Amazon has successfully dominated a variety of consumer markets. Now the e-commerce giant is preparing to occupy the beauty industry.
Amazon recently released its beauty gift sets for the holidays and many of them have already sold out. Well known and buzzy brands, like The Body Shop or Lady Gaga’s Haus Laboratories, are tagged as some of the company’s best selling brands on its site, with many of the holiday gift sets already racking up wait-lists. Amazon has taken a fresh approach to breaking into the beauty industry, fending off competitors like Ulta that have made a business out of selling various beauty brands as well. The makeup sets and accessories category on Amazon has already grown by 70% according to a Gartner L2 report on the topic.
Part of Amazon’s success at infiltrating the beauty industry is the various price points offered for an array of products. The store sells everything from multi-piece sets to single products—letting consumers find whatever beauty products they are seeking for any budget. Events like Amazon Prime Day have been profitable in the beauty category as well, because customers can splurge on exclusive beauty deals, often buying quickly in fear of a product selling out.
Amazon has found success in selling products from nearly every industry and its beauty division is no different. Consumers looking for basic and exclusive beauty products will find what they need on the site, and if they have Prime 2-day shipping, buying beauty products online may feel even easier than going to a makeup store. As more beauty brands continue to partner with Amazon, sales and advertisements will continue to rise in the industry.