Supporting vs. Non-Supporting Brands

Aug 22, 2022

Supporting vs non-supporting brands

We get this question all the time: how is an Aftermarket Websites® “Supporting Brand” different from a “Non-Supporting Brand?” The difference is easy to understand once you have the proper context, and that’s just what we’re going to provide in this article.


The Aftermarket Websites® platform was created by The AAM Group, a purchasing, marketing, and technology company that represents 20 automotive aftermarket distributors across North America. AAM manages three programs that offer resellers like you special tools to help your business be more successful. These programs—Total Truck Centers, Performance Corner®, and Parts Pro—are made possible (i.e., funded) by AAM’s member warehouses and brand partners. If you’re an Aftermarket Websites® partner, you’re already signed up to use those program tools, many of which are FREE!

Supporting Brands

AAM’s brand partners are those you see listed on our website as “Supporting Brands.” These manufacturers subsidize the platform to make it affordable for you. Other platforms with similar features cost five times as much per month.

We’re able to provide Aftermarket Websites® to you at such a value because our Supporting Brands have chosen to invest in the success of your business. So when you see the term “supporting,” it means that brand is literally supporting YOU!

In addition, AAM works directly with these manufacturers to create optimized data, acquire special assets, and create targeted product categorization for your website so that your customers will have the best shopping experience possible. Our personal relationships with these brands make this unique content possible.

Non-Supporting Brands

We understand that not all shops carry only our Supporting Brands. Aftermarket Websites® still sources data through brokers like SEMA Data, DCi, ASAP Network, and others to provide you with the data you need for the breadth of your product selection. The main difference is that this third-party data is not handled or enhanced by the Aftermarket Websites® team in any way—this is the same data you would receive if you had an account with any of the mentioned data providers. Finally, these brands are not contributing to help keep your website costs low.


We hope this explanation has clarified for you the difference between Supporting and Non-Supporting Brands—and how important those Supporting Brands are to making your website affordable and different from what you could receive from any other provider. If have any questions about this topic, would like help uploading any of our Supporting Brands to your website, or want to learn about more of the marketing tools already available to you, we would be happy to help!


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