Getting Started
Amazon Private Label for Beginners: Complete Guide
Feb 15, 2026
Over 3 million sellers are competing on Amazon, yet only 5% succeed with private label brands. Most fail because they lack the right roadmap. Here's the exact step-by-step framework we use to help brands generate hundreds of thousands in monthly revenue.
By Hunter Harris | Published February 2026
What Is Amazon Private Label?
Private label means branding your own products and selling them on Amazon under your own brand name. You're not reselling other people's brands—you're creating your own. The potential is massive. Some sellers make hundreds of thousands per month. Others burn through capital and fail.
The difference? The right framework.
How Do You Find Profitable Products on Amazon?
Skip the $100/month tools when you're starting. Amazon gives you free data that's more accurate than most paid platforms.
Free Amazon Tools You Need
Product Opportunity Explorer: Millions of product ideas with real data from Amazon. You get search volume, growth trends, average price, units sold, BSR rankings, and competitor analysis. Click on any product image to see the exact keywords driving traffic. Marketplace Product Guidance: Validates your product ideas with demand metrics, conversion rates by price range, return ratios, reasons for returns, new brand activity, and advertising density.
Use these free tools first. Then validate with Jungle Scout or Helium 10 if you need additional confirmation.
What Makes a Good Private Label Product?
Here's the criteria we use for clients:
Price above $30: Better margins, better returns per unit sold
Market depth: Top 8-10 sellers all making money, not just the top 3 dominating
4+ root keywords: More ways to rank and get discovered
Room for improvement: Weak photography, poor listings, product design gaps
Avoid fragile items: Higher returns, more headaches
Skip seasonal products: Supply chain nightmares for beginners
No patent issues: Check thoroughly before committing
I once found a niche in UV protective swimwear that met all these criteria. The market was ripe for a premium brand with better product photography and improved fabric quality.
Where Do You Source Private Label Products?
Almost every seller manufactures in China. The main platform is Alibaba, but don't just message random suppliers.
How to Vet Suppliers on Alibaba
Filter for:
Trade Assurance verified
Good quality reviews
Verified seller status
Required certifications (if applicable)
Send a templated message to 15-20 suppliers. Ask for:
Pricing at 500, 1,000, and 2,000 unit quantities
Samples from multiple batches
Design files and technical specs
Shipping options and timelines
Check 1688.com for additional sourcing options. Use WeChat for faster communication once you narrow down suppliers.
The Contract Is Critical
Always sign a contract covering:
Quality standards
Acceptable defect rate
Pricing locked in
Shipping method
Payment terms
At GigaBrands, we now use a sourcing team with 40 boots on the ground in China. They negotiate better pricing and handle quality control. But when you're starting, Alibaba direct sourcing works fine if you follow the vetting process.
How Do You Build a Brand That Sells?
Most sellers skip branding. They slap a generic logo on a product and wonder why conversions suck.
Consumers don't buy products. They buy feelings.
Liquid Death sells entertainment, not water
Manscaped sells masculinity, not grooming products
Athletic Greens sells a healthy lifestyle, not supplements
Create a Brand Identity
Unique design elements: Patterns, colors, shapes that differentiate you from competitors. Angle for premium positioning when possible. Understand your demographic: Who's buying? Work backwards from there to create messaging that resonates. Explain your "why": Why did you start this brand? What value does it represent? Consistent across touchpoints: Product packaging, inserts, customer service tone, social media—everything should convey the same brand message. Build a social presence: People want to join a community. Give them a reason to follow and engage.
Use Canva for graphics if you're on a budget. Invest in professional photography and design when you have cashflow.
What Makes a High-Converting Amazon Listing?
Your listing is your storefront. Bad listings kill conversion rates, which kills rankings, which kills sales.
