Building the blueprint for every Beauty brand to succeed with Amazon
We are an award winning, full-service global Amazon Ads Advanced Partner with over 250+ years of combined ex-Amazon experience.
We won the 2025 AMAZON ADS PERFORMANCE OPTIMIZATION PARTNER AWARD
with e.l.f. Cosmetics.
How e.l.f. Cosmetics became #1 on Amazon UK in 90 days
“Our strategy was informed by a deep analysis of historical campaign data, ASIN performance, and category dynamics.
We used AMC to understand cross-channel behaviour and time-to-conversion, revealing key gaps filled by strategic retargeting.
Additionally, we audited Sponsored Ads to identify spend inefficiencies and used in-house tools to visualise Total ROAS and incrementality at scale.”
Toby Shelley,
Senior Category Lead
Detailed analysis of a Beauty account history
We use AMC to understand customer behaviour and purchase patterns to inform our strategy
Go Incremental - Awareness & Prospecting
In beauty, the first touchpoint is rarely a search; it’s a visual "vibe" or a clinical claim seen while the user is elsewhere
The "Loyalty Loop"
For beauty brands, the first sale is often a "loss leader." The real profit and the real impact on TACoS comes from bigger market share and repeat purchases
Interactive A+ Content & High-Efficiency Creative Sequencing
Beauty is a visual-first category, but in 2026, static images are secondary to "feature-based" video content
Inventory Planning & Resilience
Stockouts in the beauty category are "rank killers"
Beauty on Amazon is Booming
If you want to stand out in this competitive landscape, you need to partner up with a strong agency partner.
Unprecedented Growth
Beauty and personal care keeps expanding because the “routine” mindset is here to stay.
Beauty is currently one of Amazon’s growth leaders. With a 19% YoY 2025 growth forecast Source: The “Momentum Commerce” 2025 Amazon Forecast , the category is significantly outperforming the marketplace average of 12%. Source: Amazon’s 2025 Quarterly Earnings Reports
Partner up with Amerge and scale your brand faster.
Best-Selling Beauty Product Types
Data from Q2 2025 revealed that the Top 3 beauty and personal care products sold on Amazon were skincare items (48%), followed by Body products ( 32%) and Make Up (12%). Source: Statista https://www.statista.com/statistics/1383499/amazon-beauty-and-personal-care-products-distribution/
Skincare isn't just the biggest, it's the most "loyal" category. Products like sunscreens, serums, and patches dominate the best-seller lists because they are high-frequency refills
Dominance in US Digital Market Share
Amazon has solidified its position as the undisputed leader in online beauty retail, capturing nearly half of all digital beauty spending in the US.
According to 2025 industry data, Amazon now commands a 41% share of total US beauty and personal care digital revenue. Source: Nielsen IQ : https://nielseniq.com/global/en/insights/commentary/2025/state-of-beauty-2025/
We understand the Beauty Segment challenges
Highly Competitive Market
Beauty is a saturated category on Amazon, making it challenging for brands to stand out and maintain visibility.
Consumer Trust
Building trust is crucial in the beauty industry. Brands need effective customer reviews and clear communication of product benefits.
Pricing Wars
Intense price competition requires brands to balance profitability with competitive pricing strategies.
Ad Spend Efficiency
Managing high advertising costs (PPC) while maintaining a good return on investment (ROI) is a key concern.
Inventory Management
Ensuring adequate stock levels and avoiding out-of-stock situations that hurt rankings, while managing complex fulfillment processes.
Changing consumer preferences
Rapidly evolving consumer preferences, influenced by social media trends and emerging beauty influencers, can make it difficult for brands to keep up with demand and stay relevant in the market.
Product Differentiation
With many similar products, beauty brands struggle to communicate unique selling propositions, particularly on Amazon.
Transparency and ethical standards
Maintaining consumer trust requires to adhere to strict transparency and ethical standards, particularly in terms of product descriptions, sourcing, and sustainability.
Customer loyalty & retention
Competing in a highly competitive market, beauty brands on Amazon must focus on building strong customer loyalty and retention to differentiate themselves and drive repeat purchases.
Join Top brands that trust our Beauty Expertise
Discover our Magic Formula for Beauty Brands
Amazon Expertise
In-depth knowledge of the Amazon ecosystem helps us boost your sales, visibility, and brand reputation.
End-to-End Solutions
Full-service approach including listing optimization, advertising, inventory management, and customer service, allowing brands to focus on product innovation.
Compliance & Regulations
Navigating market specific regulations, EU compliance, and Amazon policies for beauty products, which is essential for local and international brands.
International Expansion Support
Help brands expand to all worldwide Amazon marketplaces, ensuring smooth transitions and consistent brand messaging.
Data-Driven Strategies
Advanced use of analytics and keyword strategies to improve search rankings, especially in a competitive market like beauty.
Creative Optimization
Expertise in creating compelling visuals, descriptions, and A+ content tailored to beauty brands’ aesthetics.
Lifetime value
By using a combination of Amazon Marketing Cloud (AMC) and Amazon Ads data. We extract Purchase Frequency, Average Repeat Purchase Count, and Average Purchase Value data from AMC via Flexible Amazon Shopping Insights (allows working with non-ad-attributed data as well). That data is then used to extract a Lifetime Value of each New-to-Brand Purchase achieved by Amazon Ads.
This approach ensures that top-funnel and mid-funnel advertising focused on new customer acquisition can have its true long-term value attributed to it and reflected in its performance. This approach is particularly relevant for the Beauty category where advertising can focus on net new customer acquisition that furthers organic growth.
Beauty is visual
Amerge Creative Services is your all-in-one design solution for everything Amazon-related. Whether you need a Brand Store, A+ content, DSP creatives, or fresh photos and video production, we’ve got you covered. With Amerge Creative Services, you can enjoy a hassle-free experience while enhancing your existing creative content on Amazon.
Brand Store
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Standard A+Content
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Premium A+Content
DSP Creatives
Our Beauty Category Leads
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Have a Good Look at our Case Studies
e.l.f. Beauty
Sony partnered up with Amerge to tap into our innovative AMC Pro offering. Custom grouping in AMC Pro allowed us to detangle Sony’s campaign data, giving us insights to take forward for future movie launches. After implementing AMC-driven recommendations Sony’s conversion rate improved by 190%, to 2.0728%, with 141,350 conversions out of 6,819,420 unique users.
e.l.f. Beauty
Sony partnered up with Amerge to tap into our innovative AMC Pro offering. Custom grouping in AMC Pro allowed us to detangle Sony’s campaign data, giving us insights to take forward for future movie launches. After implementing AMC-driven recommendations Sony’s conversion rate improved by 190%, to 2.0728%, with 141,350 conversions out of 6,819,420 unique users.
Discover your Amerge Glow.
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