Amazon plans October beauty sale to hook early holiday shoppers

Staff retrieve containers at an Amazon achievement middle on Prime Day in Raleigh, North Carolina, U.S., on Monday, June 21, 2021.

Rachel Jessen | Bloomberg | Getty Photographs

Amazon plans to carry a magnificence merchandise occasion in October in an effort to lure early vacation buyers and enhance the corporate’s place in a booming class, in keeping with paperwork reviewed by CNBC.

A slide deck Amazon despatched to pick magnificence manufacturers stated the corporate is presently planning the occasion for Oct. 4 by Oct. 25. The identical data was despatched to some consulting companies that assist handle companies on Amazon.

“We wish to draw prospects again to Amazon throughout Black Friday week but in addition long run with further advertising levers,” Amazon wrote within the slide deck. “It is a distinctive alternative for chosen manufacturers to achieve each extra buyers and new prospects.”

Catie Kroon, an Amazon spokesperson, confirmed the authenticity of the doc. She instructed CNBC by e mail that the occasion subsequent month will likely be referred to as “Vacation Magnificence Haul,” and added that the positioning will function various product varieties, together with perfume, males’s grooming and winter skincare.

Amazon, the world’s largest on-line retailer, has lengthy been attempting to realize a much bigger share of the worldwide magnificence market, which generates $500 billion in annual sales. The corporate began offering well being and sweetness merchandise in 2000, however its choice was initially restricted principally to mass-market manufacturers.

The sweetness market is of explicit curiosity now, as shoppers have flocked to the web to purchase make-up and private care objects in the course of the pandemic. On-line make-up gross sales surged 40% in 2020 from a yr earlier, whereas gross sales of “self-care” objects like shampoo, face wash merchandise and lotions climbed 59%, in keeping with market analysis agency 1010data.

Amazon hopes to make use of the occasion to drive visitors to imminent vacation promotions, stated one advisor, who had discussions with Amazon and requested to stay nameless as a result of the talks have been personal. The corporate started reaching out to magnificence manufacturers and consulting companies in mid-August to gauge participation within the occasion, stated Jed Rawson, CEO of e-commerce consulting company Pirawna.

Whereas largely caught in the course of the 2020 vacation seasons, Individuals spent a report amount of cash from their gadgets, in keeping with Adobe Analytics. U.S. on-line purchases throughout November and December surged 32.2% from a yr earlier to $188.2 billion, Adobe stated

Lately, Amazon has expanded its “premium beauty” subcategory to incorporate extra high-end merchandise and launched an indie beauty store to spotlight new and rising manufacturers. It additionally rolled out specialized haircare sections and its own skincare brand.

Kroon stated magnificence is without doubt one of the fastest-growing classes on Amazon, and that it is “ripe for innovation” in the case of product discovery and presentation. Amazon is “uniquely positioned to reinvent” the expertise of shopping for magnificence merchandise on-line, she wrote.

The October occasion might additionally assist Amazon higher compete with retailers like Ulta Beauty and LVMH-owned Sephora, stated Elaine Kwon, who beforehand served as a vendor supervisor in Amazon’s style class and now runs consulting agency Kwontified. Malls are more and more shedding share within the magnificence market to Ulta, Sephora and direct-to-consumer manufacturers like Glossier and ColourPop.

Kwon stated Amazon has tried to spice up its market share by that includes extra main manufacturers on its web site and experimenting with options like a “clear magnificence” tag, which faucets into traits round pure and sustainable merchandise.

“Sephora and Ulta have very, very efficiently protected their buyer base,” Kwon stated. “That is Amazon’s method of attempting to achieve out to these prospects and provides them a terrific expertise that makes them suppose, ‘Perhaps I haven’t got to go to Sephora for all of this stuff, perhaps I can go to Amazon for this or that.'”

WATCH: Amazon CEO Andy Jassy’s full interview with CNBC | Amazon plans October magnificence sale to hook early vacation buyers


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