Pitching retailers as an Amazon brand
The wholesale page has one job: let a retail buyer decide, without emailing you, whether your product could work in their store. That means it has to answer case pack, price, minimum order, lead time and terms on the page itself, and it has to end with a form short enough that a shop owner fills it in on a phone between customers.
Most Amazon brands build the opposite. A page that says "interested in stocking our products? get in touch" and a contact form. That page converts almost nobody, because the buyer has no idea whether the conversation is worth starting.
Open with who it is for
The first two lines should name the kinds of stores you want. "Our products are stocked by independent coffee shops, kitchen retailers and gift stores across the United States" does more work than any amount of brand language, because a buyer reading it immediately knows whether they are in or out.
It also filters. Being explicit about the store types you are set up for keeps you from spending an afternoon on an inquiry from a business you cannot supply. If you cannot ship internationally yet, say so here in one clause rather than three emails later.
Follow with one photograph of the product in a retail setting, not a white-background shot. The buyer is trying to picture it on a shelf. Help them.
State the trade terms in plain numbers
This is the section that separates a working page from a brochure. Put the real numbers on the page.
Case pack. How many units are in a case, and whether cases can be mixed across variants. A buyer who has to email to ask is a buyer who does not email.
Minimum opening order and minimum reorder. These are usually different, and the reorder minimum should be lower. A common shape for a small brand is a 250 dollar opening order and a 150 dollar reorder.
Wholesale price and any tiers. If you offer a better price at higher volume, show the ladder. If you do not, say the price is flat, which is itself a useful signal of fairness to a small shop.
Suggested retail price, which is the number they will check against Amazon.
Lead time in business days, split between in-stock and made-to-order if that applies.
Payment terms for a first order, which for most small brands is payment before shipping, with terms available after a few orders. Being clear about that up front avoids the awkward exchange later. Payment terms with retailers covers where to draw that line.
Freight: who pays, and at what order value shipping becomes included.
A worked example makes the page concrete. A 28 dollar retail candle, 14 dollars wholesale, case of 6, opening order of 250 dollars, which is three cases, shipped in five business days, freight included over 500 dollars. A shop owner reads that in fifteen seconds and knows whether to fill in the form.
Handle the Amazon question before they ask it
Every buyer looking at a brand with a strong Amazon presence has the same two worries, and if the page does not address them the first email will.
The first is price. They will check your listing while reading the page. If your Amazon price is lower than the retail price you suggest, the conversation ends there. Say plainly that your listed price is your suggested retail price and that you hold it. If you run frequent promotions, that is a problem to fix before the page goes up, not a line to write around. Price parity between Amazon and wholesale is the underlying decision.
The second is competition. A retailer wants to know whether the product they stock will be sold at a discount by three anonymous sellers on the same listing. If you have Brand Registry and a policy on resale, one sentence saying so is worth more than a paragraph of reassurance. Brands with an enforced policy should link it, and the argument for having one at all is in the authorized reseller program.
Answering both in four sentences turns your biggest perceived liability into evidence that you take the channel seriously.
Show the proof a buyer can use
Amazon gives you evidence nobody else in their inbox has. Use it as retail evidence, not as bragging.
Reviews translate directly: a product with a large body of consumer reviews has been tested by more customers than anything else on their shelf. Say the number and leave it there.
Reorder behaviour is the strongest signal. If a meaningful share of your Amazon buyers purchase again, say so in words rather than statistics, because a shop owner cares that the product gets used up and replaced.
Regional demand is the most underused. You know where your customers are. Telling a store in a specific metro that demand for the product is concentrated near them is the closest thing to a guarantee of sell-through you can honestly offer. How to pull and phrase that data is covered in Amazon brand analytics.
What to avoid: screenshots of Seller Central, sales rank badges without context, and anything a buyer would have to be an Amazon seller to interpret.
The line sheet and the downloads
Put a downloadable line sheet on the page rather than behind the form. The argument for gating it is that you collect leads; the argument against is that buyers compare four brands on a Tuesday afternoon and the one they can actually evaluate gets shortlisted.
The line sheet is one or two pages: product photo, item name, item number, case pack, wholesale price, suggested retail, and a small block with your terms and contact details. Nothing else. It exists so a buyer can put it next to two other line sheets and compare.
Also offer high-resolution product images, because the retailer who stocks you will need them for their own site and asking for them is a small friction that delays their launch.
The form, and only these fields
Six fields. Store name, contact name, email, store website or social account, city, and a single open box for what they are interested in. Nothing else.
Every extra field costs you completed forms, and the fields sellers add most often are the least useful. A resale certificate number is needed before you invoice, not before you reply, and asking for it up front reads as bureaucratic to a shop owner who is browsing. Ask for it in the reply, alongside the invoice. Resale certificates for Amazon sellers explains what you actually need to collect and when.
Set expectations under the button. One line: replies within one business day, and here is what you will receive. Then honour it, because the gap between an inquiry and your reply is the single biggest cause of lost first orders.
Keep it current, or it works against you
A wholesale page with a lead time from last year, a price you no longer honour, or a stockist list of two stores that closed does more damage than no page.
Put a review date in your calendar every quarter. Check five things: price, case pack, lead time, stockist list and whether the form still delivers to an inbox you read. The last one fails more often than any of the others, usually after a site change, and a form quietly emailing into nowhere for two months is a genuinely expensive mistake.
When the page is live, the next question is what happens to the inquiries. A saved reply with the line sheet, the terms and two questions back is enough to start, and answering wholesale inquiries as an Amazon seller has the shape of that reply.
If the hard part is knowing which store types to name in the first section, that is worth settling before you write anything else. Pasting your listing into WholesalePilot shows the kinds of retailers and distributors that would plausibly stock a product like yours, and naming three of them in the opening line is the change that makes the rest of the page write itself.