How Amazon Came To Dominate the US Beauty E-Commerce Market
August 9, 2023
Amazon’s dominance in the U.S. beauty and personal care e-commerce market continues to grow, with the company leading across all 11 categories and gaining market share in most areas, according to Euromonitor International’s e-commerce research. Amazon’s success in the beauty sector is attributed to its strategy of offering low prices, a wide range of products, and efficient logistics. While beauty specialists like Ulta and Sephora position themselves as more premium, Amazon’s affordability and strong performance during shopping events like Amazon Prime Day contribute to its market leadership.
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