Amazon US is a springboard for beauty brands in America
Data di pubblicazione:
10 min read | Lucio Miranda
Selling cosmetic products on Amazon US is a great way to enter the US market
Statistics and strategies for the growth of cosmetics brands in the U.S.
The U.S. cosmetics industry is increasingly competitive: there are big growth opportunities for Italian cosmetics companies on Amazon. North America is the second largest market for cosmetics sales with a 26% market share. Offline channels continue to drive industry sales, but the current consumption behavior of Americans is set to change. Although the reach of ecommerce into the cosmetics market has grown little in recent years, the share of online sales of cosmetics is expected to rise to 48% by 2023.
Amazon's success as a platform for selling cosmetic products in the United States is now indisputable. Health and beauty, in fact, is the third most purchased category on e-commerce, accounting for 44% of total online sales in the U.S. market [Source: Edison Trends]. The reasons why U.S. consumers buy cosmetics on Amazon are the following:
Convenience of the site (39%);
Available brands (30.7%);
Ease of navigation (28%);
Quality of cosmetic products (27.1%);
Open 24/7 (26.8%);
Reliability of the retailer (20.2%);
Products that cannot be found offline (15,1%).
Selling through Amazon also makes brands more competitive due to the existence of the Prime subscription: 52.5% of U.S. consumers subscribed to Amazon Prime (about 77 million people) purchased beauty products in 2021 versus 16.9% of non-subscribers.
In 2021, sales of beauty products on Amazon increased by 13%. In 2022, growth of 24.4% is expected
For Italian beauty brands, selling cosmetics on Amazon US is a great starting point to enter the American market
For Italian cosmetic brands, opening an online store is a strategic choice to enter the American market and offer their products to consumers. With an Amazon store, it is also possible to learn about competitors' price points, study competitors' communication strategies, and then develop a positioning strategy that is appropriate to one's goals and to the standards of the American cosmetics market. ExportUSA can help you throughout the entire process, from getting your cosmetic products up to standard to opening and operating your Amazon Store.