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:
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.
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