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4 Amazon Private Label Brands UNLOCKED: What Are They Selling? (+How to Compete)

June 6, 2022

Amazon’s most successful private label brands are EPFamily Direct, Utopia Deals, MetroDecor, and Juvo+. Yet, these are shadowed by the Amazon private label brands AmazonBasics, Amazon Essentials, Amazon Collection, and Pinzon. 

Learn about these brands and the products they carry. This is your competition! Their specific product categories, approximate sales, and how you can compete with your own Amazon FBA private label brand are also below.

What are the Most Successful Private Label Bands?

Building a strong brand is huge success factor for Amazon private label. Here are the most successful private label brands of 2021, determined by quantity of positive reviews.

logo mdesign

1. MetroDecor

MetroDecor has over 2,000 products listed on their Amazon store. They also source and produce their products domestically. They are based out of Ohio, and give back to the community through working with Habitat for Humanity and others. Their founder has over 40 years of experience in the industry. and also sell MetroDecor products. 


$32.6 million




Kitchen & Dining, Home & Kitchen, Industrial & Scientific (though this single product- a wastebasket-is #201,444 in this product category.

Other Brands Under This Company:

mDesign is their major brand, with over 2000 products listed. MetroDecor has only 3 household goods. AIUONXILIOP has only one product.

metrodecor graph

Stats Courtesy of CherryPicksReviews

Here's one of their top products:

metrodecor product

Visit Amazon store: mDesign

Go to mDesign Brand Site

ep family direct logo

2. EPFamily Direct

EPFamily Direct sells over 500 products in their Amazon store, and there isn't much online about them. Simple Housewares, the logo above, is their main brand.


$232.26 million USD in 2021




Home & Kitchen, Automotive, Grocery & Gourmet Food, Office Products

Other Brands Under This Company:

Simple Houseware sells 300 home organization products. EPAuto sells 173 car-related products. Cozy Up and Cha4TEA sell Keurig cups. SHW sells desks and desk accessories. Le Crozz sells a single standing desk.

ep family direct graph

Stats Courtesy of CherryPicksReviews

Here are some of their top products. Take a look at their crazy amount of reviews:

epfamily direct products

Visit Amazon store: EPFamily Direct

Go to EPFamily Direct Brand Site

utopia deals

3. Utopia Deals

Utopia Deals, an Amazon success story from Pakistan, also sells over 500 products over multiple brands. They have sold over 20 million products and serve 15,000 customers every day. They sell on Shopify, eBay, Google and Amazon. Their products are available on 5 continents and in 11 countries.


$1.56 million (just for Utopia Towels)




Home & Kitchen, Kitchen & Dining, Beauty & Personal Care, Clothing, Shoes, & Jewelry

Other Brands Under This Company:

Utopia Bedding sells over 200 pillows and other bed accessories. Utopia Home sells 30 organizers, hangars, and miscellaneous home goods. Their towel brand carries 116 varieties. Utopia Care and Kitchen sell personal care and house goods. NY Threads sells fuzzy robes, and Utopia Wear sells 8 work-specific clothing items. Magnificent, Adhope, Amesser, and VSILE all carry a single product each. 

utopia deals graph

Stats Courtesy of CherryPicksReviews

Here are some of their top products:

utopia deals top featured products

Visit Amazon store: Utopia Deals

Go to Utopia Deals Brand Site


4. Juvo+

Juvo+ sells over 5,000 products on Amazon. They have their own machine learning-based analysis tool that looks at consumer demand and competition. Then, their in-house team turns the ideas into reality. They do photography and content in their own studio. Juvo+ is a top 10 seller on Amazon, Target, and Walmart.


$7.81 million




Office Products, Sports & Outdoors, Health & Household, Clothing, Shoes & Jewelry, Kitchen & Dining, Patio, Lawn & Garden, Home & Kitchen, and more.

