很多卖家还搞不清楚亚马逊自有品牌怎么分辨？据说亚马逊目前拥有超过400个自有品牌，产品数量更是超过几十万,真实情况到底怎么样，我们来好好盘一盘：
亚马逊自有品牌模式
目前亚马逊自有品牌分为独家品牌和亚马逊私有品牌两种类型
一. Exclusives to Amazon亚马逊独家品牌
Amazon Exclusives 是 2015 年推出的一项计划，第三方卖家可以直接与亚马逊合作，以获得更多的知名度并在亚马逊平台上销售独特的产品，同时仅在亚马逊和他们自己的网站上提供这些产品。
亚马逊独家品牌和亚马逊自有品牌之间存在显著差异，两者经常混淆。亚马逊的自有品牌通常与第三方卖家直接竞争，而 Amazon Exclusives 计划本质上是亚马逊针对第三方卖家的营销计划。
简单来说就是一个品牌通过为亚马逊提供独家销售的产品，成为亚马逊的直接合作伙伴，然后只能在亚马逊平台上和自己的平台品牌官网上销售，其他平台不能再售卖。
Amazon Exclusives独家品牌计划的利弊
优势：
（1）免除活动费用
享受LD秒杀免费，BD免费，DOTD免费，new launch免费提报，brand spotlight自助免费提报
（2）展示型广告
Amazon Exclusives卖家可以利用展示型广告来从少数类似或相关产品中获取销售机会
（3）品牌经理
对于卖家而言，与专业的品牌经理联系非常有帮助，可以帮助指导卖家完成整个流程，以节省时间并优化结果。
（4）避免被跟卖
缺点：
（1）佣金
亚马逊Amazon Exclusives卖家收取的佣金更多。
（2）限制
一旦注册了Amazon Exclusives，你将无法再在其他渠道上销售，否则可能会受到相当大的罚款。
（3）展示型广告
现在普通卖家也可以自己投放
（4）忙碌的品牌经理
尽管亚马逊承诺Amazon Exclusives卖家会拥有专属的品牌经理，但实际上，这些品牌经理往往非常忙碌，因此，当你需要帮助的时候，往往会非常耗时。
二．亚马逊自有品牌
亚马逊于2005 年发布了其第一个品牌 Pinzon，随后在 2009 年发布了 AmazonBasics，开始推出一些亚马逊拥有的自有品牌。
2019 年 7 月，在美国国会举行了关于“在线平台和市场力量，第 2 部分：创新和创业”的听证会，亚马逊透露他们目前提供大约158,000 种自有品牌产品（其中一些有额外的变化，例如颜色和尺寸）除了 Amazon Fresh 销售的一些自有品牌产品外，亚马逊商店中大约一半的自有品牌产品是服装、鞋类和配饰。但亚马逊从未公开披露其拥有的确切品牌数量，因此确定亚马逊自有品牌品牌可能很困难。
附上亚马逊的部分已知私有品牌名单
Brand Name
Category
Notes
206 Colective
Shoes
Confirmed
28 Palms
Clothing
Confirmed
365 everyday value
Grocery
It's the store brand at Whole Foods Market, which was acquired by Amazon in 2017.
7Goals
Women's clothing
Suspected
A for Awesome
Kids' clothing
Confirmed
Amazing Baby
Baby products
Designed and manufactured by SwaddleDesigns exclusively for Amazon.
Amazon Basics
Cross Category
Confirmed
Amazon Collection
Jewlery
Confirmed
Amazon Echo & Alexa Devices
Electronics
Confirmed
Amazon Elements
Health & Household
Confirmed
Amazon Essentials
Clothing
Confirmed
Amazon Fire Tablets
Electronics
Confirmed
Amazon Fire TV
Electronics
Confirmed
Amazon Fresh
Grocery
Confirmed
Amfit Nutrition
Supplements and vitamins
Confirmed
Arabella
Women's clothing
Confirmed
Arthur Harvey
Men's clothing
Confirmed
Aurike
Women's clothing
Confirmed
Basic Care
Beauty & Personal Care
Confirmed
Bdcoco
Women's clothing
Suspected
BELEI
Beauty & Personal Care
Confirmed
Buttoned Down
Men's clothing
Confirmed
Cable Stitch
Women's clothing
Confirmed
Coastal Blue
Women's clothing
Confirmed
Comfort Denim Outfitters
Men's clothing
Confirmed
Common District
Clothing
Removed
CORE 10
Clothing (sport clothes)
Confirmed
Daily Ritual
Clothing
Confirmed
Denim Bloom
Women's denim
Removed
Ella Moon
Women's clothing
Confirmed
Emma Riley
Girls' clothing
Confirmed
Essentialist
Women's clothing
Removed
Fabric.com
Arts, Crafts & Sewing category
Amazon subsidiary. Founded in 1993 as the Phoenix Textiles Group.
