CATEGORY INSIGHTS
Find out what’s driving sales in Amazon’s Beauty category.
Learn about product trends, market leaders, advertising returns, and other factors influencing sales in Amazon’s Beauty & Personal Care category. Data on cosmetics, skincare, and more.
Access the report
Key Takeaways
Consumer demand is surging.
Multiple niches have seen unit sales increase: 30% YoY in cosmetics, 33% in eye skincare, and 29% in body skincare. These growth rates indicate rich opportunities for brands.
Viral marketing is reshaping market share.
Korean beauty brand TIRTIR saw 7,000%+ unit sales growth with the help of a viral launch – proving that digital-first strategies continue to challenge established brands.
Ad spend is concentrated on mid-priced products.
Three-quarters of ad spend in Beauty & Personal Care is focused on products priced between $10 and $50. This signals fierce competition for some brands, while others may find new opportunities to compete.
Find new opportunities in Amazon’s Beauty & Personal Care category.
Download the reportRelated Resources
About the Report
Methodology
Unless otherwise noted, data represents the U.S. market and reflects estimates based on a sampling of approximately 20,000 products in each market niche. Analysis includes year-over-year trends from January 1, 2024 – December 31, 2024; January 1, 2024 – December 31, 2024; and February 19, 2024 – February 17, 2025. It covers 90-day trends for September 1, 2024 – December 31, 2024; September 1, 2024 – December 31, 2024; and November 19, 2024 – February 17, 2025. It includes 30-day trends from December 12, 2024 – January 11, 2025; December 12, 2024 – January 11, 2025; and January 19, 2025 – February 17, 2025. Advertising data represents 90,000+ unique campaigns. See report for more details.
Using the data
We encourage you to share, reference, and publish this report’s findings with attribution to “Jungle Scout” and a link to this page.
For requests or media assets, please contact us at [email protected].
Jungle Scout for brands & retailers
Jungle Scout Cobalt empowers brands and retailers with a powerful suite of ecommerce tools designed to drive growth, maximize sales, and optimize digital shelf performance on Amazon. Comprehensive data analytics, built-in advertising automation, and intuitive visualizations provide straightforward answers to critical ecommerce questions, turning insights into action.
Jungle Scout Data Cloud gives big box retailers and investors access to millions of Amazon data points including sales estimates, historical search volume, share of voice, product insights, and more. Data Cloud offers needed scalability and flexibility by providing a way to get Jungle Scout’s industry-leading data, with the ability to analyze and visualize that data using the tools of their choice.
Jungle Scout for sellers & SMBs
Jungle Scout is the leading platform for first-time and established ecommerce sellers, supporting more than $50 billion in annual Amazon revenue. Founded in 2015 as the first Amazon product research tool, Jungle Scout today features a full suite of best-in-class business management and market intelligence solutions to help sellers jumpstart and grow their ecommerce business.
Jungle Scout Competitive Intelligence helps sellers and brand owners identify and outperform key competitors on Amazon, ensuring that every minute and dollar invested in their business is focused on effectively increasing sales.