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Starting your Amazon FBA wholesale journey is exciting—but it can also feel like standing at the base of a mountain, uncertain of which path to take.

With so many moving parts to consider, from finding brands to managing inventory, it’s natural to feel a bit overwhelmed at first.

The good news? You don’t need to figure it all out at once. We have broken down your first 90 days into manageable weekly focuses and leveraging powerful free tools like Keepa and Snov.io, so you’ll build momentum without the stress. This roadmap will guide you through establishing your Amazon FBA wholesale business one step at a time, ensuring you’re always moving forward with clarity and purpose.

Let’s transform that initial uncertainty into confident action!

MONTH 1: FOUNDATION AND RESEARCH

Week 1: Setup and Education

Your first week is all about getting oriented and setting up the infrastructure for your business.

Take this time to create your Amazon Seller account, connect your banking information, and start familiarizing yourself with Seller Central’s interface.

This is also your week to absorb foundational knowledge. Learn the difference between wholesale, arbitrage, and private label models, and understand why wholesale offers distinct advantages for building a sustainable business. Spend time learning about FBA fees and how they’ll impact your profitability calculations.

A crucial step this week is setting up Keepa, the free Amazon price and sales rank tracker. Install the Keepa browser extension and create a free account—this invaluable tool will become your best friend for product research. Take some time to learn how Keepa graphs show historical pricing and sales rank data, giving you insights that most beginning sellers miss.

Remember, this educational phase is an investment, not a delay. The knowledge you gain now will save you countless hours and dollars down the road.

Every successful Amazon seller started exactly where you are now.

Week 2: Finding Your Focus and Finances

This week, take a clear-eyed look at your starting capital and determine how much you’re comfortable investing in inventory.

Being realistic about your budget now prevents cash flow problems later. Set aside a portion for operating expenses and unexpected costs—this buffer will give you peace of mind as you grow.

Next, begin exploring product categories. Rather than trying to sell everything, identify 3-5 categories that interest you and seem to have reasonable competition levels.

We recommend categories like Home & Kitchen, Sports & Outdoors, and Kitchen & Dining. This focused approach will make your research more efficient and your expertise more valuable to potential suppliers.

Start practicing your product research skills using Keepa. Look at how the sales rank fluctuates over time—stable ranks typically indicate consistent sales.

The Keepa graphs also reveal how many sellers have competed for the Buy Box historically and whether Amazon itself comes in and out as a seller. This visual data helps you spot patterns that raw numbers might miss, giving you a competitive edge even as a beginner.

As you develop these scouting skills, remember that they improve with practice.

Don’t expect perfection immediately.

Instead, celebrate each new insight about sales rank, competition metrics, and profitability calculations. You’re building muscles that will serve you throughout your Amazon career.

Week 3: Developing Your Brand Approach

Now it’s time to identify potential brand partners. Create a list of 20-30 brands within your chosen categories, focusing on those with quality products but manageable competition on Amazon.

Look for brands that might be underrepresented on the platform—these often make the best wholesale opportunities.

This week, set up your free Snov.io account—this powerful email finder tool will become essential for your brand outreach. Many brands don’t prominently display their wholesale contact information, but Snov.io can help you discover the right decision-makers’ email addresses. The free plan gives you enough credits to get started with your first wave of contacts.

Prepare professional communication materials this week.

A well-crafted email template and simple business overview will make a world of difference in how brands perceive you.

Remember, you’re positioning yourself as a valuable retail partner, not just another buyer.

When you send your first wave of outreach emails using the contacts you’ve found through Snov.io, start with just 10 brands. This smaller batch allows you to refine your approach based on initial responses before scaling up.

Each reply (or lack thereof) offers valuable information about what works and what doesn’t in your communication strategy.

Week 4: Learning Product Selection & Ordering

Use this week to develop clear criteria for the products you’ll carry.

Rather than chasing every opportunity, define the parameters that make a product worth your investment. Consider factors like price point, competition level, and sales velocity.

Deepen your Keepa analysis skills by learning to interpret the “Keepa Sales Rank” feature, which estimates how many units sell per month.

This information is gold for inventory planning.

Take some time to set up Keepa alerts for products you’re considering—this free feature notifies you of price changes and helps you spot potential opportunities without constant manual checking.

Start preparing for your first orders by understanding purchase orders, payment terms, and inventory tracking systems. These business fundamentals might not seem exciting, but they’re crucial to running a profitable operation.

As the month closes, identify 3-5 brands for your initial test orders.

Planning these first purchases carefully will give you valuable experience with minimal risk. Remember, these aren’t just product orders—they’re your first steps toward building meaningful supplier relationships.

MONTH 2: FIRST ORDERS AND OPERATIONS

Week 5: First Orders and Supplier Relationships

The excitement of placing your first purchase orders marks a significant milestone in your business.

Start small—orders under $1,000 let you test the waters without overcommitting. Save all order confirmations and track expected delivery dates carefully.

Use this week to begin nurturing supplier relationships. A quick follow-up call after placing an order can help establish a personal connection. Ask questions about their preferred ordering processes and timelines.

These conversations often reveal valuable information about potential volume discounts or exclusive products down the road.

Continue reaching out to new potential brands while following up with previous contacts. As your Snov.io skills improve, try using its domain search feature to find purchasing managers and wholesale directors—these specific contacts often yield better results than generic “info@” addresses.

Remember that an email found through Snov.io directly to the right person can be worth dozens of generic contact form submissions.

