Buy directly from the importer?
The importer adds his markup, which then becomes the wholesale price.
Bob makes it for $5 including parts, labour, and expenses.
Bob sells it to Monkeyface for $10, and makes a profit of $5.
Monkeyface offers it for sale to the general public for $15, and makes a profit of $5.
In this case Monkeyface is paying wholesale.
She can't sell for wholesale.
She doesn't earn anything that way.