Written by PBA Visionary Plus Member Market Defense
The results are in—Market Defense’s Annual Amazon Prime Day 2025 Beauty Report is here, packed with the data, brand stories, and breakthrough insights you need to understand beauty’s biggest week on Amazon. This year’s report spotlights the most competitive Prime Day ever, with four full days of record-setting deals and the most dramatic shifts we’ve seen yet in shopper behavior.
As a full-service marketplace partner for award-winning beauty brands, Market Defense leads the strategy behind conversion, growth, and brand equity across Amazon and beyond. We know the pro beauty space and work with salon-first brands to grow on Amazon while protecting their relationships with stylists.
CeraVe, Medicube, Olaplex, ColorWow, Kenra, WetBrush. Lattafa, and Bodycology were just some of the brands dominating beauty carts and search bars this Prime Day, as shoppers hunted for deals on their favorites across skincare, haircare, fragrance, and more.
Here are some of this year’s highlights:
- Prime Day lasted a record four days—the longest ever.
- Medicube claimed the crown as the #1 beauty brand overall.
- Haircare solutions stole the show: three of the top ten branded searches focused on hair growth and dandruff, proof that shoppers were seeking products that work.
- Olaplex’s shampoo and conditioner set took the #1 spot in haircare
- Lattafa ranked #2 in Amazon’s branded fragrance search, confirming the rise of Arabian perfume.
- 49% of Prime Day shoppers were aged 55 or older—a sharp shift from years past.
Explore the breakout brands, viral moments, and strategic moves that are reshaping the marketplace beauty landscape.
What Our Market Defense Experts Are Saying:
“Brands that won big this Prime Day approached it with a unified strategy across both DTC and Amazon. They didn’t just increase ad spend by 1.5–2x their norm—they also leaned into aggressive promotions, pricing down by 30% or more.”
— Karan Raturi, Chief Operating Officer
“Data showed that Prime shoppers were 10 times more likely to make a purchase after seeing influencer content vs. typical social media content.”
— Amy Rudgard, SVP, Client Delivery
“Our clients who tend to have the strongest Fall Prime Day and Q4 holiday sales performance have often been riding and leaning into the momentum they had from a strong July Prime Day performance.”
— Dave Karlsven, SVP, Client Marketing & Data Science
Ready to see the full results?
