Amazon beauty - statistics & facts

The king of e-commerce, Amazon, is conquering yet another niche: beauty. The beauty segment is one of the platform’s fastest-growing product categories and the most profitable among sellers. Amazon has an advantageous market position over other beauty retailers’ websites, as it offers competitive prices and provides a one-stop shopping experience with cross-merchandising. Additionally, the e-commerce giant connects social media users and influencers with affiliate links, allowing consumers to directly support their favorite creators. Furthermore, the unparalleled selection of beauty items available from both first-party (1P) and third-party (3P) vendors makes Amazon formidable. Third-party beauty sales outdo first-party ones, although the latter has seen greater sales growth.

A favorite among consumers

Amazon is the world’s most favoured online channel for beauty products. In 2022, around one-fifth of global shoppers reported buying cosmetics from Amazon. The beauty categories on the platform vary in name depending on which country site is being viewed. In the United States, Amazon's most successful marketplace, the category is named beauty and personal care. In 2017, the U.S. site made the beauty category open for all 3P sellers, without the need of a separate approval process. Since that policy change, the beauty segment has grown rapidly, earning Amazon the title of the leading beauty website in the country. U.S. shoppers mainly choose Amazon as their beauty destination because of affordable prices, round-the-clock shopping, and a wide assortment of products.

Tapping into the luxury market

Mass-market, indie, and independent beauty brands make up the majority of Amazon's beauty offerings. In recent years, however, Amazon has slowly expanded its reach into the luxury market, launching a dedicated storefront for premium beauty products. Through partnerships with top-tier beauty brands like Dr. Barbara Sturm, Amazon has gained a foothold in the prestige market. Other high-end brands have been opposed to this shift in the market, as the luxury industry relies on consumers’ perception of exclusivity, which Amazon threatens. Furthermore, luxury brands fear that counterfeiting, irregular pricing, and other marketplace issues jeopardize their integrity. Amazon responded by restricting 3P sales of luxury items and implementing authenticity measures. Moreover, Amazon offer high accessibility and visibility to these brands, attracting billions of monthly global visitors.

This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.

Online channel most used to purchase beauty products: Amazon

Growth of first-party beauty product sales: 23%

Health and beauty CAGR: 12.1%

Editor’s Picks Current statistics on this topic

Annual net sales revenue of Amazon from 2004 to 2023 (in billion U.S. dollars)

Online Marketplaces

Annual net sales of Amazon 2004-2023

Amazon's net income from 1st quarter 2009 to 4th quarter 2023 (in million U.S. dollars)

Online Marketplaces

Amazon quarterly net income 2009-2023

Factors influencing consumers to purchase beauty products from Amazon versus in-store in the United States in 2022

Online Retail

Reasons U.S. beauty consumers choose to shop at Amazon versus in-store 2022

Recommended statistics

Overview

Premium Statistic Share of beauty retail sales worldwide by sales channel 2022
Share of beauty retail sales worldwide by sales channel 2022
Share of retail sales of beauty products worldwide in 2022, by sales channel
Premium Statistic Leading health, beauty, and personal care e-retailers worldwide 2022-2027, by sales
Leading health, beauty, and personal care e-retailers worldwide 2022-2027, by sales
Leading e-commerce health, beauty, and personal care retailers worldwide in 2022 and 2027, based on estimated sales (in billion U.S. dollars)
Premium Statistic Growth of beauty product sales on Amazon.com 2022, by type
Growth of beauty product sales on Amazon.com 2022, by type
Growth of beauty product sales on Amazon.com in 2022, by type
Premium Statistic Amazon's retail sales in leading markets 2022-2027
Amazon's retail sales in leading markets 2022-2027
Retail sales of Amazon in leading markets in 2022 and 2027 (in billion U.S. dollars)
Premium Statistic Monthly visits to Amazon Marketplaces 2023, by country web domain
Monthly visits to Amazon Marketplaces 2023, by country web domain
Monthly visits to Amazon Marketplaces as of February 2023, by country web domain (in millions)

