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Inside Amazon Beauty’s Bid to Become a Discovery-Led Destination

As competition intensifies across the beauty category, Amazon Beauty is leveraging AI, entertainment, premiumisation and frictionless checkout to help brands turn browsing into purchase.
Amazon Beauty is evolving its beauty proposition from a replenishment-led model to a more discovery-driven experience.
Amazon Beauty is evolving its beauty proposition from a replenishment-led model to a more discovery-driven experience. (Amazon)
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As growth in the $441 billion global beauty industry shows signs of cooling, beauty e-commerce continues its steady ascent. While a quarter of global beauty sales occurred online in 2024, that figure is expected to reach 31 percent by 2030, according to

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