Private Label Skin Care: 6 Steps to Sell on Amazon

The beauty and skincare industry is a booming market with a myriad of opportunities for entrepreneurs. Starting your own private label skincare line is an excellent way to enter this market, offering you the chance to create a unique brand that reflects your vision and values. This guide will take you through the necessary steps, from creating your skincare products, partnering with a manufacturer, to selling your products on Amazon.

Step 1: Establishing Your Amazon Seller Account

The journey of selling your private label skincare products on Amazon begins with setting up an Amazon Seller Account. Amazon is one of the largest online marketplaces in the world, making it an ideal platform for your skincare products.

Depending on the volume of products you plan to sell, you can opt for either an Individual or Professional Account. An Individual Account is generally suited for sellers who plan to sell fewer than 40 items per month, while a Professional Account is geared towards sellers who intend to sell more than 40 items per month.

After creating your account, you will need to furnish details about your business, including your name, address, and tax identification number. This information is crucial for maintaining transparency with Amazon and your potential customers. It also ensures that your business operates within the legal framework set by the jurisdiction in which you operate.

Why is this step important?

Setting up an Amazon Seller Account is a significant step in your business journey for a few reasons.

First, Amazon’s marketplace is a powerful sales channel due to its sheer size and the volume of customers who shop on it every day. It gives your products an immense amount of visibility that would be hard to achieve on your own, particularly when you’re just starting.

Second, having an Amazon Seller Account provides you with access to Amazon’s seller resources. These include various tools and services designed to help you succeed, such as detailed sales analytics, advertising services, and customer insights.

Third, setting up your account is a necessary compliance step. By providing your business details and tax identification number, you’re ensuring that your business operates legally and ethically. Amazon has strict policies to protect its customers, so adherence to these rules is key to maintaining your selling privileges.

How to create an Amazon seller account

1. The first step is to go to

Image showing the process of creating an amazon seller account

2. Click on the pricing menu button

Before you hit that “Sign up” button, let’s take a quick detour. Hop over to the “Pricing” tab and give that “Compare selling plans” a click. This will let you check out the differences between the individual and professional seller accounts. It’s kind of like window shopping before you buy, you know?

Image showing the process of creating an amazon seller account

Note: By clicking on the orange ‘Sign up’ button, you’ll be directed to the registration page for a professional seller. On the other hand, if you click the ‘see pricing’ link it will allow you to choose between an individual and professional account.

3. Decide between an individual or professional seller account

There are two options when creating an Amazon Seller account those are Individual and professional.

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If you’re planning on selling more than 40 products per month, then signing up for a ‘professional’ account is the way to go. This plan can be beneficial, even if you’re just selling as a hobby. It helps you save money in the long run.

However, if you’re planning to sell on a smaller scale (less than 40 units per month), the individual plan would be a better fit for you.

It’s important to note that if you choose the individual plan, your products won’t be eligible for the Buy Box, and you won’t be able to advertise them on Amazon. This may impact your sales and revenue.

Also, keep in mind that when you sign up for the professional account, there is a monthly charge of $39.99 for the first month. If you don’t have any active listings for a month, you won’t be charged the $39.99. But, once you have an active product for sale, the charge will apply again. So, choose the right plan according to your business needs to maximize your profits.

4. Click Create New Account

After selecting the seller plan that suits your needs, you’ll see a window that prompts you to enter your email address and a password that you choose for your seller account. This step is crucial to get started on your journey as an Amazon seller.

When you’re done, click the ‘Next’ button.

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Once you proceed, you’ll be directed to a second screen that informs you about the verification code sent to your email. Amazon uses this code to confirm the authenticity of the email address that you provided during the sign-up process.