Each conversation builds your confidence and refines your approach.

Remember that supplier relationships are the foundation of a successful wholesale business—invest time in them from the beginning.

Week 6: FBA Preparation and Shipping

Now comes the tangible part of your business—handling physical products!

Set up a dedicated space for preparing inventory, even if it’s just a corner of your home. Having the right supplies ready—polybags, labels, packing materials—makes the process smoother and more professional.

When your first orders arrive, take time to thoroughly inspect the products and check them against your purchase orders.

This quality control step protects your seller metrics and builds customer trust.

Learn to create FBA shipments in Seller Central and properly label products according to Amazon’s requirements.

Before shipping your products to Amazon, double-check their current selling prices and competition using Keepa.

Sometimes market conditions change between ordering and receiving inventory, and this quick verification step can help you adjust your pricing strategy if needed.

Sending your first shipment to Amazon is a moment worth celebrating!

Take photos to commemorate this milestone. Document the process carefully so you can refine and streamline it with future shipments.

Remember, every successful Amazon seller had a “first shipment day”—you’re following in the footsteps of thousands who started just like you.

Week 7: Listing Optimization and FBA Management

While waiting for your inventory to be received at Amazon’s fulfillment centers, focus on optimizing your product listings.

Check for any errors or improvement opportunities, and make sure you’re properly matching existing ASINs rather than creating duplicates.

This is also the perfect time to learn about FBA inventory management strategies. Understanding storage fees, inventory placement, and restock alerts will help you make smarter decisions about future orders.

Don’t worry about mastering everything immediately—focus on building functional knowledge you can apply right away.

Start using Keepa’s tracking features to monitor how your products perform once they go live.

The sales rank trends will help you understand how quickly your inventory is selling, giving you concrete data for making reorder decisions rather than relying on guesswork.

As data starts coming in from your first shipments, prepare for a second wave of orders.

Use what you’ve learned to refine your process, whether that’s adjusting order quantities or trying one or two new suppliers. Each cycle of ordering gets smoother and more intuitive.

Week 8: Sales Analysis and Process Refinement

Your first sales data is gold—it shows you what’s actually happening, not just what you predicted.

Take time to analyze which products are performing well and calculate your actual versus projected margins.

This reality check helps guide future purchasing decisions.

Keepa becomes even more valuable now as you can compare your sales performance with historical patterns.

Are your products selling as expected based on their Keepa history?

This analysis helps you determine whether price adjustments might improve your sell-through rate or if you should hold steady with your current strategy.

Now is the perfect time to document your processes.

Creating simple standard operating procedures for key activities like product research and inventory preparation might seem tedious, but it pays dividends as your business grows. These systems free your mental energy for strategic thinking rather than remembering routine steps.

Develop a reordering strategy based on your early sales data.

Understanding when to restock helps you maintain inventory levels that maximize sales while minimizing storage fees. This balance becomes easier with experience, so be patient with yourself as you learn.

MONTH 3: SCALING AND OPTIMIZATION

Week 9: Scaling Your Operation

With two months of experience under your belt, you can begin negotiating better terms with suppliers who have proven reliable.

Don’t be shy about discussing volume discounts or extended payment terms—these conversations are expected in wholesale relationships.

Launch a more ambitious brand outreach campaign using Snov.io’s more advanced search features.

The platform’s Boolean search capabilities can help you find very specific contacts like “purchasing manager” or “wholesale director” at your target companies. Your pitch will be stronger now because you can speak from experience and possibly share success stories from your existing products.

Each “yes” gets easier as your business develops a track record.

Use Keepa’s data to identify which of your products have the most stable demand and prices—these are often the best candidates for negotiating larger orders with suppliers. Having specific performance metrics to reference makes these conversations more professional and productive.

Review your capital allocation and cash flow patterns from the first two months.

Adjust your inventory investments based on actual performance data, focusing resources on products and brands that deliver consistent results. Smart financial management is what transforms a hobby into a sustainable business.

Week 10: Advanced Product Selection & Inventory Management

You’re ready for more sophisticated product research techniques.

Use Keepa’s competitive analysis features to identify products where Amazon frequently goes out of stock or where there are few consistent sellers.

These situations often represent opportunity gaps you can fill.

Look beyond the obvious opportunities to find product bundles, multipacks, or seasonal items that might offer competitive advantages. Your growing experience helps you spot potential winners that were invisible to you 60 days ago.

Take time to review your inventory performance metrics in Seller Central. Address any issues with stranded inventory and optimize your storage-to-sales ratio. These small adjustments can significantly impact your profitability and Amazon selling privileges.

Place your third wave of orders with confidence, potentially increasing quantities with suppliers who have proven reliable. Your relationships are maturing, making negotiations easier and often more favorable.

Every reorder builds your credibility as a consistent retail partner.

Week 11: Building Operational Efficiency

After nearly three months of operation, you can identify which tasks consume most of your time.

Focus on creating efficiencies in these areas through templates, batch processing, or improved workflows. Time saved on routine activities can be reinvested in growth opportunities.

Set up systematic Keepa tracking for all your inventory items to automate some of your monitoring work. Customized alerts can notify you when prices drop below certain thresholds or when competition changes significantly, allowing you to react quickly without constant manual checking.

Consider whether your product preparation process could benefit from optimization or even outsourcing.

Compare the costs of prep centers versus handling everything yourself. As your volume increases, what made sense at the beginning might not be the most efficient approach now.

