Amazon Q4 Beauty and Personal Care Bestsellers List Released

Health care and beauty have always been important consumer items. Recently, foreign media reported on Amazon’s fourth-quarter beauty and personal care report. The results showed that masks entered the top 25 ranking and occupied the first and eighth positions.

In terms of mask selection, consumers tended to prefer the 3-layer masks recommended by the CDC in the fourth quarter , and avoided traditional blue surgical masks in favor of more fashionable black and colorful masks, to show that masks are a lifestyle and fashion accessory, rather than just for health and epidemic prevention considerations.

Skin care products dominated the fourth quarter of the best-selling list , with moisturizers, acne patches and high-tech beauty devices representing the top categories . The fastest growing category in skin care was beauty food , up 89% from last year , led by supplements targeting acne.

Specifically, skin care products in the fourth quarter were mainly concentrated in mass brands, among which CeraVe, Neutrogena and Bio-Oil dominated , and acne patches and facial masks were both top-ranked best-selling products.

The body skin care category accounted for a smaller proportion than the previous quarter, from 20% to 16%. On the other hand, as the epidemic prevention and control slowed down, consumers had more opportunities to go out and meet with family and friends, and the sales of hair and makeup tools increased.

In terms of demand for hair-related products, deep conditioners and hair masks are in the leading position, followed by hair dryers, massage combs, hair bands and essential oils.

Makeup products are still dominated by eye and eyelash products . Popular brands such as Maybelline and L'Oreal occupy most of the market share in this category . Liquid foundation and dark circle concealer have also returned to the top list since 2021. However, the recent worsening of the epidemic may inhibit the growth of these categories.

In addition, the average price of the top 25 products in the fourth quarter also increased by 2.8% compared with the third quarter to approximately US$14.19, and the average price of the top 6 products almost doubled.

As one of the important categories of e-commerce, consumers pay more attention to brand when choosing beauty and personal care products, and related sellers should also work more on their products.

Amazon

Bestseller

Beauty and Personal Care