PB

 A Private Brand (PB) refers to any product that is created, branded, and owned by Amazon rather than an external third-party vendor. These products are often manufactured by third-party suppliers but are sold exclusively under Amazon-owned brand names such as:

• Amazon Basics (electronics, household goods)
• Solimo (personal care)
• Presto! (cleaning products)
• Mama Bear (baby products)
• Goodthreads, Happy Belly, Wag, and others

Key characteristics of PB products:

• Exclusive to Amazon (not available through other retailers)
• Priced competitively, often below national brands
• Optimized for Amazon’s platform with strong supply chain control
• Backed by Amazon’s customer service and return policies
• Designed to fill gaps in selection, margin, or branding control

Why PB matters:

• Gives Amazon control over margin, quality, and branding
• Increases customer loyalty and repeat purchase rates
• Competes directly with name brands in high-volume categories
• Offers insight into consumer behavior via Amazon’s vast data

Impact on sellers/vendors:

• Private Brands may compete head-to-head with national brand ASINs
• Brands selling in overlapping categories need to differentiate on value, reviews, or innovation
• Sellers may see PB ASINs favored in search results or sponsored placements

💡 Example: Amazon Basics batteries consistently rank among the top-selling ASINs in the Batteries category, competing directly with brands like Duracell and Energizer.

In short:
PB (Private Brand) refers to Amazon-owned product lines created for exclusive sale on its marketplace - offering strong margins, controlled quality, and direct competition with national brands.