Because the number-one beauty destination within the U.S., Amazon was a recurring topic at WWD’s Beauty CEO Summit this yr. There was a surge inside the beauty industry to affix the platform over the past few years with recent wins including Clinique, Lancôme, Shiseido, IT Cosmetics, The Outset by Scarlett Johansson, Youth to the People, Loved01 by John Legend, Keys Soulcare, Dyson, BareMinerals and Urban Decay.

As more brands enter the space, many consumers use Amazon as their beauty go-to. In 2023, within the U.S., Amazon sold a billion-plus beauty products to greater than 100 million beauty customers. There are greater than 100,000 brands available within the Amazon Beauty store.

“Amazon Beauty is all about driving the category and the industry overall,” said Melis Del Rey, general manager, U.S. stores, beauty, baby and sweetness technology at Amazon. “It’s all about net recent incremental customers, and it’s net recent incremental shopping opportunities for the brands that we work with. When we expect concerning the growth over the past twenty years, fundamentally the principle is [that] customer obsession in constructing that broadest offering to the sweetness customers is what’s been driving the expansion.”

Serving greater than 100 million unique beauty customers who’re incredibly diverse and made greater than 1 billion product purchases just last yr, del Rey said, shows Amazon’s broad reach of shoppers. For each customers and types, she said, Amazon is an inclusive retailer.

“Our mission is to excite and offer our customers the largest and essentially the most iconic brands they know and love, in addition to discover among the most emerging and trendiest brands that take social media by storm,” Del Rey said.

As a customer-obsessed company, Amazon takes great care in understanding its customers and providing them with a customized experience. Amazon’s customer data reveals three distinct consumer behaviors — not customer types — and there may be an understanding that every one customers can display all of those behaviors at any given time depending on their shopping mission or the category they’re interacting with. For instance, a customer might display a “replenisher” behavior using Amazon’s Subscribe and Save feature for one product but display “exploring” behaviors when in search of one other.

The client experience is built with machine learning that understands behavior models giving shoppers opportunities to buy the way in which they need to. Using these models, Amazon also creates elevated experiences with personalization from upper funnel engagement to checkout. These experiences range from revolutionary technology, like virtual try-on, to bespoke brand stores that tell a brand’s story.

Along with holding personalization because the cornerstone of Amazon Beauty’s marketing, the marketplace offers brands its influencer program, associates program and options to retain and drive loyalty through Subscribe and Save. Amazon’s homepage, said Del Rey, is the corporate’s primary channel for exploration. In line with data, in 2023 Amazon’s homepage viewership was thrice the viewership of the Super Bowl during that point.

Events are also an enormous business driver.

“Events are our number-one lever relating to acquiring recent customers,” Del Rey said. “Despite the incontrovertible fact that we reach over 100 million customers, we proceed to grow our customers by double digits.”

Last yr, Amazon held two beauty-specific events to assist customers discover products and save with deals. Amazon recently ran its second Summer Beauty Haul event, which ended May 19.

“The world is evolving really fast, and we want to evolve with the pace,” Del Rey said. “And it’s really about driving that innovation from an experience standpoint for our customers.

“We’re hoping to encourage and encourage our customers for the subsequent twenty years to return.”