While the entire US beauty industry is growing at 2%, Amazon’s beauty business is growing by 47%. Growing past $2.5 billion, Amazon’s share of beauty is no longer something brands can brush off. Furthermore, Beauty accounts for 85% of Amazon best-sellers sold by “Long Tail” searches, suggesting that users are coming to Amazon to find specific brands and skin care ingredients.
Given that 2% of beauty products sold on Amazon are luxury products, it’s interesting to look at what composes the rest. L2 research finds that a large part of Amazon’s growth in the Beauty space can be attributed to Skincare. Derma Skincare grew 262% on Amazon and luxury skin care grew by 76%. Meanwhile, Prestige cosmetics grew by a mere 12%, suggesting that Amazon Beauty shoppers are primarily looking for skin care solutions on the platform.