Introduction
When I first opened Alibaba, I was both thrilled and terrified. Thrilled, because within seconds I found hundreds of factories making exactly the product I wanted to sell on Amazon. Terrified, because I had no idea which of those manufacturers were legitimate and which would take my money and disappear.
Finding a product is only the first step when selling on Amazon. Tools like Helium 10 and Jungle Scout tell you what sells. What they don’t tell you is who will make that product for you with good quality, on time, and at a fair price. This is the task where beginners lose the most money.
In this article, I’ll show you how I find and vet suppliers on Alibaba. I’ll explain every term you’ll come across, step by step, from your first search to your first order.
If you’re just getting started and haven’t chosen a product yet, first download my free e-book on making money on Amazon. In it, I explain the entire process from idea to first sale.
What Alibaba Is and Why Amazon Sellers Use It
Alibaba is the largest online platform for B2B trade. B2B stands for “business to business,” meaning trade between companies. On Alibaba, you don’t buy a single item for yourself, but a larger quantity of goods from a manufacturer, which you then resell.
The platform is made up mostly of Chinese manufacturers and wholesalers, but you can also find suppliers from other Asian countries, Turkey, and Europe.
Alibaba appeals to Amazon sellers for three reasons:
- low per-unit prices, because you buy directly from the manufacturer,
- a huge selection, since almost every product is made by multiple factories,
- the ability to customize the product, such as your logo, packaging, or an improved design.
Alibaba is not the same as AliExpress. AliExpress is meant for buyers who order one or a few pieces at retail prices. Alibaba, on the other hand, is meant for larger orders at wholesale prices.
Terms You Need to Know
Before you start searching, memorize these few terms. You’ll run into them in every conversation with a supplier.
| Term | What it means |
| MOQ (Minimum Order Quantity) | the smallest quantity a supplier will accept in a single order |
| Private label | selling a product under your own brand |
| OEM | the manufacturer makes the product to your specifications or with your logo |
| RFQ (Request for Quotation) | an inquiry you use to ask multiple suppliers for a quote at the same time |
| Sample | one or a few pieces you order to test quality before placing a large order |
| Trade Assurance | Alibaba’s payment protection, which safeguards you if the supplier doesn’t fulfill the agreement |
| Incoterms | international rules that determine who pays for and arranges the transport of goods (for example EXW, FOB, DDP) |
| Lead time | the time it takes to produce the goods, from payment until the order is ready |
When selling on Amazon, you’ll most often encounter the private label model. You buy a product that already exists, improve it, and sell it under your own brand. That way you’re not just a reseller, but are building your own brand with long-term value.
How to Find a Supplier on Alibaba: Step by Step
1. Create a free account
Register on alibaba.com as a buyer. Registration is free. I recommend entering your company or brand name in your profile. Suppliers respond more seriously to buyers who appear professional.
2. Search with precise keywords in English
Instead of a generic “yoga mat,” be more specific, for example “TPE yoga mat 6mm non-slip.” The more precise you are, the more suitable the suppliers you’ll find.
For ideas, you can use the keywords you found in Helium 10 or Jungle Scout. These are the words buyers actually type in on Amazon.
3. Use filters
The results page has filters that will save you a lot of time. The most important ones are:
- Verified Supplier – suppliers that have been checked by an independent inspection company,
- Trade Assurance – suppliers that support payment protection,
- Manufacturer – shows manufacturers instead of trading companies,
- MOQ – filter out suppliers whose minimum quantity is too high for your budget.
4. Distinguish manufacturers from trading companies
There are two types of suppliers on Alibaba. A manufacturer has its own factory and makes the product itself. A trading company buys the product from a factory and sells it to you with a markup.
A trading company isn’t necessarily bad. It often has a lower MOQ and better English. But if you want a customized product and the lowest price, a manufacturer is usually the better choice. In the supplier’s profile, check the “Company Profile” section, which lists the type of company.
5. Make a shortlist
Don’t write to just one supplier. Choose 5 to 10 candidates and compare them. That way you’ll quickly see what a realistic price is and who responds most professionally.
6. Send an RFQ if you can’t find the right one
If your search doesn’t turn up good results, submit an RFQ (request for quotation). You describe what you need, and suppliers send you their offers on their own. For more specific products, this is often the faster route.
How to check whether a supplier on Alibaba is reliable
This is the most important part of the article. A good product from a bad supplier means bad reviews on Amazon, refunds, and lost money. That’s why I check every candidate against this list.
Badges on the supplier’s profile
- Verified Supplier – the company has been reviewed by an independent inspection agency, which checked whether the factory actually exists and what it produces. This is one of the strongest signs of trust.
- Verified Supplier Pro – a badge for suppliers with additionally verified information and an extended company presentation. It means a higher level of verification, but on its own it doesn’t guarantee product quality.
- Years on Alibaba – a supplier who has been on the platform for five years or more is less likely to be a scammer than one who joined two months ago.
Ratings, responsiveness, and sales history
On the supplier’s profile, look at the buyer ratings, the response time (how quickly they reply to messages), and the transaction volume. A supplier with lots of positive reviews and a quick response is usually the safer choice.
Read the bad reviews too. They tell you what can go wrong: delays, poor packaging, or a difference between the sample and the large order.
Certificates
To sell in Europe, some products must have the appropriate certificates. These are documents proving that a product meets safety standards. Ask the supplier to send you copies of the certificates for your product. A serious manufacturer will have them ready.
