According to Coresight Research, Amazon.com is building a big beauty and personal care business, particularly with younger shoppers.
The market research and retail technology firm reported that beauty and personal care products are the second most shopped category on Amazon in the U.S. In a study, when Coresight asked what they had bought on Amazon in the past 12 months, the beauty and personal care category ranked behind only the book category among respondents. In the period, Coresight noted, 48% of U.S. female consumers have bought beauty or personal care products on Amazon, double the proportion of male consumers.
Overall, 36% of respondents said they had bought beauty or personal care products on Amazon in the past year, and a further 26% said they had bought health products such as vitamin supplements, making that Amazon’s fifth most-shopped category.
Amazon Prime members drive shopping for beauty and personal care products on the site. Coresight maintained that 52.5% of U.S. Prime members have purchased beauty or personal care products on Amazon in the past year. Prime members account for about 60% of Amazon beauty and personal care shoppers.
Coresight indicated 18 to 29 year old consumers were proportionately most likely to have shopped beauty and personal care on Amazon over the past 12 months, at 42.3%, followed by 30 to 44 year olds at 39.2%.
Price competitiveness helps drive Amazon beauty and personal care sales. Coresight asserted that 37% of all respondents agreed that they usually try to save money when shopping for beauty products, including 51% of women. However, 18 to 29 year old consumers surveyed, who generally like shopping at value retailers, came in as second most likely to say they try to save money when shopping for beauty products, at 36.1%, behind 30 to 44 year olds, at 38.9%.
The Coresight study tapped 1,699 U.S. Internet users ages 18 and over.