Finding the Best Private Label Products to Sell on Amazon in 2025

Unlocking Opportunities with Amazon Private Label Products

Selling private label products on Amazon FBA is a growing opportunity that more people are discovering every day. But how do successful sellers identify the best private label products to sell?

In this guide, we’ll explain what private label selling on Amazon involves and walk you through the steps to quickly compile a list of profitable private label product opportunities. From this list, you can choose the best products to launch on Amazon FBA. 🤩

Quick Answer: How Do You Find the Best Private Label Products to Sell on Amazon?

“Search manually or use product research tools to identify products with high demand, low competition, opportunities for improvement, and profit margins of 20-40%. Ideal products are small, lightweight, priced between $20–$80, and have around 100–500 reviews.”

🕵️‍♂️ 3 Key Steps to Discovering Private Label Products

Step 1: Understand the 8 Essential Criteria for Amazon Private Label Success

Step 2: Utilize Amazon Product Research Tools for Data-Driven Insights

Step 3: Leverage Amazon Itself as a Starting Point for Your Research

Ready to learn more? Let’s dive in!

What is Amazon Private Label? 🤔

Amazon private label involves selling products under your own brand name, either by creating them from scratch or sourcing generic items from suppliers. These products are customized with your branding and packaging, giving you greater control over pricing, quality, and profitability compared to reselling other brands.

Private label products are often sourced from suppliers in China using platforms like Alibaba or AliExpress.

Step 1: 8 Essential Criteria for Choosing an Amazon Private Label Product

Here are the most important factors to consider when selecting private label products for Amazon:

🟢 1. A Product That is Small and Lightweight

Choose products that are smaller than a loaf of bread and lighter than a pair of shoes. Shipping costs, especially for larger or heavier items, can significantly cut into your profit margins.

Amazon’s oversize limit is 18 x 14 x 8 inches. Products exceeding these dimensions incur higher storage fees. Opt for items that can be shipped by air from China in case of emergencies without excessive costs.

🟢 2. Low Seasonality

Pick products with steady demand throughout the year. Seasonal items, like Halloween costumes, may only sell well for 30-60 days, limiting your cash flow and growth potential.

🟢 3. No Licenses, Trademarks, or Patents

Avoid products that could infringe on intellectual property. Use the TESS database from the United States Patent and Trademark Office to check for trademarks. For patents, use Google’s patent search tool.

🟢 4. Avoid Complex Electronics

Steer clear of electronics or products requiring batteries (especially lithium). These items are prone to defects and higher return rates.

🟢 5. Moderate Competition (100-500 Reviews)

Focus on products with 100-500 reviews, indicating demand without overwhelming competition. Use tools like Jungle Scout to analyze review counts and competition levels.

Pro Tip: Examine the top products on Amazon's first page. If most items have fewer than 500 reviews, there’s room for you to compete.

🟢 6. A Product Priced $20-$80

Choose products within the $20-$80 price range, balancing affordability for customers and profitability for you.

Amazon fees can consume 35%-50% of your gross revenue, especially if you use Sponsored Ads or Marketing Services. Higher-priced items often yield better margins but require more upfront inventory investment.

🟢 7. Room for Improvement

Identify products with opportunities for enhancement. Look for items with average ratings below 4.0 stars, then address common complaints from reviews. Improving these shortcomings can give your product a competitive edge.

Pro Tip: Read customer reviews to identify specific issues and determine if they’re easy to fix.

🟢 8. Potential to Expand into a Product Range

Think beyond a single product—focus on building a brand. Select items with opportunities for complementary products.

For instance, if you start with dog collars, you could expand into leashes, harnesses, or dog supplements. Building a cohesive product line allows you to cross-sell to existing customers and strengthen your brand presence online and on social media.

Why Long-Term Strategy Matters

Avoid chasing short-lived trends, like fad toys (e.g., fidget spinners), that quickly become saturated and lead to price wars. Instead, focus on sustainable products that support long-term profitability and growth.

Step 2: Leverage Amazon Product Research Tools for Analysis

Amazon sellers can save significant time by using product research tools. These tools can help you distinguish between successful products and those likely to fail. Here's how to use them effectively:

1. Helium 10 😍

Helium 10 is an all-in-one tool that makes it easy to:

Discover related keywords for your product.
Identify traffic trends and growth opportunities for related searches.

Learn more about Helium 10 ◥

2. Jungle Scout 😍

Jungle Scout helps sellers analyze:

Average selling price.
Number of reviews and feedback scores.
Estimated net profit after FBA fees.

Learn more about Jungle Scout ◥

📝 Comparison Tip: If you’re deciding between Helium 10 and Jungle Scout, check out our detailed review: Helium 10 vs Jungle Scout ◥

3. Keepa

This free tool allows you to:

Analyze recent sales volumes.
Track pricing trends over time.

Learn more about Keepa ◥

4. Google Trends

Google Trends is ideal for spotting seasonality and long-term popularity trends:

Peaks and valleys in the trend over a year indicate seasonality.
Look for products with a consistent upward trend for better long-term potential.

Explore Google Trends ◥

Using Amazon Best Sellers Rank (BSR) for Product Selection

Many first-time private label sellers rely on Amazon’s BSR to estimate sales volume for potential products. While helpful, keep these points in mind:

Check the product category: Sales volume varies significantly by category.
Use free estimation tools: Tools like the Jungle Scout Sales Estimator can provide monthly sales estimates for products.

Pro Tip: These tools often slightly overestimate sales volumes. Actual numbers may vary due to factors like competition and market trends.

Use Plugins to Understand Trends

Browser plugins like CamelCamelCamel and Keepa can help you:

Analyze a product’s BSR over time.
Identify seasonal trends that may impact sales.

