Beauty
7/10/25
The Shift to Amazon: Unpacking Skincare Spend, Subcategories, and SKU Dynamics
report summary
The mass skincare category is undergoing a major shift. While retailers like Target, Walmart, and CVS have traditionally led omnichannel sales, Amazon is gaining momentum in both share and strategic subcategories. This report explores shifts in market share, consumer migration, subcategory trends, and top SKUs to help brands identify growth opportunities and potential risks.
Download our latest report to explore how the skincare category is shifting—and how shopper behavior is reshaping the mass beauty landscape
This report uses transaction data from 2024 through mid-2025 to analyze where and how mass beauty shoppers are spending, with a focus on the growing role of Amazon 3P. It highlights changes in retailer share, subcategory performance, and SKU-level momentum—revealing the brands and product types that are winning with today’s routine-focused skincare consumers.
What’s inside:
- Which skincare subcategories are driving spend growth in 2025
- The brands and SKUs gaining traction as shoppers shift away from Target, CVS and Walmart
- Attachment trends that reveal how Amazon 3P is capturing full skincare routines
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