Share of women purchasing beauty items on Amazon in the U.S. 2019-2023
According to a 2024 report, the share of female beauty shoppers on Amazon in the United States has only seen slight changes in recent years. In 2019, around 75 percent of consumers purchased beauty products on the popular online marketplace. A minor rise of two percentage points occurred in 2020, when the COVID-19 pandemic caused an upsurge in overall e-commerce activity. With three-fourths of consumers purchasing beauty items on Amazon in 2022, shopping returned to pre-pandemic levels.