Establish clear customer service procedures that maintain your reputation while minimizing time spent on individual issues.

Simple templates and systems for handling returns and feedback can protect your seller metrics without consuming hours of your day.

Week 12: Long-Term Growth Planning

The final week of your first 90 days is perfect for comprehensive business analysis.

Calculate your overall ROI and identify your most profitable products and suppliers. Keepa’s historical data helps you see which items have maintained consistent performance over time—these often form the backbone of a sustainable wholesale business.

Develop specific growth targets for the next 90 days, focusing on 3-5 key areas for improvement. Whether that’s adding new SKUs, improving margins, or expanding into a new category, clear goals keep your business moving forward with purpose.

Optimize your Snov.io workflow for scaling brand outreach.

Create templates for different types of suppliers and refine your follow-up sequences based on what’s generated the best response rates. Consider upgrading to a paid plan if your volume justifies it—the time saved in finding decision-makers often pays for itself in productive relationships.

Explore automation possibilities that could free you from routine tasks.

From inventory alerts to sales data analysis, technology can handle many aspects of your business, giving you more time to focus on relationships and strategy.

These systems are what allow successful wholesale businesses to scale beyond the limitations of a single person’s time and attention.

Your Wholesale Journey: Beyond the First 90 Days

Congratulations on completing your first 90 days!

What seemed overwhelming at the beginning now feels more manageable as you’ve broken it down into weekly focuses and built your knowledge systematically.

The foundation you’ve established—supplier relationships, product knowledge, and operational systems—positions you for sustainable growth.

Your toolkit has expanded beyond just your Amazon Seller account. Keepa has become an essential companion for product research and performance tracking, while Snov.io has opened doors to supplier relationships that might have remained hidden. These free tools give you capabilities that wholesale sellers just a few years ago would have paid thousands of dollars for in specialized software.

Success in Amazon wholesale comes from consistent effort applied in the right directions.

The sellers who thrive aren’t necessarily the ones who started with the most capital or connections, but those who remained persistent, learned from each experience, and continuously improved their processes.

Your path forward will include expanding your brand relationships, refining your product selection criteria, and building systems that allow your business to grow beyond what you can personally manage day-to-day.

With each new supplier and successful product, your confidence and capabilities will increase.

The wholesale model offers something special that other Amazon selling strategies often don’t—the opportunity to build a true business with valuable assets and relationships.

By focusing on legitimate brand partnerships and sustainable practices, you’re creating something that can provide value to suppliers, customers, and yourself for years to come.

Your first 90 days are just the beginning of what could become a transformative business journey.

Stay curious, keep learning, and trust the process you’ve begun.

The Amazon wholesale ecosystem rewards those who approach it with professionalism, patience, and persistence—qualities you’ve already demonstrated by methodically building your foundation these past three months.

What exciting possibilities will your next 90 days hold?

Here’s the thing – the opportunities on Amazon haven’t disappeared. They’ve evolved. And many potential entrepreneurs are sitting on the sidelines because of myths and misconceptions that simply aren’t true in 2025.

Today, we’re pulling back the curtain and busting the most persistent myths that might be keeping you from building your Amazon business in no time at all. 

The Amazon Landscape in 2025: Quick Facts

Before diving into the myths, let’s ground ourselves with some current Amazon statistics:

• Amazon Prime now boasts over 275 million subscribers globally as of Q1 2025
• The marketplace hosts more than 11 million third-party sellers worldwide, we don’t mind competition
• Third-party sellers account for approximately 62% of Amazon’s total sales volume, and growing annually
• The average successful new Amazon seller can reach $42,000 in monthly sales within 12 months
• E-commerce sales are projected to hit $7.5 trillion in 2025, with Amazon capturing approximately 13% of the entire global market

Now, let’s tackle the most common myths one by one:

Myth #1: “The Amazon gold rush is over – it’s too saturated now.”

We hear this constantly. “Dan and Dylan, you got in early when it was easy!”

Let’s be clear: The landscape has changed, but the opportunity is still massive. In fact, Amazon added over 3,000 new sellers… yesterday. And they’ll add roughly that many today, tomorrow, and the next day.

Why? Because there’s still plenty of room. Amazon’s overall growth continues to outpace seller growth. With Amazon expanding into new markets and product categories continuously, new niches emerge daily. Existing brands are flourishing, and new brands jump on Amazon daily. 

In 2025, successful Amazon sellers aren’t competing in the same overcrowded spaces – they’re finding untapped potential in:

• Emerging product categories (sustainable alternatives, smart home innovations)
• Underserved demographics (aging population, Gen Alpha consumers)
• Specialized problem-solving products (not just “me too” items)

The barriers to entry haven’t disappeared – they’ve shifted. Today’s successful sellers need to be more strategic, but the rewards for those who navigate the marketplace intelligently are higher than ever.

Myth #2: “You need a warehouse to sell on Amazon.”

This myth stops countless potential entrepreneurs before they even start.

The truth? Amazon’s Fulfillment by Amazon (FBA) program has evolved to be even more accessible in 2025. Here’s how the process actually works:

1. You source products (which can be shipped directly from suppliers)
2. Send those products to Amazon’s fulfillment centers
3. Amazon stores, packs, and ships your products when they sell nationwide
4. They even handle customer service and returns
5. You are fully reimbursed for their warehouse damaging goods or in transit damages

Your “warehouse” is Amazon’s sophisticated global fulfillment network. We built our 8-figure business initially by leasing a 1 million square foot warehouse space, but as the FBA program grew to over One Hundred fulfillments centers nationwide we realized this was becoming a relic of the past. Nowadays 100% of our products are shipped regularly without us ever touching them. No leasing a warehouse or storage units, or filling up your garage!

