Amazon's Beauty Boost: Luxe Strategy for Prime Day Resilience
Seattle, dinsdag, 24 juni 2025.
Amazon is preparing for a resilient Prime Day strategy by focusing on premium beauty products. With a remarkable 20% growth in the Amazon Premium Beauty category, reaching $15 billion between April 2024 and April 2025, the company is strategically positioning itself against potential trade barriers. Top brands like Estée Lauder and L’Oréal are collaborating with Amazon, indicating a promising partnership. The beauty category proves to be not only a buffer against economic challenges but also a profitable segment with small, expensive products that are easy to ship. This shift demonstrates Amazon’s adaptive capacity in a changing retail market.
Amazon’s Beauty Strategy: Growth and Resilience
Amazon has achieved a remarkable growth in the Premium Beauty category, with a 20 percent increase to $15 billion between April 2024 and April 2025, which is significantly higher than the 14% growth in other beauty segments [1][2]. Top brands like Estée Lauder and L’Oréal view Amazon as a strategic growth opportunity, with L’Oréal’s CEO Nicolas Hieronimus emphasising that the Amazon presence has led to an ‘enormous acceleration’ in expanding their US market share [1].
Strategic Partnerships
Estée Lauder has launched as many as 11 brands on the Amazon website since March 2024 [1]. The Premium Beauty category is an invitation-only programme with over 10,000 products, with brands like Dyson and Estée Lauder’s Aveda paying an extra 15% commission for each website sale [1].
Tariff Compensation and Business Strategy
Amazon’s focus on beauty products serves as a buffer against potential trade barriers. According to Renee Parker, former Amazon executive, beauty products are particularly attractive because they are ‘small and expensive, allowing for significant shipping’ [1]. Melis del Rey, general manager for health and beauty at Amazon US stores, confirms that premium brands’ sourcing strategies are primarily local, making tariff impact less urgent [2].