Building Brand Relationships as an Amazon Wholesale Seller in Europe

Here's something that no tool, no course, and no scanning software can replace: a supplier who gives you better prices than your competitors, tips you off about new products before they hit the market, and lets you order on net-60 terms because they trust you.

Brand relationships are the moat in wholesale. Products can be copied, margins can be squeezed, but a strong relationship with a brand that prefers working with you? That's hard for competitors to replicate.

Building these relationships in Europe has its own dynamics — cultural nuances, language barriers, and business customs that differ from country to country. Here's how to navigate it.

Why Relationships Matter More Than Products

Most wholesale sellers spend 90% of their time looking for products and 10% building supplier relationships. Successful wholesale sellers flip that ratio as they grow.

A great supplier relationship gives you: lower prices over time (volume discounts, loyalty pricing), first access to new products (before competitors even know they exist), better payment terms (net-30, net-60 instead of prepayment), exclusive distribution rights (the ultimate competitive advantage — only you can sell their products on Amazon in your region), and protection from IP complaints (a brand that values you won't file complaints against you).

Products come and go. Buy Box prices fluctuate. Competitors enter and leave. But a supplier who sees you as a valued partner will actively help your business succeed. That's worth more than any single product deal.

Finding Brands That Welcome Wholesale Sellers

Not all brands want third-party Amazon sellers. Some have their own Amazon presence and actively remove resellers. Others welcome wholesale distribution because it extends their reach without requiring them to manage Amazon operations.

Look for brands that: don't sell on Amazon themselves (or sell only a fraction of their catalog), have products on Amazon with 3-8 sellers (indicating they allow third-party sales), have a "For Retailers" or "Wholesale" section on their website, exhibit at trade shows (brands at trade shows are actively looking for retail partners), and are small to mid-sized European brands without dedicated Amazon teams.

Avoid brands that: sell exclusively through their own Amazon account (1 seller on the listing), have Brand Registry and actively gate their listings, are large multinationals with existing distribution agreements (unless you're buying from their authorized distributor), or have a history of IP complaints against resellers.

Making First Contact: The Email That Gets a Response

Your first email to a brand or distributor is a sales pitch. You're selling yourself as a reliable retail partner. Most brands receive dozens of these emails. Here's how to stand out:

Be specific about who you are. Company name, where you're based, how long you've been selling on Amazon, and which marketplaces you cover. Don't be vague — "I sell on various online platforms" says nothing. "We sell on Amazon Germany, France, and Italy with a focus on health and household products" says a lot.

Show that you know their brand. Mention specific products you're interested in. Reference their existing Amazon presence (or lack thereof). "I noticed your [Product X] has strong demand on Amazon.de with a steady sales rank around 15,000, but there are only 2 sellers — I'd love to add distribution depth to that listing" shows you've done homework.

Explain the value you bring. Brands care about how you'll represent their products. Mention: your positive seller metrics, that you use FBA (reliable delivery), that you maintain MAP pricing (you don't undercut), and that you handle customer service.

Keep it short. Three paragraphs maximum. Brands are busy. Long emails get ignored.

Cultural Considerations Across Europe

Europe isn't a monolith. Business culture varies dramatically by country, and understanding these differences gives you an edge.

Germany: Direct and formal. Use "Herr/Frau [Last name]" in correspondence, not first names (unless they initiate). Germans value punctuality, thoroughness, and structured communication. Send detailed information upfront. Follow up on schedule. Be organized and professional. They'll respect you for it.

France: More relationship-oriented. The French value the personal connection more than the transaction. If possible, meet in person or have a phone call before expecting a wholesale deal. Be polite, slightly formal at first, and patient — building trust takes longer but the relationships tend to be deeper.

Italy: Warm and relationship-driven. Italians appreciate personal rapport. Expect longer negotiation cycles but also more flexibility once trust is established. If you can visit an Italian supplier in person, do it. A handshake over espresso goes further than 50 emails.

Spain: Similar to Italy — personal connections matter. Timelines can be more relaxed. Be patient with response times, but persistent in follow-ups (politely).

Netherlands and Nordics: Direct, efficient, and egalitarian. First names are common even in initial contact. Communication is straightforward — they appreciate honesty and efficiency over formality.

Growing the Relationship: From First Order to Key Account

The progression from new customer to valued partner follows a predictable path:

First 2-3 orders: Prove reliability. Pay on time. Order what you said you'd order. Don't complain about minor issues. Show that you're easy to work with. This is the audition period.

Orders 4-6: Start asking questions. Ask about upcoming new products. Ask about bulk pricing for larger orders. Ask about seasonal products or promotions. Showing genuine interest in their product line demonstrates you're thinking long-term, not just transactionally.

Orders 7-12: Negotiate better terms. By now you have a track record. Request: volume-based price tiers, net-30 payment terms (if not already), exclusive access to new product launches, and information about which products sell best in their other retail channels (gives you sourcing ideas).

After 12+ consistent orders: Discuss exclusivity. This is the prize. Ask the brand: "Would you consider giving us exclusive distribution on Amazon for [marketplace/region]?" Many smaller European brands will say yes because they value having one reliable, professional Amazon partner over managing multiple resellers. Exclusivity means no competition on the listing, better margins, and stable pricing.

Negotiating Pricing and Terms

Never lead with price. If your first question is "what's your best price?" you're signaling that price is all that matters to you. Brands hear this from dozens of sellers. Instead, lead with what you can do for them: marketplace coverage, professional listings, consistent ordering, brand protection on Amazon.

Volume-based tiers. Most suppliers have tiered pricing: order 100 units at €5, 500 units at €4.50, 1000 units at €4.00. Ask about these tiers early so you can plan your order sizes strategically.

