Amazon, long lauded for its speedy deliveries and breadth of consumer goods, is transforming in 2025 to become one of the most sought-after destinations to stock beauty products.
The past year has seen an increase in beauty businesses expanding their reach and launching store fronts via the retail goliath.
The Ordinary most recently partnered with the e-commerce player to accelerate its digital retail footprint in the UK, following the success of its launch on Amazon Premium Beauty in the US earlier this year.
The flagship brand of Estée Lauder Companies-owned (ELC) incubator Deciem launched the new storefront to make its “science-backed skin care accessible to all”.
ELC’s namesake brand Estée Lauder made its own debut on Amazon in October 2024, bringing its skin care, make-up and fragrances to US shoppers.
The brand owner joined the likes of Prai, Mugler, Clinique and L’Occitane, which all have a dedicated ‘premium’ page showcasing their collections.
Hair care players Aveda and Odele have also entered the platform over the past year with new storefronts.
Looking back even further, cosmetics company Avon could already see the platform's potential, having launched on the online retail giant in the UK in 2023 to revamp its image and grow its omnichannel strategy.
It was a move so significant that it became the first time in the cosmetic giant’s 136-year history that it would sell its products outside of its dedicated Avon representative programme.
What is clear is that beauty businesses are increasingly recognising, and benefiting, from the potential of Amazon.
US retailers drove US$24.1bn in online spend from 8 July to 11 July 2025, representing 30.3% growth year-over-year during Amazon Prime Day, according to data from software company Adobe.
“This is more than two Black Fridays – which drove $10.8bn in online spend during the 2024 holiday shopping season – and sets a new benchmark for the summer shopping season,” Adobe said in a statement.
Mobile was the dominant transaction channel during the Prime Day event, driving the majority of sales (53.2%) and contributing $12.8bn in online spend.
Sales of personal care also saw a jump of 13% during this period.
Amazon Haul, the discount shopping app from the US retail goliath, is also making its unassuming play for the more affordable side of beauty spend.
Launched with little fanfare in November 2024, the platform has already built a robust beauty section with products from the likes of L’Oréal Paris, Elemis and e.l.f. Beauty.
This is coupled with comprehensive discovery options to help consumers narrow their search for beauty products – all with a two-week delivery guarantee
Beauty in all forms is thriving on Amazon.
Below, beauty industry experts weigh in on why it has caught the eye of so many brands and what the future could hold within the company’s cavernous warehouses.
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