Traditionally there have been two ways to sell on Amazon – as a merchant where you list and sell your own products and as a vendor where you sell your products to Amazon retail who purchase from you in bulk. Now there’s a third way which is to become an Amazon Private Label.
Amazon have launched an accelerator inviting manufacturers to become an Amazon Private Label and be listed as Amazon’s ‘Own Brands’. Amazon typically gives their Private Label products premium placement in search results as well as Sponsored Ads placement so you can expect stellar sales. For many search results, Amazon will display a ‘Top Rated from Our Brands’ scrolling box to display Amazon Private Label products as can be seen in the search for AA Batteries on Amazon promoting the Amazon Basics Private Label.
In addition to promoting private labels to consumers, Amazon will automatically promote products you supply as Amazon Private Labels to business buyers through Amazon Business.
As a business, you will need to balance your sales exposure against the downside of becoming an Amazon Private Label. Amazon’s ‘Own Brands’ products are only ever sold on Amazon. You won’t be able to sell the same product on any other marketplace or your own website and will be prohibited from wholesaling it.
“Our Brands is a collection of Amazon private brands and a curated selection of brands sold exclusively on Amazon. With Our Brands, we are bringing high-quality products at great prices to our global network of customers both directly (B2C) and commercially (B2B).”
Amazon will not only own the brand, but as a Private Label Amazon may ask you to tweak the product or even redesign it from scratch. However, generally being an Amazon Private Label supplier won’t prohibit you from having your own Private Labels or selling under your own company name as well. As well as perhaps tweaks to the product itself, products you supply as an Amazon Private Label will of course require different packaging, product stickers, pack sizes and GTINs to those you supply anywhere else.
It’s important to note that Amazon Private Labels are not single products. As an Amazon Private Label supplier you will be creating an entire product line (and possibly multiple product lines). It is also possible that Amazon will commission other manufacturers to supplement the product lines that you supply – they own the Private Label and can switch manufacturing between suppliers should they choose to.
Amazon Private Label benefits
You’ll receive guided support and a free toolset of products to tell your brand story and track performance.
Brands will receive a suite of marketing support executed by our Amazon merchandising team. Products with high ratings and reviews can receive additional placements across Amazon.com.
Venue to Test & Learn
You can easily test new innovative products and get quick customer feedback.
Main Private Label categories on Amazon
|Apparel & Accessories
Business & Industrial
|Food & Beverages
Health & Wellness
Home & Kitchen
Household & Personal Care
Lawn & Garden
Sporting & Outdoors
Tools & Home Improvement