide storage or transport.
Is PPC necessary in wholesale?
Not always. Whether PPC makes sense is assessed product by product, based on the listing's condition, the brand relationship, competition and margin.
Do you guarantee profit?
No. Price, fee and margin analysis is a commercial evaluation; sales and profitability depend on price movements, competition and market conditions.
Does every wholesale product join an existing listing?
No. Most wholesale products are added as offers on existing product pages, but if the product isn't in the catalogue a new listing can be needed. Either way, the correct ASIN and an exact product match matter.
Do you provide storage or logistics services?
No. Sobbe isn't a 3PL, warehouse or freight company. We support planning for FBA / FBM operations and shipment and prep requirements; transport and storage are provided by the providers you choose and by Amazon.
Related services
- Amazon ConsultingOne-to-one support for existing sellers across account health, listings, brand and advertising.
- Amazon Private Label ConsultingProduct and competitor research, positioning, listings, images and A+ Content, launch and PPC.
- Accounting & TaxSupport with ongoing accounting and tax processes for UK and US companies.
Amazon Wholesale
Let's review your wholesale model together.
Share your account, supply set-up and goals, and we'll work out where and how we can help.