Amazon announces top-selling beauty products of 2016

Amazon has announced its annual beauty rankings, listing which brands are moving the most product via the e-commerce giant. The top 26 list was a mix of drugstore brands, classic beauty products, and small-batch beauty brands.

Notably, Amazon offers a vast supply of products from almost every major beauty brand out there, so the top sellers have beat out vast competition on the site.


L'occitane's Shea Butter, a top product on Amazon - L'Occitane

Star products from well-known brands, including Aquaphor’s healing ointment skin protectant; Aveeno hand cream; Burt’s Bees lip balm; Crest White Strips; Dove Sensitive Skin; L’Occitane Shea Butter; Neutrogena sunscreen and make-up remover; and Nexcare acne cover all made the rankings.

Smaller beauty brands, like Blinc, Mario Badescu, Oribe, St. Tropez, Wunderbrow and Nyx were also able to breach the monopoly of big-name brands.

According to Business Insider, Amazon accounts for 43% of online retail sales in the United States, with beauty accounting for 10%, and global consulting firm A.T. Kearney predicts that online sales of beauty is set to grow more than 8% per year up until 2019.

The key factor for online beauty shoppers remains the price point, along with convenience and the possibility to make repeat purchases of preferred products. 53% of US women shop online for cosmetics and personal care products, with many testing products in-store before looking to online retailers to find a cheaper price: all are factors in favor of newcomer to the Amazon list Nyx, an accessibly-priced brand acquired by L’Oréal in 2014, for reasons including the diversification of the price range of L’Oréal brands.

Amazon has also found success in allowing customers to create product reviews– consumers can provide authentic feedback on the product, allowing other customers to make informed purchasing decisions. A Nielsen study found that 70% of shoppers trust these online reviews, finding that they greatly influence a customer’s purchase.

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