Unlock more of the latest beauty industry insights in our recent webinar The U.S. Beauty Buyer and our new monthly report Pulse of the U.S. Beauty Buyer.
Amazon has a powerful and growing presence in the beauty space, including the Amazon Premium Beauty storefront for prestige beauty products. CivicScience data show that Amazon is the most popular place for online beauty shoppers to begin their web search for products, outranking Google, YouTube, and other social platforms and online stores. Yet, the question remains – how many beauty buyers end up purchasing products from Amazon?
The latest CivicScience data reveal that a whopping 68% of U.S. adults who buy beauty and personal care products say they make at least some of their purchases via Amazon. Only about one-third of beauty shoppers do not make Amazon beauty purchases. Amazon is not only a top destination to start searches for beauty products, but it’s also a leading marketplace for beauty buyers to finalize a purchase.
Join the Conversation: How often do you shop Amazon for beauty products?
However, there are distinct differences when it comes to how beauty buyers shop on Amazon. Official brand storefronts are the most popular destinations among Amazon beauty shoppers. In fact, shoppers are twice as likely to purchase a beauty or personal care item from an official store than from an independent third-party seller on the platform. A high percentage of shoppers are likely to shop a mix of official brand stores and third-party sellers.
Many prestige and luxury beauty brands are partnering with Amazon’s Premium Beauty storefront, with skincare company Kiehl’s being one of the latest to officially begin selling their products there.
As it stands, Amazon appeals to 57% of premium beauty shoppers who say they are at least ‘somewhat’ likely to shop for premium products on the site. Data show the strongest interest comes from those who exclusively make beauty and personal care product purchases from official brand storefronts – more than 60% of these consumers are likely to shop for premium brands on Amazon.
Take Our Poll: Where is your favorite place to buy beauty products?
For brands looking to reach the beauty buyer via Amazon, official storefronts have greater appeal than third-party sellers. While third-party sellers may offer competitive prices, beauty buyers – particularly premium buyers – are far more likely to make purchases from official brand sites. Take Kiehl’s, for example. The brand has an enormous Amazon shopping base, as 9-in-10 consumers who are favorable to the brand say they make beauty and personal care purchases on Amazon. The majority (52%) prefer to make purchases exclusively from official storefronts on the Amazon marketplace.1
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- n=182 responses from 05/24/2024 to 05/30/2024 ↩︎