After you enter the correct code, you’ll be taken to this screen:

Image showing the process of creating an amazon seller account

Amazon will tell you what you need to complete your registration:

  • Valid government issued ID or passport
  • Recent bank account or credit card statement 
  • Chargeable credit card 
  • Mobile phone

5. Give Amazon your business information

To continue with the Amazon seller registration process, you need to provide the following details:

  1. Your business location: This refers to the country where your business operates. It’s essential to ensure accuracy as Amazon verifies this information (refer to step 10).
  2. Your business type: You have several options to choose from, including state-owned, publicly-owned, privately-owned, charity, or “None, I am an individual.” If you don’t have a business entity, select “None, I am an individual.” In this case, Amazon will ask for your full name in the next step.
  3. Your full name: Enter your first, middle, and last name as it appears on your official identification documents. Make sure to provide accurate information to avoid any complications down the line.
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Then, click the ‘Agree and continue’ button.

6. Enter your personal information

From there, you’ll be asked to provide Amazon with a number of personal details. This includes a form of identification (either your passport number or your driver’s license).

To move onto the next step, you will need to verify your phone number through a text or call. When you enter the PIN you received from Amazon, your number will be verified.  

Make sure all of your information is correct before moving on.

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When you’ve entered everything, click on ‘Next’ at the bottom of the screen.

7. Enter your billing information

You will need to provide a valid bank account number and a valid credit card number.

Image showing the process of creating an amazon seller account
Image showing the process of creating an amazon seller account

8. The last step will be to do the identity verification

This step will require a valid government issued ID, after this step your account creation is complete!

Next we will be discussing how to curate your listings.

​Step 2: Creating Your Listings

The online marketplace giant, Amazon, offers an ideal platform for these emerging brands to showcase their unique products. However, the process of creating and maintaining an impactful product listing on Amazon is not without its intricacies. Here, we delve into the essential aspects of curating an effective product listing for private label personal care items on Amazon. Creating a skin care line utilizing mainline products such as moisturizers, scrubs and foaming soaps can help you build your identity.

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Choosing a Captivating Product Name

Your skincare product name is the initial point of contact with potential buyers. It should be enticing, informative, and should encapsulate the essence of the product. A well-crafted product name can pique the curiosity of consumers and set your product apart from the competition. Consider including key attributes of the product such as its primary function, special ingredients, or its unique selling proposition. Avoid generic names and aim for specificity to provide potential customers with an immediate understanding of your product’s value proposition.

Crafting an Engaging Description

The product description offers a platform to tell a story about your product. This is where you can elaborate on the benefits, ingredients, and unique features of your skin care product. It’s also a space to infuse some of your brand’s personality. An engaging and persuasive description can make the difference between a customer adding your product to their cart or moving on to a competitor’s listing. Make sure to highlight what makes your product stand out, whether it’s a unique formulation, sustainable packaging, or an innovative application method.

Utilizing High-Resolution Images

Visual appeal plays a crucial role in online shopping experiences. High-resolution, professional images can significantly enhance the perceived value of your product. Include images from different angles, and consider lifestyle images that show the product in use. Close-ups of the product texture or the applicator can also provide a more tangible sense of the product. Moreover, ensure that your images adhere to Amazon’s guidelines to maintain a high-quality presentation across your product listings. Make that private label shine!

Optimizing the Listing with Relevant Keywords

Incorporate relevant keywords in your product title, bullet points, and description to improve your product’s visibility in Amazon’s search results. Conduct thorough keyword research to understand what terms potential customers use when searching for products similar to yours. Be careful to avoid keyword stuffing; instead, integrate keywords naturally into your product information. Remember that your priority is to provide valuable information to the customer, not just to appease the search algorithm.

Pro Tip: Navigating Amazon’s Gated Categories

The Skin Care and Beauty category on Amazon is gated, meaning that sellers must obtain authorization to list their products in this category. This is to ensure that all products meet Amazon’s quality and performance standards. Gaining authorization involves providing a recent invoice showing the purchase of your products, along with other potential documentation like a Certificate of Analysis (COA) or a manufacturer’s letter confirming various details.

Pricing your products effectively is a critical aspect of any successful business strategy, and it’s particularly crucial when selling private label skincare products on Amazon. The price you set for your products can significantly impact your ability to sell, your profit margins, and the perception of your brand. Therefore, developing a thoughtful pricing strategy is essential to your success.

Step 3: Pricing Your Skin Care Products

image showing skincare private label pricing

Understanding Your Costs

The first step in developing your pricing strategy is understanding the costs associated with your product. These include:

1. Product Manufacturing Cost: This is the cost of producing each unit of your skincare product, including the expenses involved in formulation, packaging, labeling, and any testing that might be necessary.

