Guides » Sourcing Stock

The Amazon Sourcing Strategy That Really Works

By Andrew Tjernlund

This hugely successful Amazon sourcing strategy doesn’t depend on importing, private labeling or "perfect products" and it's hard to compete against.

The Amazon Sourcing Strategy That Really Works

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Jeremy G

Loved the article! I’m from MN and met your brother actually. I’m just getting started and trying to figure out the best way to get my feet wet. Building a broad catalog from the get go sounds pretty intimidating for me since I don’t have a ton of cash and I’m just getting started. Would you recommend starting in a category where I see potential for expansion and pick one or two products to start? Or diversify early on from day one and get a few products out there? This article was inspiring and very helpful. Thanks for the value!… Read more »


Replying to Jeremy G

Great article, thank you.
My question would be: Can you list some US suppliers for us to look into. I find it hard to find them. The only one that I found is Kole imports, but their products are not good quality.
Thank you, that would be of great value.

Andrew Tjernlund

Replying to Irene

This is way too broad of a question for me to answer specifically. There are thousands out there. Pick a theme (sailing, mountain biking, roofing materials, fingernail biting) and just start searching as if you were shopping. What brands do you see? How is their success on Amazon? Any brands have products with a lot of reviews, but are have many products that are NOT on Amazon? Any products have a lot of reviews with no one Prime? These are no-brainers. I will add that it sure helps to pick a category for which you have at least some knowledge.… Read more »

Andrew Tjernlund

Replying to Jeremy G

Thanks for the question, Jeremy. I would recommend starting with a category for which you have at least some knowledge. Even a hobby or a small interest. If you know enough to be able to compare products and brands for the category then you probably know enough to reach out. A broad catalog is the end goal–you won’t reach it right out of the box. However, the point I try to make is that going all in on one product is fraught with risk. Let me explain by example: Let’s say you are going to offer Halo Sweatbands (google it).… Read more »


Thanks this very useful article Andrew. I currently sell a private label brand on Amazon and have come across a domestic brand I’d like to approach to see if they will allow us list their products on Amazon. They currently do not sell on Amazon (FBA or FBM) and the price of their products is quite high ($150 – $300 range). I was thinking of asking if they dropship and go the FBM route. My first question is would the FBM/dropship route be a little risky if they don’t fulfill the orders on time, putting our account in jeopardy? Second… Read more »

Andrew Tjernlund

Replying to Brent

Brent, my advice would be not to spend your time trying to optimize their listing. Make the connection, put up an offer and move on. Take what comes easily and then move on. I guess one of my main points is that time spend optimizing a listing after a certain point provide little and ever decreasing returns. So, adding another product is become a lot better use of your time. You won’t know if the dropship stuff will work in terms of them hitting lead times or getting you a good price until you ask. Some stuff simply won’t work… Read more »

Lauri Flaquer

Andrew this article is brilliant. You’ve done a really great job of explaining high level strategies that can help people make some real money on Amazon. I am glued to YouTube learning all I can about how to increase my revenue from my Amazon store but you have been instrumental in helping me figure it out.

Thanks so much for appearing on my show and if anyone wants to get some more solid principles from Andrew they could tune in to hear what he has to say here,

Thanks Andrew you rock!


Thoughts on using web sites that offer “Honest” product reviews in exchange for free or deeply discounted product to their subscribers? We have been standing on principle and not participating in that process. We were first with this niche product and have about 150 4-5 star reviews that grew slowly over 2 years. Nothing breeds competition like success – now we have 5-6 new competitors using that service, each adding 20-30 positive reviews per month – all with the “product for review” disclaimer in review. Are we fighting a loosing battle? Do we jump in the mud with the rest… Read more »

Andrew Tjernlund

Replying to Cynthia

Cynthia, the whole product for review is a shell game. The number one determinant of search rank is sales, short of maybe being sold directly by Amazon. Number of reviews is a small factor in the search engine algorithm and if your legitimate sales are a lot more powerful than a massive number of review. Plus, and this is not scientific, but once you reach a certain number of reviews you are already in the “legitimate” category and they lose there influence. A better value with 350 reviews is not going to get crushed by a similar item for 10%… Read more »


I said it once and I’ll say it twice: you and your brother are the smartest people I know in the Amazon game. Anyone that follows your advice will get far in this game (hopefully it’s me!).

Great article Andrew! I just hope you wrote articles like this more often 🙂

Andrew Tjernlund

Replying to Ivan

Thanks! I’ll let Will know too!

Viet Bui

Hello Mr. Tjernlund thanks for the article. I’ve learned a lot. I never thought about going to a US Supplier because all I ever hear about is China(Alibaba). One quick question when you list your product do you create your own listing or do you piggyback off an existing one?



That’s a second vote on you and your brother being on it. The two best Amazon pieces I’ve read period.

So I have 2 brands I want to approach, love what your saying, but don’t yet have a track record to point to or industry connections. My question is it possible to get exclusivity at the start, or do I need to become a seller of them on Amazon (do the brand registry) and once I’m moving enough product push exclusivity with them?


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