What AMSOIL does

AMSOIL INC. is a US-based, family-owned manufacturer of synthetic lubricants and related automotive, powersports, marine, diesel, industrial, and racing fluids, headquartered in Superior, Wisconsin. The company was founded in 1968 by Al Amatuzio, a former jet fighter squadron commander, and in 1972 introduced AMSOIL 10W-40 Synthetic Motor Oil — the first 100% synthetic motor oil in the world to meet American Petroleum Institute service requirements. Its proprietary formulations cover gasoline and diesel motor oils (multiple Signature Series, OE, High Mileage, Hybrid, European, Z-ROD, and Max-Duty Diesel lines), automatic, manual, CVT, and DCT transmission fluids, gear lubes (SEVERE GEAR), hydraulic oils, fuel additives, synthetic greases, antifreeze, filters, brake cleaners, and specialty items like suspension fluid and chain lube. Manufacturing is ISO 9001 (quality) and ISO 14001 (environmental) certified, with products formulated, blended, and packaged in the USA using global components.

AMSOIL operates a hybrid direct-to-consumer and exclusive-dealer distribution model. Consumers order directly through AMSOIL.com and the AMSOIL mobile app, or through the Preferred Customer membership program (up to 25% off, free shipping over $100, $5 back per $100 spent, $10 trial / $20 annual fee). A national network of independent Dealers — who pay a $100 USD / $130 CAD annual fee, carry no inventory requirement, and earn commissions — provides localized sales and technical support. Commercial accounts serve shops, fleets, and industrial users with volume pricing and no contracts; product is also stocked at select automotive retail partners. Internationally, AMSOIL distributes through regional partners with dedicated sites for Asia Pacific, Europe (UK, France), India, Africa, and Latin America.

The company generates revenue principally through product sales (transactional and recurring), supplemented by annual Preferred Customer and Dealer membership fees, commercial account volume, and oil-analysis services via its Oil Analyzers subsidiary. Two recent bolt-on acquisitions — Benz Oil in May 2023 (industrial and metalworking fluids) and Aerospace Lubricants in July 2024 (specialty greases) — have expanded the AMSOIL Industrial business unit and grease capabilities. A December 2025 partnership with Fleece Performance Engineering extends AMSOIL into the gas-performance aftermarket via co-branded products planned for spring 2026. Sub-brands include AMSOIL Industrial, MyGarage (vehicle maintenance software), Oil Analyzers, and the ALTRUM merchandise line.

Name

AMSOIL

Legal name

AMSOIL INC.

Website

https://amsoil.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

251–500 employees

Short description

AMSOIL INC. is a US-based, family-owned manufacturer of synthetic motor oils, transmission fluids, gear lubes, fuel additives, greases, and related automotive/powersports/marine/industrial fluids, selling through its AMSOIL.com site, an independent Dealer network, commercial accounts, and international regional partners.

Ownership category

akta.pro rank

Product category

Synthetic Lubricants

NAICS

Petroleum Lubricating Oil and Grease Manufacturing (324191), Other Chemical and Allied Products Merchant Wholesalers (424690), Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Other Chemical and Allied Products Merchant Wholesalers (42469)

SIC

Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172), Wholesale-Chemicals & Allied Products (5160), Wholesale-Motor Vehicle Supplies & New Parts (5013), Miscellaneous Chemical Products (2890)

akta.pro primary industry

Retail & E-commerce Lubricants Sales (Auto Parts, Quick Lube, Online) (EUALAJAF)

akta.pro secondary industries

Industrial & Heavy-Duty Lubricants (IMAEAMAB), Aftermarket Fluids, Lubricants & Chemical Products Manufacturing (Oils/Coolants/Additives/Cleaners) (IMACANAK), Greases & Specialty Lubricants (Greases, Pastes, Chain Oils, Silicone/Fluoro) (EUALAJAJ), Fuel Additives & Lubricant Additives (IMAEAMAL), Lubricant Additives & Performance Chemicals (EUALAJAB)

Keywords

• Synthetic motor oils
• Automotive lubricants
• Fuel additives
• Transmission fluids
• Industrial lubricants

Headquarters

HQ city

Superior

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Direct Product Sales: AMSOIL generates revenue primarily through direct sales of synthetic lubricants, fuel additives, filters, and related products to consumers and businesses through its e-commerce platform and distribution centers.
2. Dealer Network Sales: Independent AMSOIL Dealers purchase products at Dealer pricing and earn commissions on sales to their customers. The Dealer network provides personalized service and local support.
3. Preferred Customer Memberships: Annual memberships at $20/year and six-month trial memberships at $10 provide recurring revenue. Members receive up to 25% discounts, free shipping on orders over $100, and $5 back rewards per $100 spent.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

AMSOIL manufactures and sells a full line of synthetic lubricants, fuel additives, greases, antifreeze, filters, and related automotive maintenance products. Its product range covers motor oils, transmission fluids, gear oils, hydraulic oils, and specialty fluids for gasoline vehicles, diesel engines, motorcycles, ATVs/UTVs, snowmobiles, marine engines, racing vehicles, and industrial equipment. The company sells through its own e-commerce site, an independent dealer network, commercial accounts, retail partners, and international distributors.