2. Shipping Costs: Consider both the cost of shipping from your manufacturer to your warehouse or Amazon’s fulfillment center (if using FBA), and the cost of shipping to the customer. These costs can vary depending on the weight and size of your product, as well as the shipping speed.

3. Amazon Fees: Amazon charges fees for selling on its platform. These include a referral fee (a percentage of each sale), and if you’re using Fulfillment by Amazon (FBA), there will be additional fees for storage and fulfillment.

Setting a Competitive Price

Once you have a clear understanding of your costs, you can begin to consider the price at which you’ll sell your product. Here are a few considerations for setting a competitive price:

1. Market Research: Research similar products in your category on Amazon to get an idea of the price range. Pay attention to successful products with high ratings and plenty of reviews, as these are likely hitting a sweet spot for price and quality.

2. Profit Margin: Your selling price should cover your costs and leave room for a profit. The specific profit margin you target may depend on your business strategy. If you’re aiming for a high-volume, lower-margin approach, you might set prices closer to the lower end of the market range. If you’re positioning your brand as premium, you might target a higher price point and a larger profit margin.

3. Brand Positioning: Your price sends a message to consumers about your brand. A higher price point might convey a premium, high-quality product, while a lower price point might appeal to budget-conscious customers. Make sure your price aligns with your overall brand positioning.

Revisiting Your Pricing Strategy

Remember, pricing is not a set-it-and-forget-it process. It’s essential to monitor your sales performance, customer feedback, and changes in the market or your costs, and adjust your prices as necessary. Here are a few reasons you might need to revisit your pricing strategy:

1. Seasonal Demand: You might find that demand for your product fluctuates throughout the year. For example, a moisturizing skincare product might see increased demand in winter months. You may choose to adjust your prices to capitalize on peak demand periods.

2. Increased Costs: If your costs increase due to changes in manufacturing costs, shipping rates, or Amazon’s fees, you may need to adjust your price to maintain your profit margin.

3. Market Changes: Keep an eye on your competitors and the market at large. If new products enter the market, or if existing competitors change their prices, you might need to reevaluate your pricing strategy to stay competitive.

In conclusion, setting the right price for your private label skincare products on Amazon is a multifaceted process that requires understanding your costs, researching the market, and aligning with your brand strategy.

Step 4 : Choosing A Fulfillment Method

As a private label skincare seller on Amazon, one of the most important decisions you’ll make is choosing the right fulfillment method for your products. Amazon offers two primary fulfillment options: Fulfillment by Amazon (FBA) and Fulfillment by Merchant (FBM). Each method comes with its own set of advantages and challenges, and the choice you make can significantly impact your business operations, customer experience, and overall profitability. In this article, we’ll take a deep dive into both fulfillment methods, explore their pros and cons, and provide guidance on how to make the best choice for your skincare business.

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Understanding Fulfillment by Amazon (FBA)

Fulfillment by Amazon, commonly known as FBA, is a service provided by Amazon that allows sellers to leverage Amazon’s vast fulfillment network and customer service capabilities. Here’s how it works:

1. Product Preparation and Shipment to Amazon: As an FBA seller, you’ll be responsible for preparing your skincare products according to Amazon’s requirements, including labeling and packaging. Once your products are ready, you’ll ship them to one of Amazon’s fulfillment centers.

2. Storage and Inventory Management: Amazon will take care of storing your products in their fulfillment centers. They’ll also manage your inventory, keeping track of stock levels and alerting you when it’s time to replenish.

3. Order Fulfillment and Shipping: When a customer places an order for your product, Amazon will handle the entire fulfillment process. This includes picking, packing, and shipping the product directly to the customer.

4. Customer Service and Returns: Amazon provides customer service support for FBA orders, handling inquiries, and managing returns on your behalf.

5. Fees and Charges: FBA comes with various fees, including storage fees, fulfillment fees, and referral fees. It’s essential to factor these costs into your pricing strategy.

