What is AMSOIL? History & FAQs

What is AMSOIL?

AMSOIL Inc. is an American corporation based in Superior, Wisconsin that primarily formulates and packages synthetic lubricants, fuel additives, and filters. Company founder Albert J. Amatuzio developed several synthetic motor oil formulations throughout the mid-to-late 1960s. In 1972, AMSOIL's 10W-40 Synthetic Motor Oil became the first synthetic oil to meet API (American Petroleum Institute) service requirements.

AMSOIL's Mission Statement

We are driven to earn the loyalty of every customer by engineering innovative lubricant solutions and investing in expertise to deliver the performance they’ve been promised and the satisfaction they deserve.

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AMSOIL - The First in Synthetics

AMSOIL founder and industry pioneer Al Amatuzio built his company on the same principles that defined his career as a jet fighter squadron commander – excellence, integrity and strong leadership. In 1972, the breakthrough came. AMSOIL 10W-40 Synthetic Motor Oil, the result of years of research and inspired by aerospace technology, became the first synthetic motor oil in the world to meet American Petroleum Institute service requirements. It outperformed conventional oils on all counts, signaling a new age in lubrication science. Today, virtually every other motor oil manufacturer has recognized the superiority of synthetic lubricants and followed the AMSOIL lead with introductions of synthetic motor oils of their own. Accept no substitutes – AMSOIL is The First in Synthetics®.

The History of AMSOIL

AMSOIL was founded by Al Amatuzio, a WWII veteran of the Naval Air Corps and the US Air Force who later served as a Lieutenant Colonel and squadron commander in the Minnesota Air National Guard. Amatuzio saw the benefits of synthetic oil in action in his squadron's jet aircraft and wondered why synthetics weren't being used in automobile engines at the time.

When Amatuzio began researching synthetic oil in the 60's, motor oil quality was poor, prone to breaking down in high-temperatures, and contributed to hard-starting in cold weather. He studied chemistry and learned about oil additives. In 1966, he had formulated his first synthetic motor oil and asked one of his pilots to use it in his brand-new 1966 Ford Station Wagon.

By 1968, he was commercially selling his synthetic motor oil. In 1970, the company name "AMZOIL" was born - an amalgamation of his name and "oil" - which he'd later change to "AMSOIL" following a lawsuit filed by Pennzoil.

His first few years in business almost entirely exhausted his financial resources, as few people were willing to pay for more expensive synthetic oils even if they were proven to be much better than conventional oils. Amatuzio decided he needed API and SAE (Society of Automotive Engineers) certifications to increase the credibility of his products and earn the trust of motorists.

In 1972, an accredited third-party lab tested his oil rigorously and deemed it met API service requirements, the first synthetic motor oil to become API certified. It outperformed conventional petroleum motor oils on all accounts.  

Big oil companies saw AMSOIL's 25,000 mile/one year guarantee as a threat to continuous sales for their conventional products. Eventually, they followed suit, with Mobil introducing its first synthetic oil in 1974.

In 1994 Al Amatuzio was honored as the pioneer of synthetic lubrication with his induction into the Lubricants World Hall of Fame.

In 2017 Al Amatuzio passed away peacefully, surrounded by his family and loved ones in his home.

In 2018, Alan Amatuzio (founder Al Amatuzio's son) assumed sole ownership of AMSOIL INC. and serves as the Chairman & CEO.

In 2021, AMSOIL launched AMSOIL Industrial, a new business unit dedicated to serving large business-to-business customers, like metal stamping and injection molding manufacturing companies, power generation, and general construction equipment manufacturers.

In 2023, AMSOIL acquired Benz Oil, a Milwaukee-based company that specializes in the development, manufacture and supply of industrial and metalworking fluids.

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The Synthetic Oil Revolution

While AMSOIL pioneered the first API-certified synthetic motor oil in 1972, they weren't alone in developing synthetic lubricant technology. During the mid-1960s and early 1970s, two main companies led the development, testing, and release of synthetic motor oils for automobile engines: AMSOIL INC. and Mobil Oil Corp.