Other Brands Under This Company:

Juvale has over 2,000 products in a variety of categories. Okuna Outpost has about 700 colorful products. Wellbrite has healing crystals and massage accessories. myKimono sells twine. Best Paper Greetings and BLUE PANDA sell paper party goods. Glamlily sells hair styling accessories. Farmlyn Creek sells over 330 farmhouse decor themed products. Stockroom Plus has cups, calendars, and boxes.

Bright Creations sells about 90 arts and crafts products. Zodaca sells 167 funky wearables and pet supplies. Toe-Tally Socks has 9 different silly sock packages. Faithful Finds has 35 sweet Christian-themed products. Built Industrial sells about 60 hardware products.

juvo+ graph

Stats Courtesy of Juvo+

Here are some of their top products:

juvo+ products

Visit Amazon store: Juvo+

Go to Juvo+ Brand Site

How Do You Sell Private Label Products on Amazon?

How did these private label brands become so successful? Following an online guru step-by-step through the process can help you understand. However, it's difficult to find gurus online that share their actual products. Here are two YouTube creators who are open about their own successful private label brands.

eman brand content

Eman Los Angeles: Currently Selling


Eman started selling in 2018. He owns a shoe cleaning brand. He plans to continue selling and building his business, adapting to the new post-pandemic e-commerce marketplace. Eman is going to expand, and add new products, build brand awareness and add new channels on which he will sell. 

travis marziani nut butter product

Travis Marziani: Passion Product Sold

travis marziani-cropped

Travis started his journey by selling dance clothing under his Amazon brand BDancewear. His second product, Performance Nut Butter, has done over $1.2 million in sales since its launch. While not technically a private label product, he shares great information about design, finding a product, fees, and more. 

Performance Nut Butter made Travis $270,000 in profit in its first two years. Its third year, it only made $61,000. In November 2020, he sold 75% of this business to an 8-figure seller. He will bring in 25% of profits 100% passively, and could keep the money in his business account. The buyer reimbursed him for his inventory. This new owner plans to launch two new products, and then sell in the future, which will bring Travis more passive income.

What are Amazon’s Private Labels?

As a part of your product research, check these brands to see if you will compete with Amazon.

amazon brands

Many brands create and sell products that are listed in Clothing, Shoes & Jewelry, Home & Kitchen, and Groceries & Gourmet Food. Here’s a breakdown of how Amazons brands dominated product categories:

graph shows amazons private label categories

Is Amazon Basics a Private Label?

amazon basics

Yes. AmazonBasics is a private label business owned by Amazon. It’s the most successful of all their known brands. AmazonBasics started in 2009 with a few batteries. From 2019 to 2020, this label alone grew 47%. Today, there are over 1500 products available through AmazonBasics.


$7.5 billion in 2018 (should make $25 billion in 2022)




Look at this breakdown of how AmazonBasics dominates the market share of this space:

graph shows worldwide market share of these

Stats Courtesy of Statista

Visit Amazon store: AmazonBasics

How Many Private Label Brands Does Amazon Own?

Amazon owns 406 private label brands as of 2021. This is a massive explosion since 2019, when Amazon revealed to Congress that they offer 158,000 products across 45 brands.

Amazon Private Label Food Brands

Amazon private label food brands include: 

  • Aplenty- healthy snacks and more
  • Mama Bear - baby food, multivitamins
  • Happy Belly - packaged foods
  • 365 Everyday Value - acquired through Amazon's purchase of Whole Foods Market
  • Basic Care
  • Revly- supplements

These brands are available through Amazon Fresh, Amazon's grocery delivery service. However, Amazon has some other private label food brands that are not available on Amazon Fresh: 

  • Wickedly Prime- small selection of unique snacks
  • OWN PWR- supplements, protein powders

Amazon Private Label Apparel Brands

Back in 2020, 9% of Amazon's clothing sales came from its private label brands. 