Segments

Premium Statistic Amazon: main categories based on sales share 2022-2027
Amazon: main categories based on sales share 2022-2027
Sales distribution of selected product categories on Amazon in 2022 and 2027
Premium Statistic Amazon: categories with the largest net sales CAGR 2022-2027
Amazon: categories with the largest net sales CAGR 2022-2027
Amazon's fastest growing product categories from 2022 to 2027, by compound annual growth rate (CAGR)
Premium Statistic Main Amazon product categories for small and medium-sized business (SMB) sellers 2022
Main Amazon product categories for small and medium-sized business (SMB) sellers 2022
Leading product categories for small and medium-sized business (SMB) sellers on Amazon 2022
Premium Statistic Amazon: most profitable sellers worldwide 2022, by category
Amazon: most profitable sellers worldwide 2022, by category
Most profitable sellers on Amazon worldwide in 2022, by product category
Premium Statistic Amazon's share of total online sales in the U.S. 2023-2024, by product category
Amazon's share of total online sales in the U.S. 2023-2024, by product category
Amazon's share of total retail e-commerce sales in the United States in 2023 and 2024, by product category
Premium Statistic Median price change on Amazon in the U.S. 2021-2022, by category
Median price change on Amazon in the U.S. 2021-2022, by category
Median price increase on Amazon United States in the past 12 months as of August 2022, by product category
Premium Statistic Amazon Prime Day top categories sales change vs prior year U.S. 2023
Amazon Prime Day top categories sales change vs prior year U.S. 2023
Amazon Prime Day year-over-year sales growth in top categories in the United States in July 2023

Leading products

Premium Statistic Distribution of best-selling beauty & personal care products on Amazon 2023, by type
Distribution of best-selling beauty & personal care products on Amazon 2023, by type
Distribution of best-selling beauty and personal care products on Amazon in 2nd quarter 2023, by type
Premium Statistic Number of reviews of best-selling beauty & personal care products on Amazon 2023
Number of reviews of best-selling beauty & personal care products on Amazon 2023
Best-selling beauty and personal care products on Amazon in 2nd quarter 2023, by number of reviews
Premium Statistic Top selling beauty and personal care brands on Amazon.com 2023
Top selling beauty and personal care brands on Amazon.com 2023
Best-selling beauty and personal care brands Amazon.com in 2023 (in million U.S. dollars)
Premium Statistic Top-selling active ingredients in beauty and personal care items on Amazon.com 2023
Top-selling active ingredients in beauty and personal care items on Amazon.com 2023
Best-selling active ingredients in the beauty and personal care category on Amazon.com in 2023 (in million U.S. dollars)
Premium Statistic Sales growth of top-selling active ingredients in beauty products on Amazon.com 2023
Sales growth of top-selling active ingredients in beauty products on Amazon.com 2023
Sales growth and decline of best-selling active ingredients in the beauty and personal care category on Amazon.com in 2023
Premium Statistic Amazon's bestselling beauty brands in the U.S. 2023, by market share
Amazon's bestselling beauty brands in the U.S. 2023, by market share
Bestselling beauty and personal care brands on Amazon in the United States in 1st quarter 2023, by market share
Premium Statistic Amazon's bestselling beauty brands in the U.S. 2023, by price range
Amazon's bestselling beauty brands in the U.S. 2023, by price range
Pricing of bestselling beauty and personal care brands on Amazon in the United States in 1st quarter 2023 (in U.S. dollars)
Premium Statistic Average stock availability of beauty products on Amazon.com in the U.S. 2021-2022
Average stock availability of beauty products on Amazon.com in the U.S. 2021-2022
Average stock availability of beauty products on Amazon in the United States from 2021 to 2022
Premium Statistic Average monthly revenue of the top fragrances on Amazon in the U.S. 2023
Average monthly revenue of the top fragrances on Amazon in the U.S. 2023
Highest grossing fragrances on Amazon.com in the United States as of April 2023, by revenue (in 1,000s U.S. dollars)
Premium Statistic Revenue of top beauty & personal care categories during Amazon Prime Day U.S. 2023
Revenue of top beauty & personal care categories during Amazon Prime Day U.S. 2023
Revenue of leading beauty and personal care product categories during Amazon Prime Day in the United States in 2023 (in million U.S. dollars)
Premium Statistic Top beauty & personal care brands during Amazon Prime Day in U.S. 2023, by revenue
Top beauty & personal care brands during Amazon Prime Day in U.S. 2023, by revenue
Revenue of leading beauty and personal care brands during Amazon Prime Day in the United States in 2023 (in million U.S. dollars)

