Amazon Launching a Cosmetics Products Bonanza for Early Holiday Shoppers

The e-commerce company hopes to gain some of the market share enjoyed by major beauty brands.


Amazon is planning to showcase a three-week sales event of its beauty products beginning October 4 and running through October 25. The e-commerce giant hopes to attract early shoppers before the holiday season begins.

Amazon released a slide deck highlighting the sale. In the slide, the company said, “We want to draw customers back to Amazon during Black Friday week but also long term with additional marketing levers. This is a unique opportunity for selected brands to reach both more shoppers and new customers.”

Amazon spokeswoman Catie Kroon added that the event will be known as the “Holiday Beauty Haul.” She said Amazon would feature products related to winter skincare, fragrances, and even men’s grooming needs.

Amazon has long been trying to capture a larger market share of the beauty sector, accumulating $500 billion in sales each year. The company first started selling beauty products in 2000 but had a limited selection.

According to Adobe Analytics, American consumers spent record amounts of money online during the 2020 holiday season as they were stuck at home. Between November and December of last year, online buying soared by 32.2 percent to $188.2 billion.

But as more consumers shop online, cosmetic and makeup sales increased by 40 percent during 2020 from the year before. Meanwhile, self-care products like face wash, lotion, and shampoo skyrocketed by 59 percent.

Amazon is hoping that its early offerings will bring more traffic in for its holiday promotions. The company has focused on expanding its premium beauty category to offer more high-end products. It also launched an indie store to showcase emerging brands of new beauty products. Amazon is also focusing on specialized hair care offerings as well as its own brand of skincare products.

Kroon said beauty products are one of Amazon’s fastest-growing areas. Kroon added that the company is “uniquely positioned to reinvent” experiences in terms of purchasing beauty products.

The event next month could position Amazon to compete with boutique beauty retailers like Sephora and Ulta Beauty. Many consumers used to flock to major department stores for higher-end cosmetics but instead, now flock to Ulta and Sephora and direct brands such as ColourPop. Amazon hopes to cash into some of that market share and has been proactive in featuring leading cosmetic brands on its website. It has also experimented with sustainable beauty products by featuring them with a “clean beauty” tag.



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