AMSOIL Inc. is an American corporation based in Superior, Wisconsin that primarily formulates and packages synthetic lubricants, fuel additives, and filters.

Albert J. Amatuzio founded AMSOIL Inc. while serving as Squadron Commander of the Duluth, Minn. Air National Guard.

[2][1] The company created its tagline, "The First in Synthetics®," to acknowledge the achievement.Due to widespread unawareness of synthetic motor oil and consequent slow sales, Amatuzio started the North American AMSOIL Dealer network in 1973.

Using network marketing instead of traditional retail sales, AMSOIL Dealers were able to communicate the product's benefits compared to conventional motor oil directly to motorists, helping the company grow.

They also can earn retail profit selling AMSOIL products directly to end-users, such as individual motorists, professional landscapers, truck drivers, and delivery fleets.

[12] AMSOIL sells lubricants directly to original equipment manufacturers and large commercial and industrial customers via its Technical Sales division.

AMSOIL sponsors several motorsports events, race series, motorcycle rallies, professional drivers, and other influencers.

AMSOIL advertises nationally via television, print, and digital mediums on behalf of its North American Dealer network.

Dealers and international Distributors also coordinate and execute their own local advertising campaigns to benefit their individual businesses.