Women's Amazon Private Label Clothing Brands 

Amazon is currently selling women's clothing under these private labels:

  • Arabella - ladies' undergarments
  • Aurique - leggings
  • Lark & Ro - classic office clothes
  • Cable Stitch - sweaters
  • Coastal Blue - swimsuits
  • Iris & Lilly - undergarments
  • James & Erin - dresses
  • Paris Sunday - dresses and sweaters
  • MAE - undergarments and swimsuits, only for Prime members
  • Painted Heart - shirts with hearts on them
  • Society New York - business wear
  • Wild Meadow - casual wear and sundresses

These Amazon brands have storefronts, but currently have no stock listed:

  • Ella Moon - globally inspired bohemian clothing
  • Haven OuterWear - coats
  • M.Y.X. - lingerie

Kid's Amazon Private Label Clothing Brands

Simple Joys by Carter's is by far the most successful kid's clothing brand on Amazon. It accounts for 1.5% of the total market share:

market share

Other kid's clothing brands by Amazon include:

  • Moon and Back - baby clothing made of 100% organic cotton
  • Scout + Ro 
  • Spotted Zebra

Men's Amazon Private Label Clothing Brands

  • Buttoned Down - men's dress clothes
  • Franklin Tailored - dress clothes
  • Hem & Seam - dress shoes
  • Peak Velocity - sports wear

Men's and Women's Amazon Private Label Clothing Brands

Goodthreads, a stylish clothing brand for both men and women, is just behind Simply Joys by Carter's in terms of successful private label brands. And of course, Amazon Essentials is only behind AmazonBasics and Amazon Collection. Others are:

  • 28 Palms - floral vacation wear
  • CORE 10 - sports clothing
  • Daily Ritual - laid back style
  • Meraki - casual clothing
  • Symbol - Amazon India brand

Amazon Private Label Beauty Brands

Belei by Amazon is the first skin care line launched by Amazon. Products are free of sulfates, parabens, and phthalates. 

Solimo has many household goods, but also includes beauty items like body wash, lotion, and sunscreen.

Mountain Falls is another brand that Amazon has purchased. However, there are no products currently for sale on Amazon for this 100-year-old manufacturer.

Amazon Private Label Furniture Brands

Rivet sells a minimalist/natural take on mid-century modern style of furniture. The brand is also climate pledge friendly. Many pieces require assembly, but Amazon includes the tools needed in the packaging. 

Stone & Beam is Amazon's other major furniture brand. The style has more warm and light tones.

How Can You Compete With Amazon Private Label Brands?

These top private label Amazon sellers are big, developed companies. It will be difficult for a new private brand to stand out. This is because:

  • The consumer will gravitate towards big, developed brands they trust. This includes big brands from traditional retailers. Imagine competing against Swiffer, DirtDevil, or Lysol. 
  • Customers trust Amazon highly. They’re much more likely to buy something with Amazon’s name because they know it will arrive quickly and unbroken. So, if your competition includes AmazonBasics, it will be hard to win the buy box.
  • Plus, Amazon favors their own brands in advertising. Often, Amazon lists their brands at the top of search results. So, visibility is higher for Amazon products. This is especially true on Prime Day. 2021’s Amazon Prime Day featured more Amazon private label products than their normal technology-focused listings.

So, how can YOU compete with your private label product? Try to find a product that has some demand. But, ensure no big brands sell it already. As you conduct product research, pay attention to reviews. If you see a branded product with tens of thousands of reviews, you won’t be able to compete. Finally, get a trademark for your product so other brands can't copy it. You could also try to become an Amazon Exclusive Brand. 

What is Amazon Exclusive Brand?

Unlike a private label brand, Amazon Exclusives is a marketing program owned by Amazon for third party sellers. To be an exclusive label brand, you have to be a private label brand. You cannot sell products that aren't unique.

You can be a private label brand without being Amazon Exclusive, but you cannot be Amazon Exclusive without selling a private label.

Before becoming exclusive, your store must maintain a 2.5% or less customer cancellation rate, 4% or less late shipment rate, and 1% or less order defect rate. 