Exploring Fulfillment by Merchant (FBM)

Fulfillment by Merchant, or FBM, is a fulfillment method where you, as the seller, handle all aspects of order fulfillment, shipping, and customer service. Here’s what you need to know:

1. Control Over Operations: With FBM, you have full control over how your products are stored, packaged, and shipped. You can customize the packaging to align with your brand and choose your preferred shipping carriers.

2. Direct Customer Interaction: FBM allows you to interact directly with your customers, providing personalized customer service and building relationships.

3. Cost Considerations: While you won’t pay Amazon’s FBA fees, you’ll need to account for the costs of storage, packaging materials, shipping, and handling customer service in-house.

Making the Right Choice: FBA vs. FBM

The choice between FBA and FBM depends on various factors, including your business size, sales volume, resources, and brand strategy. Here are some key considerations:

1. Sales Volume and Scalability: FBA can be a great option if you have a high sales volume and need a scalable solution. Amazon’s fulfillment network can handle large order volumes and seasonal fluctuations.

2. Branding and Customization: If branding and customization are important to your skincare business, FBM may offer more flexibility in terms of packaging and presentation.

3. Prime Eligibility: FBA products are eligible for Amazon Prime, which can increase visibility and appeal to Prime members.

4. Time and Resources: Consider the time and resources you have available for managing fulfillment. FBA can free up time for you to focus on other aspects of your business, while FBM requires more hands-on involvement. This can be offset by choosing a fulfillment center that can help with customizing your packaging.

Step 5 : Marketing Your Products

As a private label skincare seller on Amazon, you’re entering a highly competitive marketplace where standing out from the crowd is essential for success. While listing your products on Amazon provides access to a vast customer base, it’s your marketing efforts that will ultimately drive sales and build brand recognition. In this article, we’ll explore the various advertising options available on Amazon, share tips for creating compelling ad copy and visuals, and provide strategies for maximizing the impact of your marketing campaigns.

image showing skincare private label marketing

Understanding Amazon Advertising Options

Amazon offers a range of advertising solutions designed to help sellers increase product visibility, attract potential buyers, and boost sales. Let’s take a closer look at some of the most popular options:

1. Sponsored Products: Sponsored Products are pay-per-click (PPC) ads that promote individual products. These ads appear in prominent locations, such as search results and product detail pages, and are targeted based on keywords selected by the seller. Sponsored Products can help increase product visibility and drive traffic to your product listings.

2. Sponsored Brands: Sponsored Brands (formerly Headline Search Ads) are PPC ads that showcase your brand and a selection of your products. These ads appear at the top of search results and include a custom headline, brand logo, and product images. Sponsored Brands are ideal for building brand awareness and driving customers to your Amazon Storefront.

3. Sponsored Display: Sponsored Display ads are targeted display ads that reach customers both on and off Amazon. These ads can appear on product detail pages, customer review pages, and shopping results, as well as on third-party websites and apps. Sponsored Display ads are effective for retargeting customers who have shown interest in your products.

Crafting Compelling Ad Copy and Visuals

The effectiveness of your Amazon ads depends on the quality of your ad copy and visuals. Here are some tips for creating ads that resonate with potential buyers:

1. Highlight Key Benefits: Your ad copy should clearly communicate the key benefits and features of your skincare products. Whether it’s anti-aging properties, natural ingredients, or hydration benefits, make sure your ad copy speaks to the needs and desires of your target audience.

2. Use High-Quality Images: Visuals play a crucial role in attracting attention and conveying the quality of your products. Use high-resolution images that showcase your products in the best light. Consider lifestyle images that demonstrate how the products are used and the results they deliver.

3. Include a Strong Call-to-Action: Encourage customers to take action with a clear and compelling call-to-action (CTA). Whether it’s “Shop Now,” “Discover More,” or “Explore Our Collection,” your CTA should create a sense of urgency and guide customers to the next step.

Optimizing Your Marketing Strategy

To maximize the impact of your Amazon marketing efforts, consider the following best practices:

1. Keyword Research: Conduct thorough keyword research to identify the search terms that are most relevant to your products. Use these keywords in your ad copy, product listings, and targeting settings to improve visibility and reach.

