Amazon FBA Wholesale vs Private Label | SwiftStart

Amazon FBA Wholesale vs Private Label | SwiftStart

insights |  | 9 min read

With around 500 billion USD in gross sales, Amazon is among the most successful and profitable eCommerce platforms available today. It has become a popular way to start and grow an online business, allowing entrepreneurs to utilize a platform that has already been proven to provide consistent sales. You have two main options when selling on Amazon: Amazon FBA wholesale vs private label. Running a private label requires a higher level of investment, as it involves creating and branding your own products. In contrast, wholesale involves purchasing existing products from a manufacturer or supplier and reselling them on Amazon. Both models have the potential to be profitable, but each has its own unique set of strategies and logistics to consider.

If you're torn between the two and want to make an informed decision, this article is for you. In this guide, we'll discuss the following:

  • Amazon FBA Wholesale and Amazon Private Label Overview
  • Amazon FBA Wholesale vs Private Label Full Comparison
  • Pros and Cons of Amazon FBA Wholesale
  • Pros and Cons of Amazon Private Label
  • Amazon Wholesale vs Private Label: Which One Is Better For you?

So, let's get started!

Amazon FBA Wholesale Overview

Amazon Wholesale is a business model where a seller purchases products in bulk from a manufacturer or distributor and resells them on Amazon for a profit. The seller does not create or design their own brand or products. Instead, they buy and resell existing products under the manufacturer's brand. This model is best suited for those who want to enter the Amazon market quickly and with limited investment, as the products are readily available and don't require custom branding or manufacturing. However, the profit margins can be smaller compared to private labeling, as the seller competes with other sellers selling the same products.

Amazon Private Label Overview

Amazon Private Label is a business model where a seller creates their own brand and manufactures products to sell on Amazon. The seller is responsible for all aspects of the product, including design, manufacturing, branding, and packaging. The seller then sells the products on Amazon under their brand rather than a manufacturer's brand. This model requires a higher investment compared to wholesale, as the seller must invest in product design and manufacturing. However, private labeling can offer higher profit margins and the potential to create a unique and recognizable brand on Amazon. Additionally, the seller has more control over the product and can differentiate themselves from other sellers on the platform. You should also see a comparison of amazon seller central vs vendor central.

Amazon FBA Wholesale vs Private Label Full Comparison

Several key differences should be considered when comparing Amazon FBA Wholesale to Amazon Private Label.


Investment is an important factor to consider when choosing between Amazon wholesale and private label. Amazon wholesale requires a relatively lower upfront investment compared to private labeling. Wholesalers typically purchase products in bulk from a supplier or manufacturer and resell them on Amazon. In contrast, private labelers create their own branded products and must invest in product design, manufacturing, packaging, and branding. Private labeling generally requires a higher initial investment, but it can also offer higher profit margins and more control over product quality and branding. The investment required for either model will depend on the specific products and niches you choose to sell in.

Product Control

Product control refers to the degree of influence a seller has over their product's design, manufacturing, packaging, and labeling.

In wholesale, sellers have limited control over the product they sell as they are selling existing products manufactured by someone else. They are at the mercy of the manufacturer or supplier in terms of product design and quality. Wholesalers can only make modifications to the product within limits set by the manufacturer, such as by customizing packaging or offering value-added services.
Private label sellers, on the other hand, have much greater control over their products. They create their own brand, design their own packaging and label, and have control over the manufacturing process. This allows private label sellers to create a unique product and brand experience, which sets them apart from other sellers and can help to build customer loyalty. However, private labeling also requires a higher level of investment, as you must source the product, design and manufacture the product, and handle all the marketing and logistics involved in selling the product.

Profit Margins

Profit margins are a critical factor in any business, and the same is true for Amazon sellers. The margins vary between Amazon FBA wholesale and private label, with each model having its own advantages and disadvantages.

In wholesale, profit margins are typically lower because the seller resells existing products from a manufacturer or supplier. However, the lower margins can be offset by higher volume sales and the reduced risk associated with not investing in creating and branding your products.

On the other hand, private label sellers usually have higher profit margins since they sell a unique product they have created and branded themselves. This gives them the ability to control their margins more effectively and sell their products for a higher price. However, this higher margin also requires a higher initial investment and a greater level of risk.

Ultimately, the choice between wholesale vs private label amazon FBA will come down to an individual seller's goals and risk tolerance.


When it comes to competition on Amazon, both wholesale and private label sellers face different challenges. Wholesale sellers usually compete against each other for the Buy Box, the prominent and default buying option on Amazon product detail pages. Buyers usually choose the seller offering the lowest price and best delivery options for a particular product. Amazon picks one seller to win the Buy Box for a specific ASIN (Amazon Standard Identification Number).

Private label sellers, on the other hand, compete against other private label sellers selling similar products. They don't compete for the Buy Box as they sell unique products under their own brand, but they still need to stand out in Amazon search results. To compete effectively, private label sellers need to differentiate their products and focus on quality, customer service, and marketing.

