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

June 13, 2024

Amazon’s most successful private label brands are EPFamily Direct, Utopia Deals, MetroDecor, and Juvo+. But, Amazon's private label brands are AmazonBasics, Amazon Essentials, Amazon Collection, and Pinzon. These brands shadow those of other companies.  Amazon owns 406 private label brands as of 2024. This is a massive explosion since 2019, when Amazon revealed to Congress that they offer 158,000 products across 45 brands.

This article will present the top Amazon private label brands. It will include their best-selling products, product types, and sales. Additionally, we will offer expert insights into how Amazon private label businesses succeed. We will also list other notable Amazon private label brands and major categories. Furthermore, we will teach you how to compete with your own Amazon FBA private label brand. Finally, we will provide alternative options that can outperform Amazon private label.

What Are the Most Successful Amazon Private Label Brands?

1. MetroDecor

MetroDecor sells home storage and organization solutions. They offer a wide range of products. They have over 2,000 items in their Amazon store. The company is based in Ohio and has a strong focus on domestic sourcing and production. This approach allows them to maintain quality control and ensure that their products meet high standards

MetroDecor's commitment to community engagement is evident through their partnerships with organizations like Habitat for Humanity. This involvement not only benefits the community, but also reflects the company's values and dedication to giving back. The founder of MetroDecor has over 40 years of industry experience. This has likely helped the company succeed and make high-quality products. MetroDecor's products are on their Amazon store. They are also on and This makes them easy to get for many customers.


$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.

Visit Amazon store

metrodecor graph

Stats Courtesy of CherryPicksReviews

Here's one of their top products:

metrodecor product

2. EPFamily Direct

EPFamily Direct is an online retailer that operates on, It offers a wide range of products across various categories. Despite not having a significant online presence, they have sold over 500 products in their Amazon store. EPFamily Direct is associated with the major brand Simple Housewares. It is a prominent brand in their product offerings. EPFamily Direct has a powerful presence on, with over 500 products listed. They are a Top 50 seller, ranked 33rd in the seller ratings


$232.26 million 




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.

Visit Amazon store

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
utopia deals

3. Utopia Deals

Utopia Deals is a successful e-commerce business from Pakistan. They've sold over 500 products in more than 50 categories. These include home textiles and kitchenware. They sold them across multiple brands. The company has sold over 100 million products and serves about 75,000 customers every day. They sell on Amazon, Walmart, Shopify, and eBay. Their products are available on five continents and in more than 15 countries, and they have 15 million customers worldwide.


$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. 

Visit Amazon store

utopia deals graph

Stats Courtesy of CherryPicksReviews

Here are some of their top products:

utopia deals top featured products

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.

Visit Amazon Store

juvo+ graph

Stats Courtesy of Juvo+

Here are some of their top products:

juvo+ products

How Did Private Label Brands Become Successful? (3 Expert Guru Insights)

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.

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.

What Are Other Amazon Private Label Brands?

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 an Amazon Private Label Brand?

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

4 Major Categories of Amazon Private Label Brand

1. 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

2. 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

3. 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.

4. 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:

Is Amazon Private Label Dead?

No, Amazon private label is not dead, but it faces several challenges that make it less appealing than it once was. Amazon now sells over 118 of its own private label brands, like Amazon Essentials and Happy Belly. These brands generate over $5 billion, creating tough competition for third-party sellers. Studies show that products on the first page of Amazon get 80% of all clicks. If Amazon favors its own products, third-party private label sellers are at a major disadvantage. Additionally, 63% of all third-party sellers on Amazon are now from China. These sellers often have better margins because of direct ties to manufacturers.

Production costs for Amazon private label products have also risen. Manufacturing in China is now only 5% cheaper than in the U.S. Extreme competition is another issue. Amazon has around 2 million active sellers, with 3,700 new sellers joining daily. The Amazon market is saturated, making it hard to find unsaturated niches. Increasing Amazon seller fees and rising advertising costs also squeezed profit margins. While 54% of Amazon sellers are profitable within a year, profit margins are declining. In 2020, 56% of sellers had profit margins between 0% to 20%, but by 2022, 67% were in this lower range. This indicates that profitability is decreasing over time.

Conclusion: Why Local Lead Gen Outperforms Amazon Private Label?

Local lead gen outperforms Amazon private label because of lower competition and greater control over the business. On Amazon, sellers face fierce global competition. This includes competition from Amazon's 118 private-label brands. Examples are Amazon Essentials and Happy Belly. According to Jungle Scout’s 2023 State of the Amazon Seller report, 54% of Amazon sellers use the private label business model. This means there are thousands of sellers in the same niche. This makes it extremely difficult to stand out and achieve consistent sales.

In contrast, local lead gen involves competing against only 10-20 local companies. This makes it easier to rank higher in local search results. By organically ranking your own websites on Google, you can create digital assets that attract free traffic. This provides a stable, passive income stream without relying on paid ads. Owning and controlling these websites also means clients can't easily leave. It offers more security and predictability. Local lead gen has lower competition and more control. This makes it a more attractive and manageable business model than Amazon private label.


A local lead generation business is scalable and offers significant passive income. Each ranked and rented site can earn $500 to $3,000 monthly with minimal updates. This process can be repeated indefinitely, providing unlimited earning potential and financial freedom.

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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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