Building a successful Amazon wholesale business hinges on your ability to establish relationships with brand owners.
But if you’ve spent any time reaching out to potential partners, you’ve likely encountered the dreaded “no” in various forms.
These objections can feel like roadblocks, but experienced sellers know they’re actually doorways to opportunity — if you know how to navigate them.
In this comprehensive guide, we’ll explore the most common objections you’ll hear from brand owners and provide proven strategies to overcome them.
Drawing from the experiences of successful Amazon sellers who have built seven-figure businesses, you’ll learn how to transform rejection into productive conversations and, ultimately, profitable partnerships.
Understanding the Common Objections
Before you can overcome objections, you need to recognize the most common ones you’ll encounter.
More importantly, you need to understand what these objections really mean beneath the surface.
“We Don’t Accept Any More Amazon Sellers”
This is perhaps the most common objection you’ll hear, and it’s tempting to take it at face value and move on.
However, experienced sellers know this statement rarely means what it appears to.
“To me, that just tells me that I need to understand or get at why they’re saying that,” shares one successful Amazon seller. “You can quickly get past that to a real objection, whether that’s logistical problems or their brand presence being trashed by crappy resellers.”
What this objection typically indicates:
- They’ve had negative experiences with Amazon sellers in the past
- Their brand is being misrepresented by current sellers
- They feel their Amazon presence is out of control
- They don’t know how to manage their Amazon channel effectively
“We Only Work with Brick and Mortar Stores”
This objection often comes from brands with a traditional retail mindset who haven’t adapted to the digital marketplace.
“Whenever I hear that objection, ‘we only sell to brick and mortar stores,’ I feel like with almost a 90 percent accuracy, I could tell you what their packaging looks like,” notes one seller, highlighting how this objection often correlates with outdated business practices.
What this objection typically indicates:
- The brand has limited understanding of e-commerce
- They value the physical shopping experience
- They haven’t recognized how online and offline channels complement each other
- They may have concerns about pricing conflicts between channels
The Hidden Objection: “I Don’t Understand Amazon”
Many objections mask a simpler truth: brand owners often find Amazon intimidating and complex.
“The brand owner has no concept of Amazon and that’s really scary,” explains a veteran seller. This lack of understanding creates fear, and that fear manifests as resistance.
What might indicate this hidden objection:
- Vague or contradictory concerns about Amazon
- Questions that demonstrate fundamental misunderstandings
- Statements like “Amazon is out of control” or “Nobody can fix it”
- References to isolated negative experiences with the platform
The Mindset Shift That Changes Everything
Before diving into specific tactics, it’s essential to approach objections with the right mindset.
This mental shift is often what separates successful Amazon sellers from those who struggle.
Focusing on the Next Call, Not the Account
One of the most transformative approaches is changing your goal from “opening an account” to “getting the next call.”
“The goal of your call is to get the next call, not to open up a wholesale account. And that changes everything,” explains a successful seller. “It lowers the emotional anxiety that you’re going to have.”
This shift reduces pressure, making you more relaxed and authentic during conversations.
It also positions you as a consultant rather than a salesperson, building trust that leads to stronger relationships.
Becoming a Problem Solver, Not a Seller
Successful Amazon sellers don’t view themselves as merely selling products – they see themselves as solving problems for brand owners.
“Our role is to uncover what their biggest problem is, and you never really know what it is until you ask,” shares a seller who regularly lands major accounts.
By repositioning yourself as someone who solves Amazon-related challenges, you transform the conversation from “Please let me sell your products” to “Here’s how I can help improve your business.”
Building Relationships vs. Making Transactions
The most successful Amazon wholesale businesses are built on relationships, not transactions.
“People want to work with people that they like,” notes one seller. “If you’re on a call and you’re chill and you’re having a good conversation, you’re not pushy or pitchy, you’re more likely to turn people from a standoffish or a no to a yes.”
Investing time in relationship-building might seem slower initially, but it yields stronger, more profitable partnerships in the long run.
Practical Strategies for Overcoming Objections
Now that we’ve covered the mindset approach, let’s explore specific strategies for addressing common objections.
The Pattern Interrupt Approach
When a brand owner says they don’t want more Amazon sellers, try this counterintuitive approach: agree with them.
“We’ve taken the pattern interrupt approach, which is to agree with them and say, ‘that’s exactly right. You don’t want more sellers, including even us potentially. But really what’s going on? How has Amazon and the current sellers hurt you or your brand?'”
This unexpected response disrupts the typical conversation pattern, creating an opening for a more productive discussion about their real concerns.
The Power of Asking “Why”
Simple but effective, asking “why” helps you dig beneath surface objections to uncover the true obstacles.
“Ask why until you can’t ask why anymore,” advises a seller who built his business with this approach. “Make them walk themselves towards their own solution.”
For example:
- “We don’t want more Amazon sellers.” Why?
- “Because they wreck our listings.” Why does that happen?
- “Because they don’t follow our guidelines.” What guidelines are most important to you?
