How to Become a Top Pet Supplier for Major Retailers

In this article, learn about: 

• How to sell pet products to Walmart, Amazon, Chewy, and more 

• Branding and marketing tips to stand out 

• Supply chain and compliance best practices 

The pet product industry is expected to swell to a $500 billion industry by 2030. In the United States alone, 94 million households have a pet—from cats and dogs to birds, horses, fish, reptiles, and other small animals. With such a vast and growing market, the opportunity for brands in the pet category is massive. Becoming a top supplier requires more than just meeting demand, it takes innovation, strong retailer relationships, compliance, and a resilient supply chain.  

In this article, we’ll dive into best practices to become a high-performing pet supplier and what it takes to sell pet products to Walmart, Target, Amazon, Petco, PetSmart, and Chewy.  

Understanding the Market 

The American Pet Products Association categorizes pet product sales into four categories: 

1. Pet Food & Treats 

2. Supplies, Live Animals, and Over-the-Counter Medicine 

3. Vet Care & Product Sales 

4. Other Services (grooming, training, boarding, etc.) 

In 2024, food and treats brought in the most sales with $65.8 billion; vet care and product sales came in second at $39.8 billion; followed by supplies, live animals, and OTC medicine at $33.3 billion; and other services at $13 billion.  

With such a large market, it’s important to become an expert in your category, understanding things like: 

• Pet owner buying preferences: Does your product target pet owners who value affordability, premium ingredients, sustainability, or convenience? Understanding buyer motivations can help shape your product and positioning.  

• Competitive landscape: What are the top brands in your category doing effectively? Where are your competitors falling short? Look at competitors’ pricing, packaging, and marketing efforts to identify areas to differentiate your business.  

• Regulations and laws: Depending on the product, you may be subject to regulations and compliance requirements that impact your manufacturing, labeling, marketing, etc. For example:  

  • Pet food must meet FDA standards for ingredients, product safety, and nutrition. The Association of American Feed Control Officials (AAFCO) also provides animal feed guidelines that many retailers and pet brands follow.

  • Products containing pesticides, such as flea and tick treatments, are regulated by the EPA and any state-specific regulations.  

  • Labeling and product claims must meet the FTC guidelines for accurate advertising to avoid misleading consumers with unsubstantiated claims.  

• Growth opportunities or innovation gaps: Where are there unmet needs in your category? If you’re in pet supplies, eco-friendly materials, smart tech-enabled products, and innovations in pet comfort and wellness are increasingly in demand and can help your product stand out.  

Differentiate Your Business 

On top of becoming the expert in your category, it’s important to understand how your product fits into the priorities of pet owners and what makes it stand out. Walk through any pet store aisle (or scroll through an online store) and it’s clear how crowded each category can be. With so many options available, clear differentiation helps your product cut through the competition. 

Stay Ahead of Trends 

Just like products for human consumption trend and rise in popularity, so do animal products. And sometimes, these trends mirror each other. For example, the growing demand for simple, natural ingredients in human food has spilled over into pet food and treats, with pet owners seeking clean labels, grain-free options, and functional health benefits. Another example is the increasing humanization of pet foods, with raw foods, frozen pet meals, and exotic protein options rising in popularity.  

By monitoring trends for both human and pet products, suppliers can more closely anticipate and adapt to buyer preferences.  

Build an Omnichannel Presence 

Pet owners are increasingly shopping across many channels, with a continued rise in online shopping and buy-online-and-pick-up-in-store" options. According to NIQ, 50% of pet food buyers still prefer doing so in-store, but e-commerce continues to increase in market share due to: 

• Convenience of online shopping 

• Auto-replenishment options 

• Personalized recommendations via online shopping experiences 

Suppliers can optimize for this trend by ensuring their supply chain prioritizes ideal shopping experiences across channels, focusing on areas like: 

• Packaging: Durable for direct shipment to shoppers but also visually appealing for store shelves. 

• Consistent branding: Staying true to your brand identity and across storefronts, whether in-store or online. 

• Efficient shipping: Streamlined fulfillment processes that support quick delivery and accurate orders, whether to a retailer’s distribution center or directly to the customer.  

