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As the Amazon ecosystem grows, the platform's hair care category offers brands more opportunities, but it remains a fragmented market with few clear winners. New opportunities on Amazon for hair brands include Amazon’s traditional marketplace, the Luxury or Professional portal and Prime Pantry. The Gartner L2 Amazon Performance Rank 4Q18: Hair Care Report explores Amazon strategies for hair brands on the platform. These strategies address allocating media spend on Amazon, offensive and defensive strategies for Luxury and Professional hair brands, and both the potential and risks of Prime Pantry.
“Amazon Performance Rank for Hair Care Brands” was updated on 1 April 2019 to reflect Gartner’s position in the Maple Holistics section.