March 2023

Much has modified since Amazon first forayed into prestige beauty in 2013 with its Luxury Beauty Store. Between the COVID-19 pandemic and subsequent increase in online shopping, to the rise of TikTok (and, pivotally, influencer Amazon storefronts), the e-tailer has managed to position itself as a key competitor within the masstige and prestige beauty spaces. E-commerce solution provider Jungle Scout found that in 2022, beauty was among the many categories which experienced probably the most growth in Amazon sellers, and that makeup sales specifically grew 40 percent on the platform between 2021 and 2022. While mass beauty brands indeed comprise much of Amazon’s beauty business, prestige and masstige brands have been increasingly flocking to the platform — which is commonly...