AMI Sales
AMI Sales is an Australian marine wholesale distributor (founded 1986, Perth-based) that distributes navigation, electro-mechanical, steering, instrumentation, and safety products under exclusive Australian rights for brands including Sleipner, Zipwake, and Veratron, serving boat builders, chandleries, marine trades, defence, government, and superyachts across Australia and South East Asia.
- Company typePrivate
- Founded1986
- HeadquartersO'connor, Australia
- Headcount101–250
- GTM typeB2B
- OfferingServices
What AMI Sales does
AMI Sales is a private Australian marine wholesale distribution company headquartered in O'Connor, Western Australia, founded in 1986. The company distributes navigation systems, electro-mechanical equipment, steering systems, instruments, and marine accessories under exclusive Australian distribution rights for multiple international OEMs including Sleipner (thrusters), Zipwake (trim control), Veratron (instruments), Sea Recovery (watermakers), Tecma (toilets), Polyform, Tessilmare, Sanshin, Banten Antennas, and Stazo MarineDeck. AMI operates across 13 product categories spanning boats, communication, control systems, deck hardware, electrical, instruments, lighting, maintenance, navigation, safety, and water systems.
The company's business model is built on wholesale distribution to trade customers — boat builders, chandleries, marine trades, Defence, Government, Commercial Vessels, and Superyachts — through direct trade accounts, an authorised dealer network for select brands (Sleipner Side-Power, Zipwake, Veratron), and trusted resellers for end consumers. AMI supplements product distribution with technical services delivered through in-house technicians and a trusted service network, including GMDSS radio survey, certification, shore-based maintenance, watermaker service, and High Seas Sales & Service. Pricing is not publicly disclosed; customers must apply for trade accounts to access trade pricing.
AMI is part of the AMI Group, which includes 10+ related marine companies such as AMI Marine International Singapore, AMI Marine Co., Ltd Vietnam, TMQ International Pty Ltd, AMI Connect, Marsafe Marine, WETSS, Shipmatic Singapore, Nautical Supplies, and i.Power Solutions. The group operates across Australia and South East Asia (Singapore and Vietnam), with headquarters in Perth. AMI is privately held with no disclosed external institutional investors, and revenue figures are not publicly available.
AMI Sales firmographics
Firmographics- Name
- AMI Sales
- Legal name
- AMI Sales
- Website
- https://amisales.com.au
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- AMI Sales is an Australian marine wholesale distributor (founded 1986, Perth-based) that distributes navigation, electro-mechanical, steering, instrumentation, and safety products under exclusive Australian rights for brands including Sleipner, Zipwake, and Veratron, serving boat builders, chandleries, marine trades, defence, government, and superyachts across Australia and South East Asia.
- Ownership category
- akta.pro rank
AMI Sales industry classification
Industry- Product category
- Marine Equipment Distribution
- NAICS
- Service Establishment Equipment and Supplies Merchant Wholesalers (42385), Wholesale Trade Agents and Brokers (4251)
- SIC
- Wholesale-Industrial Machinery & Equipment (5084), Wholesale-Professional & Commercial Equipment & Supplies (5040)
- akta.pro primary industry
- Marine MRO Parts & Consumables Distribution (TLAKAOAJ)
- akta.pro secondary industries
- Life-Saving Appliances & Safety Equipment (Davit Systems, Lifeboats, Firefighting) (IMAJAIAG), Provisions, Stores & Bonded Supplies Coordination (TLAHAJAC)
Keywords
Where AMI Sales is headquartered
LocationHeadquarters
- HQ city
- O'connor
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
AMI Sales business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- Wholesale Marine Equipment Distribution: AMI Sales distributes marine equipment from multiple international manufacturers to boat builders, chandleries, marine trades, and commercial vessels across Australia and South East Asia. Revenue is generated through product sales with pricing to trade accounts.
- Technical Services: AMI offers technical services for supplied products through in-house technicians or trusted service network, including certification, GMDSS radio survey, shore-based maintenance, watermaker service, and High Seas Sales & Service.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
AMI Sales product offering
Product offeringCore offering
AMI Sales is a marine wholesale distributor that supplies spare parts, marine electronics, electrical, plumbing, environmental, and communications products from international brands to boat builders, chandleries, and marine trades across Australia and South East Asia. The company also serves as a specialist agent for service, supply, and survey of equipment on defence, government, commercial vessels, and premium superyachts. AMI operates an authorised dealer network for key brands including Sleipner, Zipwake, and Veratron, and provides after-sales technical services including certification, GMDSS radio survey, shore-based maintenance, and watermaker service.
