Why “Brand Management” Is The Biggest Untapped Opportunity For Amazon Sellers

Are you an Amazon seller looking to scale your business beyond the capital constraints of wholesale?

Brand management might be the solution you’ve been searching for.

Today, we’re breaking down what brand management is, how it differs from wholesale, and whether it’s the right move for your Amazon business.

Why Is Brand Management Such a Big Opportunity?

Brand management is often the natural evolution for successful Amazon wholesalers.

But what exactly go

“The difference between wholesale and brand management is in wholesale, we buy and sell under our storefront,” TWF Coach David says. “In brand management, you never actually buy anything—the brand sells under their own storefront and you manage that on the back end for a commission.”

This fundamental shift changes everything about your business model.

Wholesale vs. Brand Management: Key Differences

Capital Requirements

Wholesale: You purchase inventory upfront, tying up your capital.
Brand Management: No inventory purchases required—the brand owns the inventory.

Scalability

“With brand management, most of the logistics are under the brand, so you’re not having to handle any of that,” Coach Kendra points out. “You’re not using your own capital to buy products, so you’re actually able to expand a little bit more with the amount of brands you’re working with.”

Relationship Dynamics

Wholesale: The brand is your supplier; you are their customer.
Brand Management: The brand is your client; you provide them a service.

Responsibility Level

“Once you’ve got agreements in place, you’ve got to be the one who’s the problem solver,” Coach Joel emphasizes. “This is a client of yours and you are now servicing a client. Client Experience is more important for renewals than initial profits in the B.M. model”

Is Brand Management Right for You?

Not every Amazon seller is ready for brand management. Our experts unanimously agree: you should have some wholesale experience before beginning.

Before considering brand management, make sure you have:

Experience with Amazon: You need a deep understanding of Amazon’s ecosystem.
Established Brand Relationships: The strongest brand management opportunities often evolve from existing wholesale partnerships.
Systems and Processes: As Coach Kendra advises, “Make sure you have your systems and processes set up internally before you take on any brand management clients.”
Team Support: Brand management requires more hands-on management than wholesale.

Why Brands Say “Yes” (or “No”) to Brand Management

Some brands embrace brand management because:

They want Amazon presence without the headache of managing it
They recognize your expertise can drive better results
They want to sell directly to consumers without building an in-house team

Others may decline because:

They’re comfortable with their existing wholesale model
They prefer selling by the pallet
Their product doesn’t have enough Amazon search volume to justify the model
They prefer immediate cash flow from wholesale orders

Making Money with Brand Management

The typical compensation structure involves:

A commission percentage of sales (typically 3-10%)
A minimum monthly fee (floor) to ensure consistent income in case of any issues with brand onboarding, or future obstacles for the brand.

As our experts recommend: always work with an attorney to create a proper contract that clearly outlines all responsibilities and compensation structures.

How to Transition from Wholesale to Brand Management

Build Strong Relationships: “Make sure you’re having conversations, talking with them, checking in with them, see how their business is going,” Coach Hillary suggests.
Demonstrate Value: Show the brand what you’ve accomplished as their wholesaler, or as other brands’ manager.
Plant Seeds: “They may not be receptive to it the first time you talk to them about it,” notes Coach Kendra. “It may be something where you kind of plant that seed in their head.”
Solve Specific Problems: Coach David recommends highlighting concrete ways brand management could solve their current challenges: “We could ramp this up… if you’re brand management, now your margins are 30 percent higher and we have 30 percent more to advertise.”
Consider New Prospects: Don’t limit yourself to existing relationships. Look for brands already selling on Amazon but not doing it well.

Final Thoughts On Amazon Brand Management

Brand management represents a natural evolution for many successful Amazon wholesalers. While it eliminates the capital constraints of the wholesale model, it demands a higher level of expertise, responsibility, and client service.

By understanding when and how to make this transition, you can scale your Amazon business beyond what would be possible through wholesale alone.

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Ready to take your Amazon business to the next level? Sign up for our Waitlist at https://www.thewholesaleformula.com/waitlist/ to learn more about our community! Come join our successful sellers to learn advanced strategies for both wholesale and brand management.