Tips to Create a Private Label Brand for Amazon

By Buy Box Experts on January 24, 2020

Amazon private labeling is a profitable business strategy that many entrepreneurs have come to adopt.

The way it works is simple – source desirable goods in bulk, place your own label on them, and sell them as your own brand on Amazon.

But while the process is fairly straightforward, creating a respectable private label brand on Amazon requires a great deal of research, time, and dedication. If you want consumers to remember your brand, you need to get all of your touchpoints right—from business name and logo to trademark and product packaging.

In this blog post, we’ll cover the key steps to creating a strong private label brand for Amazon. These steps should put you firmly on the path to building an incredible brand that will help develop long-term relationships with your customers.

The Advantages of Having Your Own Brand on Amazon

Before we share the steps, let’s take a look at the benefits you can expect to see after you create a brand on Amazon.

1. Repeat customers

One of the biggest benefits of Amazon branding comes in the form of repeat business. Once people begin to recognize and buy your products, you can leverage the power of familiarity to keep them coming back for more. When a seller combines a great product with the packaging/images/logo that shoppers recognize, their business begins to experience customer loyalty that can generate a lot of repeat business.

2. Opportunity to scale

Imagine this. Dunkin’ Donuts announces a new range of artisan coffee. It’s going to go really well with the company’s donuts. You’re likely to give it a try because you’ve come to know and love their donuts. A brand allows you to scale your business and pivot or change direction when needed.

3. Enhanced credibility and buyer confidence

Creating a private label brand enhances your credibility with buyers, your industry, and the Amazon marketplace as a whole. As you build even more credibility, you gain recognition, competitiveness, and loyalty. Because of its compounding impact, you’ll discover that your growing credibility has a direct relation to buyer confidence. Consumers like to buy from brands they know, like, and trust. So, if your brand is credible, you’re much more likely to make sales.

Looking to make the move from reseller to brand? We’ve got a webinar for you. Check out PingPong Payment’s webinar “Strategizing the Transition from Reseller to Brand” featuring Buy Box Experts Co-Founder James Thomson.

 Branding Private Label Products for Amazon

Now that you’re aware of the benefits of creating a private label brand, let’s look at how you can start working on your brand identity.

This will take even more extensive planning, as your unique brand will be what separates you from the competition.

Below is a step-by-step guide to creating a brand for your Amazon private label products:

Step 1: Identify your target audience

Before you start developing your brand, you need to identify your ideal customer. By knowing who your brand needs to appeal to, you’ll be able to plan a better branding strategy.

Once you’ve identified your target audience, you can conduct research on what they like and dislike. That way, you’ll be able to decide what the personality of your brand should be to ensure that your ideal customer can identify with it.

Step 2: Choose a good name for your brand and store

When it comes to naming your brand (and your Amazon Store), simplicity is the way to go. If your name is too long or complicated, it may be confusing for your customers. By choosing a short name that’s easy to remember, you’re likely to have more repeat customers.

Remember that the name you choose should be relevant to your brand. If you want to create a single brand for all your products, you can use the same name for your store. For example, Frametory is an Amazon seller that only sells picture frames.

However, if you’re looking to sell multiple product lines with different brand names, you should opt for a more generic store name, like Simple Modern:

You can brainstorm potential names as well as use a business name generator like Namelix to generate ideas until you find the right name for your business.

Step 3: Design your brand identity

Using the knowledge you’ve gained from your research, you can design your brand identity. This includes everything about your brand that customers will associate with your products, such as:

  • A logo – be sure to make your logo simple and memorable
  • Color palette – choose 3 brand colors that will resonate with your audience.
  • A powerful slogan – choose a short, powerful slogan that will give customers an idea of what your brand is about. Be sure to use typography that works well with your logo.

Below is a good example of a logo that represents the seller’s brand and product, and has a powerful tagline:

If creativity is not your strong point, it may be wise to hire a professional designer to help out with this important step.

Alternatively, you can use an online logo generator like the one from Ucraft:

To create a free logo, all you need to do is create an account on Ucraft’s website. Once done, you’ll be able to design a logo utilizing a wide range of shapes, icons, and text.

Once you’re satisfied with your brand identity, be sure to implement consistency. In other words, you should ensure that your brand’s elements are the same across all channels, including your invoices, business cards, product labels, etc.

Creating your brand is the first step, optimizing it is the second. Get the most out of your listings by signing up for a free Amazon Listing Analysis from Buy Box Experts

Step 4: Register a trademark

Trademarked items can be identified by either a ™ or ® symbol. The ® distinction signifies that an item has been registered with the U.S. Patent and Trademark Office (USPTO). The ™ is a proprietary, common law distinction that shows that you were the first to use the trademark and that infringing on this trademark could confuse the public from identifying the source of the good. If you are waiting on the USPTO to grant your product registered trademark status, make sure to use a ™ in the meantime.

