What are Amazon private label products?

Private label products are items made by one manufacturer but sold under a different brand — in this case, your own. These products already exist in the market, but you customize the branding, packaging, or positioning to make them yours. Often, the same factory may be producing the exact product for other brands as well.

The beauty of private labeling is you don’t need to invent something new. Instead, you take a proven product and build your own brand around it.

This isn’t just an Amazon strategy — it’s used by major retailers worldwide. For example, grocery chains often sell store-brand versions of popular items. A well-known case is Costco’s Kirkland Signature, which offers quality alternatives to name brands at a lower cost.