In 2025, Amazon has expanded its fulfillment network with over 185 facilities in the US alone, making the logistics even smoother for sellers.

Myth #3: “You need huge capital to start selling on Amazon.”

This is perhaps the most pervasive myth – and the furthest from the truth.

We launched our Amazon business on a $500 credit card! Today, with Amazon’s Small and Light program and the rise of low-MOQ (Minimum Order Quantity) manufacturers, you can realistically start with as little as $500-$2,000.

Here’s a breakdown of minimum startup costs in 2025:

• Amazon Professional Seller Account: $40/month
• Initial inventory: $500-1,500 (depending on your products)
• Misc costs: $50-500 depending on your state

The key isn’t having massive capital – it’s being strategic about your first product selection. Look for items with:

• Relative competition-to-demand ratio
• Reasonable price points ($15-50 range)
• Small and lightweight characteristics (reduces inbound shipping and FBA fees for more ROI)
• Good margin potential (aim for at least 15% profit margin)
• Boring, stable products make the easiest flip month to month

We’ve mentored sellers who started with a single product and a modest investment, then reinvested profits to grow sustainably.

Myth #4: “You need to be tech-savvy to succeed on Amazon.”

Amazon has invested billions in making their seller platform more user-friendly each year. In 2025, Amazon Seller Central is more intuitive than ever, and Amazon’s Seller University provides step-by-step guidance on every aspect of the business.

Many successful Amazon sellers we know wouldn’t consider themselves “tech people.” The platform is designed for accessibility, not complexity.

Beyond Amazon’s own resources, there’s an enormous ecosystem of user-friendly tools designed specifically for non-technical sellers:

• Listing creation tools with templates
• Inventory management systems with automated reordering
• Simplified keyword research tools
• One-click PPC campaign managers

The technical barriers that existed a decade ago have been systematically removed. If you can use social media or online banking, you have the technical skills needed to manage an Amazon business. Many of the tools we use everyday are free to use with any Amazon seller account. 

Myth #5: “It takes months to get your Amazon business running.”

With today’s streamlined processes, you can go from zero to selling in approximately one week. Here’s a realistic timeline for Week 1 depending on your state:

Step 1: Set up Amazon Seller Account and LLC (using formation services, this can be done in 24 hours)

Step 2: Use free software for product research and email via brand’s website

Step 3: Use data on software tools to order your estimated monthly sales and ship to Amazon FBA

Now watch as Amazon makes deposits every other week into your bank account. The bureaucracy and paperwork that once delayed new businesses has been largely digitized and simplified. Services like ZenBusiness or Incfile can form your LLC in 24 hours in most states. Amazon’s seller onboarding has been streamlined significantly since we started.

Myth #6: “You need to master complex advertising strategies.”

Most of our products had healthy sales volume before we jumped on the listing, and we do not run ads at all on them. That being said, Amazon’s advertising platform has evolved to be increasingly user-friendly. The basic Sponsored Products campaigns can be set up in minutes with almost no learning curve.

In 2025, Amazon offers intelligent campaign automation that helps optimize your advertising spend. Their machine learning algorithms continue to improve targeting, bidding, and placement optimization.

While advanced advertising knowledge can certainly improve performance, a simple approach can get you started:

1. Set up automatic targeting campaigns with conservative bids
2. Let them run for 1-2 weeks to collect data
3. Use Amazon’s “Suggested Keywords” report to identify performing search terms
4. Create targeted campaigns based on those findings

We’ve seen new sellers achieve advertising cost of sales (ACoS) in the 15-25% range with minimal expertise – more than workable for a profitable Amazon business.

Myth #7: “Success on Amazon is just luck.”

Perhaps the most dangerous myth is that success on Amazon comes down to luck or timing.

After helping hundreds of new sellers launch and scale their Amazon businesses, we can confidently say that success follows patterns and principles. We have it down to a science based on these principles:

• Deep analytics on product research with free software tools
• Quality products direct from brands and their authorized distributors
• Ideal pricing using Seller Central’s base Automatic Pricing features
• Consistent inventory management built into Seller Central to keep reorders consistent
• Proactive problem-solving with our immense online community

In 2025, with more data and tools available than ever before, building a successful Amazon business is more science than art. The outcomes are increasingly predictable when you follow proven processes.

The Real Barriers to Amazon Success

So if these common beliefs are myths, what actually separates successful Amazon sellers from those who struggle?

In our experience, the true barriers are:

1. Analysis paralysis: Getting stuck in endless research without taking action
2. Perfectionism: Waiting for the “perfect” product instead of launching and learning
3. Inconsistency: Treating Amazon as a side hobby rather than a business
4. Fear of competition: Being intimidated rather than inspired by successful sellers
   

Summary: The Amazon Myths, Busted

• Myth: The market is too saturated. Truth: New opportunities emerge daily as Amazon expands.
• Myth: You need a warehouse. Truth: Amazon’s FBA program is your fulfillment solution.
• Myth: You need huge capital. Truth: Start with as little as $500-1,500.
• Myth: You need tech expertise. Truth: Amazon’s platform is designed for all skill levels.
• Myth: You must win the Buy Box. Truth: Sharing the Buy Box is our main moneymaker
• Myth: It takes months to launch. Truth: You can be selling within a week or two tops.
• Myth: Success is just luck. Truth: Success follows formulaic patterns and processes.
  

