How to Find Amazon FBA Wholesale Suppliers [LNIM156 Transcript]

Hook

Where do Amazon FBA wholesale suppliers actually come from? In this episode I answer the most frequently asked question about Amazon wholesale: do you find the product first or the supplier first? I break down both approaches and explain why an abundance mindset matters more than your sourcing strategy.

What You Will Learn

• Two methods for finding wholesale suppliers: supplier-first and reverse wholesale sourcing
• How to approach distributors and request product lists
• Why an abundance mindset beats a victim mentality in business
• How to turn competitor success into motivation

Episode Summary

This episode opens with a mindset story from coaching youth baseball. After getting outplayed by a clearly superior team, my 11-year-old players did not feel sorry for themselves. Instead, they saw the other team's success as evidence that they could play at that level too. That abundance mindset — seeing competition as validation rather than discouragement — applies directly to your business.

If other people are succeeding in the space you want to enter, that is proof it can be done. The question is what they are doing better that you can learn from.

Listener Danny Mullen asked the most common Amazon FBA wholesale question: do you select the product first or the supplier first? The answer is you can do it either way.

Supplier-first approach: Find wholesale distributors through trade shows, attendee lists, online directories, or cold outreach. Contact them, explain you are an online retailer, and request their product catalog. These catalogs often contain thousands of items with UPC codes and wholesale pricing, which you can then analyze for profitable Amazon opportunities.

Reverse wholesale sourcing: Start with a product you spot in a store or online. Research the manufacturer, contact them, and ask who their authorized distributors are. When you reach out to that distributor, you can say the manufacturer referred you. This gives you a warm introduction and access to their full catalog — not just the one product you started with.

Either way, you end up with a relationship with a wholesaler and a list of products to analyze for profitability on Amazon.

The episode also challenges you to do a self-assessment on negativity. Are you spending energy complaining about things outside your control? That energy could be going into your business instead. Focus on what you can actually change.

Key Takeaways

1. There are two valid approaches to finding suppliers. Go supplier-first through trade shows and outreach, or use reverse wholesale sourcing starting from a product.
2. Trade shows are goldmines. Wholesale distributors attend trade shows specifically to find new retail customers like you.
3. Reverse sourcing gives you a warm introduction. Saying “the manufacturer referred me” opens doors with distributors.
4. Competitor success is evidence, not a threat. If others are winning in your space, it proves the opportunity exists for you too.
5. Stop spending energy on things you cannot control. Redirect that time and focus into productive action on your business.

What Has Changed Since This Episode

• Amazon gating has expanded. More product categories now require approval or documentation to sell. Always check current category restrictions before investing in inventory.
• Online sourcing tools have improved. Software for analyzing wholesale catalogs against Amazon listings has become more sophisticated and accessible.
• Amazon fees have increased. Factor in current FBA fee structures when calculating profitability. Margins that worked in 2018 may not hold today without adjustment.

Resources

• Amazon FBA Wholesale Explained [LNIM155]
• Late Night Internet Marketing Facebook Community
• Subscribe to Late Night Internet Marketing

Take Action

Pick one approach this week. Either find a trade show in your niche and request an attendee list, or walk into a store, find a product you find interesting, and trace it back to the manufacturer and their distributors. One action beats a week of research. Subscribe on Apple Podcasts or Spotify.