How to Write a Line Sheet for Wholesale (With a Sample Structure)

If you want to sell your product wholesale, at some point a buyer will say four words that stop most brand owners cold: "Send me your line sheet." If you don't have one, you look like a hobbyist. If you have a bad one, you make the buyer do work — and buyers who have to do work don't order.

A line sheet is the single document that turns interest into a purchase order. This guide covers exactly how to write a line sheet for wholesale: what belongs on it, how to lay it out, and how to actually use it in outreach so a buyer can decide to stock you without a single phone call.

What a line sheet actually is

A line sheet is a one-to-two-page, no-frills sales document that lists every product you sell wholesale, with the wholesale price, the retail price, and the terms a buyer needs to place an order. It is not a lookbook. It is not marketing. It is not your beautiful Amazon listing.

Think of it as the buyer's order form and your price list, merged. A good line sheet answers every question a buyer has — what is it, what does it cost me, what will it sell for, how many do I have to take, when can I get it — before they have to ask. The whole point is to remove friction between "this looks interesting" and "here's my PO."

What goes on a line sheet — the required fields

Every line sheet, in every category, needs these. Leave one out and you create a back-and-forth email that kills momentum.

• Your brand name and one line on who you are. Header, top of page. A logo is fine but not required.
• Contact + how to order. Name, email, phone, and one sentence: "To order, reply to this email or send a PO to orders@..."
• A product table. The core. One row per product (or per variant), with the columns below.
• Wholesale price per unit. This is the number the buyer pays you.
• MSRP / retail price. The number they'll sell it for. Buyers scan the gap between these two to gauge their margin instantly.
• SKU or item number. So the buyer can reference an exact product on their PO.
• Case pack / unit size. How the product ships — "sold in cases of 12."
• MOQ (minimum order quantity). The smallest first order you'll accept.
• Payment terms. Net-30, credit card, deposit — whatever you offer.
• Lead time. How long from order to shipment.

If any of those terms are unfamiliar, we broke them all down in plain English in MOQ and wholesale terms explained. Getting the pricing itself right is its own job — see how to price wholesale products before you fill in that column.

The product table is the whole document

Buyers read the table first and the rest second. Keep it scannable — a real buyer will glance at it for ten seconds and decide whether to keep reading. Here's a sample structure for a single row:

SKU: DC-05-VAN · Product: 5oz Vanilla Dessert Cup · Case pack: 24 · Wholesale: $1.80/unit · MSRP: $4.50 · MOQ: 2 cases · Lead time: 5–7 days

Repeat that as a clean table with one row per item. Group by category if you have more than eight or ten products. Add a small product thumbnail per row if you can — it roughly doubles the sheet's usefulness and costs you nothing.

A full sample line sheet structure

Here's the layout, top to bottom, you can copy directly:

1. Header — brand name, logo, one-line positioning ("Small-batch dessert cups, made in Ohio").
2. Terms bar — a single row stating MOQ, payment terms, lead time, and shipping (FOB or prepaid). Putting these once at the top saves repeating them per product.
3. Product table — SKU, image, name, case pack, wholesale, MSRP, per category.
4. Ordering instructions — exactly how to place an order and who to reply to.
5. Footer — contact details, website, and the date/season the sheet is valid for.

That's it. One page if you can, two at most. A line sheet that runs to five pages is a catalog, and catalogs get skimmed, not ordered from.

How to actually build it

You do not need special software. The three formats buyers accept:

• A clean PDF exported from Google Docs, Canva, or a spreadsheet. Most common. Always send PDF, never an editable file.
• A Google Sheet for a large catalog a buyer will filter and reorder from.
• A simple two-column spreadsheet if you're dealing with a distributor who wants to import your SKUs directly.

Whatever you use, keep the visual noise low. Navy or black text, white background, one accent color, real product photos on white. The goal is legibility, not art direction. A buyer trusts a plain, complete line sheet more than a gorgeous, incomplete one.

How to use a line sheet in outreach

A line sheet is a closing tool, not an opening one. Do not lead a cold email with a PDF attachment — attachments tank deliverability and nobody opens a file from a stranger.

Instead: open with a short, personal note (the structure we lay out in cold email templates for wholesale outreach), and offer the line sheet as the low-friction next step. "Happy to send our line sheet — want me to?" Then attach it once they say yes, or link it. That small permission step gets the sheet in front of a buyer who's actually reading it, instead of a spam filter.

When a buyer does open it, the sheet should let them order without another email. That's the test of a good one: can a busy buyer go from your line sheet to a PO with zero follow-up questions? If yes, you built it right.

Keep it current

Update your line sheet every season, or whenever a price or MOQ changes. Put the valid-through date in the footer so a buyer never orders off stale pricing. Send the current version proactively to accounts you already have — a fresh line sheet is a natural, non-pushy reason to re-open a conversation and land a reorder.

Where the line sheet fits in the bigger picture

The line sheet is one piece. You still have to find the right buyers, get to the actual decision-maker, and send outreach that earns the "yes, send it." That whole front-half — finding businesses that would stock your product and reaching the buyer directly — is exactly what ASINBuyer automates: you paste an Amazon ASIN, five AI agents find matching B2B buyers, write outreach in your voice, and book the calls. You bring the line sheet; the platform brings the buyers.

Build a clean, complete line sheet once, and you'll use it in every wholesale conversation you have. Then get it in front of the right people — start with your ASIN and let the agents build your buyer list.