AMSOIL was first to market with their groundbreaking 10W-40 synthetic motor oil in 1972, with Mobil following in 1975 with their own synthetic offering based on their XRN 1669 formulation. These early synthetic oils faced significant resistance from the established petroleum oil industry, which largely tried to discredit synthetic benefits for nearly two decades before developing their own synthetic offerings.

For a deeper dive into the fascinating development of synthetic lubricants and how AMSOIL helped pioneer this revolutionary technology, read our comprehensive article on The History of Synthetic Motor Oil.

The AMSOIL Product Range

AMSOIL has engineered hundreds of products over its 54+ year history. While the initial focus was on synthetic motor oils for passenger vehicles, its product line has greatly expanded, covering all types of motor oils, filters, transmission fluids, fuel additives, compressor oils, gear lubes, cleaners and protectants, and more.

The great thing about AMSOIL is they have all of their products third-party tested, and they often do more rigorous testing of their own products than what's required to meet API and SAE service requirements.

My personal experiences interacting first-hand with AMSOIL engineers and the company founder, Al Amatuzio, have taught me a great deal about how AMSOIL focuses so heavily on manufacturing the highest quality lubricants and protectants. If you want to learn more about how I discovered AMSOIL, my conversations with Al Amatuzio and other employees, and the many benefits I've experienced, checkout this article.

AMSOIL Signature Series Oils

Easily one of their most popular products, the AMSOIL Signature Series line of oils (formulated differently for gas engines and for diesel engines) touts many benefits over conventional oils and leading synthetic oil competitors.

Signature Series Testing - ASTM Based Tests

ASTM stands for American Society for Testing and Materials.

The Sequence IVA Engine Test, which must be passed to meet the API SN PLUS specification, simulates extended periods of stop-and-go driving. For 100 hours, the test engine cycles between 50 minutes of idling and 10 minutes of elevated rpm — conditions that encourage engine wear. The camshaft is then measured for wear in 84 locations and an average score is determined.

‍AMSOIL used Signature Series 0W-20, the lightest viscosity in the line, to further increase the severity of the test. AMSOIL Signature Series Synthetic Motor Oil provided 75% more engine protection against horsepower loss and wear (based on independent testing of AMSOIL Signature Series 0W-20 using the ASTM D6891 standard test) than required by the industry standard, extending the life of vital components like pistons and cams.

AMSOIL Signature Series vs Mobil 1

AMSOIL Signature Series is also fortified with a heavy treatment of detergent additives, delivering 28% more acid-neutralizing power than Mobil 1 and helping engines stay cleaner for longer (based upon independent testing of Mobil 1 Annual Protection Full Synthetic 5W-30 and AMSOIL Signature Series 5W-30 in ASTM D2896 - oils purchased July 2020).

The Sequence IIIH Test - ASTM D8111

The Sequence IIIH Test uses the Chrysler 3.6L Pentastar engine to evaluate a motor oil’s ability to resist heat and keep pistons clean. The test is conducted with oil temperatures of 304ºF (151ºC), much hotter than normal operation, to accelerate oil thickening and deposits.

A single-length 90-hour test didn’t even challenge Signature Series. Its viscosity was like that of new oil, and the pistons were still nearly spotless. To really test the oil, AMSOIL told the lab to reassemble the engine and run the test again using the same oil.

Even after doubling the length of the industry-standard test, the oil limited oil thickening to well under the allowable threshold while delivering 40% cleaner pistons than required by the standard (based on independent testing of AMSOIL Signature Series 5W-30 in the Sequence IIIH Engine Test (ASTM D8111), required by the ILSAC GF-6 and API SP specifications).

AMSOIL goes the extra mile to prove its products are the best by conducting industry-standard tests that independent, third-party labs often conduct.

One of my favorite YouTubers, Project Farm, conducts his own version of these industry-standard tests and documents the results. In the video below, he created a March Madness-style bracket for 16 different oil products and concluded, based on his own, unaffiliated testing, that AMSOIL was the best oil on the market.

AMSOIL vs Pennzoil - Oil Championship - Project Farm

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In this video, Project Farm matches up AMSOIL vs. Pennzoil is the "Best Oil" championships, where 16 engine oil products competed head-to-head in an NCAA bracket tournament-style series of oil performance test simulations. In the end, AMSOIL won it all and defeated Pennzoil in the championship round.

