很多賣家還搞不清楚亞馬遜自有品牌怎么分辨？據(jù)說亞馬遜目前擁有超過400個自有品牌，產(chǎn)品數(shù)量更是超過幾十萬,真實情況到底怎么樣，我們來好好盤一盤：
亞馬遜自有品牌模式
目前亞馬遜自有品牌分為獨家品牌和亞馬遜私有品牌兩種類型
一. Exclusives to Amazon亞馬遜獨家品牌
Amazon Exclusives 是 2015 年推出的一項計劃，第三方賣家可以直接與亞馬遜合作，以獲得更多的知名度并在亞馬遜平臺上銷售獨特的產(chǎn)品，同時僅在亞馬遜和他們自己的網(wǎng)站上提供這些產(chǎn)品。
亞馬遜獨家品牌和亞馬遜自有品牌之間存在顯著差異，兩者經(jīng)常混淆。亞馬遜的自有品牌通常與第三方賣家直接競爭，而 Amazon Exclusives 計劃本質(zhì)上是亞馬遜針對第三方賣家的營銷計劃。
簡單來說就是一個品牌通過為亞馬遜提供獨家銷售的產(chǎn)品，成為亞馬遜的直接合作伙伴，然后只能在亞馬遜平臺上和自己的平臺品牌官網(wǎng)上銷售，其他平臺不能再售賣。
Amazon Exclusives獨家品牌計劃的利弊
優(yōu)勢：
（1）免除活動費用
享受LD秒殺免費，BD免費，DOTD免費，new launch免費提報，brand spotlight自助免費提報
（2）展示型廣告
Amazon Exclusives賣家可以利用展示型廣告來從少數(shù)類似或相關(guān)產(chǎn)品中獲取銷售機(jī)會
（3）品牌經(jīng)理
對于賣家而言，與專業(yè)的品牌經(jīng)理聯(lián)系非常有幫助，可以幫助指導(dǎo)賣家完成整個流程，以節(jié)省時間并優(yōu)化結(jié)果。
（4）避免被跟賣
缺點：
（1）傭金
亞馬遜Amazon Exclusives賣家收取的傭金更多。
（2）限制
一旦注冊了Amazon Exclusives，你將無法再在其他渠道上銷售，否則可能會受到相當(dāng)大的罰款。
（3）展示型廣告
現(xiàn)在普通賣家也可以自己投放
（4）忙碌的品牌經(jīng)理
盡管亞馬遜承諾Amazon Exclusives賣家會擁有專屬的品牌經(jīng)理，但實際上，這些品牌經(jīng)理往往非常忙碌，因此，當(dāng)你需要幫助的時候，往往會非常耗時。
二．亞馬遜自有品牌
亞馬遜于2005 年發(fā)布了其第一個品牌 Pinzon，隨后在 2009 年發(fā)布了 AmazonBasics，開始推出一些亞馬遜擁有的自有品牌。
2019 年 7 月，在美國國會舉行了關(guān)于“在線平臺和市場力量，第 2 部分：創(chuàng)新和創(chuàng)業(yè)”的聽證會，亞馬遜透露他們目前提供大約158,000 種自有品牌產(chǎn)品（其中一些有額外的變化，例如顏色和尺寸）除了 Amazon Fresh 銷售的一些自有品牌產(chǎn)品外，亞馬遜商店中大約一半的自有品牌產(chǎn)品是服裝、鞋類和配飾。但亞馬遜從未公開披露其擁有的確切品牌數(shù)量，因此確定亞馬遜自有品牌品牌可能很困難。
附上亞馬遜的部分已知私有品牌名單
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 |
來源：喜運達(dá)
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