Offer Customization/Personalization 

Pet owners care deeply about their pets and often see them as part of the family. That sense of identity extends to the products they purchase, making customization options a powerful way to differentiate in a crowded market. Some examples are:  

• Customized nutrition: Tailor food and treat offerings to breed, size, age, health, etc.  

• Personalized accessories: Offer customizable accessories, like the ability to add the pet’s name to collars, beds, or toys. This can increase your customer’s attachment to the product and your brand. 

• Pet profiles: Allow e-commerce shoppers to build a pet profile that includes pet type, name, size, preferences, allergies, etc., and then adjust product recommendations accordingly.  

Invest in Branding & Marketing  

Building a strong brand image will help excite potential retailers and direct customers. Compelling branding communicates your product’s value and has the power to build trust and recognition in a competitive marketplace.  

Branding 

Branding extends beyond your product packaging, encompassing:  

• Your mission 

• Your messaging 

• How you interact with customers online 

• Your visual identity 

• The functional experience of using your products 

The brand you build has significant power over your revenue. Customers value authenticity from your mission, ingredients, product claims, how you talk about pets, and even the imagery you use. For example, lifestyle photography is becoming increasingly popular—showing products in real home settings helps customers envision how items, like pet beds or furniture, will fit seamlessly into their lives. 

Social Media 

Social media continues to emerge as a powerhouse driver of purchases. Sponsored ads, influencer posts, and even organic customer reviews all have significant power over buying decisions. By entering into strategic social media partnerships, engaging with user-generated content, or simply integrating trends into your marketing efforts, you can boost brand visibility and connect directly with pet owners where they’re already spending time. 

Reviews and Social Proof 

Some of the most compelling marketing can come from voices outside your company. Positive customer reviews on your website, on retailers’ websites, and even word of mouth act as social proof that your brand is as good as you claim. By actively monitoring and engaging with reviews, your business can show customers that you listen to and care about their opinions (and more importantly, their pets).  

Trade Shows 

Industry trade shows are a significant opportunity to increase your products’ visibility, especially to retailers or other potential business partners. Trade shows can put you in the same room as key decision-makers, like buyers, category managers, and distributors. They are an ideal venue to showcase the mission and functionality of your products in a way that’s far more impactful than an online application alone. 

Related Reading: How to Make the Most of Trade Shows 

Working with Major Pet Retailers 

There are many options when choosing how and where to sell your products. From pet-specific stores like Petco and PetSmart to massive retailers Walmart and Amazon, each retailer offers unique opportunities to increase sales and brand recognition.  

Regardless of which retailers you work with, it’s crucial to understand their category focus, compliance requirements, and customer base. Each retailer has different offerings and priorities— some emphasize affordability and durability (Walmart) or style and trend (Target), while others lean into the convenience of e-commerce (Amazon, Chewy) or in-store services like grooming and training (Petco, PetSmart). Knowing where your products fit best can help you target the right partnerships. 

To help narrow your choices, here’s a snapshot of what leading retailers currently offer: 

Pet Offerings by Retailer 

*At select locations in the Atlanta and Phoenix areas 

Walmart 

Although Walmart’s offerings extend far beyond the pet category, the retailer is signaling increasing investment in pet care. In 2024, Walmart announced a move into pet services and began offering in-person veterinary and grooming services in select Georgia and Arizona locations.  

In addition to this increased focus, Walmart also offers the opportunity for unparalleled visibility with its vast network of stores and online marketplace. If you're interested in selling to the retail giant, you can start by applying to be a supplier either in-store or on Marketplace.  

Related Reading: 4 Simple Steps To Becoming A Walmart Supplier 

Target 

While Target may offer a more limited range of pet products compared with other retailers, the retailer still signals a strong and growing investment in the category. This includes expanding its pet assortment and emphasizing affordable but high-quality, stylish products.  

For example, in 2025 Target relaunched their owned brand line of pet accessories, Boots & Barkley, specifically targeting the gap between basic pet accessories and premium brands. 

To initiate the process of selling products at Target, you can fill out Target’s Supplier Intake Form. Doing so will allow Target’s buying team to determine if your offerings fit with Target’s goals.  

Before starting the process, Target recommends having the following information on hand: 

• Tax return from the previous year 

• EIN/DUNS number 

• Any product certifications 

• Sales numbers 

• Profit and loss statements from the previous year 

• Partner-company details 

Related Reading: How to Become a Private Label Supplier 

Amazon 

As a go-to e-commerce platform, Amazon offers massive visibility and reach to pet brands, either through first-party (1P) relationships, where Amazon buys and resells your products, or third-party (3P) selling, where you manage your own listings.  

