Why vetting matters
Authorizing a reseller puts your brand in someone else's hands. The right partner protects your price and reputation. The wrong one can start a price war, attract counterfeit complaints or leave you policing listings for months.
These ten questions will tell you a lot in a single conversation. We've included what a good answer sounds like, and the red flags to watch for.
1. Where will you buy our products?
A good answer: Only from you or a distributor you've authorized. They should be able to name the source and show invoices.
Red flag: "Wherever we can find the best price" or vague answers about "suppliers".
2. Will you sign our MAP policy and reseller agreement?
A good answer: Yes, before they list or sell anything.
Red flag: Hesitation, or asking to start selling first.
3. How do you set prices, and do you use repricing software?
A good answer: MAP is a hard floor in any tool they use, and price changes are checked against your current MAP.
Red flag: "Our software handles it" with no mention of a floor.
4. What will you do if another seller breaks MAP?
A good answer: Hold price and tell you what they've seen.
Red flag: "We'll match whatever the market does."
5. Will you change our listing content?
A good answer: No changes without your approval. They use your images and copy.
Red flag: Plans to "optimize" your listing or upload their own photos.
6. How do you size your orders?
A good answer: Orders based on expected sell-through, with steady reorders.
Red flag: A very large opening order with no plan to sell it at MAP.
7. What happens to leftover stock if we part ways?
A good answer: Sell through at or above MAP, or return or transfer it on agreed terms.
Red flag: "We'll liquidate it."
8. What documents can you share?
A good answer: Business registration, EIN or W-9, sales tax permit, resale certificate and a storefront link, promptly.
Red flag: Reluctance to show basic business documents.
9. How do you handle returns and damaged units?
A good answer: Inspected, and never resold as new if opened or damaged.
Red flag: Returned items going straight back into stock.
10. Who will we actually talk to?
A good answer: A named person who can make decisions.
Red flag: A generic inbox and slow, scripted replies.
Our answers
We wrote this guide because we'd like to be asked these questions. Our answers are on our practices pages, and we're happy to go through them with you. Get in touch.