Amazon is a marketplace, but 52% of consumers also report starting their product search on Amazon, which increased to 63% during COVID-19 according to Wunderman Thompson. As a result, regardless of the size of the brand or the nature of the product, Amazon provides a platform with millions of eyeballs every day.

Health and beauty was Amazon’s third fastest-growing category in 2019, with sales totaling 44% of all online health and beauty e-commerce, according to eMarketer. According to Coresight Research’s analysis of aggregated Amazon data, there were 212,818 beauty and personal care products across 2,499 brands spanning eight major beauty categories listed on Amazon.

Vanessa Kuykendall, VP of Business Development at Market Defense, provided insight into the drivers for the top 20 beauty products: “Amazon beauty shoppers have been focused on healthy skin this year. More than half of Amazon’s top sellers in the Beauty and Personal Care category are skincare items, followed far behind by hand sanitizers and treatments.

“And with the rise of ‘Mask-ne,’ sales of Acne Treatments have driven three products into the top 20. Shoppers are also looking for educational content, which helped drive products with video tutorials like the Revlon Volumizer to the top of the list. If you’re not sharing your brand story or your products’ features and benefits on Amazon, you’re not maximizing your Amazon sales.”

The Top Beauty and Personal Care Products 2020:

1. Revlon One-Step Hair Dryer 99,588 reviews 4.5 rating
2. Essence Lash Princess Mascara 58,522 reviews 4.4 rating
3. Schick Hydro Dermaplaning Tool 55,615 reviews 4.6 rating
4. Neutrogena Cleansing Wipes with Makeup Remover 29,445 reviews 4.8 rating
5. Cerave Moisturizing Cream Body & Face 25,213 reviews 4.8 rating
6. Mighty Patch Original Hydrocolloid Acne Pimple Patch Spot Treatment 15,576 reviews 4.4 rating
7. Tree Hut Shea Sugar Scrub Amazon Pequi 43,696 reviews 4.7 rating
8. Burt’s Bees Lip Balm Original – 4 pack 34,053 reviews 4.8 rating
9. Dove Refreshing Body Wash Cucumber & Green Tea 573 reviews 4.7 rating
10. Mario Badescu Drying Lotion 12,372 reviews 4.6 rating
11. Germ-X Original Hand Sanitizer 1,741 reviews 4.8 rating
12. Mrs. Meyers Clean Day Liquid Hand Soap 5,824 reviews 4.7 rating
13. TruSkin Vitamin C Serum for Face 40,747 reviews 4.3 rating
14. Cerave Daily Moisturizing Lotion for Dry Skin 28,632 reviews 4.7 rating
15. Differin Gel Acne Treatment 18,312 reviews 4.5 rating
16. Bio-Oil Skincare Oil – Pack of 3 42,430 reviews 4.6 rating
17. Maybelline Instant Age Rewind Eraser 46,815 reviews 4.4 rating
18. Nizoral Anti-Dandruff Shampoo 24,202 reviews 4.5 rating
19. Dr. Teal’s Foaming Bath – 34 oz 16,262 reviews 4.8 rating
20. Cerave Hydrating Facial Cleanser 25,317 reviews 4.6 rating

Just missing the top 20 and worth noticing is built for Amazon brand MoonKong Eyebrow Tattoo Pen with 8,217 reviews and a 4.2 rating.

For a full download of what happened on Amazon this year, check out the Amazon 2020 Beauty Download: Prime Day Recap & Trends Going Forward available on demand.