During his time as a pilot, Amatuzio began researching synthetic engine oils. Synthetic lubricants were used exclusively in jet engines due to the increased heat and stress of supersonic flight, and Amatuzio sought to apply the benefits of synthetic oil to automotive engines. He developed several different synthetic motor oil formulations and was commercially selling synthetic motor oil for automotive use by 1968. On May 23, 1969, he incorporated "Life-Lube, Inc.," through the Minnesota Department of State. By 1970, Amatuzio had renamed his company "AMZOIL," which he later changed to "AMSOIL."