Selling 3P has a lower barrier to entry and can be a smart way to demonstrate success to Amazon before pursuing a 1P relationship. To become an Amazon seller, you can follow Amazon’s step-by-step instructions for registering your business.  

Related Reading: Amazon 1P vs 3P: Choosing the Best Amazon Strategy for Your Business 

Petco 

Petco operates 1,500 storefronts across the United States, Mexico, and Puerto Rico. Suppliers looking to become a Petco vendor should create a profile with RangeMe, an online platform that Petco utilizes to discover new products. How RangeMe works: 

1. Create a profile for your product. 

2. Based on the category, your product will be matched with a buyer. 

3. The buyer will review your product and be in contact if it is a good fit for Petco. 

PetSmart 

PetSmart is a well-known destination for pet care, offering a wide variety of products and pet services. With 1,680+ stores across the United States, PetSmart provides high visibility for brands looking to get their product in front of motivated shoppers. The retailer carries 10 proprietary brands and a wide range of national brands.  

PetSmart has two categories of vendors: 

1. Goods For Resale (GFR) or Direct vendors: These are suppliers who provide the products PetSmart sells directly to customers, such as pet food, treats, toys, and accessories. 

2. Goods Not For Resale (GNFR) or Indirect vendors: These vendors supply products and services PetSmart uses internally to run its business. 

You can register with PetSmart to be considered when new opportunities arise. Please note: Only create one account registration per company.  

Chewy 

Chewy has made a name for itself in the online space, emphasizing trust and convenience. With customizable pet profiles, auto-ship options, and 24/7 customer service, Chewy has built a loyal following of pet owners.  

Prospective Chewy suppliers can apply to be vendors through the Chewy Partner Hub. The sign-up workflow will ask for your company and product details. This information will help Chewy assess if your company/product aligns with Chewy’s mission. Chewy will respond to the submission within eight business days.  

Pet Brand Distributors 

If working with a large retailer doesn’t fit the needs of your business, you may consider partnering with a distributor in the pet category. The Pet Industry Distributors Association keeps a directory of distributors if you need a place to start your search.  

Pro Tip: SupplierWiki keeps a list of retailer buyers. Check out Buyer Connect to search for buyers based on retailer, category, and more! 

Stay Compliant  

No matter how much you prepare, things don’t always go to plan. When delays, damages, or other supply chain issues arise, suppliers can be subject to deductions and fines. To stay compliant and avoid errors, it’s important to understand your retailers’ compliance requirements, especially in areas like:  

• Item setup: Ensure product descriptions, data, dimensions, and attributes are entered correctly into retailer systems. Pro tip: Clearly indicate how the item will be displayed (e.g., PDQ tray, peg hook, shelf). Retailers may have different setup requirements depending on the display method, and specifying this upfront helps ensure your product is placed correctly in-store. 

• Labeling and documentation: Test barcodes and double-check ASNs, invoices, and EDI transactions for accuracy.  

• Packaging: Meet standards for pallet configuration, carton labeling, retail-ready displays, etc. Pro tip: Pet products sometimes have unique packaging requirements, such as adding individual poly bags to avoid contamination. You should ensure packaging not only meets shipping guidelines but also packaging requirements. 

• Shipping/delivery: Follow routing guides, delivery windows, and carrier requirements for on-time and in-full deliveries.  

Many retailers have specific metrics for each compliance area and subsequent fines when standards are not met. For example, Walmart’s OTIF program requires suppliers to hit strict targets: At least 90% of prepaid orders must be delivered on time, 98% of collect orders need to be ready for pickup on time, and 95% of cases must be delivered in full (by merchandise category). 

As a supplier, it’s crucial to not only understand your retailer’s’ compliance requirements but also implement best practices to achieve and maintain consistent performance across the supply chain.  

Related Reading: Vendor Compliance Checklist 

Get Better with SupplyPike 

Managing retailer deductions doesn’t have to be complex. SupplyPike offers cutting-edge software to help suppliers dispute deductions, maximize cash flow, and uncover critical data insights.