Amsoil: Wikis


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Amsoil Inc. is a corporation based in Superior, Wisconsin that primarily formulates and packages synthetic lubricants and filters. The company's advertising slogan is The First in Synthetics



Founder, President and CEO of AMSOIL, Inc., Albert J. Amatuzio, was introduced to synthetic lubricants used in the jets he flew as a fighter pilot for the US Air Force. He later founded his company, AMZOIL, Inc., which would later be changed to AMSOIL, Inc., due to trademark concerns brought forth by Pennzoil. Mr. Amatuzio went on to formulate a synthetic motor oil for use in automobiles in a joint effort with the Hatco Corporation[1]. AMZOIL 10W-40 grade 100 percent synthetic motor oil became available to the general public in 1972 as the first synthetic motor oil in the United States to meet American Petroleum Institute (API) requirements. Today AMSOIL, Inc., markets the XL line of API certified synthetic motor oil [2] as well as many other oil formulations which meet or exceed current API requirements.

Corporate structure

Amsoil markets their products through a Multi-Level Marketing (MLM) network of dealers who sell to defined customer types known as wholesale customers, retail accounts and commercial accounts.

Amsoil also wholly owns and manages an MLM subsidiary called Altrum, which markets nutritional supplements. AMSOIL also owns a natural liquid organic fertilizer division called AGGrand, used in home, gardens, greenhouses, golf courses, lawncare, crop farms, ranches, and commercial farming.

Amsoil defined MLM customer categories



An Independent Dealer sells products to customers bypassing the typical price mark-up in general distribution. A Dealer, as with all of the following accounts, must be sponsored by another Dealer. The sponsoring Dealer receives a commission from sales of his sponsored Dealers and accounts. There are no territories to restrict Independent Dealers operations.

Preferred Customers

A Preferred Customer (PC) is someone who wants to purchase Amsoil products at Dealer price, but is not interested in reselling Amsoil products or sponsoring other accounts. An upgrade for a nominal fee and submitting signed documents can be initiated that will facilitate subscribing new accounts.

Retail accounts

Retail-On-The-Shelf Accounts (ROTS) are physical retail outlets such as an independent parts store, repair shop, or oil change shop that carry and retail Amsoil products. These establishments must be sponsored by a dealer as the dealer gets a commission on everything the ROTS account purchases.

Commercial accounts

Commercial accounts (CAs) are for businesses that wish to be an end-user of Amsoil products. Commercial accounts get a wholesale discount, much like PCs and ROTS, however, CAs are not authorized to resell Amsoil products.

Catalog customers

Catalog customers (CRs) is the term used for individual customers who pay retail price for Amsoil products. These customers can be serviced through a local dealer and physically receive the product from them. Or, this customer can order through Amsoil directly and be assigned a local dealer in which case that dealer gets a commission for that customer's order.


AMSOIL manufactures its products in Superior, Wisconsin and then ships these products to their regional distribution centers; AMSOIL has 14 of these centers worldwide. Once at the product distribution centers, the products are stored until they are ordered. Once ordered, the items are drop shipped directly to customers.

Industry Approved Lists, Certifications & Licenses


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