Introduction to Amazon Private Labeling: Understanding the Concept 


Amazon Private Label is a dynamic and transformative approach to e-commerce that empowers entrepreneurs to forge their unique brand identities and capture the attention of online shoppers. In this realm, products become canvases for creativity, allowing sellers to infuse their distinct touch into existing goods and deliver unparalleled value to customers. 

In this article, we will delve into the intricacies of Amazon’s Private Labeling, exploring how this strategy unlocks opportunities for brand ownership, customization, and enhanced profitability in the ever-evolving landscape of online retail.

Quick Guide

  1. What are Amazon Private Label products?
  2. Reasons to sell Private Label products on Amazon
  3. Drawbacks of Amazon FBA private label products
  4. How to create an Amazon private label?
  5. Conclusion

What are Amazon Private Label products?

Amazon Private Label products refer to goods that are manufactured by one company but are sold under another company’s brand name. In the context of Amazon, this means that sellers can source existing products from manufacturers, apply their own branding, and sell them under their own unique brand on the Amazon platform.

The process of creating Amazon Private Label products involves finding products that are already available in the market, partnering with manufacturers to produce these products, and then customizing them with your branding, packaging, and sometimes minor modifications. This approach allows sellers to offer products that are similar to existing ones but with their own unique twist.

Once you start selling private label products, you should keep an eye on these metrics – product ranking, seller rating, number of products sold, unit session percentage rate, inventory performance, fulfillment performance, and fees. And the good news is that you can track everything on SellerApp’s dashboard.Reasons to sell Private Label products on Amazon

Among the various methods for selling products on Amazon, opting for private-label products stands out for several reasons. Here are five notable advantages of engaging in private label sales on the Amazon platform:

1. Full Ownership of Brand Identity

Private labeling empowers your company to own and establish its distinct brand. This sets it apart from arbitrage or wholesale approaches where you merely resell products from existing brands. The private label model grants you the autonomy to market, expand, and price your products as you envision. You’re free from the need to secure brand permissions or navigate the complexities of sourcing discounted items for resale at a premium.

2. Enhanced Profit Margins

By sourcing products directly from manufacturers or suppliers, your operational costs are notably lower than when dealing with resale of established brands. Contrastingly, wholesale entails purchasing from intermediaries who mark up prices, reducing your profit margins. The private label approach eliminates intermediaries, enabling inventory procurement at the most competitive rates.

3. Tailored Product Customization

Private label affords comprehensive product customization according to your specifications. Analyze customer reviews of similar products and identify areas for improvement. This strategic insight enables you to craft products that outshine established brands. A mere logo addition won’t suffice; instead, collaborate with suppliers and designers to devise distinct product offerings. This ingenuity is pivotal for distinguishing your items from the crowd.

4. Independent Management of Amazon Listings

When you introduce a private label product, you introduce a fresh listing on Amazon. This endows you with the flexibility to easily modify images, pricing, product descriptions, and keywords to your advantage at any time. In contrast, when reselling on existing Amazon listings, altering images or content can be challenging, as you’re not the original listing creator.

5. Exclusivity of the Buy Box

Private label circumvents the competition for the Buy Box that resellers of established brands often face. When vying for the Buy Box against fellow sellers, securing a purchase relies on being featured in the Buy Box. The private label ensures sole ownership of the listing, securing 100% control of the Buy Box, and enhancing your potential for sales success.

Embracing private label sales on Amazon offers unparalleled control over branding, customization, and profitability, positioning your business for a distinctive and rewarding marketplace journey.

Drawbacks of Amazon FBA private label products

While there are numerous advantages to selling Amazon FBA private label products, it’s important to acknowledge certain drawbacks associated with this approach. Here are some of the notable considerations:

1. Higher Initial Investment

Unlike reselling where you can capitalize on price disparities, private-label selling demands a more substantial upfront investment. Manufacturers often require bulk orders for collaboration, and expenses for branding, packaging, shipping, and marketing accrue. Sufficient capital and cash flow are essential for launching and sustaining your private-label venture.

2. Quality Control Challenges

As you rely on third-party manufacturers, maintaining direct oversight of product quality becomes challenging. Unfortunately, customers remain unaware of this. Subpar products can damage your brand reputation, erode customer loyalty, and lead to negative reviews that impact your product listing and sales.

