As more brands hop to Amazon for its massive consumer base, the platform is solidifying its status as a go-to destination for beauty, skincare, and wellness routines. 

$30 billion worth of beauty products were sold on Amazon U.S. in 2024, with skincare accounting for nearly one-third of all beauty sales, up from one quarter in 2023.  

As a whole on the platform, the growth of the skincare category is outpacing growth of the beauty category. Skincare sales grew 26% year over year from 2023 to 2024 with beauty sales growing 17% year over year during that same timeframe.  

Selective Consumers

This growth is despite consumers becoming more selective about the products they buy. In fact, 57% of Amazon beauty shoppers report they prefer to buy beauty, skincare, and grooming products that have scientific credentials and check the ingredients before buying, according to consumer research conducted by Front Row—contributing to a higher threshold for purchasing decisions within the skincare category.

The rise in popularity of beauty supplements—ranging from collagen to biotin—also illustrates a shift to turn inward for beauty and wellness benefits. Searches for supplements with beauty benefits are on the rise. “Hair skin nails vitamins for women” searches on Amazon grew by +64% over the last two years. This aligns with a wider consumer shift of focusing more on preventative care and natural alternatives. Beauty is no longer seen as solely skin deep, but a reflection of overall wellbeing. 

Additionally, as shoppers become more interested in personalized beauty, Amazon is working to cater to this preference. It recently released a product selector tool where brands can tailor a quiz-style feature to help direct shoppers to a product for a specific problem they are looking to solve. Solution-based searches are also on the rise. Amazon beauty consumers are coming to the platform with specific medical concerns—turning to “Dr. Amazon” to find solutions. Searches for “treatment” in the beauty category on Amazon increased by +116% year over year from 2023 to 2024. This makes sense, given that 57% of Amazon beauty shoppers say they have specific conditions, such as dandruff, acne, thin nails, etc., and come to the platform looking for products that will be most effective at managing them.

Amazon’s customer-driven review system also plays a pivotal role where shoppers can read about others’ product experience that may be similar to their own. Approximately one third (31%) of teen skincare shoppers use product reviews to decide what product or products to buy. It’s word-of-mouth marketing from more than 300 million friends. 

Amazon’s convenience and access to a broad selection of beauty and wellness products, with more product offerings growing by the day, have made it an essential platform for brands to connect with consumers.