Listing Optimization Checklist
Main image: High quality, shows the product clearly, more attractive than competitors at a glance Title: Brand name + 3 high-volume keywords. Amazon is a search engine—train it on what your product is. Bullet points: Use emojis, appeal to emotion, define quality and advantages, include specific instructions Backend keywords: Stuff every relevant keyword Amazon gives you space for Category selection: Choose the most relevant category for your product A+ Content: Rich media, comparison charts, lifestyle images
Amazon rewards listings that convert. The algorithm is simple: if people click and buy, you rank higher.
How Much Inventory Should You Order?
Stockouts destroy rankings. It costs serious money to recover.
Calculate Your First Order
Look at competitors with:
~50 keywords on page 1
~50 reviews
Estimate their monthly sales. That's your baseline.
Lead Time Formula
Production: 30 days
Transit (sea freight): 45 days
FBA check-in: 10 days
Safety buffer: 30 days
Total: 125 days
Multiply your estimated monthly sales × 4.2 (125 days ÷ 30). That's your first order size.
Ongoing Inventory Management
Keep 45 days of stock in Amazon FBA. Store the rest with a 3PL (third-party logistics provider).
Send new shipments when you hit 30 days remaining in FBA. Check-in takes 15 days, sometimes longer if your 3PL is slow.
Pro tip: Use the software GetIDA for automatic reimbursements when Amazon loses your inventory (it happens).
What Are the Hidden Amazon FBA Fees?
Most sellers calculate product cost + shipping + FBA fees + referral fees + PPC. Then they're shocked when margins evaporate.
Full Fee Breakdown
Manufacturing cost
Freight forwarding
Import duties (if using DDU—don't do this)
FBA fulfillment fees
Referral fees (15% for most categories)
Monthly storage fees
Long-term storage fees (avoid these)
Disposal/removal fees
Professional seller account ($39.99/month)
Customer return fees
Inventory reimbursement fees
Calculate all of these before you commit to a product. High revenue means nothing if you're left with 5% net margins.
How Do You Launch and Get Reviews Fast?
New products need social proof. Here's the stack we use:
Launch Strategy
Amazon Vine Program: Free product in exchange for honest reviews. Gets you 20-30 reviews quickly. Influencer marketing: Send products to micro-influencers in your niche. Costs less than you think. PPC campaigns: Amazon Sponsored Products to drive initial sales. Start with auto campaigns, then optimize. Social media ads: Instagram and TikTok if your product is visual. Organic TikTok works surprisingly well if you create entertaining content.
The goal: Generate initial sales and reviews to kickstart the Amazon flywheel. More sales → better rankings → more visibility → more sales.
What Shipping Method Should You Use?
Always use DDP (Delivered Duty Paid) shipping. You pay import taxes upfront instead of getting hit with surprise bills when your container lands.
Freight Forwarding Tips
Get quotes from 4-5 freight forwarders
Negotiate payment terms (30% upfront, 70% on delivery)
Always get insurance (~$150 for a full container, worth it)
Provide tracking info to Amazon to maintain account health
Keep all invoices in case Amazon loses your shipment
I made the mistake of using DDU once. Got a $5,400 tax bill when my inventory arrived. Don't be cheap—use DDP.
Why Most Amazon Sellers Fail
Starting an Amazon private label business is difficult. You'll face roadblocks:
Containers stuck in China during holidays
Labor strikes at California ports
3PLs holding inventory for weeks
Amazon losing shipments
Competitors copying your product
PPC costs spiking
The sellers who succeed have systems in place. They plan for lead times, build buffers into inventory, negotiate with multiple suppliers, and consistently optimize their listings.
Ready to Launch Your Private Label Brand?
If you're serious about building a successful Amazon brand, you need a proven framework. Doing it alone means figuring out every mistake the hard way.
Download our free Amazon growth playbook: https://resources.gigabrands.ai/ Want help launching or scaling your brand? Book a strategy call to see if we're a fit: https://calendly.com/d/crft-5qs-x9w
Hunter Harris is the founder of GigaBrands, an AI-assisted Amazon growth agency managing 50+ brands with over $205M in total Amazon sales. Featured in Forbes, Yahoo, Tampa Bay Times, and Apple News.