The global beauty industry has significantly transformed in recent years, with ecommerce playing an increasingly crucial role. Consumers are now shopping for beauty products online more than ever, and Amazon stands at the forefront of this digital shift. In fact, a recent report by eMarketer predicts Amazon will overtake Walmart as the top beauty retailer in the US by 2025.
In the following sections, we’ll explore how beauty brands can leverage Amazon’s marketplace to grow their sales, optimize their product listings and effectively navigate trends, regulations and marketing strategies. By the end of this guide, you’ll have the tools you need to succeed in Amazon’s competitive beauty category.
Why Amazon is the ideal marketplace for beauty products
With more consumers opting for online shopping, especially for personal care and beauty items, Amazon has positioned itself as the dominant player in the beauty marketplace. Currently, 31% of consumers use Amazon marketplace to complete beauty purchases in the United States.
Beyond its strong domestic presence, Amazon offers global reach, enabling beauty brands to expand internationally. By selling on Amazon, businesses can tap into markets worldwide, establishing connections with customers from different regions. This global access helps brands scale their operations and diversify their customer base.
Amazon’s reputation for convenience and trust also plays a vital role in its appeal. Features like fast shipping via Amazon Prime, hassle-free returns and responsive customer service ensure a smooth experience for shoppers.
Key trends in the Amazon beauty category
The beauty industry on Amazon is evolving rapidly, with new trends constantly shaping the marketplace. Current beauty trends include:
Clean beauty products
One of the most significant trends is the rise of clean beauty products. Consumers increasingly prioritize non-toxic, natural and cruelty-free products, seeking formulations that align with their values. Brands that offer clean beauty products are seeing growing demand, and many experts expect the trend to continue as consumers become more conscious of the ingredients in their beauty products. In fact, according to Grand View Research, the global clean beauty market size was estimated at $8.25 billion in 2023 and is projected to grow at a compound annual growth rate of 14.8% from 2024 to 2030.
Men’s grooming market
Another growing trend is men’s grooming, which has experienced impressive growth in recent years. More men are investing in their grooming routines, driving demand for skincare, haircare, and grooming products. A recent Allied Market Research Team report even projected that the men’s grooming market would reach $276.9 billion by 2030.
Subscription beauty models
Subscription models have also gained traction within the beauty category. Many beauty brands now offer auto-replenishment options, encouraging customers to subscribe for regular product deliveries. This subscription-based model creates a reliable revenue stream and helps build long-term customer relationships.
Influencer marketing in the beauty category
Influencer marketing is another key trend in the Amazon beauty category. Beauty influencers have become powerful advocates for brands, driving traffic and sales through social media platforms. With Amazon’s Influencer Program, brands can collaborate with influencers to promote products, increasing their exposure and reaching new audiences.
Getting started: Setting up your Amazon beauty storefront
Setting up an optimized storefront before selling beauty products on Amazon is essential for success. The first step is choosing the right account type. Sellers have the option to create either an Individual or Professional Seller Account.
An Individual account is suitable for those who plan to sell fewer than 40 items per month, while a Professional account is recommended for brands looking to scale their business and list a larger volume of products.
Once you've set up your account, consider registering your brand with Amazon's Brand Registry. This step protects your intellectual property and unlocks additional tools such as A+ Content, which enables you to enhance your product detail pages with rich media and better storytelling.
Additionally, Brand Registry grants access to Amazon Stores, where you can create a customized shopping experience for your customers tailored to your brand's identity. An important part of setting up your Amazon storefront is ensuring that your seller profile is complete and professional.
This step includes:
- Uploading a high-quality logo
- Crafting a compelling brand story
- Ensuring that your product listings are organized and easy to navigate
A well-structured storefront can significantly improve your brand's credibility and attract more shoppers. Beauty brands looking to launch strong or grow on Amazon in 2025 should consider using a marketplace agency.
Product listings: How to optimize for success
Creating well-optimized product listings is key to standing out in Amazon's competitive beauty category. Your product titles and descriptions should be concise and include relevant keywords. When crafting titles, make sure to incorporate important attributes like "organic," "anti-aging" or "cruelty-free" to capture the search interest of shoppers who are looking for specific product benefits.
Product descriptions are another crucial component of a successful listing. They should highlight the product's unique selling points, such as its key ingredients, specific benefits and how to use them. The more detailed and informative your description, the better it will perform in search rankings and resonate with potential buyers.
High-quality images and videos are also essential for driving sales. Listings with multiple, high-resolution images tend to perform better, as they provide customers with a closer look at the product. For beauty products, this could mean showcasing close-ups of textures, packaging or the product in use. Additionally, videos can help demonstrate how to apply the product or explain its key features.
