Why So Few eBay Sellers Build Brands — While It's Common on Amazon

In the world of e-commerce, branding has become a major driver of long-term success. But have you ever noticed a clear difference between platforms? On Amazon, branded private-label products are everywhere — while on eBay, most sellers are still listing unbranded or generic items. Why does this gap exist? Let’s break it down and explore how eBay sellers can start branding their stores in 2025.

1. Different Buyer Mindsets

Amazon shoppers tend to search for products by keyword and compare brands, often relying on ratings and reviews. The platform naturally encourages brand building for Amazon sellers because buyers trust branded listings more and often assume branded items mean better quality.

On eBay, however, many shoppers are price-driven or looking for specific deals, used goods, or rare items. They don’t necessarily expect branded experiences — they just want value, speed, or convenience. As a result, the perceived need to build a brand on eBay has traditionally been much lower.

But this mindset is starting to shift.

2. Platform Structure & SEO Differences

Amazon is structured around shared product pages, meaning if you want to stand out, you must differentiate through branding, packaging, and enhanced content.

eBay, on the other hand, allows every seller to create their own listings. This offers more flexibility, but it also means branding for eBay sellers is often overlooked. Still, creating a recognizable eBay store identity with consistent packaging and branding can help sellers outperform competitors and increase repeat purchases.

3. Fulfillment & Scalability Models

Amazon FBA encourages sellers to develop polished, branded products from day one. With strict packaging requirements and the push for professional presentation, private label Amazon sellers quickly adopt branding.

eBay sellers, by contrast, often fulfill orders independently or use third-party logistics. This makes entry easier but delays the push for professional branding. Fortunately, with tools like custom logo stickers for eBay packaging, even small eBay businesses can now enhance their presentation at minimal cost.

4. Margins and Competitive Strategy

On Amazon, the competition is intense. Branding helps create profit margin buffers, allowing sellers to price higher and differentiate with perceived value.

eBay sellers can still win by sourcing trending products or flipping deals — but these advantages are short-term. Without brand value, you're stuck in a price war. Building a low-cost brand on eBay helps sellers escape the race to the bottom and secure long-term profitability.

5. Seller Mindset & Community Culture

Amazon sellers are taught early to think like entrepreneurs, often investing in private label strategies and brand registry. In contrast, eBay’s seller community evolved from resellers and casual hobbyists. Many are just now realizing the power of building a recognizable brand on eBay.

This creates a huge opportunity: fewer sellers are branding on eBay — which means less competition for those who do.

📉 The Current Reality: eBay Sellers Are Under Pressure

Today, eBay sellers face more challenges than ever — rising fees, stricter performance metrics, shifting buyer behavior, and declining margins. The platform and its sellers have both reached a point where transformation is essential.

The good news? eBay still offers lower prices and more flexibility than Amazon. If eBay sellers start offering branded, quality products while maintaining competitive pricing, they can offer something Amazon can’t: the best of both worlds.

This is a unique moment where smart, forward-thinking sellers can lead the next evolution of eBay marketing strategy.

💡 Why eBay Sellers Should Start Low-Cost Branding Now

Branding on eBay doesn't have to be expensive. In fact, there are now plenty of tools and services that make low-cost eBay branding easier than ever. Here are a few ideas:

• Add custom logo stickers to your product packaging

• Include branded inserts or thank-you notes

• Use consistent store banners, logos, and product visuals

• Build trust with simple customer follow-up messages

• Develop a basic private-label brand using a unique name and consistent packaging

These actions cost very little but deliver huge returns: better customer trust, improved conversion rates, and more repeat sales.

And remember — on a platform like eBay, where most sellers are still generic and price-focused, brand identity is your secret weapon. If you're selling the same item as 10 other sellers, but yours has a branded feel and better customer experience, you’re more likely to win the sale — and get the repeat order.

🔑 Final Thoughts

Amazon pushes sellers to build brands. eBay doesn’t. But in today’s competitive market, branding gives eBay sellers a powerful edge.

If you’re an eBay seller looking to grow, now is the time to act. You don’t need to invest thousands — you just need to start. With the right strategy, your eBay brand can be memorable, profitable, and built to last.

Your future customers won’t just buy your products.

They’ll remember your brand.

Want to Start Branding Your eBay Store for Free?

We’re currently offering 100 free custom brand logo stickers to UK eBay sellers. It’s a simple way to start branding your packages and building customer trust — at zero cost.👉 Join the giveaway here