Amazon Private Label Brands now open to sellers in Europe

By Chris Dawson June 19, 2019 - 11:55 am

Amazon have announced that they are opening up their own Amazon private label brands to sellers for the first time in Europe.

Amazon private label brands are products manufactured or packaged for sale under an Amazon brand rather than that of the manufacturer. Products for particular Amazon private label brands may be manufactured by multiple suppliers rather than all coming from a single source, so you may be interested in supplying a range of products or a single product line. This is a big opportunity for those merchants who are willing to exchange their own brand identity in exchange for increased sales, but you’ll have to go through Amazon’s due diligence process first.

Since 2018 Amazon has been expanding their Amazon private label brands in the UK and Europe: now including EONO and UMI. These two brands are for the first time available for seller partners to license and launch products in Europe.

There are now over 2,000 items listed by over 60 official licensed seller partners under these brands across Sports, Luggage, Automotive and Home products with more categories being launched in the coming few months.

Interested sellers will be shortlisted via checks across social responsibility, factory quality, legal and product compliance before launch. Post qualification, sellers benefit from discoverability initiatives in exchange for an incremental program fee.

If you want to become a licensed seller partner for Amazon private label brands, send an expression of interest to

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