The article summarizes approaches to the evaluation and selection reseller based on works of contemporary scholars. The criteria that are used by the manufacturer to assess the reseller in their choice was considered and their essence was defined. Research methodology is based on a comprehensive coverage of the selection process retail reseller, considering the end user, as the profits depends on him. There was refined reseller evaluation criteria considering opinions of end users. To determine the mediators of the best indicators proposed use graphical method using polygon "Assessment Facilitator". To select a mediator defined number of intervals that can dial indicator "value of a mediator." Interaction areas of the manufacturer and retail reseller was developed based on hit rate "value facilitator" in a certain numerical range.

Key words: evaluation and selection of resellers evaluation criteria mediator, the mediator value.