Your Path Forward

The e-commerce revolution isn’t over – it’s just getting started. The question isn’t whether opportunities exist, but whether you’ll overcome these myths and seize them. If you’ve been holding back from starting your Amazon journey because of these myths, 2025 might be your year to take action.

Here’s your opportunity to join us on our next free Workshop waiting list. Click below to sign up and you’ll even get our Wholesale 101 Guide to hold you over for now: https://www.thewholesaleformula.com/waitlist/

About the Authors: Dan and Dylan have been selling on Amazon since 2011, building an 8-figure business across multiple brands and categories. They share free content and resources to help new sellers navigate the Amazon marketplace making it better for all sellers. A rising tide favors all boats afterall.

You can’t turn anywhere these days without hearing about tariffs.

As of April 2025, the U.S. and China have implemented 100%+ tariffs on each other, with no signs of either side blinking.

But here’s the thing – at The Wholesale Formula, we don’t follow politics closely or take sides. 

Full stop.

What do we do? We help keep you prepared for WHATEVER might come your way.

We adjust our businesses based on economic realities. 

For Amazon wholesale sellers, these developments create both challenges and opportunities.

While we can’t predict exactly how long these tariffs will remain in place or whether a recession will materialize, one thing is clear: being prepared is better than being caught off guard. 

This guide will help you position your Amazon wholesale business to not just survive but potentially thrive during economic uncertainty.

Economic Context & Relevance

How Economic Uncertainty Affects E-commerce and Amazon Selling

The current economic climate presents a complex picture for Amazon sellers. Economic uncertainty indices are at their highest levels since the pandemic, and this uncertainty has real effects on consumer behavior and business operations. For Amazon sellers specifically, tariffs create several immediate challenges:

Higher import costs are squeezing profit margins, particularly for private-label sellers sourcing from Chinese manufacturers. Many sellers are facing difficult decisions about whether to absorb these costs or pass them on to consumers through price increases.

Yet history shows that e-commerce often displays resilience during economic downturns. Some analysts predict Amazon could gain retail market share during this period as consumers hunt for better values and deals online. The platform’s vast selection and competitive pricing become even more attractive when consumers are price-sensitive.

Why Wholesale May Be More Resilient Than Other Amazon Business Models

The wholesale model offers several advantages during economic uncertainty:

1. Lower Inventory Risk: Unlike private label, wholesale typically requires smaller initial investments and allows for more agile inventory management.
2. Established Brand Demand: You’re selling products that already have market recognition and established demand, reducing the need to build brand awareness during a time when marketing budgets may be tight.
3. Supplier Flexibility: Wholesale sellers can more easily pivot between products, categories, and even suppliers as market conditions change.
4. Geographic Diversification: Wholesale sellers can often more quickly shift sourcing to different countries to avoid the highest tariffs, compared to private label sellers who may have significant investments in specific manufacturing relationships.

Consumer Behavior Shifts During Recessions

Understanding how consumer priorities change during economic downturns is crucial for Amazon wholesale sellers looking to maintain sales velocity.

How Spending Patterns Change

When economic uncertainty rises, consumer purchasing behavior shifts in predictable ways:

1. Essential vs. Discretionary: Consumers prioritize necessities over luxuries. Basic items like toothpaste, deodorant, shampoo, and toilet paper remain in steady demand regardless of economic conditions.
2. Trading Down: Shoppers seek less expensive alternatives within categories they still need to purchase. They may switch from premium brands to more affordable options while still purchasing within the same product category.
3. Value Redefinition: The perception of “value” changes. Customers place greater emphasis on durability, multi-functionality, and cost-per-use rather than luxury features or status.

Categories That Typically See Growth During Economic Uncertainty

Some product categories actually see increased demand during economic downturns:

1. Home Cooking Supplies: As consumers cut back on dining out, kitchenware and cooking essentials often see increased sales.
2. DIY and Repair Products: Items that help extend the life of existing possessions become more popular than replacement purchases.
3. Affordable Self-Care Items: The “lipstick effect” refers to the historical pattern where even during major downturns like The Great Depression, sales of small affordable luxuries like lipstick increased.
4. Home Entertainment: Products that provide entertainment value at home typically perform well when people cut back on outside entertainment expenses.

Resilient Product Selection Framework

Adapting your inventory strategy for economic uncertainty requires a methodical approach to product selection.

Specific Categories That Historically Perform Well in Recessions

Based on historical data, these categories tend to maintain steady demand during economic downturns:

1. Personal Care Essentials: Products like toothpaste, soap, shampoo, laundry detergent, dish soap, toilet paper, and paper towels are labeled “consumer staples” because they’re always in demand.
2. Basic Food Items: Shelf-stable and essential grocery items typically maintain strong sales.
3. Home Cleaning Products: Household cleaning supplies are essential for daily life and often overlooked when people are trying to save money.
4. Budget-Friendly Children’s Items: Parents prioritize spending on their children even when cutting back elsewhere.
5. Pet Care Products: Pet owners typically maintain spending on their pets regardless of economic conditions.

