Products change, but the Dealer opportunity remains

AMSOIL is reacting faster and with better products than our competitors held back by their stockholders. Their marketing delivers empty promises!!

Our top-selling products shed light on the state of the lubricants industry.


Interesting Changes in Demand

The synthetic lubricant market has changed over the past five years. Sales of entry-level synthetics, like OE Synthetic Motor Oil, and higher value products, like Signature Series Synthetic Motor Oil, have grown. Powersports products have changed a great deal, too. Our introduction of specific product families, like ATV/ UTV and dirt-bike products, has eased the decision-making process for customers and provided Dealers with new opportunities. When I started at AMSOIL in March 2007, our biggest sellers were…

  • Signature Series 5W-30 Synthetic Motor Oil (ASL)
  • 15W-40 Synthetic Heavy-Duty Diesel and Marine Oil (AME)
  • 20W-50 Synthetic V-Twin Motorcycle Oil (MCV)
  • INTERCEPTOR® Synthetic 2-Stroke Oil (AIT)

Contrast that with today’s top sellers:

1. Signature Series 5W-30 Synthetic Motor Oil (ASL)

2. 20W-50 Synthetic V-Twin Motorcycle Oil (MCV)

3. Signature Series 15W-40 Max-Duty Synthetic Diesel Oil (DME)

4. AMSOIL Oil Filters (EAO, EA15K)

5. Signature Series 5W-20 Synthetic Motor Oil (ALM)

6. Severe Gear 75W-90 (SVG)

7. OE 5W-30 Synthetic Motor Oil (OEF)

8. Signature Series 5W-40 Max-Duty Synthetic Diesel Oil (DEO)

9. XL 5W-30 Synthetic Motor Oil (XLF) 10.Signature Series 0W-20 Synthetic Motor Oil (ASM)

Signature Series 5W-30 is by far our top-selling product and will be for the next couple years. While our largest seller, it’s not growing like other Signature Series viscosities. The 0W-20 viscosity boasts the highest growth rate within the family thanks to many newer vehicles leaving the factory with lighter viscosity oil in their crankcases. Overall, Signature Series gasoline motor oil is growing well and is our top choice for enthusiasts who want the best.

In the powersports market, 20W50 Synthetic V-Twin Motorcycle Oil continues to be our top seller. Other products, however, are driving overall growth in the market due to declining sales of Harley-Davidson* bikes and a general decline in riders overall. Our ATV/UTV products have the highest growth rate in the powersports market. This represents a great opportunity for you to capture new sales in a high growth market segment.

Upgrading Older Diesels

Signature Series 15W-40 Max-Duty Synthetic Diesel Oil is close behind in third. Its sales passed 15W-40 Synthetic Heavy-Duty Diesel and Marine Oil sales a long time ago and is the top choice for diesel enthusiasts who want the best. While the older Synthetic Heavy-Duty Diesel and Marine Oil has an outstanding history and still provides outstanding protection and long drain intervals in older diesels, industry specifications have been updated three times since we introduced the oil. Customers with older diesels can certainly continue to use it, or they have the option to transition to our Max-Duty or Heavy-Duty diesel oil product family for best protection.
(Side note from Oil Ordering) Many dealers are substituting the AMO 10W-40 for the old AME as it’s a more robust formulation for older diesels, better base stock and the highest levels of anti-wear those engines were used to using. Plus the 10W-40 offers a benefit in colder climates and is a broad use product for gas engines and motorcycles using 40 weight oils. 

Filters and OE Sales On the Increase

AMSOIL Oil Filters are our number four seller. Motorists usually pair them with Signature Series Motor Oil for outstanding wear protection. AMSOIL Oil Filters offer industry-leading 99 percent efficiency at 20 microns in capturing small, wear-causing particles, in addition to increased dirt holding capacity.

OE 5W-30 Synthetic Motor Oil comes in seventh. It’s our best-selling product in the retail channel. It provides an excellent combination of good wear protection with a reduced price for people switching to synthetics for the first time. It also offers good profitability for retailers at a price comparable to other highly regarded brands. However, it’s not designed to compete with low-cost private-label synthetics and bottom feeders.

While sales of XL 5W-30 Synthetic Motor Oil, our ninth-best seller, aren’t growing, the 0W-20 and 5W-20 viscosities of XL Synthetic Motor Oil continue to grow. XL provides a nice balance of boosted wear protection and extended drain intervals at a price below Signature Series. It continues to provide excellent value for customers and our retail partners.

(Oilordering note) – My own XL Sales are actually on the increase over OE or Sig Series because we are converting our motorcycle and powersports customers to using AMSOIL in their cars and trucks for their first time. XL makes gains performance wise for a price below most of the on the shelf “so called” synthetics. 

We continue to expand our product line with new products and innovative packaging, like our award-winning easypacks. Although the top sellers may change, you can depend on AMSOIL to introduce exciting products and packaging that help customers solve problems – and help you grow sales.

What Is Cetane and Why Does It Matter? Ed Newman|Jan 04, 2023 8:08 AM   Cetane is a colorless, liquid hydrocarbon of the alkane series, C 16 H 34, used as a solvent and in cetane number determinations. In the same way that octane number ratings are applied to rate the ignition stability of gasoline, cetane values are assigned to diesel fuel to rate its combustion quality. Cetane numbers are used to […]

Oil Analysis Kits Available from Oil Analyzers Inc. Ed Newman|May 10, 2022 2:38 PM   In order to provide a cost-effective oil analysis option when a full fluid analysis is not required, Oil Analyzers Inc. has launched a new Oil Analyzers Value Kit that focuses on the most critical used-oil analysis tests. It provides less […]

Racer Secrets: Tips and Tricks to Help on Race Day Lindsay Premo|Oct 16, 2020 8:00 AM Happy October, race fans! There are a lot of things we know are necessary in racing. A helmet, driver’s suit, gloves, appropriate footwear and (obviously) something to race on/in are all essential to striving toward that checkered flag. But, […]

First Time Heading to Sturgis? We’ve Got Some Tips. Jamie Jarvi|Aug 03, 2016 9:26 AM The Sturgis Motorcycle Rally is a true bucket-list destination for any motorcycle enthusiast. Each year thousands upon thousands of riders descend on Sturgis, S.D., and turn this small, sleepy town into a motorcycle mecca. Some travel the road to Sturgis […]

AMSOIL synthetic motor oil helps you breathe easier Oxygen is great in your lungs, but it’s not so great in your motor oil. Matt Erickson | VP, PRODUCT DEVELOPMENT Oxygen comprises about 20% of our atmosphere. It’s the third most common element in the universe. Without it we’d all be doomed. Yet, oxygen can cause […]

How to Maximize Marine Engine Performance and Reliability John Baker|May 02, 2022 10:36 AM   Fishing opener is right around the corner for us Northlanders. It’s essentially a regional holiday, rivaled only by the opener of gun deer season in the fall. Although some boaters and anglers don’t realize it, using a dedicated marine motor […]