Amazon Prime Days offer beauty brands a prime opportunity to capitalize on consumer demand and reach a global audience. Whether during Prime Day in July or Prime Big Deal Days in October, these events allow beauty brands to engage new customers, boost visibility, and significantly drive sales in a highly competitive marketplace.
Beauty brands have consistently seen remarkable growth during Amazon’s Prime events. Prime Big Deal Days 2023 saw a 16% year-over-year growth, with beauty standing out as one of the top-performing categories. Shoppers flock to these events, with 42% of buyers purchasing Health & Beauty products(Home). For beauty brands, Prime Days offer not just a short-term sales boost but an opportunity to build long-term customer loyalty. In the 2024 Prime Day Report, Market Defense noted a 649% jump in Beauty & Personal Care sales, highlighting how beauty brands are harnessing the power of these events. Access to Amazon’s global Prime member base of over 200 million gives brands the ability to connect with millions of eager consumers (Press Center).
How Beauty Thrives During Prime Events
Beauty categories like skincare, makeup, and haircare consistently perform well during Prime events. In 2023, top-selling products such as the COSRX Snail Mucin Essence benefited from viral TikTok trends. The influence of K-beauty in particular has surged, with products like Beauty of Joseon’s sunscreen leading the charge. During Prime Day 2024, searches for Beauty of Joseon Sunscreen spiked by 123%, directly correlating to increased sales during the event, demonstrating how viral products can perform on Amazon.
TikTok plays a significant role in driving attention to these products. Market Defense reported that during Prime Day, brands like DIME Beauty and BeautyStat experienced double-digit sales growth due to viral attention. For beauty brands, Prime events are about capitalizing on consumer trends and offering solutions that resonate with shoppers during these high-traffic periods. (Sign up for the FREE webinar: TikTok x Amazon: Converting Trend Traffic Into Sales HERE)
- Capitalize on High-Intent Shoppers: Prime Days attract millions of highly engaged shoppers looking for the best deals. Market Defense’s July 2024 data revealed that beauty brands saw 7-13x their average daily sales by participating in Prime Day. This makes Prime Days pivotal for brands seeking to grow their customer base.
- Leverage TikTok and Social Media: Beauty brands that tap into TikTok’s viral power can significantly boost their Prime Day sales. However, beyond generic hashtags like #skincare and #haircare, brands that use their own specific hashtags, collaborate with influencers, and create branded content see better results. By partnering with influencers and crafting targeted campaigns with unique hashtags, brands can build a community around their products and maximize visibility. According to Forbes, branded hashtags that are amplified by influencers during Prime Day see higher engagement and conversion rates(Home)(Press Center)
- Maximize Sales While Maintaining Brand Equity: Prime Days allow beauty brands to increase visibility and sales while protecting their premium brand positioning. By offering strategic discounts, brands can attract new customers without diluting their value. Adobe Analytics reported that $12.9 billion was spent during Prime Day 2023, showcasing the immense financial potential for brands that plan accordingly(Press Center).
Though it’s too late for brands to prepare for this year’s Prime Big Deal Days, now is the perfect time to start planning for the next Prime Day event. Participation in these events can significantly boost brand visibility and sales, offering beauty brands the opportunity to turn viral moments and consumer trends into tangible growth.