Price Point Considerations for Recession-Resistant Products

The sweet spot for recession-resistant products typically involves:

1. Mid-Range Pricing: Products at extremely high price points face resistance, but the absolute cheapest options may raise quality concerns. Look for established brands with mid-range options.
2. Value Pack Opportunities: Products that offer bulk savings or multi-packs often perform well as consumers calculate cost-per-unit more carefully.
3. Cost-per-Use Ratio: Items with a lower cost-per-use (like a durable kitchen tool that will be used hundreds of times) maintain appeal even at slightly higher price points.

Diversification Strategies Across Multiple Categories

Retailers with broad and diversified product ranges are typically more recession-resistant as they can meet varied customer needs and adjust their offerings based on changing consumer preferences. Consider these diversification approaches:

1. Essential/Discretionary Balance: Maintain a portfolio that includes both recession-resistant essentials and higher-margin discretionary items.
2. Cross-Category Hedging: Diversify across categories that respond differently to economic conditions to create natural hedging.
3. Price-Tier Coverage: Offer good/better/best options within categories to capture both trading-down and quality-conscious customers.

Marketing and Positioning Adjustments

During economic uncertainty, how you present your products becomes even more important than what you sell.

How to Adjust Product Listings to Emphasize Value

1. Highlight Durability and Longevity: Emphasize quality construction and long-term reliability in bullet points and descriptions.
2. Feature Multi-Functionality: Showcase how one product can serve multiple purposes, reducing the need for additional purchases.
3. Showcase Cost-Effectiveness: Calculate and display the cost-per-use or savings over time compared to alternatives.
4. Value-Based Comparisons: Without directly naming competitors, create comparison charts that emphasize your product’s value advantages.

PPC Strategy Changes During Economic Uncertainty

Your advertising approach may need adjustments:

1. Focus on Converting Search Terms: Shift budget toward high-intent, transactional keywords rather than broad awareness terms.
2. Bid Strategy Adjustments: Industry experts recommend careful monitoring of pricing strategies, as Amazon might suppress the buy box if prices are raised too quickly or too high.
3. Essential Category Emphasis: Increase ad spend on your most recession-resistant categories while potentially reducing investment in highly discretionary offerings.

Customer Retention Focus vs. Acquisition

Retailers with strong brand loyalty can remain resilient during a recession, as loyal customers may continue patronizing the brand despite economic challenges. Consider these strategies:

1. Post-Purchase Communication: Follow up with buyers to ensure satisfaction and build relationships.
2. Repeat Purchase Incentives: Offer loyalty discounts or bundles to encourage existing customers to return.
3. Customer Service Excellence: Outstanding service becomes an even stronger differentiator during economic uncertainty.

Preparing Your Business Now

The current tariff situation creates immediate challenges but also potential advantages for prepared Amazon wholesale sellers. As Amazon’s CEO Andy Jassy recently noted, many third-party sellers have flexibility to source products from outside China to avoid the highest tariffs.

By focusing on recession-resistant categories, emphasizing value in your marketing, and diversifying your product mix, you can position your Amazon wholesale business to weather economic uncertainty and potentially gain market share while less-prepared competitors struggle.

Remember, recessions don’t affect all businesses equally. 

Those who prepare thoughtfully often emerge stronger when economic conditions improve.

In the rollercoaster world of Amazon selling, personal development isn’t just a nice-to-have — it’s your secret weapon for dominating the marketplace.

As 8-figure Amazon sellers who’ve weathered the storms and celebrated the victories, we’ve discovered that continual growth directly impacts your bottom line. 

And let’s be clear, there is NEVER a wrong time to level up your personal development game.

Beyond Tactics: Why Personal Growth Makes or Breaks Amazon Sellers

Let’s be honest—none of us knows everything. 

We’re all limited by our own experiences and perspectives.

By actively seeking new knowledge and fresh skills, you unlock innovative approaches that your competition misses completely.

For those of us crushing it on Amazon, personal development goes deeper than just business tactics. 

It transforms you into a more adaptable, strategic thinker who can pivot when Amazon changes the rules (again).

When we improve ourselves personally, we automatically become better business owners. I’ve seen this pattern repeated among every successful seller in our community.

I’d be happy to convert the blog from first person to second person. Here’s the revised version:

The Time Trap: How Top Sellers Make Growth Non-Negotiable

“I don’t have time for personal development” is the number one excuse we hear from struggling sellers.

But here’s the truth… 

Successful sellers don’t find time—they make time because they recognize personal growth as their ultimate competitive advantage.

Running an Amazon business can consume every waking moment if you let it. Trust us, we’ve been there—answering customer messages at midnight while researching products at dawn.

The breakthrough came when we started implementing intentional scheduling. By blocking specific times for personal development—whether reading, taking courses, or simply reflecting on your business—you ensure that growth remains your priority.

This defensive approach to time management prevents inventory issues and customer service fires from stealing every minute of your day.

Sleep: Your Secret Performance Enhancer Most Sellers Ignore

While everyone else obsesses over the latest Amazon hack, the highest performers recognize that sleep quality directly impacts decision-making and productivity.

We discovered this the hard way after making a $20,000 inventory mistake during a sleep-deprived week.

Creating a structured evening routine transformed our business performance. 

Consider implementing a “power-down hour” before bed—no screens, no Amazon metrics, just relaxation that prepares your brain for deep, restorative sleep.

For those struggling with consistent sleep, set a non-negotiable bedtime and wake time. Even when you don’t immediately fall asleep, maintaining this rhythm trains your body and mind over time.

Remember: Quality sleep isn’t a luxury—it’s your competitive edge in the Amazon jungle.

