As e-commerce channels become a strategic imperative for many brands, Amazon is a platform that cannot
be ignored, particularly in beauty (see
How Amazon is Expanding its Beauty
Care Reach). Therefore, many brands
are looking to develop new capabilities
for winning and ensuring a viable,
healthy business within the fiercely
competitive Amazon platform.
Discovery, communication, data and engagement are critical
for success on this fiercely competitive platform.
| BY ETHELBERT WILLIAMS, Digital Commerce Consultant & Adjunct Lecturer, Northwestern University
Last year’s Q4 holiday retail season
promised to be strong across many
regions, with several dynamics driving
growth in the consumables sector,
including mobile retail’s continued
tipping point and an overall digital
commerce explosion. Amazon
accounted for about $2.5 billion in
health and beauty sales last year, which
represented a 47% increase compared
to 2015, One Click Retail estimatesa.
BUILD YOUR AMAZON BEAUTY STRATEGY