My thesis project explored Amazon's private label and how third-party sellers can protect their products. My study aimed to find ways that third-party sellers can prevent Amazon’s private labels from entering their product space while also developing strategies that third-party sellers can implement to protect themselves from Amazon's private label brands. Ultimately finding that success on Amazon requires strategic thinking and a commitment to delivering value to customers, and third-party sellers who prioritize these goals will be well-positioned for long-term success.