Product overview
AMI Sales is a marine wholesale distribution company established in 1986, offering a comprehensive portfolio of marine equipment, spare parts, electronics, electrical systems, plumbing, environmental and communications products. The product portfolio encompasses 13 main product categories including Boats/Motors/Trailers, Cameras/Surveillance, Clothing/Fishing, Communication, Control Systems (engine control, hydraulic steering, thrusters, trim control), Deck/Wheelhouse/Hull hardware, Electrical (cables, computers, networks), Instruments (gauges, monitoring, clocks), Lighting (navigation, emergency, underwater LED, flood lights, searchlights), Maintenance products, Navigation equipment (autopilots, GPS, AIS, radar), Safety equipment (life rafts, life jackets, fire equipment, horns), and Water Systems (desalination, pumps, toilets). The company distributes products from multiple branded manufacturers including Sleipner, Zipwake, Tecma, Veratron, Sea Recovery, Macris, Marco, Tessilmare, Norsap, MarineDeck, Polyform, Den Haan Rotterdam, Sanshin Electronics, E-LED Lighting, Glendinning, Plastimo, ACR, McMurdo, Hammar, Banten, Glomex, and others. They serve boat builders, chandleries, marine trades, Defence, Government, Commercial Vessels and premium Superyachts across Australia and South East Asia.
Differentiator
Problem solved
Functional benefit
Products and services
- Wholesale Marine Equipment Distribution Wholesale distribution of marine spare parts, marine electronics, electrical, plumbing, environmental, and communications products to boat builders, chandleries, and marine trades across Australia and South East Asia. Customers apply for trade accounts to access pricing.
- Marine Technical Services Technical services for supplied marine products through in-house technicians and a trusted service network. Includes certification, GMDSS radio survey, shore-based maintenance, watermaker service, and High Seas Sales & Service.
- Glendinning Engine Control Systems Engine control heads, actuators, cables and electronics for vessel steering control, including top mount controllers, joysticks, handheld remotes and sidemount controls compatible with Sleipner.
- Marco Marine Horns Electric, electro-magnetic, air and handheld horns for leisure and commercial vessels, including IMO approved whistles. Marco manufactures marine horns for AMI distribution in Australia.
- Sanshin Marine Lighting Marine searchlights, flood lights, fluorescent lights, incandescent lights and signalling equipment from Sanshin Electronics. AMI is exclusive distributor in Australia.
- Den Haan Rotterdam Signal Lights Navigation and signalling lights for marine vessels including LED and Xenon options, fixed and remote control searchlights, and marine lamps for sailboats, seagoing vessels, pleasure boats and commercial craft.
- E-LED Lighting Solutions LED lighting solutions for marine and offshore market including interior, exterior, deck, wheelhouse, cabin, corridor, passenger area, office, stairway, storage, engine room and emergency lighting.
- Veratron Marine Instruments Extensive range of gauges, NMEA 2000 products, multifunction touch screens, linkup gateways, GPS equipment and media boxes from Veratron. AMI is exclusive distributor in Australia with authorised dealer network.
- Sleipner Thruster Systems Thruster systems and stabilizers for marine vessels distributed through AMI's authorised Sleipner Side-Power dealer network in Australia.
- Zipwake Trim Control Systems Trim control systems for marine vessels distributed through AMI's authorised Zipwake dealer network in Australia.
- MarineDeck Cork Composite Decking Cork composite deck option from Stazo MarineDeck that stays cool in summer and is easy to clean, suitable for marine vessels. AMI is exclusive distributor in Australia.
- Polyform Buoys and Fenders Marine buoys and fenders in various sizes and colors for yachts, workboats and commercial use. AMI is exclusive distributor in Australia.
- Marine Safety and Lifesaving Equipment Lifesaving equipment from Plastimo (life rafts), EVAL (life jackets), ACR and McMurdo (EPIRBs, PLBs, SARTs), Hammar, Drew Marine (handflares, distress flares), MSEA (premium lifejackets), and Electric Fuel (water-activated lifejacket lights).
- Marine Navigation Equipment Marine navigation equipment including autopilots, binoculars, chartplotters, GPS, AIS, compasses, marine electronics, radar and sounders.
Companies that use AMI Sales
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles5 records
AMI Sales technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AMI Sales partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- SleipnercoreAMI is exclusive distributor for Sleipner products in Australia. Sleipner manufactures thruster systems and stabilizers for marine vessels. AMI offers authorised dealer network for Sleipner Side-Power products.
- ZipwakecoreAMI is exclusive distributor for Zipwake products in Australia. Zipwake provides trim control systems. AMI offers authorised dealer network for Zipwake products.
- VeratroncoreAMI is exclusive distributor for Veratron marine instruments in Australia. Veratron provides gauges, NMEA 2k products, multifunction touch screens, linkup gateways, GPS equipment and media boxes. AMI offers authorised dealer network.
- Sea RecoverycoreAMI is exclusive distributor for Sea Recovery watermakers in Australia. Sea Recovery manufactures desalination systems for marine vessels.
- TecmacoreAMI is exclusive distributor for Tecma Toilets in Australia. Tecma manufactures marine toilet systems.
- PolyformcoreAMI is exclusive distributor for Polyform buoys and fenders in Australia. Polyform manufactures marine buoys and fenders in various sizes and colours.
- MarcocoreAMI distributes Marco marine horns, whistles, and signalling equipment in Australia. Marco manufactures electric, electromagnetic, air and handheld horns.
- TessilmarecoreAMI is exclusive distributor for Tessilmare fender profiles in Australia. Tessilmare provides fender profiles available in rolls and various profile sizes.
