At my last complimentary annual service for my 2019 XJ, dealer used part # C2D3670 for the oil filter.
Factory OEM pricing is around $30.
But found this on Amazon for $8, with 4.6 stars rating:

Amazon

Amazon

Good enough, or is there another good brand name filter...?

 

It would be best to stick with the Jaguar filter, or a quality aftermarket filter:

 

Or else Rock Auto, a huge range at usually the cheapest prices around: https://www.rockauto.com/en/catalog/...il+filter,5340
You want one of the quality brands such as Wix, Mann or Mahle and of those I would go for the Wix 57279.
Also the C2D3670 oil filter is used on a whole range of JLR engines including both the V6 (as per the link above) and the AJ133 V8.

 

I agree with the above, don't skimp on your oil filter. Mahle and Mann do a lot of OEM European filters.
Wix is really well respected.
If you're intent on saving ten dollars, Purolator is a viable option:

 

I also use WIX.
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Korop made in China. I wouldn’t trust it.

 

I suggest you check out Bigg Will's oil and filter change philosophy if you wish to keep your engines running for a good distance. I use Chinese made engine oil filters and have found them good for my oil change distance of less than 8k kms.