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)

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