Product overview

AMSOIL is a manufacturer and direct seller of synthetic lubricants and automotive fluids, founded in 1972 and headquartered in Superior, Wisconsin. The company operates primarily through an e-commerce platform (amsoil.com) and independent dealer network, offering a comprehensive portfolio of synthetic lubricants organized into distinct product lines: Motor Oils (including Signature Series, Extended-Life, OE, High Mileage, Hybrid, European, Z-ROD, and Premium Protection lines for gasoline and diesel engines), Powersports Oils (motorcycle, ATV/UTV, snowmobile, and marine formulations), Transmission Fluids (automatic, manual, CVT, and DCT fluids), Gear Oils (SEVERE GEAR line), Hydraulic Oils, Fuel Additives (gasoline and diesel), Greases (DOMINATOR Racing, Multi-Purpose, Water-Resistant, and Truck/Chassis formulations), Antifreeze/Coolants, and specialty products including filters, cleaners, and engine flushes. The company also offers software services including MyGarage vehicle management platform and the Preferred Customer membership program. Recent acquisitions include Benz Oil (2023) for industrial fluids expansion and Aerospace Lubricants (2024) for grease formulation capabilities. AMSOIL Industrial serves commercial and industrial markets as a separate business unit.

Differentiator

Problem solved

Functional benefit

Brands

• AMSOIL Industrial: Industrial lubricants and fluids business unit including industrial oils, metalworking fluids, and greases
• AMSOIL Preferred Customer Program
• MyGarage
• Oil Analyzers
• ALTRUM

Products and services

• AMSOIL Signature Series 100% Synthetic Motor Oil

Quantifiable outcome

• Up to 62% better deposit prevention with AMSOIL 100% Synthetic High-Mileage Motor Oil compared to Valvoline and Mobil 1

Named customers4 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Fleece Performance EngineeringmoderateChannel Partner/ Reseller/ Distributor · 30 December 2025Fleece Performance Engineering, a diesel performance products provider based in Pittsboro, Indiana, has announced a new partnership with AMSOIL. The partnership will introduce a co-branded line of lubricants planned for spring 2026, marking AMSOIL's entry into the gas performance market through this collaboration.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Red Line Oil: Independent specialty synthetic lubricants brand focused on racing, powersports, and high-performance automotive applications. Comparable niche positioning to AMSOIL's racing and powersports lines but with smaller scale.
• Maxima Racing Oils: Specialty synthetic lubricants manufacturer serving motorcycle, ATV/UTV, marine, and racing markets. Comparable to AMSOIL's powersports and racing product lines, with significant overlap in 2-stroke, suspension fluid, and chain lube categories.

Direct peers

• Valvoline: US-headquartered motor oil and lubricant company with a synthetic lineup (Valvoline Advanced Full Synthetic, MaxLife). Directly comparable to AMSOIL across automotive consumer and quick-lube service channels, and explicitly referenced in AMSOIL's deposit-prevention benchmark data.
• Pennzoil: Shell's flagship US motor oil brand with a strong synthetic lineup (Platinum, Ultra Platinum). Competes with AMSOIL across consumer automotive and OEM-aligned synthetic motor oil categories.
• Castrol: BP-owned global lubricant brand with a strong synthetic motor oil portfolio (EDGE, GTX). Castrol competes directly with AMSOIL in passenger car, motorcycle, and high-performance synthetic motor oils worldwide.
• Royal Purple: Shell-owned synthetic lubricants brand focused on high-performance motor oils, gear oils, and industrial lubricants. Directly comparable to AMSOIL in premium synthetic positioning and racing/industrial crossover segments.
• Mobil 1: ExxonMobil's flagship synthetic motor oil brand and AMSOIL's most direct competitor. Mobil 1 competes head-to-head across passenger car, racing, and extended-drain synthetic motor oil segments where AMSOIL built its brand.
• Lucas Oil: Independent US manufacturer of synthetic motor oils, fuel additives, and racing lubricants. Closely comparable to AMSOIL in independent-ownership positioning, motorsports heritage, and product portfolio breadth spanning automotive, powersports, and racing segments.

Broad incumbents

• Shell Rotella: Shell's heavy-duty diesel and fleet lubricant brand, directly comparable to AMSOIL's Signature Series Max-Duty Diesel and Heavy-Duty Diesel lines for commercial trucks, fleet operators, and turbodiesel enthusiasts.
• Chevron Lubricants: Chevron's lubricant portfolio (Havoline, Delo, Techron) overlaps with AMSOIL's consumer motor oil and heavy-duty diesel segments. Chevron is a much larger incumbent with global distribution and OEM relationships.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/amsoilinc
• YouTubeyoutube.com/user/AMSOILinc
• Facebookfacebook.com/amsoil.inc
• LinkedInlinkedin.com/company/amsoil
• Instagraminstagram.com/amsoilinc
• TikToktiktok.com/@amsoilinc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AMSOIL