Choosing a wholesale supplier is one of the few decisions in an online or Amazon selling business that’s genuinely hard to reverse quickly. Stock is ordered in bulk, cash is committed upfront, and lead times mean a bad choice doesn’t show up for weeks. It’s worth being deliberate before the first purchase order goes out.
1. Ask for real documentation, not just a price list
A serious supplier can produce trade references, proof of authenticity for branded goods, and clear terms on returns and damaged stock. If a supplier is reluctant to provide any of this before a first order, treat that as the answer.
2. Understand who actually holds the stock
Some “suppliers” are brokers reselling from someone else’s warehouse, adding a layer of delay and risk you can’t see from a price sheet. Ask directly: do you hold this stock, or source it per order? Both models can work, but you need to know which one you’re dealing with, especially for lead-time planning.
3. Check minimum order quantities against your actual sell-through
A supplier’s MOQ tells you as much about your own cash flow risk as it does about the product. Before committing, model how long that MOQ would take to sell through at a realistic (not best-case) velocity — and whether the resulting FBA storage cost changes the math.
4. Get compliance right before volume, not after
For cosmetics, personal care, and household products in particular, regulatory compliance (ingredient declarations, safety data sheets, UK/EU-specific labelling) needs to be confirmed before the first shipment, not discovered when a marketplace suspends a listing. Ask the supplier directly what compliance documentation they provide as standard.
5. Start with a smaller trial order
Even with strong references, a smaller first order that tests packaging quality, actual lead time versus quoted lead time, and communication responsiveness is worth the marginally worse unit economics. It’s the cheapest insurance available against a bad long-term relationship.
Why this matters for supply, not just for us
We source and supply 50+ international consumer brands to online and Amazon sellers, and every one of the checks above is one we apply on our own sourcing side before a brand goes into our portfolio. If you’re evaluating us as a supplier, the same questions apply — see our brand portfolio or get in touch with what you’re looking to stock.