Firms that help automotive manufacturers sell into US national retail fall into three groups: manufacturers' rep agencies that call on buyers for a commission, category management and brokerage firms, and directories that match manufacturers with reps. Here are firms in each group, with where they are based, the retail accounts they work with, and what they cover.
Manufacturers' rep agencies
A rep agency sells your line to retail buyers it already calls on and is usually paid a commission on net sales. It does not buy or hold your inventory. The automotive sales representation guide explains the model in full; the firms below work in automotive or hardlines retail.
| Firm | Based in | Retail accounts | Categories and channels | Website |
|---|---|---|---|---|
| Bill Murray & Associates | Birmingham, AL, with offices including Bentonville, Springfield MO and Raleigh | Walmart, AutoZone, O'Reilly, NAPA, Advance Auto Parts, WorldPac, VIPAR | Electrical and lighting, chemicals and fluids, starting and charging, undercar, underhood, tools, accessories. Also offers category management and retail management services. | billmurrayassociates.com |
| Gantt-Thomas & Associates | Springfield, MO | O'Reilly, NAPA, Ace Hardware, Bass Pro Shops, Cabela's, Orscheln, Bomgaars, CAL Ranch | Automotive and farm retail. States it has called on O'Reilly for more than 45 years. | gtateam.com |
| KAM Marketing | Chadds Ford, PA | Not listed | Accessories, off-road, 4WD, performance, powersports and replacement parts, sold through e-commerce, warehouse distribution and retail. US and Eastern Canada. | kammarketing.com |
| Kunzman & Associates | Walled Lake, MI | Not listed | Warehouse distributors, retailers, mail order, OEM, jobbers and installers across the US and Canada. Sister companies handle rebates and MAP enforcement. | kunzman.com |
| N.A. Williams | Atlanta, GA, with offices near AutoZone, O'Reilly, Advance, Walmart and Costco | Advance Auto Parts, AutoZone, Costco, The Home Depot, Lowe's, NAPA, O'Reilly, Walmart, Tractor Supply | Automotive retail, program groups, heavy duty, e-commerce, mass retail and hardware. Offers category management and weekly point-of-sale analysis. | nawilliams.com |
| Rick O'Leary Sales & Marketing | Memphis, TN, with offices in Kansas City and Monterrey | AutoZone, O'Reilly, Advance Auto Parts, NAPA, Tractor Supply, Amazon, The Home Depot, Lowe's, Dollar General | Fact-based category management, planogram support and forecasting. | rickoleary.net |
| United Sales Associates | Homer Glen, IL, with regional offices across the Midwest | Not listed | Retail, wholesale, internet and jobber channels across 15 Midwest and Northeast states. | unitedsalesassociates.com |
Category management and brokerage firms
These firms work on the program itself: assortment, forecasting, category management and the line review. Some also represent the manufacturer to the buyer. Engagement models vary more here than with rep agencies, so ask how each is paid.
| Firm | Based in | Retail accounts | Categories and channels | Website |
|---|---|---|---|---|
| NWA Sales & Marketing Group | Bentonville, AR | Walmart, Sam's Club | Food and general merchandise brokerage since 1994, across all categories of the store. | nwasmg.com |
| The Auto SKUS Group | Massachusetts | Walmart, AutoZone, O'Reilly, Advance Auto Parts, Costco | Automotive aftermarket. Three ways to work together: the LRO line review platform (subscription), consulting (retainer) and sales representation (commission). | autoskus.com |
| Total Retail Group | Smyrna, GA | The Home Depot, Lowe's, Menards, Walmart, Amazon, Wayfair | Home improvement products. Assortment analytics, forecasting, merchandising and compliance. | totalretail.com |
Directories for finding a rep
If none of the firms above covers your category and target accounts, these directories list many more. Two of them publish typical commission ranges, which is useful context before any negotiation.
