Forty million Americans will place their first online grocery order in the next year, and many any of those first baskets will have shampoo, mascara, lotion or other mass beauty and hair care products. Beauty products are available on Amazon’s pilot grocery delivery service Amazon Fresh, which costs $200 a month and is available to Prime members in Northern California, Seattle, and Southern California. So far, the only enterprises taking full advantage of the opportunity to place repeat purchase items in digital grocery shoppers’ carts are L’Oréal and Procter & Gamble. L2’s Insight Report: Amazon Beauty finds L’Oréal Group has 764 listings on Amazon Fresh while Procter & Gamble has 394.

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Eligibility for Amazon Fresh is not limited to mass brands. A few Prestige Beauty brands have decided to take advantage of their Amazon presence. Twenty-four brands sold on Amazon’s Luxury Beauty Store are sold through Fresh as well.

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