As Amazon sellers, you surely experienced this scenario in the past. You find a product with a great ROI, send it into an Amazon warehouse, and then wait to make a profit. Only fellow Amazon sellers decide to decrease the price slowly (or quickly) until selling the item actually makes you lose money.
As sellers who have experienced “price wars” and decreased profits because of the pricing race to the bottom, we want more control . . . control of listings, control of the price, and control of our revenue.
Many sellers assume that having control on Amazon can only happen if they sell their own brand (or private labeling).