Private label products are branded by, but typically not manufactured by the retailer or other end market supplier. Private label can also be referred to as “phantom brands” “white label” or “private brands”. Retailers that have a large, loyal customer base (i.e. Amazon) often choose to private label products because they can provide much higher margins than reselling branded products. Suppliers that have unique manufacturing cost advantages may choose to offer their products as private label brands to retailers.

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