Wholesale, made simple
The distribution partner for e-commerce sellers. We work with brands across every category to fuel your channel growth, with the stock, trade pricing and ROI to back it.
A slice of the everyday consumer goods (FMCG) catalog: household, health, grocery and personal care brands
Grow your company with Athena
We help e-commerce sellers reach their next milestone, with the range, trade pricing and per-line data to get there.
20%+
Minimum ROI
15,000+
Products available to buy
700+
Brands
Gain access and purchase live stock held across the UK, US & EU: books, toys and everyday consumer goods (FMCG), from household and grocery staples to health and beauty, all under one account.
What we offer
Built for e-commerce sellers
More than a catalog: the back-office that gets you selling. Ungated, stocked and shipped, with the data to know it’ll work before you buy.
Invoices that un-gate
Real, brand-issued invoices to ungate restricted brands and categories on Amazon, so you can list what others can’t.
Logistics handled
Prep, storage and shipping sorted. We can deliver into Amazon or your 3PL, so you never touch a box.
Carriers we ship with
Genuine, traceable stock
Every line is vetted with clean provenance. Only deals that actually make sense for a reseller.
Live demo
Three catalogs, one trade account
Books, toys and FMCG, from health and household to beauty and grocery: real lines with live trade pricing and per-line ROI. Browse them all, then sign in to start an order.
15,475
Wholesale lines across the UK & US
Books
Top lines
In stockSubjects
The 39 Clues Series By Rick Riordan 11 Book Collection Box Set - Ages 9-14 - Paperback9781407168241
18%
ROI
▲$4.29/unit profit
Amazon price
$46.99
60%
ROI
▲$2.33/unit profit
Amazon price
$16.75Toys & Games
Top lines
In stock51%
ROI
▲£3.01/unit profit
Amazon price
£13.31
In stock47%
ROI
▲£3.58/unit profit
Amazon price
£15.40FMCG
Top lines
In stock68%
ROI
▲$13.02/unit profit
Amazon price
$43.19
49%
ROI
▲$2.51/unit profit
Amazon price
$14.90Fragrances & Cosmetics
Top lines
In stock44%
ROI
▲$12.54/unit profit
Amazon price
$61.02
In stock45%
ROI
▲$22.87/unit profit
Amazon price
$93.62What you'll see
A catalog that shows you what sells
Open any product, from books and toys to household, grocery and beauty lines, and the Amazon side’s already filled in: live Buy Box, fees, sales rank and 90-day ROI, straight from Keepa and sat next to your trade price. We hold the stock, so the moment the numbers work, you order it. This is a live line from the catalog, shown exactly as a signed-in buyer sees it.
EAN 192333066942 · B093FGVX5M
CLINIQUE MOISTURE SURGE 75ML 100H AUTO-REPLENISHING HYDRATOR
Beauty and Personal Care · US
Amazon Market Intelligence
Beauty and Personal Care · US · Keepa
Keepa estimate · 5,000 sales/mo × unit profit
44%
$12.54/unit profit
5,000
units/mo · Keepa estimate
- Amazon price (revenue)90-day Buy Box (lowest)
- $54.36
- − Amazon fees (est.)
- $13.07
- − Wholesale
- $28.75
- Net profit / unit
- $12.54
Amazon in Buy Box
100%
Share won by Amazon
FBA sellers
1
Competing FBA offers
Buy Box
$64.00
Current
Buy Box · 30d
$61.02
30-day average
Buy Box · 90d
$54.36
90-day average
Sales rank
#579
BSR · lower is better
Lower is better · axis inverted so up = improving
All figures — ROI, profit, Buy Box, rank and sales — come from Keepa, refreshed 2 Jul 2026. They are estimates, not a guarantee of profit or sales — do your own analysis before purchasing.
How we ensure reliability
A real operation behind every order
Not a dropshipper and not a middleman: live stock in our own warehouses, our own freight, and trade pricing you can build a business on.
4 warehouses
Our own stock held across the UK, US & EU.
Freight handled
Sea, air, road & rail into Amazon or your 3PL.
Approved trade only
Vetted, members-only wholesale access.
Secure checkout
Payments processed securely through Stripe.
How to sign up
From sign-up to first order
Four steps to a live trade account. No emails, no spreadsheets, no waiting on a rep.
- 1
Sign up
Create your trade account in under a minute.
- 2
Get approved
We review and activate you (usually within a business day), unlocking the full catalog.
- 3
Add to basket
Browse live lines, real stock and trade pricing, and build your order.
- 4
Submit your PO
Generate a purchase order online and track every order through to dispatch.
FAQ
Questions, answered
Who can open a trade account?
Athena is a wholesale portal for independent resellers. Apply with your business details, and once your account is approved you can browse the live catalogs and order online. Trade pricing is visible to approved accounts only.
How do I apply, and how long does approval take?
Create an account and complete the short trade application. Our team reviews every application before activating it, and we aim to get back to you within one business day. Once you’re approved, you’ll receive an email invitation to set your password.
Can I switch between UK and US pricing?
Yes. You can switch between the UK (£) and US ($) marketplaces from anywhere in the catalog, and pricing updates to match. The catalogs available to you depend on your account’s region.
How do I pay?
Orders are paid securely by card at checkout, processed through Stripe. No emailing spreadsheets and no waiting on a manual invoice to pay by bank transfer. Add to cart, set your quantities and place the order online.
Ready to unlock the full portal?
Create an account, tell us your marketplace, then activate your password once approved. Planning a larger order? Book a call and talk it through with us first.