What You Need to Know About Selling to Amazon Beauty Shoppers in 2019

by Greg Swan

Learn about recent trends in beauty (and how to apply them for your Amazon business) in this guest post by Greg Swan of Tinuiti.

It’s well known by now that Amazon is used by practically everyone. Every month, more than 206 million people visit Amazon, whether it’s to do a bit of shopping or simply to price check.

For reference, that’s 45 million more than the population of Bangladesh, the 8th most populated nation in the world.

Amazon purchases are projected to make up 47% of all online sales this year, with health and beauty coming in as Amazon’s third fastest-growing category last year. Online beauty sales are projected to grow 19% in 2019, making personal care a hot market to get into right now.


Source: The 2019 U.S. Forecast on Beauty Shopping Trends

So how can you break into selling beauty products on Amazon? The first step is to understand who you’re selling to and what motivates them.

We’ve identified key trends in Amazon buyer habits that can help you better understand who is shopping for beauty products on Amazon and how they’re using it. Let’s take a look below.

What Draws Shoppers to Amazon Beauty?

While buyers still prefer to shop in-store when purchasing beauty products, online shopping is becoming increasingly popular with Amazon ranking alongside Target and Walmart as a top beauty shopping alternative.

What draws Amazon Beauty Shoppers to shop online? Despite buyers preference to shop in-store, Amazon offers these advantages:

  • Price and Review Checking: Amazon offers shoppers the ability to price check against thousands of similar products as well as research a product using Amazon reviews. In fact, more than 40% of Generation Z buyers conduct online research in-store on their mobile devices.
  • Anonymous Shopping: Amazon offers shoppers anonymity, which can encourage increased spending habits among consumers who might be uncomfortable shopping for certain products in-store.
  • Ease of Access: Social media is the leading source of new beauty ideas and inspiration. Shopping online makes it easy for consumers to access these products immediately.


What Demographics Are Amazon Beauty Shoppers?

Amazon boasts a diverse range of beauty shoppers. We’ve analyzed recent Amazon buyer trends and here’s what we’ve found out.

Men shop more frequently than women

Long gone are the days where beauty care was taboo for men.

Men’s grooming is expected to experience a growth of 8.9% through 2025 as more men become interested in personal care.

In fact, men are more likely to purchase frequently online, with 22.8% of men buying online vs 19.3% of women. This can be attributed to two factors:

  • Younger consumers are defying traditional stereotypes in favor of embracing modern beauty products and trends.
  • Anonymous shopping online can help men feel more comfortable shopping for products that might not be traditionally considered “masculine”. In fact, American dads are 51% more likely than men overall to want to adopt looks that are stylish.

Interested in selling beauty products to men? More than ⅓ of American fathers say they care about preventing signs of aging, making anti-aging products a popular choice within this demographic.

Gen Z shops differently from other generations

While it may be tempting to treat Generation Z shoppers the same as Millennials, studies show that their shopping habits are vastly different.

While Millennials rely on stores for new product ideas, Gen Z embraces a more digital approach with most of their inspiration coming from social media and popular influencers. Amazon beauty sellers who want to reach this key demographic should consider investing in a social media strategy.

Gen Z has also embraced other online shopping methods, with 56% of them preferring to use mobile phones for beauty shopping. Similarly, twice as many Gen Z consumers use voice assistants to shop than Millennials.

However, Gen Z Amazon Beauty Shoppers aren’t just locked into online buying. Specialty beauty stores are extremely popular with this demographic—more than 1 in 4 Gen Z consumers prefer beauty outlets such as Sephora or Ulta.

Top spenders buy more, more often

Luxury buyers may prefer to purchase items in-store in most industries, but that trend doesn’t seem to apply to Amazon Beauty Shoppers.

Almost half of the top spenders in the beauty category who buy $50 or more in beauty products prefer to buy primarily online. This translates to a unique demographic who:

  • Are more tolerant of higher prices: Product price is the main concern of only 27% of top spenders vs 41% of overall spenders.
  • Buy more frequently: 40% of top spenders buy online at least monthly vs 21% of overall shoppers.

Use subscription services: More than 35% of top spenders use subscription services vs 24% of Amazon Beauty Shoppers. Price isn’t the only concern of top spenders—value and convenience are also important. If you want to tap into this demographic, consider investing in better customer experience. Top spenders tend to prioritize perks such as a large catalog of products, loyalty rewards, and free samples.

In Conclusion: Beauty Brands Need an Amazon Strategy

Growth acceleration is key.

Beauty products are among one of the fastest-growing industries in the eCommerce revolution, making it a profitable market for Amazon sellers because:

  • It has a strong foothold with mobile-savvy Gen-Xers.
  • A relatively new but quickly growing interest in men’s beauty products means there’s a gap for up and coming Amazon sellers to fill.
  • Beauty products are exempt from the in-store preference found in other luxury items.

“Many online shoppers already have a deep loyalty to shopping on Amazon and are Amazon Prime members, which makes them much more likely to click on a products being advertised by Amazon,” explains Pat Petriello, Head of Marketplace Strategy at Tinuiti. “If a shopper knows they can get free two-day shipping and the unmatched customer service experience they get with Amazon, they will often choose them over lesser-known retailers.”


If you want to learn more insights and data, you can check out the full report here.

Originally published on July 22, 2019, updated August 13, 2019

This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.