Amazon Dominated Online Beauty Sales During Cyber Week
Amazon captured 41.6% of Cyber Week online beauty sales, led by hair care, while Ulta and TikTok Shop increased their shares and Sephora and Target declined.
Advertisers should consider this ahead of Black Friday 2025
Brands must plan BFCM campaigns early with full-funnel Amazon strategies, multi-week promotions, and lead-in/lead-out pacing to capture shifting shopper behavior and rising costs.