Amazon’s influence in the global beauty market continues to soar, cementing its position as a go-to destination for beauty enthusiasts worldwide. Offering easy accessibility, a vast product selection, and competitive pricing, the platform has become a critical channel for beauty brands to reach new audiences and scale their operations.
One of Amazon’s standout strengths lies in its ability to cater to the diverse and evolving demands of global beauty consumers. From high-performance skincare to niche K-beauty products, Amazon’s extensive catalogue attracts shoppers looking for convenience without compromising on quality. Recent trends highlight Amazon’s dominance during peak sales periods like Black Friday and Cyber Week, where categories like skincare and wellness products frequently top the charts. Data from Market Defence’s Cyber Week analysis revealed that K-beauty products secured three spots in the top 10, with skincare accounting for seven of the top-selling items.
Powerhouse Estée Lauder, announced last year that its officially launched an Amazon Premium Beauty store, bringing its high-performance skincare and makeup and legendary fragrances to Amazon shoppers across the country. For brands eyeing expansion into the global beauty market, Amazon represents an unparalleled opportunity. It offers access to millions of customers, robust logistical support, and data-driven tools to refine marketing and sales strategies.
• Amazon attracts millions of active shoppers globally, providing beauty brands access to an expansive audience. This reach helps brands tap into markets that might otherwise be hard to penetrate like the US, due to its vastness.
• With localised marketplaces in multiple countries, Amazon allows beauty brands to enter new international markets with minimal setup compared to traditional retail models.
• Amazon’s seamless shopping experience, fast shipping (including Prime which a lot of us have), and reliable customer service make it an appealing platform for beauty shoppers. This convenience drives repeat purchases and customer loyalty.
• Amazon’s advanced search and recommendation algorithms can boost visibility for products, especially for brands that invest in optimizing their listings and running Amazon Ads.
• Brands on Amazon gain access to valuable consumer data and insights, such as purchasing trends, customer reviews, and performance analytics. These insights can inform product development and marketing strategies.
• Many consumers view Amazon as a trusted marketplace. By listing on the platform, beauty brands can benefit from this trust, especially if they secure high ratings and positive reviews.
• Amazon dominates sales during major events like Prime Day, Black Friday, and Cyber Week. Beauty brands can leverage these events to drive significant sales and attract new customers.
• Amazon’s search capabilities allow niche and emerging beauty brands to thrive by connecting directly with specific target audiences looking for unique products.
• Beauty brands can bundle products, create brand storefronts, and cross-promote items within Amazon’s ecosystem to enhance customer engagement and increase basket size.
By strategically leveraging Amazon, beauty brands can significantly enhance their reach, streamline operations, and strengthen their market presence in an increasingly digital-first shopping environment.
The global beauty industry’s future on Amazon is bright. Brands that invest in understanding the platform’s nuances and capitalize on its immense reach stand to unlock significant growth and establish lasting connections with their customers.
If you would like to discuss how we can support you with developing and growing your brand across the marketplace, get in touch, we would love to hear from you.
Bespoke Advantage is a London based brand consultancy specialising in working with award-winning brands, retailers, investors, trade bodies and embassies to support you in developing and growing your brand across the marketplace. If you are looking to launch a brand in the industry, or for support in expanding, your brand across markets, get in touch, we would love to hear from you.
As a beauty and wellness consultancy, we develop a comprehensive strategy for your business by understanding your vision (and the marketplace) and then delving into the details to create order and structure neatly packaged up to deliver you commercial results. We design brand identities and visual elements, manage your product development, build your go-to-market strategies to help you to engage with your ideal customers.
We are proud to support our clients from different regions of the world – from Saudi Arabia, to Dubai, Sri Lanka, Africa, Australia, the US, Canada, Europe and the UK – from entrepreneurs, to multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies. And we work with you across the retail sector, and the professional sector, including the hair care market, professional nail care market, spas, salons, hotels and the aesthetics market – here’s a snapshot.
If you would like to discuss your ideas with us, get in touch, we would love to hear from you.
As an international beauty and wellness consultancy, we are proud to work alongside clients from different regions of the world – Saudi Arabia, Dubai, Sri Lanka, Africa, Australia, Canada, US, Europe and the UK . We love collaborating with entrepreneurs, multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies across the retail sector, and the professional sector, including those selling into the hair care market, hotels, spas, professional nail care market and aesthetics market.
If you need support with devising a new strategy, developing a new product range, designing your packaging or rebranding your current product range, managing your PR, or with planning your market-entry into international markets, get in touch, we would love to hear from you.
Bespoke is a brand management expert with deep industry knowledge, extensive experience and a comprehensive understanding of the beauty and personal industry in the UK and Europe, complemented by an extensive network of contacts in the relevant market segments. Bespoke’s expertise, experience and contacts significantly contributed the success of the UK/Europe project with the companies that Bespoke assisted successfully entering or well on track to enter the UK and European markets. The Bespoke team was very professional, responsive and obliging and always delivered within timeframes. It was a pleasure to work with them.
Working with Janet over the past year has been a real pleasure, she has fantastic industry experience and knowledge of the UK beauty market. She has delivered a number of webinars for my clients looking at how to enter the UK market, providing an overview of the market and how to build a strategy. She took the briefs we provided and added real value to them, included key insights and information that my clients have found incredibly useful. Feedback on these sessions has been very positive. Janet is a clear communicator and has always delivered as agreed and on time. We are continuing to work together on other projects and I very much value the conversations we share.
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘As a Queensland-based company, we were determined to tap into the European market and establish a strong presence. From the very beginning, Bespoke Advantage demonstrated a deep understanding of our export goals and objectives. Their comprehensive knowledge of the European market, coupled with their extensive network of contacts, enabled them to connect us with key decision-makers and influential stakeholders in our target countries. Their strategic guidance and insights were invaluable in shaping our export strategy and positioning us for long-term success.’
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘Absolutely fantastic course. Condensed learning from Janet, an expert in developing beauty brands. Also, valuable introductions to expert professionals, in the Masterclass sessions. In 12 weeks, you will learn from Janet, what would take years to learn by yourself. A very worthwhile investment’