- SanshincoreAMI is exclusive distributor for Sanshin searchlights in Australia. Sanshin manufactures searchlights, flood lights, marine fluorescent lights, and signalling equipment.
- Banten AntennascoreAMI is exclusive distributor for Banten Antennas in Australia. Banten provides VHF, TV, CB, AM/FM antennas including GMDSS professional VHF and HF series for superyachts.
- Stazo MarineDeckcoreAMI is exclusive distributor for Stazo MarineDeck cork composite decking in Australia. MarineDeck stays cool in summer and is easy to clean.
- MARSAFEcoreAMI Group safety partner MARSAFE provides service for life saving appliances including life rafts, life jackets, rescue boats, inflatable tenders, PFDs and battery replacement/programming of EPIRBs, SART and PLBs.
- Boating Industry Australia (BIA)minorAMI Group is a BIA member. BIA is the peak industry body for recreational boating in Australia.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
AMI Sales competitors and assessment
Company assessmentEmerging players
- E-LED Lighting: Specialist marine and offshore LED lighting manufacturer. Overlaps with AMI Sales' lighting product category, where AMI is its Australian distributor.
- Boat Accessories Direct: Australian online marine chandlery and equipment supplier. Comparable to AMI Sales' chandlery customer base as an alternative channel for marine equipment distribution in Australia.
Broad incumbents
- West Marine: North America's largest specialty retailer of marine supplies, parts, and equipment. Comparable to AMI Sales across product breadth and customer overlap (boat builders, trades, consumers), though larger and retail-led.
- Volvo Penta: Global OEM of marine propulsion and engine systems with authorised dealer/distributor networks. Comparable to AMI Sales in the marine power and control category AMI distributes (e.g., Glendinning engine controls).
Direct peers
- Whitworths Marine & Leisure: Australian wholesale distributor of marine equipment, parts, and chandlery supplies. Closely comparable to AMI Sales as a multi-brand marine wholesaler serving trade customers across Australia.
- Mackay Marine: Global distributor and service provider for marine electronics, navigation, and communication equipment. Comparable to AMI Sales in serving commercial and defence vessels with specialist marine electronics distribution.
- Defender Marine: Large US marine retailer and wholesale distributor of marine equipment, electronics, and supplies. Comparable to AMI Sales in distributing a broad multi-brand marine product range to boat builders, chandleries, and end consumers.
- Imtra: US-based wholesale distributor of marine equipment, lighting, controls, and accessories serving boat builders and marine trades. Comparable to AMI Sales as a multi-brand marine wholesale distributor with technical support and exclusive brand partnerships.
- BLA: Australia's largest wholesale distributor of marine parts, accessories, and equipment. Directly comparable to AMI Sales in serving boat builders, chandleries, and marine trades with multi-brand wholesale marine distribution.
Regional players
- Wichard: French manufacturer and distributor of marine hardware, safety equipment, and deck fittings with global distribution. Comparable to AMI Sales as a marine parts and safety equipment supplier, though with manufacturing rather than pure distribution focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
AMI Sales social profiles
Digital presenceAMI Sales financial estimates
Financial estimateRevenue estimate
Valuation estimate
AMI Sales leadership team
Management profileNumber of profiles
AMI Sales subsidiaries and ownership
Company hierarchySubsidiaries2 records
AMI Sales funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AMI Sales M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AMI Sales
What does AMI Sales do?
AMI Sales is a marine wholesale distributor that supplies spare parts, marine electronics, electrical, plumbing, environmental, and communications products from international brands to boat builders, chandleries, and marine trades across Australia and South East Asia. The company also serves as a specialist agent for service, supply, and survey of equipment on defence, government, commercial vessels, and premium superyachts. AMI operates an authorised dealer network for key brands including Sleipner, Zipwake, and Veratron, and provides after-sales technical services including certification, GMDSS radio survey, shore-based maintenance, and watermaker service.
Is AMI Sales a public or private company?
AMI Sales is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AMI Sales founded?
AMI Sales was founded in 1986. It employs 101 to 250 people.
Where is AMI Sales based?
AMI Sales is headquartered in O'connor, Australia, in the Oceania region.
How does AMI Sales make money?
Two revenue lines are on record. Wholesale Marine Equipment Distribution is the primary driver. The others are technical Services.
Who are AMI Sales's main competitors?
Emerging players on record are E-LED Lighting and Boat Accessories Direct. Broad incumbents are West Marine and Volvo Penta. Direct peers are Whitworths Marine & Leisure, Mackay Marine, Defender Marine, Imtra and BLA. Wichard is listed as a regional player.
Does AMI Sales have an API?
No public API is recorded for AMI Sales.
What industry is AMI Sales in?
AMI Sales's product category is Marine Equipment Distribution. Its primary akta.pro industry code is TLAKAOAJ, Marine MRO Parts & Consumables Distribution, with a secondary code of IMAJAIAG, Life-Saving Appliances & Safety Equipment (Davit Systems, Lifeboats, Firefighting). Its NAICS code is 42385 and its SIC code is 5084.