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How to sell $12M a Year on Amazon | Wholesale Step-by-Step Guide

Selling on Amazon wholesale can be a lucrative business, but it requires a strategic approach and effective processes. In this blog post, we will dive into the journey of Above the Par, a successful Amazon wholesale FBA business that scaled to $12 million a year. We will explore their step-by-step guide and the strategies they used to achieve this impressive milestone. Whether you're a beginner or an experienced seller, these insights will help you understand how to leverage wholesale on Amazon to maximize your sales.


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1. Start with Books: Understanding the Basics
Above the Par initially started their Amazon journey by selling books. This allowed them to understand the shipping logistics, fees, and account health while keeping the investment low. They used this phase as a learning opportunity and gained insights into Amazon's operations.

Key Takeaway: Starting with books can help you understand the fundamentals of Amazon's platform before venturing into wholesale.

2. Transition to Wholesale: Building a Proof of Concept
Once Above the Par had a grasp of the basics, they transitioned into wholesale. They leveraged their partner's existing Amazon account and focused on purchasing name brand products with a guaranteed sell-through rate. They learned the importance of analyzing variations and keeping track of data to avoid unprofitable orders.


Key Takeaway: Wholesale offers scalability and consistent sales compared to other Amazon selling models.


3. Building Supplier Relationships: From Brands to Distributors
Initially, Above the Par reached out to brands for partnerships. However, the success rate was low, and they pivoted to working with distributors instead. They utilized local distributor trucks as leads, gathered hundreds of contacts, and learned how to fill out wholesale applications. Building relationships with distributors proved to be more fruitful and allowed for consistent product supply.


Key Takeaway: Distributors can be a reliable source for wholesale products, especially if local resources are abundant.


4. Optimizing Supplier Lists and Purchase Orders
Analyzing supplier lists can be a time-consuming process. Above the Par uses simple tools like UPC scrapers and brand analytics tools like Smart Scout to evaluate potential products. They focus on product rankings rather than profit margins during the initial analysis. By understanding which products are selling well, they negotiate discounts with suppliers, allowing for future orders with better profit margins.


Key Takeaway: Prioritize identifying popular products and negotiating discounts over immediate profitability when building relationships with suppliers.


5. Scaling with Efficient Systems and Processes
As Above the Par scaled, they developed efficient systems and processes to automate tasks and delegate responsibilities. They focused on training their team members to handle various aspects of the business, including buyer roles, account health management, and warehouse operations. By using simple tools like Google Sheets and management systems, they streamlined communication and optimized workflow.


Key Takeaway: Building systems and delegating tasks is crucial for scaling your Amazon wholesale business effectively.


Achieving massive success on Amazon requires a comprehensive understanding of the wholesale model and a meticulous approach to building systems and processes. The journey of Above the Par showcases the importance of starting small, building supplier relationships, and continuously refining systems for growth. By following this step-by-step guide, you can position yourself for success and potentially achieve impressive sales numbers on Amazon.


Video Notes:

  • Key Statistics and Tips for Business
  • Launched in 2019, initially informed by YouTube and books.
  • Validated concepts through reading books.
  • Invested in professional courses and mentorship.
  • Source supplier details from trucks.
  • Master reading Keepa charts and understanding variations.
  • Progress is about moving forward, even through failures. Develop and refine processes continuously.
  • Start negotiations by asking for more discounts, allowing room for compromise.
  • Prioritize building strong business relationships. Once established, then negotiate for better terms.
  • Networking is paramount.



  • Shipping costs: $0.03 per ASIN.
  • Office amenities: gym and shower.
  • Continuous weekly review and improvement of performance metrics.
  • Revenue progression: $600k, $4M, $9M, $12M.
  • Emphasize on nurturing supplier relationships.
  • Teams:
  • Buying Team
  • Accounts Team
  • Account Health Team
  • Composition: 3 buyers, 1 account health specialist, 10 VAs (for list scanning, purchase orders, warehouse operations), 1 VA for PPC.
  • Google Sheets and Airtable suffice for 7 to 8-figure operations.
  • Audit and refine processes bi-annually.
  • Creation of up to 30 purchase orders weekly.
  • Facility: 2 prep stations with capacity for full truckload shipping.


Scaling the Business:

  • Direct brand outreach: Initially, 100 inquiries resulted in 1 affirmation.
  • Started from generating $40k monthly in a basement before transitioning to a warehouse.
  • If considering a warehouse, strategize staffing appropriately.
  • For tasks that don't generate direct income: systematize, hire, and delegate.
  • Hiring: They once interviewed 50 candidates for a single position. Choose hires judiciously.
  • New hires typically require 3-6 months of training to become proficient.
  • A new team member must achieve 10 consecutive perfect results before fully integrating.
  • Significant effort is dedicated to training – this adds core value.
  • For scalability, emphasize building efficient systems and processes.
  • Document processes if repeated more than thrice. Consider tools like Scribe for this.
  • Financing options for wholesale include: pooling funds with investors, sourcing from family and friends, exploring options like the Plum Card (with 60-day net terms), or securing a line of credit.
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