Why beauty will be the beast of Amazon Prime Day deals

Amazon Prime Day isn’t just another sale. It’s a full-blown internet event.

It’s the one time a year when shoppers actually look forward to filling their carts. Calendars get marked. Wishlists get built. Everyone from budget-savvy moms to TikTok creators goes on high alert.

But this year, Prime Day might feel a little off.

Behind the scenes, some sellers are bailing. Not because they want to...but because they can’t afford to show up.

Because of President Donald Trump’s proposed tariffs on goods from China and other import-heavy regions, Amazon sellers who rely on overseas manufacturing are in a bind. 

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For them, participating in Prime Day means slashing prices and taking a hit on costs. That’s a margin killer.

And when key sellers back out, Amazon feels the pressure, too. Prime Day is one of its biggest moneymakers of the year. It can’t risk losing steam.

So what does the e-commerce giant do?

Well, it may not need to do much at all. Because one surprising category is already stepping up.

It’s small. It’s shippable. It’s high-margin. And it just might be the beast behind Prime Day 2025.

With tariffs looming, one Amazon category gains ground

Tariffs are already changing how Prime Day looks this year, and sellers are responding by stepping back.

Some who typically offer big discounts are skipping the event altogether. Others are pulling back on promotions to protect what little margin they have left.

That’s not great news for Amazon. Prime Day thrives on flashy, big-ticket deals. But there’s a silver lining, and it’s not electronics or home goods.

It’s beauty.

Amazon’s Premium Beauty category has grown nearly 20% year-over-year, hitting $15 billion between April 2024 and April 2025, according to NielsenIQ.

Related: This new AI tool could change how you shop for makeup

That growth outpaces the broader beauty market and Amazon’s own online store sales, which only rose 5% in Q1.

This isn’t a fluke. Prestige brands that once avoided Amazon are now embracing the platform.

According to Business of Fashion, Estée Lauder has launched 11 brands since March 2024. Olaplex, Urban Decay, and even Dyson are now part of the mix.

And while most categories will see deeper discounts, Adobe Analytics predicts beauty will hold steady, with only 10 to 17% markdowns.

That means better margins for Amazon, and fewer reasons to panic as other categories start to wobble.

Why beauty may (or may not) be Amazon's Prime Day secret weapon

What makes beauty such a strong category right now?

For Amazon, it’s the perfect mix. Small, expensive, and easy to ship. Beauty doesn’t need deep discounts to move, and buyers are used to paying a premium.

Many of these products are also made domestically. That matters a lot, since it helps them avoid the extra cost of tariffs and delays.

Traditional Prime Day staples like TVs and kitchen gear may struggle. 

Beauty, on the other hand, is holding steady. High margins, steady demand, and growing consumer trust are giving it a real edge. And shoppers are noticing.

Clinique and Olaplex no longer feel out of place next to Kindles and Fire TVs. They’re starting to stand out. The more Amazon cracks down on counterfeits and leans into trusted listings, the more prestige beauty brands lean in.

But here’s the real question: will any of this actually move the needle?

Beauty may be booming, but American consumers are feeling squeezed. Grocery prices are up. Everyday essentials cost more. Not everyone is looking to splurge on a $38 serum...or even shop at all.

So while beauty could be Amazon’s most profitable Prime Day category, it remains to be seen whether it will be enough to offset broader softness in consumer spending.

This year, beauty may be the unexpected star of Prime Day...or it might just be the best-dressed distraction.

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