Each “why” gets you closer to understanding their real concerns, which is the first step to addressing them.
Defining Quality Partnership on Your Terms
When brand owners mention quality, take control of the narrative by defining what quality means.
“I object to them using that word quality,” explains one seller. “What is a quality Amazon seller? Here’s a really short checklist of things that your Amazon seller should be doing. Use that to square up your current sellers and see how they’re doing.”
By providing concrete criteria for what makes a good partner, you position yourself as knowledgeable while subtly highlighting the shortcomings of their current arrangements.
Pre-Call Research That Sets You Apart
Preparation demonstrates professionalism and allows you to identify problems the brand owner might not even be aware of.
“She goes into every call with what we call a PCR, pre-call research,” explains one seller about their process. “It’s just a quick 15-minute one-sheet that tells us the high points.”
Even basic research can yield powerful insights:
- Who has the banner ad for their brand name?
- Are their listings optimized?
- Do their products have appropriate ratings and reviews?
- Are there policy violations in their listings?
Identifying these issues gives you valuable conversation points to demonstrate your expertise.
Communication Tactics That Get Results
How you communicate with brand owners can significantly impact your success rate. Here are tactics that have proven effective for successful sellers.
The Simple Email That Gets Responses
Many sellers overthink their initial outreach. Sometimes, simplicity is the most effective approach.
“We start by sending just an opening email, just a real one-sentence, sign my name, no details,” shares one seller. “The goal is just to get a warm body to respond.”
This approach works because it doesn’t overwhelm the recipient and feels personal rather than automated. Once they respond, you can follow up with more information and a request for a call.
Moving From Email to Phone Call
While email is convenient, phone conversations are where relationships are built and objections are overcome.
“The second you get on the phone with somebody, everything changes,” emphasizes a seller who previously relied primarily on email. “They hear your voice. You can hear their energy, you match their energy.”
Even if you’re comfortable working through email, prioritize getting on the phone whenever possible, especially when facing objections.
Becoming “A Good Hang” (Likability Factor)
Personality matters in business relationships. Being someone people enjoy talking to can overcome many objections.
“You’re only going to get work if you’re a good hang, meaning people want to hang out with you,” explains a seller who came from the audio industry. “If you’re chill and you’re having a good conversation, you’re more likely to turn people from a standoffish or a no to a yes.”
This doesn’t mean being inauthentic, but rather bringing your best self to conversations—being personable, attentive, and genuinely interested in their business.
What to Do When You Don’t Know the Answer
Many sellers feel pressure to have all the answers immediately.
Ironically, admitting when you don’t know something can build credibility.
“Don’t be afraid of telling a brand that you don’t know something,” advises one experienced seller. “The only people that are afraid of admitting their own deficit of knowledge is somebody that isn’t a master.”
Instead of guessing, say something like: “That’s a great question. I want to make sure I give you the most accurate information, so let me research that and get back to you tomorrow.”
Case Studies in Action
Let’s look at how these strategies play out in real situations:
Case 1: From “No More Amazon Sellers” to Brand Partnership
A nutritional supplement company initially rejected all Amazon inquiries with their standard “no more Amazon sellers” response.
Instead of accepting this, a seller asked why and discovered their primary concern was unauthorized sellers disrupting their MAP pricing.
The seller walked them through Amazon’s brand registry and demonstrated how a controlled wholesale relationship would actually help eliminate unauthorized sellers. After a presentation showing pricing violations by current sellers, the brand signed on for a test order, which has since grown into a six-figure partnership.
Case 2: Transforming “Brick and Mortar Only” to Omnichannel
A legacy brand with a strict brick-and-mortar-only policy initially dismissed all Amazon inquiries. Rather than arguing, a seller acknowledged the importance of their physical retail presence but asked if they’d noticed customers checking their products on Amazon while in stores.
This question opened a conversation about how Amazon could actually support their in-store sales through reviews and brand awareness. The seller provided a simple analysis showing how their competitors were benefiting from an omnichannel approach. Three months later, the brand opened a wholesale account and has since expanded their e-commerce strategy.
Remember: Persistence Wins the Day
While tactics and strategies matter, the single most important factor in overcoming objections is persistence.
“The thing that makes people successful is not being skilled or talented. It’s just the most persistent, whoever tries the hardest wins,” emphasizes a veteran seller.
Every successful Amazon wholesale business has faced countless objections.
What separates the winners is their willingness to keep going, to learn from each interaction, and to refine their approach continually.
Remember that each objection is an opportunity to demonstrate your value, to build understanding, and to establish yourself as a trusted partner. The brands that initially object the most strongly often become your most valuable accounts—because once you’ve overcome their concerns, you’ve proven your worth beyond doubt.
So the next time you hear “no,” don’t get discouraged.
Get curious.
Ask why.
Find the real objection.
And persist until you find the path forward that works for both you and the brand owner.
Your success in Amazon wholesale isn’t determined by how many objections you face, but by how effectively you transform those objections into opportunities.
