Private Label on Amazon Australia: Brand, Trade Mark, Compliance and Margin

Private label on Amazon Australia means you have a product made (or adapted) by a manufacturer, put your own brand on it, and sell it as the brand owner. The steps are: choose a product, source and test it, register a trade mark, enrol in Brand Registry, obtain GTINs, list it, and ship stock to Amazon or fulfil yourself. Brand Registry is free and requires a trade mark and your brand name permanently on the product or packaging. That is how you gain control of the listing in Amazon's catalogue. The figures below are as of October 2026.

What does private label actually mean?

You do not invent the product. You specify it, usually with a manufacturer, and you own the brand, the packaging, the listing and the customer relationship. Compare with the other models:

Owning the brand is the point. It is also why the risks sit with you: if the product is unsafe, mislabelled or infringes someone's IP, the brand owner answers.

Step 1: Choose a product you can legally and profitably sell

Start with the method in what to sell on Amazon Australia: access, compliance, unit economics, demand, competition. Private label adds one more filter: can you make it meaningfully better or different? A product with no angle becomes a price war with the factory's other customers, who may be selling the same item.

Check category access first. Amazon says some categories are open, some need Professional, some need approval and some are prohibited. For approvals see category approval.

Step 2: Check Australian compliance before you order

As the brand owner and importer you carry the compliance. Typical Australian checks:

• Mandatory safety or information standards, which Product Safety Australia lists; see product safety on Amazon Australia.
• RCM for electrical and radio products; see RCM compliance.
• Button battery rules; see button battery standards.
• Country of origin claims; see country of origin labelling.
• Dangerous goods for FBA; see dangerous goods.

Ask the factory for test reports in writing. Compliance for Australia is not the same as compliance for the factory's home market. This is general information, not legal advice; the ACCC and a lawyer can confirm what applies to your product.

Step 3: Register the trade mark

Brand Registry requires the applicant to be the trade mark owner. Word marks and design marks with words, letters or numbers are accepted, and the text must match the brand name. A pending trade mark application meets the requirement on Amazon's page, and the FAQ says that in some cases you can enrol with a pending registration, with country rules applying. The mark must be issued by the designated government office of a country with a corresponding Amazon store.

For Australia, that means IP Australia. Read trade mark for Brand Registry and the glossary entry for IP Australia trade marks. Amazon's IP Accelerator connects brands with Amazon-vetted law firms; the page gives no pricing, so see IP Accelerator for what is known.

Step 4: Enrol in Brand Registry and know what it gives you

Brand Registry is free. The same page lists these tools for enrolled brands:

• A+ Content with video, enhanced images and comparison charts. See A+ Content.
• Brand Stores, free and no coding needed.
• Brand Analytics, with aggregated search and purchase data.
• Project Zero, with free enrolment and self-service removal in Australia, subject to a track record of accurate reports.
• Sponsored Brands ads and Stores require Brand Registry.
• A New Seller Incentive of a 5% credit on referral fees for the first A$1,500,000 of eligible branded sales, up to A$75,000, plus a A$75 Sponsored ads credit, with eligibility applying.

Vine, Amazon's review programme, needs a Professional plan, eligible FBA offers, a brand registered in Australian Brand Registry and under 30 reviews. See Vine in Australia.

Step 5: Get your GTINs

All products sold on Amazon need a GTIN (UPC, EAN, JAN or ISBN), unless you qualify for an exception. You can obtain a GTIN for an unbranded product through GS1 Australia. Buy barcodes in your own company's name, not through the factory, so the brand-to-barcode link belongs to you. See GTIN exemption and GTIN.

Step 6: Land the stock

Most private label sellers import. You will need to deal with the freight, customs entry, GST on imports and who is importer of record. Those have their own guides: shipping from China to Amazon FBA Australia, import GST and duty and importer of record. Then choose FBA or seller fulfilment; see FBA vs FBM.

FBA new-selection incentives can cut the referral fee to 5% for 120 days for new-to-FBA parent ASINs, capped at 100 standard-size or 50 oversize units per parent ASIN. Eligible listings must be buyable on or after 28 October 2025, and IPI of 300+ is required from 1 December 2025.

What does the margin look like? A worked example

This is illustrative. Your unit cost, freight and duty are the numbers only you know.

Product: a 400 g Toys and Games item selling at A$35.00 including GST.

The sale price includes GST, so GST on the sale is not your revenue. Amazon says its fees are exclusive of GST, so work out whether you can claim it back with your tax agent; see GST for Amazon sellers. Run your own numbers in the profit calculator.

Advertising is the other big line. Amazon Ads need a Professional account, and a new brand usually needs ads to rank; read Amazon Ads budget for new sellers.

What goes wrong with private label

• Copycats and hijackers. Without a registered brand you have limited tools. With one, you can use Report a Violation and Project Zero.
• Quality failure. A bad batch becomes reviews you cannot remove.
• Overstock. Aged inventory surcharges begin at 271 days in FBA. See storage fees.
• A sole supplier. One factory, one point of failure.
• Brand-name clashes. Searching IP Australia before choosing a name is cheaper than rebranding.

FAQ

Is private label allowed on Amazon Australia? Yes. Amazon supports selling under your own registered trade mark through Brand Registry. You still need category access, a GTIN or exemption, and compliance with Australian product rules.

Do I need a trade mark to sell private label? Amazon's public pages tie Brand Registry, not listing itself, to a trade mark, and Brand Registry requires the trade mark owner to apply and the mark to match the brand name. A pending application can qualify in some cases. Without registry, you lose A+ Content, Stores and Sponsored Brands.

How much does Brand Registry cost? Brand Registry is free, as are Brand Stores. Costs sit elsewhere: the trade mark application, any law firm fees and compliance testing.

Do I need an ABN for private label? Amazon does not require an ABN for individuals, who can choose the individual option at registration. A business brand is usually run through an ABN or company; see ABN for Amazon sellers.

Can I private label products made in China? Yes, if they comply with Australian standards and customs rules and you meet Amazon's product rules. Nothing on Amazon's public pages bars overseas manufacturing. Compliance, labelling and import duties remain yours.

How many units should my first order be? Amazon publishes no right number. FBA New Selection benefits cap at 100 standard-size units per parent ASIN, but your first order depends on cash, supplier minimums and risk.

Next steps

Pick one product, check compliance, register the mark and set up Brand Registry before the first listing goes live. Blooprint, an Amazon SPN verified partner, offers Amazon Brand Registry services in Australia if you want help; the steps above stand on their own. See the Australia hub for the rest of the set-up path.