What Is Amazon FBA Private Label?

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Amazon FBA Private Label has quickly gained recognition as one of the most lucrative and exciting business models of our time. In fact, countless success stories have emerged of people building multimillion-dollar brands right from their homes, all with a little ingenuity and the power of Amazon at their fingertips.

Intrigued? You should be! Whether you’re a seasoned business owner or a complete newbie, Amazon FBA Private Label offers a unique opportunity to create a scalable and profitable business that you can manage from anywhere in the world, as long as you have a laptop and an internet connection.

In this comprehensive guide, we’ll dive deep into the exciting world of Amazon FBA Private Label, what a private label definition is, explore its numerous benefits, and give you the insider tips and tricks you need to turn your entrepreneurial dreams into reality.

Quick Takeaways:

  1. Amazon FBA Private Label Defined: Amazon FBA Private Label is a powerful business model that enables entrepreneurs to establish their brand, market products under their name, and leverage Amazon’s services for fulfillment and customer support.
  2. Benefits of Private Labeling on Amazon:
    • Brand Control: Gain complete control over your brand, from product design to marketing.
    • Higher Profit Margins: Enjoy higher profit margins by sourcing directly from manufacturers.
    • Scalability: Leverage Amazon FBA to scale your business efficiently.
    • Customer Loyalty: Build a loyal customer base through a strong private label brand.
    • Access to Amazon’s Marketplace: Tap into Amazon’s vast customer base to boost your chances of success.
  3. Ideal Products for Private Labeling: Choose products with high demand, low competition, good ROI, small and lightweight design, durability, and differentiation potential.
  4. Guidelines for Product Selection:
    • Research market demand using tools like Amazon’s Best Sellers Rank and Google Trends.
    • Avoid highly competitive markets; seek niches with growth potential.
    • Calculate ROI to ensure profitability.
    • Opt for small, lightweight, and durable products.
  5. Startup Investment: Plan for an initial investment of $1,000 to $10,000, covering research, manufacturing, branding, packaging, shipping, Amazon FBA fees, and marketing.
  6. Profitability of Amazon Private Label: Despite increased competition, private labeling on Amazon remains profitable with the right strategy, quality products, and branding efforts.

What is Amazon Private Label?

Amazon Private Label is a business strategy whereas as a lifestyle entrepreneur, you can establish your own brand and market products under that brand name on the Amazon platform.

This model allows you to obtain products from manufacturers, apply your own branding and packaging, and then sell the items on Amazon using the Fulfillment by Amazon (FBA) service.

screenshot of Amazon FBA sign up page

Amazon FBA manages storage, shipping, and customer service for the products, enabling you to concentrate on marketing and expanding your brand.

Top 5 Advantages of Marketing Private Label Products on Amazon

1. Brand Control

Marketing private label products grants you complete control over every aspect of your brand, including product design, packaging, marketing, and pricing. This level of control helps you distinguish your products from competitors and create a powerful brand identity that appeals to customers.

2. Greater Profit Margins

Selling private label on Amazon typically yields higher profit margins compared to reselling products from other brands. By sourcing items directly from manufacturers and implementing your own branding, you can eliminate intermediaries and enhance your potential earnings.

3. Scalability

Amazon FBA’s handling of logistics allows you to focus on expanding your product range and growing your brand. The infrastructure provided by Amazon empowers you to scale your business swiftly and efficiently, accessing a large customer base for Amazon private brands without substantial investments in warehousing or shipping.

4. Customer Loyalty

Establishing a robust private label brand can lead to increased customer loyalty as buyers recognize and trust your brand. This can result in repeat purchases and a growing, loyal customer base.

5. Access to Amazon’s Vast Marketplace

As the world’s largest online marketplace, Amazon has millions of customers searching for products daily. By marketing private label products on Amazon, you can tap into this extensive pool of potential buyers, boosting your chances of success.

screenshot of amazon best sellers in general categories

Pros and Cons of Amazon FBA Private Label


  1. Complete Control: With a private label business, you have complete control over your brand, from product design to pricing, ensuring your products stand out in the market.
  2. Unique Brand Identity: Creating your private label brand allows you to establish a unique brand identity that appeals to customers and fosters brand recognition.
  3. Competitive Edge: Private label products provide a competitive edge as you can differentiate your offerings from generic, non-branded items.
  4. Brand Reputation: As you build a strong private label brand, you can foster a positive brand reputation, leading to customer loyalty and trust.


