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Who Is Buying Beauty Products on Amazon?

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Coresight Research

Key Points

This report takes a brief look at the results of a recent Coresight Research US consumer survey:

  • Beauty and personal care products are the second-most-shopped category on Amazon. Only books register a greater number of shoppers in the US.
  • Fully 48% of US women have bought beauty or personal care products on Amazon in the past 12 months.
  • Prime members support sales of beauty on Amazon: fully 52.5% of Prime members have bought beauty or personal care products on Amazon in the past 12 months.
  • Younger shoppers are most likely to buy beauty products on Amazon. This contrasts to age trends in apparel shopping, with 18–29 year olds less likely than those ages 30–60 to have bought apparel on Amazon.
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