The beauty industry is constantly growing, and the rise of social media and online shopping has contributed to this growth. The US is leading in the beauty and personal care eCommerce segments as the global beauty industry is expected to reach $646.2 billion in revenue this year.
This brings us to Amazon—an eCommerce giant where the number of premium beauty brands offering products to millions of customers increases daily. If your beauty brand is not present on this platform, you should know that Amazon will become the top beauty retailer in the US by 2025, overtaking Walmart.
Beauty brands can advertise their products on and off Amazon through strategies and tools provided by the platform. Keep reading to discover which Amazon tactics can support your beauty brand’s growth and explore results from our work with beauty industry clients.
Amazon Ads for Beauty Brands
Amazon Ads offers a variety of solutions for beauty brands looking to advertise their products, increase brand awareness, attract customers, and generate conversions and sales. These include Sponsored Products, Sponsored Brands, Sponsored Display, and Stores.
Sponsored Products
Sponsored Products are cost-per-click (CPC) ads appearing in search results (at the top, alongside, and within) and on product detail pages (PDP). This ad type is used to promote individual product listings on Amazon. Customers see your ads based on relevant keywords or products and clicks on your ads will take them to your product detail pages. You can effectively drive product discovery and sales due to highly visible ad placements of Sponsored Products.
Sponsored Brands
Sponsored Brands ads can help your beauty brand stand out among competitors on Amazon with static or video brand creative. These ads appear at the top of Amazon search results and feature a brand logo, a custom headline, and multiple products. Sponsored Brands support CPC and vCPM (cost per 1,000 viewable impressions) models and are highly engaging ads driving brand awareness and product discovery. Use them to increase traffic to your Amazon Store or product details pages.
Sponsored Display
Sponsored Display ads support CPC and vCPM pricing options. They are an excellent way for beauty brands to appear on Amazon and across the web, targeting relevant audiences based on shopping behavior. Use Display ads to promote your beauty products on Amazon, as well as on Amazon O&O sites (Twitch, IMDb, etc.), and third-party destinations. You can retarget customers and reach users who have viewed your products or similar beauty items.
Amazon Stores
Stores are free, multi-page branded storefronts on Amazon. You should create an Amazon Store for your beauty brand showcasing your products and telling your brand story. Drive traffic to your Store through the brand byline, from your website and social media, or with sponsored advertising. In addition, Amazon gives you access to detailed insights to measure your Store’s performance and understand consumer behavior. You can utilize these findings to adjust and improve your advertising campaigns.
Get inspired by beauty brand Sol de Janeiro and its Store on Amazon.
Amazon Video Ads for Beauty Products
Video content is king, so you should invest in creating engaging videos for your beauty brand. Video ads appear in Amazon’s search results, on product detail pages, and across Amazon's network. Featured solutions include Streaming TV, Online video, Sponsored Brands video, Sponsored Display video, Sponsored TV, and Amazon Live. According to Amazon data, Amazon Ads advertising campaigns with more than one video solution have a 73% higher purchase rate than those with only one.
Sponsored Brands video, Sponsored Display video, and Sponsored TV are run through Amazon Ads. In contrast, Amazon Live requires using the Amazon Live Creator app and you will need an Amazon DSP account for the remaining video advertising options. Whichever solution you choose, utilize high-quality and enticing videos to educate customers about your beauty products and show them in use.
Blue Wheel’s creative team can produce static and video creatives to help you elevate your brand presence and attract your target audience on and off Amazon. With video ads, your beauty products can be seen by relevant audiences across premium inventory like Prime Video, Fire TV, Amazon Freevee, Thursday Night Football, IMDb, and more.
Amazon Demand-Side Platform (ADSP) for Beauty Brands
In addition to the tools and tactics provided by Amazon Ads, beauty brands should explore the benefits of including Amazon DSP in their advertising strategy. Amazon’s Demand-Side Platform (ADSP) is an advertising tool used for programmatic purchase of display, video, and audio ads.
There are two major benefits of Amazon DSP. First, your ads can reach customers interested in beauty products both on and off Amazon. Second, ADSP gives you access to Amazon’s first-party data, allowing for high-precision audience targeting based on their shopping behaviors and interests. Considering how competitive the beauty industry is, you can greatly benefit from utilizing this tactic.
You can choose between self-service or Amazon-managed service for Amazon DSP. The latter requires a minimum spend that can be above the budget for some brands. Therefore, we highly recommend partnering with an experienced Amazon marketing and advertising agency such as Blue Wheel to manage Amazon DSP for your beauty brand.
To conclude, Amazon Ads and Amazon DSP offer a variety of tools and tactics that beauty brands can employ, depending on their advertising goals and budgets.
Contact us today to learn which Amazon advertising options can help you effectively reach your target audience, enhance brand visibility, and drive sales.
Anja Pendic is the Content Marketing Specialist at Blue Wheel, where she plays a key role in creating and managing content for the company’s website. With extensive experience in digital marketing, copywriting, and social media management, she crafts engaging blogs, case studies, and landing pages. Anja has worked across various platforms, including Amazon, Meta, and TikTok, delivering impactful content and strategies.
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