Exclusive pricing for exclusivity. If you're requesting exclusive Amazon distribution, the brand should offer better pricing in return. You're committing to be their channel partner — that commitment has value. A 5-10% additional discount for exclusivity is reasonable.

Minimum Advertised Price (MAP) agreements. Some brands require you to maintain a minimum selling price on Amazon. This protects margins for everyone and prevents race-to-the-bottom pricing. Always honor MAP agreements — violating them is the fastest way to lose a supplier relationship.

What to Do When a Brand Says No

It happens. You reach out to a brand, they check their policy, and the answer is no. Maybe they don't work with Amazon sellers. Maybe they have an exclusive distributor. Maybe they just don't reply.

Don't take it personally. And don't give up permanently.

If they say they have an exclusive distributor: ask for the distributor's name. Contact the distributor directly. They might sell to you even if the brand itself won't.

If they say they don't sell through Amazon: revisit in 6-12 months. Brands that weren't interested in Amazon in 2024 might change their minds in 2026 as more of their competitors appear on the platform. You can also send them data showing how much their products are already selling on Amazon (through other sellers or importers) — this sometimes convinces brands that they should have an authorized seller managing their Amazon presence rather than letting the marketplace develop without their input.

If they don't reply: follow up once after 7-10 days with a brief, polite email. If there's still no response, try a different contact person at the company. Marketing departments sometimes say no reflexively; sales departments are more receptive to new retail channels. If a brand has a B2B or wholesale sales team, contact them directly rather than general inquiry addresses.

Trade Shows: Where Real Relationships Start

Trade shows are the single most effective way to build supplier relationships in Europe. You meet brand representatives face-to-face, sample products, and have real conversations that no email can replicate.

Key European trade shows for wholesale sellers:

ANUGA (Cologne, every 2 years) — the world's largest food and beverage trade show. Perfect for grocery category sellers.

Ambiente (Frankfurt, annual) — consumer goods, home, and kitchen. Thousands of exhibitors from across Europe.

Cosmoprof (Bologna, annual) — beauty and personal care. Ideal for health & beauty category sellers.

IFA (Berlin, annual) — consumer electronics. Major brands and emerging tech companies.

Spielwarenmesse (Nuremberg, annual) — the international toy fair. Essential for toy category sellers.

At trade shows, bring business cards, be ready to explain your Amazon business clearly in 30 seconds, and focus on building rapport rather than closing deals. The goal is to exchange contacts and follow up after the show with a proper wholesale inquiry. Most deals happen in the weeks after the trade show, not at the booth.

Maintaining Relationships Long-Term

Winning the account is one thing. Keeping it is another.

Communicate proactively. If you have a problem (damaged shipment, quality issue, shipping delay), tell your supplier immediately and professionally. Problems don't damage relationships; surprises do.

Share data. Brands love knowing how their products perform on Amazon. Send your supplier a monthly or quarterly summary: units sold per marketplace, average selling price, customer feedback highlights, and suggestions for packaging improvements or new product opportunities. This data is valuable to them and positions you as a strategic partner, not just a buyer.

Attend industry events. European trade shows (ANUGA, Ambiente, Cosmoprof, IFA, Spielwarenmesse) are where relationships are built and maintained. Meeting your supplier's team in person once or twice a year does more for the relationship than a hundred emails.

Pay on time. Every time. Without exception. Late payment is the fastest way to destroy a supplier relationship. If you can pay early, do it — suppliers remember the customers who make their accounts receivable easier.

The end goal isn't a list of 50 suppliers where you're just another order number. It's a portfolio of 8-12 suppliers who see you as a trusted partner, give you preferential pricing, and actively help you succeed. That's the foundation of a wholesale business that generates consistent, defensible profit for years.

Frequently Asked Questions

How do I contact brands to become a wholesale reseller?

Start by finding the brand's contact page or distributor application on their website. Send a professional email introducing your company, mentioning your Amazon experience and sales volume, and expressing interest in carrying their products. Attach your business registration and a brief company profile. Follow up after 5-7 business days if you do not hear back.

Should I mention Amazon when contacting wholesale suppliers?

Not in the initial outreach. Lead with your business entity and experience as a distributor. Once the conversation progresses, mention your "online marketplace presence" or "e-commerce channels." Many brands are cautious about Amazon resellers due to price competition concerns. After building rapport, discuss Amazon as one of your distribution channels.

What documents do suppliers require to open a wholesale account?

Most European suppliers require: business registration certificate, VAT number, trade license (if applicable), proof of warehouse/office address, bank reference, and sometimes a reseller certificate or authorization letter from an existing distributor. Have all documents ready in a professional PDF portfolio before reaching out.

How do I negotiate better pricing with wholesale suppliers?

Prove your value first: place consistent orders, pay on time, and demonstrate growing sales volume. After 3-6 months, request volume discounts (typically 5-15% off for larger orders). Ask about payment terms (net 30 or net 60) instead of just price reduction. Offer to purchase slower-moving SKUs alongside bestsellers for better overall terms.

What trade shows should I attend to find wholesale suppliers in Europe?

Top trade shows for Amazon wholesale sellers: AMAFEST (UK, dedicated to Amazon sellers), ISM Cologne (confectionery/snacks), White Label World Expo (multiple EU cities), PLMA Amsterdam (private label but great for wholesale contacts), and category-specific shows like Interzoo (pet products) or Ambiente (home goods). Budget EUR 500-1,500 per show including travel.

How do I get approved by suppliers who reject Amazon sellers?

Present yourself as a multi-channel distributor rather than just an Amazon seller. Offer to maintain MAP (Minimum Advertised Price) policy, agree to brand guidelines, and propose starting with a small trial order. Some suppliers warm up after seeing you handle other brands responsibly. Having a professional website and social media presence for your business helps significantly.