Breakthrough Strategies: How Smart Sellers Stay Ahead of the Curve

Challenge Your Assumptions: The Power of Opposing Viewpoints

One game-changing approach we’ve implemented is intentionally exposing ourselves to perspectives that contradict our own.

In the Amazon world, it’s dangerously easy to get trapped in an echo chamber where everyone follows identical strategies.

By joining communities with completely different approaches—even outside e-commerce entirely—we’ve identified unique opportunities that our Amazon competitors completely missed.

This cross-pollination of ideas led to our most profitable product line ever. When your strategies can withstand scrutiny from diverse perspectives, they’re typically stronger and more effective in the marketplace.

Cultivate Relentless Curiosity

Rather than obsessing over becoming the absolute best at one narrow aspect of Amazon selling, aim to become highly proficient across multiple areas.

This versatility became our superpower when Amazon suddenly changed their inventory limits last year.

We’ve personally benefited from learning phases—deeply exploring one topic for a few months before moving to another area. This approach has built a diverse knowledge base that helps us solve complex challenges in our business.

Bridge the Generation Gap for Maximum Insight

Some of our most valuable insights have come from intentionally connecting with sellers of different ages.

Younger sellers often bring fresh technological insights and consumer trends, while older generations offer wisdom about business fundamentals that transcend platform changes.

This cross-generational approach has helped us bridge the gap between timeless business principles and cutting-edge marketplace tactics.

Consider mentoring a younger seller or seeking guidance from someone with decades of business experience. 

The perspective shift alone is worth it.

Master Self-Understanding for Strategic Advantage

Understanding your unique strengths, weaknesses, and working style might be the most powerful competitive advantage on Amazon.

When we finally recognized our natural productivity patterns and structured our business accordingly, our profitability doubled within six months.

This self-knowledge determines which tasks to focus on personally and which to delegate. For example, if data analysis energizes you but customer service drains you, restructure your role to emphasize the former and outsource the latter.

Balance is key—while playing to your strengths makes sense, occasionally tackling challenging tasks builds the resilience every Amazon seller needs for long-term success.

Power Tools: Resources That Transform Amazon Sellers

Mind-Expanding Books for Marketplace Dominance

Several books have transformed our approach to Amazon selling:

“Extreme Ownership” by Jocko Willink revolutionized how we handle setbacks in our business.

“Eat Their Lunch” by Anthony Iannarino provided strategies for standing out in Amazon’s increasingly crowded marketplace.

“The Untethered Soul” and “Stop Doing That Sh*t” addressed the mental barriers that were secretly holding our business back from scaling.

Audio Education for Amazon Entrepreneurs on the Move

The MF CEO Project breaks down business principles in ways that transformed our Amazon operations.

Contrarian Cash Flow exposed us to business models outside the typical e-commerce box, revealing new opportunities within our existing Amazon business.

LinkedIn Learning offers hundreds of courses on both technical and soft skills that have helped us develop a more well-rounded approach to selling.

Daily Practices That Compound Into Amazon Success

Meditation starts our day with mental clarity before tackling the countless decisions of marketplace management.

Reading daily, even just 15 minutes, keeps us exposed to new ideas that we regularly apply to our Amazon business.

Scheduled breaks, like our sacred afternoon coffee time where we completely disconnect, prevent burnout and often lead to our most innovative business solutions.

Your Action Plan: Implementing Personal Development Into Your Amazon Business

Make personal development non-negotiable by scheduling it into your calendar—we block 7-9 AM daily for growth.

• Prioritize sleep quality as the foundation for all your business decisions.
• Seek out people who challenge your assumptions about Amazon selling.
• Balance leveraging your strengths with occasionally pushing your comfort zone.
• Create structured routines that maximize both productivity and rest.
• Cultivate curiosity across multiple disciplines rather than narrow expertise.
• Connect with sellers of different ages and backgrounds for perspective.
• Understand your unique working style to optimize your business structure.
• Read daily to expose yourself to new ideas and approaches.
• Take regular breaks to prevent burnout and foster creativity.

By implementing these personal development practices, you’ll not only become a more effective Amazon seller but also build a business that sustains you for the long haul.

In the competitive Amazon battlefield of 2025, sellers committed to personal growth consistently outperform those focused solely on tactics and strategies.

We’ve witnessed this transformation in our own business and in the hundreds of sellers in our community who prioritize personal development alongside business skills.

What personal development practice will you implement first?

When we first started building relationships with brand owners, we were just like you – uncertain about how to stand out in a crowded marketplace.

Creating meaningful partnerships with brand owners changed everything for us. 

It’s the cornerstone of sustainable success in the Amazon ecosystem. As established 8-figure sellers, we’ve seen firsthand how providing exceptional value to brands can transform simple wholesale relationships into thriving long-term partnerships.

Let’s dive into what actually works.

1. Getting the Fundamentals Right

Position yourself as an extension of their brand rather than just another sales channel. This mindset shift transformed our business.

Key fundamentals to master:

• Put the brand’s interests first to drive mutual success
• Shift from being just a retailer to becoming a trusted consultant
• Lead with education to demonstrate expertise
• Start meaningful conversations with the right questions

The most successful Amazon sellers (ourselves included) understand that putting the brand’s interests first ultimately drives mutual success. When we made this switch, everything changed – suddenly we weren’t just retailers, we became trusted consultants and partners.

One of the most accessible ways to provide immediate value is through education. Many brand owners lack in-depth knowledge about the Amazon marketplace, its nuances, and optimization strategies.