Both amazon private label vs wholesale sellers face different forms of competition on Amazon, and it's important to understand these competition dynamics when starting an Amazon business.

Pros and Cons of Amazon FBA Wholesale

It's time to dive into the pros and cons of Amazon FBA wholesale. Let's start by looking at the advantages of this business model:


Low start-up cost: Wholesale requires less capital investment compared to private labeling, as you are reselling existing products instead of creating your own.

Wide product selection: Wholesaling allows you to choose from a vast selection of products from various manufacturers and suppliers.

Established brand recognition: Selling well-known brands on Amazon can attract customers and boost your sales.

No need for product design and development: You do not have to worry about product design, packaging, or branding.


Low-profit margins: Profit margins can be lower as you are reselling products at a markup but not as much as a private label seller would earn.

High competition: With many other sellers selling the same products, competition can be fierce, making it challenging to establish a profitable business.

No control over product quality: Wholesale products are not created by you, so you have no control over product quality and packaging.

Limited ability to differentiate: Without the ability to create your own products, it can be challenging to stand out from other sellers.

In conclusion, Amazon FBA Wholesale is a great starting point for those with limited investment capital, but it may not provide the same profit margins as private labeling. It's essential to weigh the pros and cons carefully before making a decision.

Pros and Cons of Amazon Private Label

Here are the pros and cons of Amazon Private Label:


Brand ownership and control: With private labeling, you have complete control over the product design, packaging, branding, and messaging.

Unique selling proposition: Private label products are unique to your brand, and they offer customers a product they can't find anywhere else, giving you a competitive advantage.

Higher profit margins: Private label products tend to have higher profit margins compared to wholesaling because you can set the price and don't have to compete with other sellers selling the same product.

Building customer loyalty: By offering unique products on Amazon, you can build a loyal customer base that will come back for more.


Higher upfront investment: Creating a private label product requires a significant upfront investment, including product development, sourcing, branding, and marketing.

Longer time to market: It can take several months from concept to launching a private label product, whereas wholesaling can be done quickly.

Risk of product failure: With private labeling, there's always a risk of failure if the product doesn't sell well or has quality issues.

Limited product offerings: Private labeling requires developing and sourcing products, so it's not as flexible as wholesaling, where you can quickly add new products to your catalog.

Amazon Wholesale vs Private Label: Which One Is Right For You?

Wholesale and private labels are two different business models, each with its own pros and cons. As an Amazon seller, choosing between these two options can be challenging. Both Amazon FBA Wholesale and Amazon Private Label have the potential to be profitable and successful, but the right choice depends on your individual goals, resources, and experience.

When considering Amazon FBA Wholesale, the main advantages are lower upfront investment, making it easier to start with a smaller budget. It also offers the opportunity to quickly test and launch new products, allowing you to see what sells and what doesn't. Furthermore, it is easier to scale your business by adding new products to your catalog as you go along. However, there is more competition among wholesalers, and you have less control over the branding and pricing of your products.

Private label, on the other hand, gives you complete control over your brand and product, allowing you to create a unique product that stands out from the competition. It also allows for a higher profit margin and the potential for long-term brand recognition. However, starting a private label brand requires a larger investment and a more significant time commitment, as you have to research, develop, and launch your own product. Additionally, scaling a private label brand can be more challenging, as you need to continually innovate and develop new products to keep up with the competition.

Ultimately, the right choice between Amazon FBA Wholesale and Amazon Private Label depends on your business goals, experience, and resources. Consider your budget, marketing skills, and overall business strategy before deciding. You may also view our detailed guide on dropshipping vs Amazon FBA if you're considering dropshipping as a business model.


SwiftStart is a full-service Amazon marketing agency that understands Amazon FBA Wholesale and Amazon Private Label to the core. That's why we offer expert advice and resources to help you make the right decision for your business. We can provide you with insights into the different models and assist you in choosing the best one for your individual needs. Plus, we offer a free 1-1 Amazon account audit to help you identify areas of improvement and take your business to the next level. Contact us today to learn more about Amazon FBA Wholesale vs Private Label and get started on the path to success! Also, don't forget to check out our popular Amazon podcast for all the latest eCommerce news and tips.


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Most Asked Questions Related to Amazon FBA Wholesale vs Private Label

Is Amazon FBA private label worth it?

Creating a private label brand on Amazon can be a worthwhile venture. It allows you to create a unique product that stands out from the competition, offering a higher profit margin and potential for long-term brand recognition.

Which is the best private label or wholesale?

The answer depends on your goals, resources, and experience. Wholesale is well suited to those with a smaller budget who want to quickly test and launch new products. Private Label is better for those who want complete control over their product, brand, and pricing.

What are the risks of private labeling?

The main risks associated with private labeling include the upfront cost, the potential for quality issues, and limited product offerings. It also requires more time and effort compared to wholesaling, as you need to research, develop, and launch your own products.

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