What an authorized Amazon.ca reseller does for a brand
A plain guide for brands deciding whether to work with one reseller on Amazon.ca, and what to ask before agreeing.
What authorized means
An authorized reseller buys from the brand, or from a distributor the brand has approved, and sells within terms the brand sets: which marketplaces, which countries, the minimum advertised price and how listings should look.
On Amazon, each product has one product page. Several sellers can offer the same item on that page, and Amazon decides whose offer appears first, based largely on price, availability and seller performance.
Why brands choose one reseller
One accountable seller makes it easier to keep pricing consistent with other retailers and to keep stock available on Amazon.ca.
Every unit can be traced to a purchase from the brand or its authorized distributor, which keeps the supply chain clean.
An authorized reseller does not by itself stop other sellers. Brands that want more control also use their distribution agreements, Amazon Brand Registry and, for some products, Amazon Transparency codes.
How the wholesale model works
In a wholesale arrangement the reseller buys the stock, so it carries the inventory risk. It ships the goods to Amazon fulfilment centres, Amazon delivers to customers, and the reseller reorders from the brand as products sell.
This is different from an agency, where a company manages the brand's own Amazon account for a fee, and from consignment, where the brand keeps ownership of the stock until it sells.
Questions to ask a reseller
- Where will you sell, and will you confirm that in writing?
- How will you follow our minimum advertised price?
- Will you buy only from us or our authorized distributors?
- How will you make sure labelling meets Canadian rules?
- What size is your opening order, and how will you reorder?
- Who is our contact for listing or brand questions?