US shoppers purchase 350,000 luxury beauty products on Prime Day

By

Robin Driver

Published
Jul 18, 2019

As yet another record-breaking Prime Day draws to a close, with over 175 million products purchased by Amazon shoppers in 18 countries over 48 hours, beauty has proved to be one of the most popular product categories this year.

 
Prime members in the U.S. alone bought 350,000 luxury cosmetics products on Amazon during the event, which ran from July 15 through 16, while in the UK, beauty was one of the most popular categories to shop for deals in, along with wine, home and PC.
 
Prime Day beauty sales no doubt received a boost from the strategic opening of pre-orders for Lady Gaga’s new cosmetics brand, Haus Laboratories, on the first day of the event. The beauty line, which will launch exclusively on Amazon in September, has widely been seen as the e-commerce platform’s attempt to assert itself as a force in cosmetics retail against the likes of Ulta and Sephora.

Interestingly, although no beauty products made it into the top three most shopped items in either the U.S. or the UK, they dominated in China, where Dove Exfoliating Scrub, L’Oréal Rejuvenating Eye Cream, and the Silk’n Permanent Hair Removal Device snatched the top spots.
 
Excluding devices, the top-selling products in the U.S. were the LifeStraw Personal Water Filter, the Instant Pot DUO60 and 23andMe Health and Ancestry kits, while in the UK, the top three were the Sony PlayStation Classic Console, the Oral-B SmartSeries Electric Toothbrush and the Shark Vacuum Cleaner.
 
As usual, however, electronic devices were ultimately some of the strongest Prime Day sellers, with Amazon’s own suite of gadgets, including Fire Tablets and Smart TVs, Kindles and Echo devices, performing particularly well. Among these, the Echo Dot, the Fire TV Stick with Alexa Voice Remote, and the Fire TV Stick 4K with Alexa Voice Remote were the top-selling deals worldwide.
 
As well as its own success, Amazon has also been keen to point out that Prime Day 2019 was the biggest yet for independent third-party sellers on the platform, who collectively saw over $2 billion in sales during the two-day event.
 
Overall, Amazon’s sales on Prime Day surpassed those recorded during last year’s Black Friday and Cyber Monday combined.
 
There are currently more than 100 million paying Amazon Prime members around the world, with new subscriptions having peaked over Prime Day.