| Directory | Based in | What it lists | How it works | Website |
|---|---|---|---|---|
| Auto Care Association Manufacturers' Representatives Council | Not stated on the council page | Member-approved automotive aftermarket reps | A Rep Match tool that filters reps by state, market and product category. | autocare.org |
| AutomotiveAftermarket.org | Not stated | A manufacturer rep agency category with more than 30 listings | Free company listings. States typical aftermarket commissions of 5% to 8%. | automotiveaftermarket.org |
| RepHunter | Not stated | Independent, commission-only automotive sales reps | Free search, paid subscription for full access. Established 2001. | rephunter.net |
| Zilla Sales | Deerfield, IL | Commission-based reps, matched to a manufacturer's listing | Free to post, paid plan to see the rep shortlist. States a typical commission of 5% to 15%. | zillasales.com |
Which type of partner fits your program
The right type depends on where your program is, not on which firm is largest. The rep agency vs. broker vs. in-house comparison walks the trade-offs in detail. In short:
- You need a buyer meeting and have none. A rep agency that already calls on your target account is the fastest route. See how to get a line review meeting without a buyer contact.
- You have the meeting but keep losing it. The gap is usually the program, not the relationship. That is category management work: line review readiness, GMROI and the deck itself.
- You won the shelf and are now defending it. What matters most here is between-review execution: the vendor scorecard, OTIF and line review optimization.
- You sell mostly online. Directories and e-commerce focused reps fit better than a national account agency. Check your channel conflict exposure before you add retail.
What to verify before you sign
Before you sign with any firm, confirm these five things directly:
- Current coverage of your target account. Who at the firm calls on the buyer today, and for which categories. Each retailer grades a new supplier differently: see how the AutoZone, Walmart, O'Reilly and Advance buyers evaluate one.
- Competing lines. Whether the firm already represents a direct competitor in your category.
- Compliance support. Who owns ACES and PIES data, EDI setup and new item setup: the firm, you, or a third party.
- Buyer turnover plan. What happens when the buyer changes, which happens often. See protecting a program mid-cycle.
- The calendar. Whether the firm can make the next review window. The retailer reset calendar shows why timing often decides more than the pitch.
What representation typically costs
Commission is the common model for rep agencies. Two directories above publish ranges: AutomotiveAftermarket.org states 5% to 8% for the aftermarket, and Zilla Sales states 5% to 15% for automotive aftermarket reps. Commission is only part of the cost of a national program. Slotting, free fill, MDF and TPR usually cost more in year one; see what winning a line review actually costs and model it with the line review cost calculator.
Frequently asked questions
What does an automotive aftermarket rep agency do?
An automotive rep agency sells a manufacturer's products to retail and wholesale buyers it already calls on, usually for a commission on net sales. It does not buy inventory. The manufacturer ships direct and keeps control of pricing. Many agencies also help with line review preparation and category management.
How much do automotive aftermarket reps charge?
Published ranges run from 5% to 8% of net sales (AutomotiveAftermarket.org) up to 5% to 15% (Zilla Sales), depending on category, account and the work involved. Some firms charge a retainer or a mix. Ask every firm how it is paid and what the commission covers.
How do I find a rep who calls on AutoZone, O'Reilly or Walmart?
Start with firms that already work with that account, like those in the tables above, then confirm who calls on the buyer today and for which categories. For wider searches, use the Auto Care Association Rep Match tool, AutomotiveAftermarket.org, RepHunter or Zilla Sales.
Should I hire a rep agency or a category management firm?
Hire a rep agency when access to the buyer is the gap. Hire a category management firm when you already get meetings but the program keeps losing. Many manufacturers need both at different stages, and some firms offer both. The sales representation guide covers the decision.
What should I ask a rep agency before signing?
Ask who calls on your target buyer today and for which categories, whether the firm represents a direct competitor, who owns ACES, PIES and EDI setup, what happens when the buyer changes, and whether the firm can make the next review window on the retailer's calendar.