Competitors

Premium Statistic Online marketplaces dominating beauty brand searches on Google worldwide 2023
Online marketplaces dominating beauty brand searches on Google worldwide 2023
Online marketplaces appearing the most when searching for beauty brands on Google worldwide in 2023
Premium Statistic Leading websites in the beauty sector in the U.S.2023, by share of voice
Leading websites in the beauty sector in the U.S.2023, by share of voice
Leading beauty websites in the United States in the 4th quarter 2023, by share of voice
Premium Statistic Leading websites in the beauty sector UK 2023, by share of voice
Leading websites in the beauty sector UK 2023, by share of voice
Leading beauty websites in the United Kingdom (UK) in the 4th quarter 2023, by share of voice
Premium Statistic Germany: Top 10 personal care online stores
Germany: Top 10 personal care online stores
Top online stores in the personal care segment in Germany in 2022, by e-commerce net sales (in million U.S. dollar)
Premium Statistic Italy: Top 10 personal care online stores 2023
Italy: Top 10 personal care online stores 2023
Top online stores in the personal care segment in Italy in 2023, by e-commerce net sales (in million U.S. dollars)
Premium Statistic Japan: Top 10 personal care online stores 2022
Japan: Top 10 personal care online stores 2022
Top online stores in the personal care segment in Japan in 2022, by e-commerce net sales (in million U.S. dollars)
Premium Statistic sephora.com: e-commerce net sales from 2016 to 2022
sephora.com: e-commerce net sales from 2016 to 2022
E-commerce net sales of sephora.com from 2016 to 2022 (in million U.S. dollars)
Premium Statistic ulta.com: e-commerce net sales from 2014 to 2023
ulta.com: e-commerce net sales from 2014 to 2023
E-commerce net sales of ulta.com from 2014 to 2023 (in million U.S. dollars)
Premium Statistic GMV of beauty and cosmetics on Alibaba's e-commerce platforms in China 2021-2022
GMV of beauty and cosmetics on Alibaba's e-commerce platforms in China 2021-2022
Gross merchandise value of beauty and cosmetics products on Alibaba's e-commerce platforms from December 2021 to December 2022 (in billion yuan)

Consumer behavior

Premium Statistic Most used online purchase channels for beauty products worldwide 2023
Most used online purchase channels for beauty products worldwide 2023
Leading online shopping channels to buy beauty products worldwide in 2023
Premium Statistic Share of consumers who complete beauty purchases online in the U.S. 2023, by channel
Share of consumers who complete beauty purchases online in the U.S. 2023, by channel
Online destinations where consumers are most likely to complete beauty purchases in the United States in 2023
Premium Statistic Beauty product search starting on Amazon in the U.S. 2023, by generation
Beauty product search starting on Amazon in the U.S. 2023, by generation
Share of consumers who begin their beauty product search on Amazon in the United States in 2023, by generation
Premium Statistic Share of consumers purchasing beauty items on Amazon in the U.S. 2019-2022
Share of consumers purchasing beauty items on Amazon in the U.S. 2019-2022
Share of female consumers buying beauty products on Amazon in the United States from 2019 to 2022
Premium Statistic Reasons U.S. beauty consumers choose to shop at Amazon versus in-store 2022
Reasons U.S. beauty consumers choose to shop at Amazon versus in-store 2022
Factors influencing consumers to purchase beauty products from Amazon versus in-store in the United States in 2022
Premium Statistic Consumers opinions on purchasing beauty items on Amazon in the U.S. 2022
Consumers opinions on purchasing beauty items on Amazon in the U.S. 2022
Habits and opinions of consumers buying beauty products on Amazon in the United States in 2022

Report on the topic

Go to report

Top Seller

Key figures

The most important key figures provide you with a compact summary of the topic of "Amazon beauty" and take you straight to the corresponding statistics.