Franklin Tailored
Men's clothing
Confirmed
Find.
Women's clothing
Cofirmed
Good Brief
Men's clothing
Suspected
Goodsport
Clothing
Suspected
Goodthreads
Clothing
Confirmed
Hale
Clothing
Removed
Happy Belly
Grocery
Confirmed
Haven Outerwear
Women's clothing
Confirmed
Hayden Rose
Women's clothing
Removed
Hem & Seam
Men's clothing
Confirmed
House & Shields
Men's clothing
Confirmed
Indigo Society
Wome's clothing
Removed
Inkast Denim
Clothing
Confirmed
Iris & Lily
Women's clothing
Confirmed
Isle Bay Linens
Men's clothing
Suspected
James & Erin
Women's clothing
Confirmed
Kid Nation
Kids' clothing
Suspected
Kold Feet
Clothing
Confirmed
Lark & Ro
Women's clothing
Confirmed
Leather Architect
Clothing
Removed
Life Long
Pet supplies
Confirmed
Lily Parker
Women's clothing
Suspected
MAE
Women's clothing
Confirmed
Mama Bear
Baby Products
Confirmed
Mariella Bella
Women's clothing
Removed
Meraki
Men's clothing
Confirmed
Mint Lilac
Women's clothing
Suspected
Moon & Back
Baby clothing
Confirmed
Myx Store
Women's clothing
Confirmed
Nature's Wander
Health, Beauty and Personal Care
Suspected
NOD by Tuft & Needle
Home & Kitchen
Confirmed
NuPro
Kindle accesories
Confimed
Obsidian
Sunglasses
Confirmed
Ocean Blues
Women's Clothing
Suspected
OWN PWR
Supplements and vitamins
Confirmed
P2N Peak Performance Nutrition
Health, Beauty and Personal Care
Removed
Painted Heart
Women's clothing
Confirmed
Paris Sunday
Women's Clothing
Confirmed
Peak Velocity
Men's clothing
Confirmed
Pinzon
Bedding & Bath
Confirmed
Home & Kitchen
Presto!
Health & Household
Confirmed
Quality Durables Co.
Men's clothing
Suspected
RAVENNA Home
Home & Kitchen
Confirmed
Revly
Vitamins and supplements
Confirmed
Rivet
Home & Kitchen
Confirmed
Furniture
Bedding
Rugged Mile Denim
Men's clothing
Removed
Scout & Ro
Kids clothing
Confirmed
Signature Society
Women's clothing
Removed
Simple Joys by Carter's
Baby clothing
Confirmed
Social Graces
Women's clothing
Removed
Society New York
Women's clothing
Confirmed
Solimo
Health & Household
Confirmed
Something For Everyone
Clothing
Removed
Spotted Zebra
Kids' clothing
Confirmed
Stocking Fox
Clothing
Removed
STONE & Beam
Home & Kitchen
Confirmed
Bedding
Suite Alice
Women's clothing
Removed
Symbol
Women's clothing
Confirmed
The Fix
Shoes
Confirmed
True Angel
Women's clothing
Removed
Vedaca
Grocery
Confirmed
Wag
Pet supplies
Confirmed
Whole foods market
Grocery
Confirmed
Wickedly Prime
Grocery
Confirmed
Wild Meadow
Women's clothing
Confirmed
Wood Paper Company
Men's clothing
Removed
三．查询亚马逊自有品牌的方法
打开链接：https://www.amazon.com/b?ie=UTF8&node=17602470011
1. 打开连接后可以在搜索框发现Our Brands的字样
2. 通过左侧筛选框，进行类目筛选
3. 快速分辨品牌是亚马逊独家品牌还是私有品牌的方法
以上截图是通过谷歌浏览器打开的展示效果
这是通过火狐浏览器打开的效果，一个非常神奇的现象，用火狐浏览器打开的链接非常清晰的帮我们标注出了哪些产品是独家品牌Exclusive to Amazon和哪些是Amazon brand亚马逊私有品牌，非常Cool！