Beauty Insights from Amazon Prime Day – July 2025
From July 8–11, 2025, Amazon hosted a four-day Prime Day that generated shifts in consumer spend across the beauty category. This report uses a combination of receipt data, credit/debit card data, and webscraped data to outline which categories gained share, which brands outperformed, and where shoppers came from.
Key Takeaways
Beauty share increased by nearly 1.5 pts vs. the 12-month average, outpacing 2024.
Skincare led category gains, while haircare declined. Shoppers prioritized hydration and replenishment.
Top-performing brands included Tarte, Medicube, Sol de Janeiro, and Nutrafol.
Amazon drew beauty shoppers from Ulta, Target, and Walmart, signaling cross-tier appeal.
What’s in the Report
Category-level GMV shifts
Top-selling SKUs by category
Shopper overlap across major retailers
Changes in subcategory demand (e.g., mascara, sunscreen, fragrance)
