In-Depth Study of All 92 Amazon Private Label Brands

If you ever wondered how many private label products Amazon has, it’s almost certainly more than you think.

In this article, we’ll analyze in-depth some of the private-label brands offered by Amazon. We’ve found conclusive evidence that each of the brands exposed in this article is an Amazon Private Label brand and we also broke them down by product category.

Additional information: Full Amazon Responses to Sub-committee Questions (69 pages, PDF), Amazon’s Initial Response for Further Information.

How many Private Label Brands does Amazon Have?

Amazon stated in 2019 that they have 158,000 private brand products across 45 brands. However, The Wall Street Journal reported in 2023 that dozens of brands were being phased out, leaving Amazon with fewer than 20 house brands, particularly in apparel and furniture. Amazon declared they were aiming to streamline and focus on customer favorite labels like Amazon Basics and Amazon Essentials. Critics, on the other hand, said it was in response to FTC investigations. Regardless, many private labels across tens of thousands of products continue to exist.

We developed a list of dozens of suspected Amazon brands by using other third-party data, Amazon’s own “Our Brands” page, and product detail page information available directly on Amazon.

Updated: May 2024

When you enter Amazon.com and search for a generic product such as “dresses”, the page allows you to select the filter “Our brands” to see only Amazon brands as results.

But if you search for the brand name directly “Lark & Ro”, for example – the descriptions of the results say only “exclusive to Prime members” and don’t explicitly indicate that the brands belong to Amazon.

We carefully analyzed each of the brands listed above to confirm that these brands are created and sold by Amazon.

We used a combination of listing data and seller information to develop our list of suspected and confirmed Amazon private label brands.

Who Are the Factories for Amazon's Private Label Brands? Here They Are

Want to buy products from some of the same factories that Amazon sources from for its private label brands?

Quietly around COVID, Amazon released a report of thousands of its factories. Here's a verified list of of these factories.

Curious where the suppliers came from? Well here's the top 3:

• China: 486 entries (53.82%)
• India: 150 entries (16.61%)
• Vietnam: 43 entries (4.76%)

What is an Amazon Private Label Brand?

Private Labeling is essentially when a company buys off-the-shelf products from suppliers already making their own products and brands them under their company. These products are already being manufactured by suppliers so there is little to no actual product development needed.

Learn more about private labeling in our ultimate guide on How to Start a Private Label Amazon FBA Business.

What is an Amazon Exclusive Brand?

Amazon Exclusives is a program launched in 2015 where third-party sellers have the possibility to partner directly with Amazon to gain more visibility and sell unique products on the Amazon platform while offering these products only on Amazon and their own website.

There is a significant difference between an Amazon Exclusive Brand and an Amazon Private Label brand and the two are often confused. Amazon’s private label brands are often competing directly with third-party sellers while the Amazon Exclusives program is essentially a marketing program by Amazon for third-party sellers.

A Brief Summary About Amazon’s Private Brands

Amazon began launching a few Amazon-owned private label brands in 2005 when it released its first brand, Pinzon and later in 2009, Amazon Basics. 

In July of 2019, Congress held hearings on “Online Platforms and Market Power, Part 2: Innovation and Entrepreneurship” where Amazon revealed that they currently offer approximately 158,000 private brand products (some of which have additional variations, such as color and size) across 45 brands in the Amazon store in addition to some private brand products sold by Amazon Fresh, its online grocery store available in select metro areas. Around half of the private-label products are in clothing, footwear and accessories.

In more recent years, Amazon has released more private brands and has also launched some Amazon Exclusive Brands in partnership with manufacturing partners, but all their brands fall under the same page, “Our Brands”. 

Amazon hasn't shared which of the brands on its site are private label or just Exclusive to Amazon. Some of Amazon’s brands are easily recognizable (Amazon Basics, Amazon Essentials…) but most aren’t as easy to spot.

Amazon's Brands Are in Most Product Categories

This graphic presents the worldwide market share held by Amazon-owned private label brands in 2019. Amazon Basics accounted for 57.8% of total sales by all Amazon private label brands.

Amazon is entering with its own brands in different sectors and in many cases attacking niches in different sectors. It’s especially noticeable in the world of fashion where the marketplace already has numerous brands.

According to Statista, 47.7% of Amazon's private-label share in 2019 was accounted for by the clothing, shoes, and jewelry product market. 

But also, Amazon not only offers products in almost all their niches but also offers its private labels relatively at a low cost. In 2019, the majority of categories had an average price of $20.

Amazon has become one of the great competitors for any Amazon seller. Many sellers have even questioned its practices of unfair competition and accused the big retailer of monopolizing the e-commerce market.

Amazon’s Private Label Brands Controversy

In the past years, Amazon has been the subject of some antitrust investigations. The controversy largely circulates around the fact that Amazon is both a retailer and a marketplace that allows millions of sellers to sell on its platform. This gives Amazon access to an enormous wealth of data that no retailer in history has had access to.

In the 2019 congressional hearing, Amazon claims it doesn’t use individual seller data for developing its own brands but it does aggregate seller data and uses that towards its private label brands. 

In addition, Amazon stated that it doesn't favor its brands in search results but it may in other marketing, such as advertising.

Congressional Investigation & FTC Antitrust Lawsuit 

Congress has proposed legislation against Amazon. Amazon warned of the consequences in the proposed legislation introduced by members of the U.S House of Representatives and even warned that Amazon may have to choose its own private label brands over allowing sellers to sell theirs.

For its part, the FTC in 2023 sued Amazon for illegally maintaining its monopoly power. 

Conclusion

Despite seemingly eliminating some of its brands, Amazon continues to sell tens of thousands of products across many brands. Do you think Amazon's private label brands are good or bad for other brands? Do you think they're good for consumers? Let me know in the comments section down below.