🧐 Recommended Tool: Jungle Scout Sales Estimator

We use the free Jungle Scout Sales Estimator to gauge monthly sales volumes for Amazon products. Test it out here: Jungle Scout Sales Estimator ◥

These tools, combined with your insights, will help you make smarter decisions and choose winning products for your Amazon business!

Step 3: Start Your Research on Amazon

Amazon is the marketplace you’ll be selling on, so it’s the best place to start researching what customers are buying. Instead of asking, “What should I sell?”, shift your perspective to, “What do people WANT?”

Here’s how you can discover what’s trending and in demand:

✅ Amazon Hot New Releases

The Hot New Releases section features products that have just entered the marketplace and are already generating significant sales.

Why It’s Useful: These products provide a snapshot of what’s currently in demand.
Caution: Not all Hot New Releases have long-term potential, so use this list as a starting point rather than a definitive guide.

Explore Amazon Hot New Releases ◥

✅ Amazon Best Sellers

The Best Sellers list ranks the top 100 products in each category based on sales performance, updated hourly.

Why It’s Useful: It highlights consistently popular products with proven sales.
Pro Tip: Dive into subcategories to uncover more specific product ideas and inspiration.

Check Amazon Best Sellers ◥

✅ Amazon Movers and Shakers

The Movers and Shakers section highlights products that are rapidly climbing the sales ranks. These are denoted by green arrows and percentage increases, similar to stock market trends.

Why It’s Useful: This list reveals trending products gaining popularity faster than others, offering timely insights into emerging opportunities.

Discover Amazon Movers & Shakers ◥

✅ Amazon Most Wished For

The Most Wished For list compiles the items customers frequently add to their wish lists.

Why It’s Useful: This is a direct reflection of what people aspire to buy, providing excellent inspiration for potential private label products.

View Amazon Most Wished For ◥

✅ Amazon Most Gifted

The Most Gifted section showcases products often purchased as gifts, tracked by Amazon’s gift-wrapping services.

Why It’s Useful: Products popular as gifts often have broad appeal and high demand, making them great candidates for private labeling.

See Amazon Most Gifted ◥

Pro Tip for Private Label Sellers

If you’re using Amazon FBA, enable gift wrapping and gift messaging for your products in Seller Central. This feature adds value for customers at no extra cost to you and helps your product stand out from competitors. 💡

By leveraging these tools and insights from Amazon’s own data, you can identify high-demand products and make smarter private label decisions!

Summary

Finding the best private label product to sell on Amazon FBA requires a systematic approach.

By leveraging the right tools and strategies, you can create a list of viable product options and start sourcing your chosen private label item.

Now it’s your turn! Use this guide to kickstart your journey. Remember, every step matters—don’t skip any of them.

Join our Facebook group: Amazon FBA Selling for Beginners & Pros to connect with others starting their FBA journey and seasoned sellers. 😎

FAQs About Private Label Products on Amazon

Q: What are some examples of private label brands?

A: Many well-known retailers have their own private label lines, such as:

Kirkland Signature (Costco)
Morphe
Trader Joe’s
AmazonBasics
Walmart’s Great Value

Anker is a standout example of a private label brand that achieved massive success by launching exclusively on Amazon.

Q: What is Amazon’s private label?

A: Amazon operates several private label brands, including:

Umi
Eono
Mama Bear
Pizon
AmazonBasics

These brands are known for their competitive pricing and reliable quality, making them challenging to compete with.

Q: Which are the most successful private label brands?

Anker (electronics and accessories)
Utopia Deals
Joyin
Carlyle
Gorilla Grip
Lepro
Fintie

Q: Is Amazon private label profitable?

A: Yes, but it’s a high-risk, high-reward model. While it requires more time and investment compared to wholesale or retail arbitrage, the potential profits are significantly higher. One successful product can secure long-term financial stability.

Private label selling on Amazon remains profitable in 2025, though the competition is increasing.

Q: What are the disadvantages of selling private label on Amazon?

You must create and promote your own listing; without visibility, your product won’t sell.
As the seller, you’re liable if a customer is harmed by your product—insurance is advisable.
Starting costs are higher than wholesale or arbitrage.

Q: Which country is best for private label sourcing?

China is the most popular source, with platforms like Alibaba being the go-to for manufacturers.
Sourcing locally can reduce stress and complications related to importing from overseas.

Q: Do I need an LLC to start selling private label on Amazon?

A: No, you can start as a sole proprietor. However, setting up an LLC is beneficial for liability protection as your business grows.

Q: How much does it cost to start a private label brand on Amazon?

A: Costs range from $1,500 to $6,000, covering:

Amazon Professional Seller Account
Inventory and samples
UPC codes
Shipping
Product photography
PPC advertising
Optional expenses like training courses and inspection services

Q: Can I do private label on Amazon without brand registry or a trademark?

A: While not required, registering your brand with a trademark is highly recommended. It protects your product from counterfeits and listing hijackers and allows you to use Amazon’s Brand Registry features.

Q: Is private label the same as dropshipping?

A: No:

Private Label: You sell products under your own brand.
Dropshipping: A supplier ships its products directly to your customers.

FBA private label is better suited for Amazon since dropshipping doesn’t align well with Amazon’s strict policies.

Q: What’s the difference between Amazon FBA and private label?

FBA (Fulfillment by Amazon): Amazon handles storage, picking, packing, and shipping of your products.
Private Label: A business model where you sell products under your own brand.

You can use FBA for private label, wholesale, or arbitrage products. Alternatively, you can handle fulfillment yourself, referred to as Fulfilled by Merchant (FBM).

By understanding these key points, you’ll be better equipped to navigate the world of Amazon private label selling.