How hard is it to reach the top of the list as a new product? “The days of throwing something up on Amazon and it selling millions overnight are behind us; brands have to invest in a strategy that gives their products awareness, momentum, and conversion, ” says Vanessa Kuykendall, COO of Market Defense, an Amazon agency representing global prestige beauty brands, like those owned by Unilever and Procter & Gamble. “The customer journey often starts on social media now, so investing in a TikTok campaign and aligning that with their other social channels and editorial placements can give brands a strong awareness push. Then brands need to invest in expanded content, images, and persuasive sell copy to get customers across the finish line. ”

The Top twenty five beauty categories show that Amazon clients spent largely on the same types of products as they have been throughout 2022. Skincare spending gained four percentage points from Q3, representing 52% of the Top 25. This came at the expense associated with makeup, which lost four percentage points in the particular Top 25 at 20%. Tools plus hair remained stable at 16% and 12%, respectively. Notably, body care didn’t even crack the Top twenty five for the second quarter within a row.

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