Amazon’s footholds in prestige beauty proceed to grow stronger, reporting about 100 million unique beauty shoppers a month, and holding 12 percent of the prestige beauty market share.

What does it take, though, to win on the platform?

“One of the vital critical things that drives growth [on Amazon] is reviews, particularly in beauty,” said Sarah Hofstetter, president of Profitero, the e-commerce insights platform.

It found that the variety of reviews and the variety of product images included in an inventory are two key aspects determining what products organically come up on the primary page of search results.

Products see a mean sales lift of 37 percent after they move from page two to page one on Amazon.

While Amazon presents a mean of 11 sponsored spots on page one (Goal and Walmart present seven and 4, respectively, by comparison), small and independent brands like Supergoop are leveraging agile social strategies to get to the highest.

“Ten to fifteen years ago, people weren’t necessarily understanding that a brand is about what people say about you if you’re not within the room — that’s why social listening now has turn out to be so critical,” Hofstetter said.

The highest growing makeup products by unit sales in 2023, plus their percent increase versus 2022.