  1. Initial Investment: Starting an Amazon Private Label business may require an initial investment in product development, branding, and inventory.
  2. Market Research: Extensive market research is necessary to select the right products with sufficient demand and profit potential.
  3. Competition from Established Brands: Established brands can pose challenges in highly competitive markets, making it harder to gain visibility and market share.
  4. Brand Building: Building and maintaining a private label brand requires ongoing effort in marketing, customer service, and quality control.

Ideal Products for Private Labeling

An ideal product to sell as a private label Amazon FBA product is one that has a high demand and low competition within a niche market when looking to create your Amazon private label strategy.

The product should also offer a good return on investment (ROI) by having an attractive profit margin after considering manufacturing, shipping, Amazon fees, and marketing costs.

Ideally, it should be small, lightweight, and durable, as this will help save on shipping and storage expenses and minimize returns due to damage. Also, the product should be easily differentiated from existing offerings, allowing for strong branding and the potential to build customer loyalty.

See this post for a more detailed breakdown of what to sell on Amazon.

The following private label products are top-sellers on Amazon:

  • Wireless chargers
  • Phone cases
  • Water bottles
  • Yoga mats
  • Resistance bands
  • Beard oil
  • Vitamin supplements
  • Essential oils
  • Weighted blankets
  • Baby blankets
  • Pet supplies
  • Organic and natural foods
  • Kitchen utensils and gadgets
  • LED light bulbs
  • Smart home devices
  • Bluetooth headphones
  • Fitness equipment
  • Skincare products
  • Teeth whitening kits
  • Travel accessories

screenshot of amazon best sellers arranged by categories

Successful Amazon Private Label Brands

Here are three examples of thriving private label brands on Amazon:

Daily Ritual

A fashionable and affordable women’s clothing line that offers basic essentials.

screenshot of daily ritual amazon storefront


A private label brand featuring kitchen appliances such as air fryers, pressure cookers, and griddles.

screenshot of the presto storefornt in amazon

Amazon Basics

Amazon’s in-house private label brand that provides a range of affordable products from tech accessories to home necessities.

screenshot of private label amazon basics store front

Guidelines for Choosing a Private Label Product

Product Demand

Before investing in a private labeling Amazon FBA product, it’s crucial to research the market and ensure there is adequate demand for the item.

Utilize tools like Amazon’s Best Sellers Rank, Google Trends, and keyword research tools such as Jungle Scout to gauge the popularity and potential demand for your chosen product.

Absence of Established Brands in the Market

When selecting a private label product, it’s essential to evaluate the competition. Avoid entering markets dominated by well-known, established brands, as it may be challenging to differentiate your product and compete on price or quality.

Instead, seek out niches with less competition, where you can build your brand and cultivate a loyal customer base.

Good Return on Investment (ROI)

Opt for products that offer a good return on investment. Calculate potential profit margins by considering factors such as manufacturing costs, shipping expenses, Amazon fees, and marketing costs. Aim for products with healthy profit margins to ensure your business remains profitable and sustainable.

Small and Lightweight

Choosing small and lightweight products can help you save on shipping and storage costs, both of which are important when using Amazon FBA.

These products are generally easier to manage and have lower overhead costs, contributing to higher profit margins.


Select products that are durable and unlikely to break during shipping or handling. This can help reduce the number of returns and negative reviews, which can impact your seller rating and overall brand reputation.

What is Amazon Private Label – Summary

Amazon FBA Private Label is a fantastic opportunity for lifestyle entrepreneurs aiming to establish their own brands and sell products on the world’s largest online marketplace.

By understanding the benefits of private label selling, selecting the right products, and developing a strong brand, you can build a profitable business on Amazon.

As with any business venture, success in private label selling requires research, planning, and dedication. However, with the right approach and a commitment to quality, the rewards can be significant.