Though you are not required to register a trademark as an Amazon seller, there are many benefits to doing so. Here are a few:

You can register a trademark by making an application on the EUIPO website or the USPTO website. Because the process is really time-consuming, you may want to seek assistance from a lawyer.

However, if you’re not yet ready to register your trademark, you can still use the ™ symbol to discourage competitors from using your content as their own. Before you do this, though, you should conduct some research to ensure that you’re not infringing on anyone else’s trademark. You can do this by searching the trademark database on the United States Patent and Trademark Office’s website, which is where all U.S. trademarks are registered.

Step 5: Use custom packaging

Now that you have everything else in place, you should focus on your product packaging. Even though this is a very important step in creating a personal label brand, it’s often overlooked by Amazon sellers.

By using custom packaging that contains your own logo, you’ll look more professional and also increase your brand’s recognition.

Firstly, you should ensure that you fulfill the necessary packaging requirements. If you don’t, you can experience delays when importing goods or storing inventory at one of Amazon’s warehouses.

You can do this by taking the following steps:

  • Search the internet for packaging requirements in specific countries
  • Make sure your supplier uses standardized packaging
  • Take a look at what your competitors are doing

Below is a list of information that needs to be included on your product packaging to meet Amazon’s requirements:

  • The country your product originates from
  • Your Global Trade Identification Number (GTIN)
  • A Fulfillment Network Stock Keeping Unit (FNSKU) identifier
  • Any applicable legal warnings and certifications
  • Your product or brand name

Once you’ve concluded your research, you can design your packaging so it contains elements that showcase your personal brand.

Also, try being creative and different from your competitors. For example, if someone else is using horizontal layouts, you can package your products in horizontal boxes. Another idea is to use contrasting colors.

Analyze the packaging of similar products (don’t buy, search for reviews of those items on YouTube) and design something that’s new for consumers.

BONUS! Finding Private Label Products to Sell on Amazon

Amazon is the number one online shopping platform for many consumers. Therefore, it’s also many retailers’ first choice when it comes to selling their products. By taking advantage of the Fulfillment-by-Amazon (FBA) program, you can easily build a successful business selling private label products.

Statistics show that during the third quarter of 2019, third-party sellers sold 53% of all paid units on Amazon.

If you want to stay ahead of the competition, you’ll need to have a good strategy in place.

Below are a few steps you can follow in choosing which private label products to sell in your Amazon store:

Step 1: Research trending products

Before you choose a product, you should do some market research to ensure your business’s success. Amazon’s own marketplace is a good place to start. Here you can search for best-selling products that have already been identified by Amazon to be popular among customers.

Below are some additional factors to keep in mind when selecting your product:

  • Size – ensure that your product can fit inside a standard shoebox.
  • Weight – it’s best to sell products that are lightweight (no more than 3 pounds).
  • PPC-eligibility – be sure to select products that are eligible for Amazon Pay Per Click so you’ll be able to advertise them.
  • Durability – by selling products that are of good quality, you’ll increase your chances of success.

By choosing a product that already has a good track record for selling, you’ll eliminate the risk of having to do product testing yourself.

Create a list of potential products so you’ll have a few options to choose from.

Step 2: Take a few tips from the competition

Once you’ve created your list of potential products, have a look at some competitors that sell similar merchandise. Pay attention to their selling price, product reviews, marketing methods, etc.
This will give you a good idea of whether or not your product has good potential.
Be sure to confirm that the market for your product is not overcrowded.

Step 3: Look for the right supplier

Once you’ve identified a product that has the perfect balance of competition and demand, you’ll need to source it from somewhere.

To ensure that you get the best supplier, be sure to research and compare different companies. Below are a few categories you can use in your comparison:

  • Minimum and maximum order sizes
  • Cost
  • Order lead time
  • Shipment costs
  • Quality of goods
  • Private label policy

Before you commit to a supplier, ensure that you reach an agreement that’s beneficial to both parties. You should also ensure that the company has a good reputation by checking out previous reviews.


Amazon private label branding doesn’t need to be an impossible task. With the right mindset and implementation of the tips mentioned in this article, you should be able to create a brand that people love to talk about and buy.

Be sure to check out our blog for more helpful Amazon selling tips. Or, if you need any help with your Amazon brand management, don’t hesitate to contact our experienced Amazon consultantss. Our experts have helped thousands of Amazon sellers increase their conversion rates and grow their business.

Buy Box Experts
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