I started my private label brand building career on Amazon in 2013, I started my first private label brand by selling products that were copies of bestselling products on Amazon. I would search through the Amazon best-selling product lists on Amazon and find a product that is selling well and has relatively low competition. I would find a manufacturer on Alibaba that manufactures this product and after receiving and testing a sample I would place a bulk order. I done this for almost 2 years and grew my brand to 7 SKU’s. Although I was selling a lot of product on Amazon (£15,000 - £20,000 per month). I simply wasn't proud of the brand that I was creating and I was struggling to grow my brand to the next level for the reasons outlined below: I was struggling to grow a loyal fan base for my brand. I was struggling to get my products selling on other channels besides Amazon. I was continually having to spend more on advertising to get my products selling on Amazon and to keep them ranked on page 1 of Amazon search. I was in constant fear that my sales on Amazon would dry up and the money that I was making would disappear. If your brand is not growing then it is shrinking! I remember feeling like I was building my business on quick sand. It was slowly disappearing and I didn’t really know how to prevent this from happening. It was horrible to feel this feeling of uncertainty and every little set back that I received along the way used to feel like a step closer to failure. One day while reading my customer feedback on Amazon, I noticed that a few customers had left similar feedback for my product. They said that they were happy with the product but it wasn’t perfect for their specific need. I decided to reach out to these customers and ask them for further feedback. I picked up the phone and I rang them. I took notes on each of the phone calls that I made. It was amazing to hear the feedback that they offered me. They suggested changes to my current product that would make it perfect for what they required it for. In a bid to give these customers what they wanted. I went back to my manufacturer in China and asked them to make the suggested amendments to my product. A few weeks later I received a small order of 200 units. Not knowing how well they would sell at this point I went ahead and I created a listing for them on Amazon. It was amazing within 24 hours I had sold one and within the first week I sold 15 of them. This was all with no advertisement and no product reviews and I was selling it for £15 more than the generic version of the product that I initially started with even though it was only costing $2 extra per unit to have it made. This is when I decided to change the business model that I was following. I vowed from this moment forward, I will not copy an exact product ever again. I am so happy that I made this conscious decision 2 years ago and stuck with it. This has allowed me to create a brand that I am now proud of. It is much more enjoyable working on my brand since I have started adopting this new business model. I have so much more energy and passion for my business now compared to the business that I was building 2 years ago. How one decision changed my business: My profit has sky rocketed since then. I earn a lot more money from my brand today compared to when I was copying existing products. 2 years since deploying our new business model, my brand is now split almost 50/50 between unique products and products that are copies of other products on Amazon. The unique products that we have introduced have given my brand the boost that it needed to get to the next level. There is still money to be made with the old business model of finding a hot selling product with low competition and creating your own version of the product. Although from my own experience and speaking with other sellers I believe that this business model is quickly becoming outdated as hot selling product lines become saturated extremely fast. I believe that copycat brands will have a hard time competing with the brands that are creating unique products that add real value to the market place and not just better marketing and images.