Pricing is the final aspect of your product listings. Analyzing your competitors' pricing will help your items remain competitive and allow you to adjust when necessary. Amazon offers dynamic real-time pricing tools that enable you to adjust prices, ensuring your products stay competitive and attract more buyers.
Marketing your beauty brand on Amazon
Once your product listings are optimized, it’s time to turn your attention to marketing strategies. One of the most effective ways to increase visibility and drive traffic to your beauty products is through Amazon Ads. Sponsored Products, Sponsored Brands and Sponsored Display ads are all powerful advertising tools that can help boost your product’s visibility on the platform. These ads are particularly useful for brands looking to gain traction in a competitive market, allowing you to target relevant keywords and display ads to potential customers.
In addition to ads, promotional campaigns and discounts are an excellent way to attract shoppers. Amazon’s promotional tools, such as Lightning Deals, Prime Day discounts and coupons, allow brands to offer time-sensitive deals that drive traffic and conversions. By participating in Amazon’s various promotional events, brands can significantly boost sales and exposure.
Customer reviews and ratings are also essential for building trust and credibility on Amazon. Positive reviews can significantly impact purchasing decisions, so it’s important to encourage satisfied customers to leave feedback. Actively engaging with customer reviews – both positive and negative – demonstrates your commitment to customer satisfaction and can help improve your reputation. Additionally, using Amazon’s Customer Questions & Answers section is a great way to engage with shoppers and answer their concerns, providing more transparency and fostering trust.
Lastly, influencer marketing continues to be a key driver of success in Amazon’s beauty category. You can increase brand awareness and drive sales by collaborating with beauty influencers. The Amazon Influencer Program allows influencers to create personalized storefronts that feature your products, offering additional exposure to their followers and helping you tap into new audiences.
Compliance and regulations for beauty products on Amazon
Selling beauty products on Amazon requires adherence to several regulations to ensure safety and compliance. The FDA plays a critical role in regulating cosmetics and skincare products, so ensuring your products meet all necessary guidelines is essential.
For example, all skincare products must include a complete ingredient list, and claims such as “anti-aging” must be substantiated to avoid potential violations. Amazon also has specific policies for listing beauty products, particularly cosmetics. Violating these policies can lead to the removal of your listings or even account suspension. Familiarizing yourself with Amazon’s product listing guidelines is crucial to avoid these risks.
Labeling requirements are another important consideration. Ensure your product labels comply with legal standards, including necessary warnings, ingredient disclosures and usage instructions. This transparency will help build trust with your customers and prevent any regulatory issues down the line.
Shipping and fulfillment strategies for beauty products
Efficient shipping and fulfillment are critical for organizations selling on Amazon, particularly for beauty products, where customers often prioritize fast delivery. Using Fulfillment by Amazon (FBA) is one way to handle fulfillment. With FBA, your products are stored in Amazon’s fulfillment centers, and Amazon takes care of the packing, shipping and customer service. This option also grants your products access to Amazon Prime, which can significantly boost your sales.
Alternatively, Fulfillment by Merchant (FBM) is an option if you prefer to manage your own fulfillment. However, it’s crucial to maintain a reliable and fast shipping process to meet Amazon’s expectations and keep customers satisfied. A 3PL service skilled in omnichannel fulfillment, including FBM and FBA, can help you optimize your beauty fulfillment strategy.
Inventory management is another key consideration when selling beauty products. Properly tracking inventory levels and ensuring you never run out of stock is essential to maintaining sales momentum. Amazon’s tools can help you monitor inventory and place reorders when necessary, ensuring you can always meet customer demand. Using a robust OMS with seamless integrations is another way to track your inventory across channels in real time.
Read how Cart.com helped UV Skinz manage their FBA and FBM inventory.
Maximizing success and scaling your Amazon beauty brand
Analyzing data and sales metrics is critical for refining your strategies and optimizing your listings. Amazon provides robust analytics tools that allow you to track:
- Sales performance
- Customer engagement,
- Ad performance
By reviewing these metrics regularly, you can identify areas for improvement and make informed decisions about your marketing, pricing and inventory strategies. As your business grows, you may want to explore expanding your product offerings or branching out into related categories.
For example, if you specialize in skincare, you may consider launching a line of haircare or makeup products. Diversifying your product range can help you capture a larger audience and increase overall sales.
Discover how Cart.com makes it easier to sell beauty products on Amazon
Selling beauty products on Amazon offers immense growth potential but requires careful strategy and execution. However, your team can effectively tap into the booming beauty market by optimizing your listings, staying on top of trends and leveraging Amazon’s advertising and fulfillment tools. Compliance with regulations and a focus on customer service will improve your chances of success as you scale your business. With the right approach, Amazon can become a powerful platform for your beauty brand, helping you reach new heights in the competitive beauty industry.
Contact our marketplace services team today to learn how we help beauty brands expand and grow on Amazon.