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AMSOIL Dealer Program

AMSOIL markets its products largely through a nationwide (US & Canada) network of Authorized Dealers. Al Amatuzio helped set his company apart by focusing strongly on developing and cultivating these types of relationships.  

How can you become an AMSOIL Dealer?

To become an AMSOIL Dealer, you must fill out the Dealer application, sign the agreement, and pay the Dealer fee ($49.95 USD or $64.95 CAD).  After approval, you'll receive a Dealer Starter Kit loaded with product samples and marketing brochures.

Advantages of Becoming a Dealer

Dealers experience the same benefits as AMSOIL Preferred Customers, plus quite a few more.

• purchase AMSOIL products at wholesale pricing
• minimal startup/overhead costs and no inventory requirements
• corporate support and video-based training
• no quotas to maintain
• no renewal requirement; simply cancel your membership or stop paying

I have been an AMSOIL Dealer for almost 25 years now and have had the pleasure of serving thousands of customers, retailers, and business throughout the US and Canada. In my opinion, AMSOIL is the best synthetic oil manufacturer around and their Dealer program is a great opportunity for those of us who prefer AMSOIL and want to promote their products. If you have questions about becoming a dealer, contact me here.

Other AMSOIL FAQs

Why is AMSOIL not sold in big box stores?

AMSOIL is not sold in most big box stores because AMSOIL wants to maintain the legacy that founder Al Amatuzio introduced, relying on a national network of AMSOIL Dealers to educate customers on why synthetic oil is better than conventional oil.

From AMSOIL:

We think it’s important that AMSOIL products are available primarily at businesses that offer specialized products and services. As such, we don’t sell directly to national chains because they can gain a competitive advantage that makes it less desirable for local or regional businesses that offer repair, installation or other value-added services.

Where can you buy AMSOIL?

AMSOIL products are sold online and by distributors and retailers throughout the US & Canada. Using their store locator, you can find AMSOIL at many local auto parts stores, quick lubes, auto service centers, hardware stores, and powersports dealers.

Is AMSOIL high quality?

AMSOIL's approach to product development sets them apart from competitors. When AMSOIL's raw material suppliers develop new additives or base stocks, they approach AMSOIL first because they know the company prioritizes performance over price. AMSOIL first evaluates new materials for their performance benefits, incorporates them into new formulations, and rigorously tests them against stringent specifications before discussing price with suppliers.

This contrasts with many competitors who approach suppliers with specific price targets, asking "what can we get for this price?" This fundamental difference in philosophy explains why AMSOIL products consistently outperform competing oils in independent tests and why many professionals and enthusiasts consider AMSOIL the gold standard in synthetic lubrication.

Why is AMSOIL so expensive?

AMSOIL is a bit more expensive than many competing products at retail prices. Yet, even though you might pay a bit more up front, AMSOIL lubricants will save you money in the long run with extended drain intervals, reduced maintenance costs, and longer service life for your vehicles and equipment.

What's so special about AMSOIL?

AMSOIL is very different from other oil companies because they developed the first synthetic motor oil to meet API service requirements and because they've always focused more heavily on their relationship with independent AMSOIL Dealers.

AMSOIL stands apart because they were the true pioneers in synthetic motor oil technology for consumer automobiles. Unlike most major oil companies who resisted the synthetic revolution for 15-20 years, AMSOIL committed early to developing superior lubricants based on synthetic technology. The company's focus has always been on engineering products to performance specifications rather than designing products to meet a specific price point.

AMSOIL continues this tradition of innovation today, with modern formulations that incorporate specialized additives providing benefits such as:

• Enhanced protection for today's more demanding engines
• Superior high-temperature stability
• Exceptional cold-weather performance
• Extended drain intervals saving customers time and money
• Reduced engine wear for longer equipment life
• Improved fuel efficiency compared to conventional oils

Is AMSOIL the best synthetic motor oil on the market?

AMSOIL is considered one of the best synthetic motor oils because it was the first company to meet American Petroleum Institute (API) requirements in 1972 with a fully synthetic motor oil. Even today, compared to many competing lubrication products, AMSOIL more effectively lubricates and protects engines in various applications. The benefits of AMSOIL far outweigh the cost.

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