This is not a scheme to go BIG RETAIL. It is a means to keep from doing that. Al Amatuzio knows that the independent dealers built his company, and he isn't about to dump on them.
The current policy insures that the retail outlets are paying the same as the dealers. Oh yes, there is a freight break for those ordering over $3750 or $7500 worth (going up next month).
In my experience, the stores with accounts recognize that they don't have to shave profit margin on AMSOIL. Most sell it for what the local independent dealer will sell it for, or maybe even more (to meet their perceived minimum profit margin requirements).
Yep, I pick up at the Product Center. It takes about 2 hours down, 1 hour loading, 2 hours back, another hour unloading. And I have to have a vehicle that will do this, which costs purchase money, tax money, plate money, insurance money, maintenance money. For most retail accounts, unless they are almost co-located with the Product Center, it isn't worth it.
I've heard the complaints about shops "cutting prices" and making it impossible for the independent dealer to survive.
In fact, most of the shops don't carry all the products, and probably aren't super eager to get the small orders of stuff they don't carry (if they understand how). And probably 90% of the potential customers never set foot in one of the retail account stores. Most retail accounts are small shops, where they sell the products in conjunction with repairs and maintenance.
The 12Plus rules have been around for some time now, and AMSOIL business is growing at a remarkable rate-like double in three years! Guess they must be doing something right.