Amsoil was founded in 1972 in Superior, Wisconsin, by current CEO Albert J. Amatuzio, a former pilot. Amatuzio began doing research in the 1960’s regarding synthetic oils for motors and has developed a special blend for numerous applications.
Today, the company sells a wide range of synthetic motor oils for a variety of vehicles, including motorcycles. Amsoil uses multi-level marketing to distribute its product. In addition to oil, the company also offers fuel additives and filtration systems, such as oil filters and gasoline filters.
All products are made at the Amsoil factory in Superior and shipped worldwide. The company sells its products via independent dealers, who deal directly with their customers via multi-level marketing. As of 2015, the company had approximately 315 full time employees.