What Is a Line Sheet? What Buyers Look For (With Example)

Updated September 2026 · 8 min read

Short answer: A line sheet is a simple catalog document that lists every product a brand sells wholesale, with photos, item numbers, wholesale prices, suggested retail prices, and ordering terms. Buyers use it to decide what to order and to write their purchase order, so it needs to be clear, complete, and easy to scan.

If you’ve ever asked “what is a line sheet” after a store owner requested one, you’re not alone. It’s one of the first things a retail buyer asks for, and a weak one can cost you the sale before anyone looks at your product closely.

This guide covers what goes on a line sheet, what buyers actually check, how it differs from a catalog and a price list, and a worked example you can copy.

What is a line sheet, exactly?

A line sheet is a short, sales-focused document (usually a PDF of 1 to 10 pages) that shows your wholesale products in a grid. Each product gets a photo and a small block of ordering details. It’s built for one job: helping a buyer place an order quickly.

Think of it as the menu for your wholesale business. A store owner flips through it, circles what they want, and turns those picks into a purchase order.

Who uses line sheets?

• Brands and makers send them to boutiques, gift shops, and online retailers.
• Wholesalers and distributors use them to show a seasonal or category assortment.
• Sales reps bring them to trade shows and store visits.
• Buyers keep them on file to reorder later.

Line sheet vs. catalog vs. price list

These three get mixed up a lot. Here’s how they differ.

Document	Main purpose	Typical length	Shows wholesale price?
Line sheet	Help a buyer place a wholesale order	1–10 pages	Yes
Catalog / lookbook	Tell a brand story and show products styled	10–40 pages	Usually no
Wholesale price list	Quick reference of SKUs and prices	1–3 pages, text only	Yes

Many brands send a lookbook to get attention and a line sheet to get the order. If you only have time to make one, make the line sheet. If you need the text-only version too, see our guide on how to create a wholesale price list.

What goes on a line sheet?

A good line sheet answers every question a buyer would otherwise have to email you about. Include these details.

Product-level details (for every item)

• Photo: a clean product shot on a plain background.
• Product name and a short description (materials, size, scent, color).
• SKU or item number: the code buyers will write on their order.
• Wholesale price per unit.
• MSRP (manufacturer’s suggested retail price), so buyers can see their margin.
• Order increment: how units are sold, for example “sold in 6s.”
• Variants: colors, sizes, or scents available.
• UPC barcode number, if you have one.

Business-level details (usually on the first or last page)

• Brand name, logo, and contact info (email, phone, website).
• Opening order minimum and reorder minimum.
• Payment terms (for example, prepay by card or net 30 for approved accounts).
• Shipping policy and lead times (how long until orders ship).
• Return and damage policy.
• How to place an order (email, order form, or online portal).
• The date or season, so buyers know the prices are current.

If you sell in case packs, spell it out. Buyers hate discovering at checkout that the price is per unit but the item only ships in 12s. Our explainer on case packs vs. inner packs covers how to present those quantities.

What do buyers look for on a line sheet?

Buyers see a lot of line sheets. Here’s what they check in the first minute.

1. The margin

The first thing most buyers do is compare wholesale price to MSRP. Many small retailers look for a retail price that’s roughly double the wholesale cost (called keystone). If your MSRP is only 1.5 times your wholesale price, expect pushback.

2. How much they have to spend

Buyers want to know the opening minimum right away. A $150 minimum feels easy for a small shop to try. A $1,000 minimum means they need to be very sure. Put the minimum on page one. If you’re unsure where to set it, read how minimum order quantities work.

3. Whether it fits their store

Good photos and short, specific descriptions help a buyer picture the product on their shelf. “Soy candle, 8 oz, 45-hour burn, cotton wick” beats “our best-selling luxurious candle.”

4. How easy it is to order

Clear SKUs, obvious order increments, and a simple way to send the order all reduce friction. If a buyer has to guess, they often just don’t order.

Line sheet example: what one product block looks like

Here’s a simple example for a fictional home goods brand. Each product on your sheet would get a block like this, laid out in a grid of 2 to 4 items per page.

Field	Example entry
Photo	Mug on a white background
Name	Stoneware Mug, Speckled Oat
Description	12 oz, dishwasher and microwave safe, handmade in small batches
SKU	MUG-12-OAT
Wholesale	$11.00
MSRP	$22.00
Sold in	Sets of 4
Colors	Oat, Slate, Clay

And the terms box on page one might read: “Opening order $200. Reorders $100. Ships in 5–7 business days. Prepay by card; net 30 available after two orders. Report damages within 7 days of delivery.” All example numbers, of course. Use your own.

How do you make a line sheet?

You don’t need design software. A spreadsheet, a slide program, or a free document template works fine. The steps are the same either way.

Design tips that help

• Keep fonts simple and prices large enough to read on a phone.
• Group products by collection or category, not randomly.
• Mark bestsellers and new items with a small label.
• Keep the file small (under about 10 MB) so it doesn’t bounce from inboxes.
• Name the file clearly, like “BrandName-Wholesale-LineSheet-Fall-2026.pdf”.

Common mistakes

• Missing MSRP, so the buyer can’t judge margin.
• Retail prices only, with wholesale buried in a separate email.
• Old prices with no date on the sheet.
• Blurry or inconsistent photos.
• No contact info past the cover page.

FAQ

Is a line sheet the same as a wholesale catalog?

Not quite. A catalog focuses on showing products and telling your brand story, and often leaves out wholesale prices. A line sheet is built for ordering, so wholesale price, MSRP, SKU, and minimums are always on it.

Should I include MSRP on my line sheet?

Yes. Buyers use MSRP to check their margin. Leaving it off makes them do extra math and can slow down the order.

How often should I update my line sheet?

Update it whenever prices, products, or terms change, and at least once per season. Always put a date or season on the sheet so buyers know it’s current.

What format should a line sheet be in?

A PDF is the most common format because it looks the same on every device. Some brands also offer a spreadsheet version so buyers can type quantities right into it.