A non-volatile memory (NVM) apparatus and a data de-duplication method thereof are provided. The NVM apparatus includes a NVM and a controller. The controller performs an error checking and correcting (ECC) method to convert a raw data into an encoded data. The controller performs the data de-duplication method to reduce a number of times that the same encoded data is repeatedly written into the NVM. The controller generates the feature information corresponding to the raw data by reusing the ECC method. When the feature information is found in a feature list, the encoded data corresponding to the raw data will not be written into the NVM. When the feature information is not found in the feature list, the feature information is added into the feature list, and the encoded data corresponding to the raw data is written into the NVM.