Nowadays, with the Amazon marketplace getting very competitive, it is more important than ever to build a brand. Building a brand starts with picking the right name. You do not want to pick a brand name that is already in use or even trademarked.
Customers love great products. If you are able to create a positive customer experience, your customers will start associating your brand with quality. This will result in generating more sales. Especially when you start selling more products in the same niche. Also, a high-perceived brand value will make your listing stand out among the competition. Even if they sell the exact same private label product as you!