2. Monitor Performance: Use Amazon’s advertising reports to monitor the performance of your campaigns. Track metrics such as impressions, clicks, conversion rate, and return on ad spend (ROAS) to assess the effectiveness of your ads and make data-driven adjustments.

3. Test and Iterate: Experiment with different ad formats, targeting options, and creative elements to see what resonates with your audience. Continuously test and optimize your campaigns to improve performance and achieve your marketing goals.

Step 6: Keep A Close Eye On Your Sales and Feedback

Listing your private label skincare products on Amazon is just the beginning of your e-commerce journey. To achieve sustained success and growth, it’s essential to actively monitor your sales performance and customer feedback. By keeping a close eye on these key metrics, you can identify areas for improvement, make data-driven decisions, and enhance your brand’s reputation on the platform. In this article, we’ll explore the importance of monitoring sales and feedback, share strategies for effective analysis, and provide tips for making impactful adjustments to your Amazon skincare business.

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The Importance of Monitoring Sales and Feedback

As an Amazon seller, you have access to a wealth of data that can provide valuable insights into your business performance. Monitoring sales and feedback is crucial for several reasons:

1. Identifying Trends and Patterns: By tracking your sales data over time, you can identify trends and patterns that may impact your business. For example, you may notice seasonal fluctuations in demand for certain skincare products or discover that specific promotions lead to a spike in sales.

2. Understanding Customer Preferences: Customer feedback, in the form of reviews and ratings, provides a window into the preferences and experiences of your buyers. Analyzing this feedback can help you understand what customers love about your products and where there may be room for improvement.

3. Making Informed Decisions: Monitoring sales and feedback allows you to make informed decisions about your product offerings, pricing, marketing, and fulfillment strategies. By acting on data-driven insights, you can optimize your operations and maximize profitability.

Strategies for Effective Monitoring

To effectively monitor your sales and feedback on Amazon, consider the following strategies:

1. Utilize Amazon Seller Central Reports: Amazon Seller Central offers a range of reports that provide detailed information about your sales, inventory, and customer feedback. Regularly review these reports to stay informed about your business performance.

2. Set Key Performance Indicators (KPIs): Establish KPIs that align with your business goals. These may include metrics such as sales volume, conversion rate, average order value, and customer satisfaction ratings. Monitor your KPIs to assess progress and identify areas for improvement.

3. Respond to Customer Feedback: Engage with customers by promptly responding to reviews and addressing any concerns or issues they may have. Demonstrating a commitment to customer satisfaction can enhance your brand reputation and foster loyalty.

Making Impactful Adjustments

Monitoring sales and feedback is only the first step. The real value lies in using this information to make impactful adjustments to your Amazon skincare business:

1. Optimize Product Listings: Use customer feedback to optimize your product listings. Update product descriptions to address common questions, highlight key benefits, and incorporate relevant keywords to improve search visibility.

2. Adjust Pricing and Promotions: Analyze sales data to determine the optimal pricing strategy for your products. Consider running promotions or discounts to attract new customers and incentivize repeat purchases.

3. Refine Product Offerings: Use sales and feedback data to identify top-performing products and those that may be underperforming. Consider expanding your product line based on customer preferences or discontinuing products that are not meeting expectations.

4. Leverage Low Minimums and Fast Turnarounds: As a private label skincare seller, you have the flexibility to make adjustments to your product offerings quickly. Take advantage of low minimum order quantities and fast turnarounds to test new formulations, packaging, and branding.


Selling your private label skin care products on Amazon can be a profitable and effective way to reach a global audience. By following these steps, you can develop a successful Amazon sales strategy that distinguishes you from the competition and positions your brand as a leader in the skincare industry.

In today’s digital age, consumers have access to a plethora of skincare products at their fingertips, making it more important than ever to create a unique value proposition that resonates with your target audience. Whether it’s through innovative formulations, sustainable packaging, or a compelling brand story, your private label skincare line has the potential to make a lasting impact on the lives of customers around the world.

As you embark on your Amazon selling journey, keep in mind that success is not achieved overnight. It requires careful planning, strategic execution, and a commitment to continuous improvement.

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