Brands that Amazon accepted enjoy:

  • boosted listings from the marketplace
  • a brand advocate that will help you design your product listing, run ad campaigns, and more
  • brand protection, which keeps other sellers from offering the same product as you

In return, the brands agree to only sell on this single platform. They also must give Amazon 5% of all sales, even if sales came from their personal website. There's also a $150 deal fee for over 10 deals/month. Amazon locks you into at least 6 months of this deal.

Amazon doesn't differentiate between their own brands and their Exclusive Brands. From our research, these might be Amazon Exclusive Brands:

What is Amazon Private Label and How Does it Work?

As an Amazon private label seller, you create a brand and find a product. You buy the product in bulk and slap your logo and name on it. Your manufacturer ships the product to an Amazon warehouse and when a customer orders, Amazon fulfills the orders. As you develop your brand, you may add modifications to that product.

How Do You Start an Amazon Private Label Company?

Of course, it’s not that simple. To heighten your chances of building this profitable Amazon business, you will have to:

  • Consider if you have the startup costs to begin this business. This is the most expensive business to begin, with costs of around $15K. If you decide to order more inventory and put more money into ads, this will go up. In contrast, you can start other FBA business models with an investment from $3500-$6000.
  • Conduct product research to find something with high demand but little competition from these bigger private label brands.
  • Create a product listing that explains your product, looks professional, and is SEO-optimized. Follow our title optimization guidelines to strengthen the listing.
  • Pay for Amazon PPC ads and implement an effective strategy.
  • Consider taking an Amazon FBA course, like Tim Sander’s Private Label Masters, which will break down the steps for you.

Private label is one of 10 Amazon FBA business models, but there are some benefits to this business model that take it above the rest.

Why Create a Private Label on Amazon?

  • You will have more control over your business. With other business models, you are at the mercy of product availability. You will also be able to choose everything about your product, from the smallest screw to the Amazon packaging.
  • If you have a trademark, you can apply for the brand registry. This will make your product listing much more informational.
  • It’s much easier to win the buy box with private label, because you will be the only competitor for your specific product.
  • The biggest advantage to selling private label? It’s extremely scalable. You can add more features and more products, like this Amazon seller who hit 7 figures at 24 years old.

Tatiana James: Took Her Successful Business Off Amazon

tatiana james

Tatiana James started with KDP, but quickly burnt out. Then, she took the Amazing Selling Machine Course. She sold waist trainers on Amazon because she had prior knowledge of the product. Every time she made an inventory order, she improved the product according to customer reviews. She added more varieties and features to her products and eventually took it entirely off of Amazon. That way, she avoids high fees and potential Amazon account suspensions. Now, she sells on her own website.

Selling Your Private Label Brand

When it’s best for your business, you can even sell. A successful Amazon store typically sells for 2 to 3 times its annual profit, but some stores sell much higher than that at 6-8 times annual profits. To sell your business:

  • Find your buyer. You can get a broker, who will set up prospective buyers. You will vet buyers.
  • Or, go directly to a buyer like Thrasio, Elevate, or Perch. Do this to save the 10% broker fee.
  • The buyer will sign an NDA and look into the business more. If they still want to buy, they will submit an LOI, or Letter of Intent. This offer outlines the basics of the deal that they would like to make.
  • If you like the offer, you will give the buyer access to trademarks, bank accounts, rental agreements, and other aspects of your business to make sure they know what they are buying.
  • The agreements are put in place and you’re paid.


Amazon private label brands EPFamily Direct, Utopia Deals, MetroDecor, and Juvo+ have the most positive reviews of any other brand on Amazon. But, the private label house brand collection on Amazon continues to grow, putting even more pressure on new third party sellers.

So, if you plan to create a private label brand, do extensive product research. Watch for products that already have a following and/or thousands of reviews. Choose something new that will bring customers to your registered brand listing. If you can get sales and build a solid business over the next few years, you may sell your business for a great pay day.

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Ippei Kanehara

$52K per month providing lead generation services to small businesses is for digital hustlers, industry leaders and online business owners.

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