Warning signs
Be careful if the supplier:
- offers a price that is considerably lower than all the others,
- wants you to pay outside of Alibaba, for example to a personal bank account or through Western Union,
- doesn’t want to send a sample or photos of the factory,
- gives vague answers to specific questions about materials and workmanship,
- pressures you to pay quickly.
Why I always pay through Trade Assurance
Trade Assurance is Alibaba’s order protection. If the supplier doesn’t ship the goods on time or the quality doesn’t match what was agreed, you can open a dispute and request a refund. This protection applies only if you pay through Alibaba. That’s why my rule is simple: I never pay outside the platform.
From the first message to the first order
How to write your first message to a supplier
Your first message should be short, clear, and in simple English. Suppliers receive hundreds of messages a day, so they quickly spot serious buyers. In your message, include:
- who you are (your brand name and the fact that you sell on Amazon),
- which product you’re interested in, with the material and dimensions,
- how many units you plan to order,
- a question about the price, MOQ, production time, and sample price,
- whether they can add your logo and packaging.
An AI tool such as ChatGPT or Claude can help you with the writing. You write what you want to say, and the tool prepares a clear message in English.
Negotiating price and MOQ
The first price offered is almost never the final one. A few simple rules help me when negotiating:
- compare offers from several suppliers and mention it politely,
- for the first order, ask for a lower MOQ and promise a larger order if sales go well,
- ask whether you’d get a lower price at a higher quantity,
- be polite and professional, because you’re building a long-term relationship.
The cheapest supplier isn’t always the best. A few cents of difference per unit disappear quickly if you have to refund customers because of poor quality.
Samples: never skip this step
Before you order a thousand units, order samples from the two or three best suppliers. You pay for the samples, but it’s the cheapest insurance you can get.
Once you receive the samples, compare them against each other. Check the material, dimensions, color, seams, smell, and packaging. Use the product for a few days, the way a customer would. It’s best if someone who will be honest with you tests it as well.
Quality Control Before Shipping
Even if the sample is excellent, that doesn’t mean the entire order will be. That’s why it’s smart to order an inspection before shipping. This is a review of the goods at the factory, carried out by an independent company. They check randomly selected pieces and send you a report with photos.
An inspection costs less than one bad batch of products, and I always recommend it.
Delivery to the Amazon Warehouse
Once the goods are ready, they need to be transported to the Amazon warehouse. A freight forwarder helps you with this. This is a company that arranges transportation, customs procedures, and delivery. Agree with your supplier on which Incoterms rules apply, so it’s clear who pays for which part of the journey.
I show the entire process, from supplier to first sale, in the free Amazon webinar.
The Most Common Beginner Mistakes on Alibaba
I’ve seen these mistakes in hundreds of beginners, and I made some of them myself at the start.
1. Choosing solely by the lowest price. The cheapest supplier often cuts corners on materials or quality control. On Amazon, this quickly shows up in bad reviews.
2. Skipping samples. “The photos look good” is not enough. Without a sample, you don’t know what you’ll receive.
3. Paying outside of Alibaba. This makes you lose Trade Assurance protection. If something goes wrong, you almost certainly won’t get your money back.
4. Vague agreements. Put all the details, from color and material to packaging and production deadline, in writing in the order. Anything that isn’t written down can be understood differently.
5. First orders that are too large. For your first order, choose a smaller quantity. That way you can test the product and the supplier without risking your entire budget.
6. Forgotten certificates. Without the proper certificates, Amazon may block your product. Check them before you pay.
I describe more mistakes that beginners make when selling on Amazon in the free e-book on earning money on Amazon.
Frequently Asked Questions About Alibaba
Is Alibaba safe?
Alibaba is safe if you pay through the platform with Trade Assurance protection and choose verified suppliers. Most problems arise when buyers pay outside the platform or skip samples.
What is the difference between Alibaba and AliExpress?
Alibaba is intended for buying larger quantities directly from manufacturers at wholesale prices. AliExpress is intended for buying individual items at retail prices.
What does MOQ mean on Alibaba?
MOQ (Minimum Order Quantity) is the smallest quantity of products a supplier will accept in a single order. For a first order, it’s often possible to negotiate it.
How do I know whether a supplier is a manufacturer or a trader?
In the supplier’s profile, check the business type (Manufacturer or Trading Company), the factory photos, and the inspection reports. You can also recognize a manufacturer by the fact that it answers questions about production precisely.
Do I have to order samples?
Yes. Samples are the only way to check the product’s quality before a large order. I recommend getting samples from two or three suppliers and comparing them.
Can I add my own logo to products from Alibaba?
Yes. Most manufacturers offer OEM or private label services, in which they print your logo on the product and packaging. The MOQ is often somewhat higher in this case.
Conclusion: A Good Supplier Is the Foundation of Successful Selling on Amazon
On Amazon, you can have a great idea, beautiful photos, and smart advertising. But if your supplier sends you a bad product, customers will notice quickly and say so in their reviews. That’s why choosing a supplier on Alibaba is one of the most important decisions in the entire process.
The summary of my process is simple: search precisely, pick several candidates, check the badges and reviews, always order samples, pay only through Trade Assurance, and order an inspection before shipping. If you follow this, you’ll have avoided most of the mistakes that cost beginners the most.
I guide you through the entire process, from choosing a product to your first sale, in the free e-book on earning money on Amazon. If you prefer a live explanation, sign up for my free Amazon webinar.
A good supplier isn’t luck. It’s the result of good vetting.