3. Time and Effort Intensive

Private-label sales do not promise rapid wealth accumulation. The process involves substantial time and effort, encompassing product research, sourcing, brand creation, product launch, marketing, inventory management, order fulfillment, and ongoing competition analysis. Adapting strategies based on competitor activity and customer feedback is also a continuous effort.

It’s evident that pursuing Amazon FBA private label products involves its share of complexities. However, this should not deter you.

When executed correctly, Amazon FBA private label selling can yield significant rewards and establish a profitable business model. It’s crucial to weigh both the benefits and challenges before embarking on this journey. With a well-informed approach and strategic planning, the potential for success remains promising.

How to create an Amazon private label?

Having understood the essence of Amazon FBA private label and its potential, let’s delve into the comprehensive process of establishing your very own private label brand on Amazon.

Creating Amazon Private Label Products:

1. Conduct Thorough Product Research

The foundation of a successful private label business rests on selecting the right product. Instead of relying on intuition, focus on products with a proven track record of strong sales. Look for specific attributes such as compact size, lightweight nature, consistent demand, and compliance with regulations.

2. Unearth Reliable Manufacturers

After finalizing a promising product idea, the subsequent step involves identifying trustworthy manufacturers. Leverage tools like SellerApp’s Product Sourcing to simplify this process. Remember, the lowest-cost option might not always be the best. Balance price with quality and reviews to pinpoint the ideal manufacturer that meets your requirements.

3. Craft Compelling Amazon Listings

Once you’ve aligned with a manufacturer and placed your initial order, you have a window of 4-6 weeks for crafting an impeccable Amazon listing. This entails professional product photography, competitive pricing strategies, persuasive product descriptions, UPC procurement, and more.

4. Establish a Strong Brand Identity

Branding plays a pivotal role in setting your private label product apart. Design a unique logo, select distinct brand colors and fonts, and differentiate your product’s design to stand out. Through A/B testing and feedback, ascertain that your brand identity resonates with your target audience.

5. Strategize Competitive Pricing

While new sellers often underprice products to compete, focus instead on offering value through design, packaging, marketing, and customer service. Maintain prices within a 20% range of competitors’ average, between $20 and $50, for optimal balance.

4. Select Fulfillment Method

Opt for Fulfillment by Amazon (FBA) to benefit from Amazon’s storage, packaging, shipping, and customer service services. This choice elevates product visibility and prioritizes FBA items on Amazon search pages.

5. Prepare Inventory with Compliance

Comply with Amazon’s requirements when preparing inventory for shipment to fulfillment centers. Ensure unique FNSKU codes, accessible exterior scannable barcodes, and appropriate packaging for safe delivery.

6. Execute Effective Product Launch

Prior to the launch, formulate a robust product promotion strategy to build initial awareness, attract traffic, and boost conversions. Employ tactics such as running Amazon PPC ads, leveraging external platforms like Instagram or Google, collaborating with influencers, or launching giveaways or lightning deals.

Through the meticulous execution of these steps, you can navigate the intricate path of Amazon FBA private label products. While challenges exist, the rewards of a successful private-label venture are well worth the effort.


Amazon Private Label emerges as a powerful avenue for ambitious individuals and businesses to not only participate but thrive in the vast e-commerce ecosystem. The ability to shape and define your brand, offer unique products, and directly connect with your target audience sets the stage for success. 


As you navigate the complexities of sourcing, branding, and marketing, remember that while challenges may arise, the rewards are substantial – from higher profit margins to lasting brand recognition. 

Author Bio:

Arishekar is a multifaceted marketing professional with a proven track record of success in the highly competitive e-commerce industry. As the Senior Marketing Director at SellerApp, Arishekar has been instrumental in driving the growth and success of the company. With over ten years of experience in digital marketing, he has specialized in areas such as SEO, PPC, social media, and content marketing, making him a multifaceted marketing professional.

Arishekar possesses a deep understanding of the e-commerce industry and has helped numerous businesses achieve their marketing objectives. He is a creative thinker and problem solver, consistently searching for innovative ways to engage with customers. His marketing strategies are always backed by data-driven insights, ensuring that his campaigns are highly targeted and effective.

Aside from his professional endeavors, Arishekar is also recognized as a thought leader in the e-commerce industry. He has written extensively on a wide range of topics such as marketing trends, e-commerce best practices, and customer behavior. His insights have been featured in numerous publications, establishing him as an authority in his field.

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