Amazon Sees Boost in Skincare Sales Amid Rising Consumer Confidence and Ingredient Awareness

Amazon’s presence in the skincare market has grown significantly, as highlighted by Emily Safian-Demers, Director of Insights at Front Row. Over the past two years, Amazon has seen substantial increases in skincare searches, growing by 339% from 2022 to 2024. In 2024, skincare accounted for 30% of Amazon’s beauty sales, up from 25% in 2023, driven by increased consumer trust and major shopping events like Prime Day.

Consumer trust has been a crucial factor, with 80% of shoppers trusting beauty brands on Amazon. Skin care sales peaked during July Prime Day 2024, with a remarkable 147% increase from the previous week. The shopper profile has evolved, with 57% of Amazon beauty shoppers now checking ingredients before purchasing.

Brands are adapting by optimizing listings to emphasize ingredients and scientific credentials, aiming to attract informed buyers. The intersection of beauty and wellness is evident, with Nutrafol’s rise in 2025 and increasing consumer interest in “gentle,” “calming,” and “soothing” products.

Although social media is the primary channel for product discovery, Amazon remains the leading platform for purchasing beauty products, responsible for 60% of beauty and personal care e-commerce sales in 2023. Amazon’s appeal lies in speed, convenience, events, and trust, making it a dominant force in the skincare market.