Selling white label on Amazon and being competitive

Is this still a viable strategy in 2023? I’m a newbie so I must ask.

My competition right now is generic Chinese brands, some listings having poor English.

My product is a very innovative way to solve a serious problem. I was hoping to invest in a private study (done by myself) and even FB/Insta advertising. Private study could hopefully lead to video testimonials. Maybe even getting in the press.

But my cousin just points out that since it’s just a generic electronic with my logo on it, eventually it could end up being a race to the bottom. It’s frustrating to me that no one is doing anything with this product idea (marketing) because of this.

I point out that copywriting counts, and if I get good video testimonials in, good study data….well that stuff counts.

What do you think? How does white label competition work on Amazon? Is there such a thing as being “more competitive”?

Thanks