To effectively begin this value-creation journey, start by asking the right questions.

“How can we help you?” might seem basic, but it opens the door for meaningful dialogue. For brands that aren’t sure what they need (which is common), try focusing the conversation on bigger picture objectives.

2. Moving Beyond Timidity

We remember when we were too afraid to be direct with brands.

Confidence-building approaches:

• Transition from asking to recommending
• Present specific strategies instead of open-ended questions
• Position yourself as the expert they need
• Tailor your recommendations to each brand’s priorities

As your experience grows, you’ll likely find yourself moving away from a timid approach to a more directive one. Initially, asking what the brand wants seems like the right move, but often they don’t know what they need to succeed on Amazon. 

That’s where your expertise becomes invaluable.

Instead of endless open-ended questions, consider presenting the brand with specific strategies and recommendations. This approach positions you as the expert they need and demonstrates confidence in your ability to drive results.

When first working with brands, you’ll likely focus on standard optimization tasks: evaluating listings, merging duplicates, addressing UPC and brand registry issues, and implementing comprehensive listing optimizations.

3. Creating Distinctive Value and Building Strong Relationships

Want to know how we beat out major agencies for brand partnerships?

Differentiation strategies that work:

• Leverage your unique background and expertise
• Emphasize personalized service over corporate approaches
• Be more responsive than larger agencies
• Maintain proactive communication, even for small updates

To truly stand out and develop lasting partnerships with brands, you need to move beyond the standard optimizations that every Amazon seller offers. This is where your unique background and expertise can become your greatest differentiator.

Everyone in this space brings a different set of skills and experiences to the table.

When competing against larger agencies, we’ve consistently won brand partnerships by emphasizing the personalized service that only a smaller operation can provide. While large agencies often use polished sales teams to acquire clients before passing them to junior account managers, we emphasize continuity and personal attention.

Responsiveness is another critical differentiator.

Brand owners deeply appreciate partners who handle issues promptly without needing to be prompted. This level of service creates a relationship where the brand feels comfortable reaching out directly with urgent matters, knowing they’ll receive immediate attention.

4. Beyond Amazon: Expanding Your Value Proposition

Some of our strongest partnerships have nothing to do with Amazon at all.

High-value expansion opportunities:

• Shopify store development and optimization
• Packaging redesign consultation
• Expansion to other marketplaces like Walmart
• Holistic business strategy beyond just Amazon

Some of the most successful value propositions extend beyond the Amazon marketplace. Helping brands with their Shopify stores, packaging redesigns, or expanding to other marketplaces like Walmart can significantly deepen your relationship.

When brands see that you understand their business holistically rather than just their Amazon presence, they’re more likely to view you as a strategic partner rather than a tactical service provider.

5. The Compensation Question: To Charge or Not to Charge?

This is probably the question we get asked most often.

Effective compensation models:

• Incorporate services into your wholesale relationship
• Use service fees for brands with limited sales volume
• Consider pass-through costs for external resources
• Set minimum ad spend requirements when managing ads
• Include minimum payment provisions in commission structures
• Explore cost-sharing models for shared investment

One of the most common questions among Amazon sellers is whether to charge brands separately for value-added services and, if so, how much. There’s no one-size-fits-all answer, but several models have proven effective.

The most straightforward approach is incorporating these services into your wholesale relationship. 

In this model, you don’t explicitly charge for services because you’re compensated through your margin on product sales.

For instance, if you generate $200,000 in gross profit from a brand annually through retail sales, it might be difficult to justify additional service fees. In such cases, positioning your services as investments rather than expenses can preserve the relationship while ensuring you’re adequately compensated for your work.

However, not every brand will generate sufficient revenue to justify this approach.

For newer brands with limited sales volume, a service fee structure might be more appropriate. In these cases, be transparent about costs and ensure your pricing reflects the actual work involved.

6. The Importance of Transparency and Communication

Let us tell you a story about when we got this wrong.

Communication best practices:

• Detail all resources you’re investing in a brand’s success
• Never make significant changes without consultation
• Be clear about what’s included in your base offering
• Distinguish between standard services and additional fees
• Document everything in writing, even informal agreements

Regardless of your compensation model, transparency is paramount. 

If you’re investing resources in a brand’s success, make sure they understand the value of those investments.

Similarly, never make significant changes to a brand’s presence without prior consultation. Their brand is their identity, and they need to feel in control of how it’s presented. The goal is for improvements to happen for them, not to them.

When determining what services to include in your base offering versus what warrants additional fees, consider the scope of work originally discussed. Services like listing optimization might be standard, while creating a website or redesigning packaging would typically require separate discussion and compensation.

7. Key Takeaways for Building Valuable Brand Partnerships

Here’s what we’ve learned after years of building these relationships:

Essential partnership principles:

• Position yourself as an extension of the brand
• Provide education to demonstrate expertise
• Listen carefully to understand priorities
• Present confident recommendations
• Leverage your unique background and skills
• Emphasize personalized service and responsiveness
• Maintain proactive communication
• Consider expanding beyond Amazon
• Be strategic about compensation models
• Always maintain transparency
• Respect brand ownership and identity
• Calculate ROI for both parties

By thoughtfully applying these principles, you can transform transactional relationships into strategic partnerships that drive lasting success for both your business and the brands you represent.

Remember that in the Amazon ecosystem, your expertise and commitment to brand success are your most valuable assets—leverage them accordingly.

We didn’t know this when we started, but now we do. And so do you.