Learn How to Build Your Own 7-Figure Amazon FBA Business

Part of the Junglescout suite of excellent FBA tools, the learning academy is a comprehensive video training library containing hours of content, including training videos, webinars, and interviews with successful Amazon sellers.

Whether you’re just starting your business, or growing your brand, get expert training from Amazon sellers without the hefty price tag.

What is Amazon Private Label? – FAQs

How Do You Private Label a Product on Amazon?

To private label a product on Amazon, start by identifying a high-demand, low-competition product within a niche market.

Then, find a reliable manufacturer, often through websites like Alibaba or Global Sources, and work with them to create a customized version of the product featuring your branding, packaging, and design elements.

Once your product is ready, create a product listing on Amazon, incorporating high-quality images, an optimized title, and a compelling product description.

Use the Fulfillment by Amazon (FBA) service to handle inventory storage, shipping, and customer service, allowing you to focus on marketing and growing your brand.

What is a Private Label Amazon FBA?

A private label Amazon FBA, or Fulfillment by Amazon, is a business model where sellers create their own brand, source products from manufacturers, customize them with their branding, and leverage Amazon’s FBA service to handle storage, shipping, and customer service, allowing sellers to focus on scaling their brand.

Is Private Label the Same as Dropshipping?

No, private label and dropshipping are two distinct e-commerce business models.

Private labeling involves creating your own brand and selling products under that brand name, often by sourcing products from manufacturers, applying your branding and packaging, and using Amazon FBA for fulfillment.

Dropshipping, on the other hand, involves selling products from suppliers without holding any inventory yourself. When a customer places an order, you forward the order details to the supplier, who then ships the product directly to the customer.

With dropshipping, you don’t handle the products or create your own branding, and the products are typically sold under the supplier’s or manufacturer’s brand name.

(NB: Dropshipping is a good way to test product demand before going to the expense of adding your own branding/packaging etc)

How Much Does It Cost to Start a Private Label on Amazon FBA?

The amount of money needed to start an Amazon private label business can vary depending on factors such as product selection, manufacturing costs, and initial inventory purchase.

Generally, you can expect to invest anywhere from $1,000 to $10,000 to get started. This initial investment may include costs for product research, samples, manufacturing, branding, packaging, shipping, Amazon FBA fees, and marketing.

It’s crucial to create a detailed budget and keep track of your expenses to ensure you have sufficient funds to cover all aspects of starting and growing your private label business on Amazon.

See my article here for more details on how much you need to start an FBA business on Amazon.

What is the Difference Between Amazon FBA and Private Label?

Amazon Private Label refers to the business model of creating your own brand and selling products under that brand on Amazon. Fulfillment by Amazon (FBA) is a service provided by Amazon that handles storage, shipping, and customer service for sellers. Private label sellers can use FBA to streamline their logistics and concentrate on growing their brand.

Is Private Label on Amazon Still Profitable?

Yes, private label on Amazon can still be extremely profitable. While competition has increased over the years, there is still ample opportunity for new sellers to succeed with the right product selection, branding, and marketing strategies. By focusing on niche markets, delivering high-quality products and building a strong brand you could build a profitable private label business on Amazon in 2023 and beyond.

Is Amazon Private Label Worth It?

Amazon Private Label is a lucrative business model for lifestyle entrepreneurs willing to invest time and resources into researching the market, developing a strong brand, and effectively marketing products. With access to Amazon’s massive marketplace and the benefits of the FBA service, private label sellers can build successful, scalable businesses.

Do I Need an LLC to Sell Private Label on Amazon?

While you don’t necessarily need an LLC (Limited Liability Company) to sell private label products on Amazon, it’s a common practice and recommended for various reasons, including liability protection, brand professionalism, and tax benefits. It’s advisable to consult with legal or financial experts to determine the best business structure for your needs.

About the author

Disclaimer: Please note this post may contain affiliate links, from which, at no additional cost to you, I may earn a small commission. Also as an Amazon Associate I earn from qualifying purchases. I only recommend products and services I’ve used or would use myself. If you choose to purchase from any of my links, thanks so much for your support! 😊

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