2025亞馬遜美容個護市場深度洞察報告

1

Keytakeaways

MarketdemandissurgingacrosstheBeauty&PersonalCarecategory.

Multipleproductnicheshaveseenunitsalesincrease:30%YoYincosmetics,33%ineyeskincare,and29%inbodyskincare.Thesestronggrowthratesindicatesustainedconsumerdemand,creatingrichopportunitiesforbothpremiumandmass-marketbrandstoexpandmarketshare.

Viralmarketingisreshapingmarketsharedynamics.

KoreanbeautybrandTIRTIRsawamassive7,556%year-over-yearunitsalesgrowthwiththehelpofavirallaunch,surpassingleaderslikeEstéeLauderandTooFacedinmarketshare.Socialmediaviralityanddigital-firststrategieswillcontinuechallengingestablishedbeautybrandstorethinktheiromnichannelmarketingandcustomeracquisitionstrategies.

Adspendisheavilyconcentratedonmid-pricedbeautyproducts.

Three-quartersofadspendinBeauty&PersonalCareisfocusedon

productspricedbetween$10and$50.Whilebrandsinthispricerangefacehighcompetition,thosesellingmorepremiumproducts($100+)mayfindopportunitiestocapturestrongerreturnswithlowercompetition.

2

ExploreTopTrendsinBeauty&PersonalCareonAmazon

ThisreportexploresthecurrentlandscapeofAmazon’sBeauty&PersonalCarecategory,withdataonconsumerdemand,marketshareleaders,andothercompetitiveinsightsthatwillhelpyourbrandgainanedgeinthismarket.

UsingdatafromJungleScoutCobalt,weuncoveractionabletakeawaysthatcanbeusedtomaximizerevenueandvisibilityonAmazon.Usetheseinsightstofine-tuneadvertisingcampaigns,findnewopportunities,targetcompetitors,andmore.

TableofContents

CHAPTER1 4

BodySkincare

CHAPTER2 8

EyeSkincare

CHAPTER3 12

Cosmetics

CHAPTER4 17

Beauty&PersonalCareBrandSpotlight

CHAPTER5 19

Beauty&PersonalCareAdvertisingInsights

CHAPTER6 23

AbouttheReport

3

CHAPTER1

BodySkincare

JungleScoutCobaltdatarevealssalesshifts,keymarketplayers,andtop-performingproductsforbodyskincareonAmazon.Thischaptercoversrecenttrendsforbodylotions,bodymousses,bodyoils,bodygels,andotherbodymoisturizingproducts.

MarketTrends:Year-over-Year

Sales Revenue Averageprice Reviews

Best-SellingProducts:Past90Days

Topfiveproductsbyunitsales:

Bio-OilSkincareBodyOil

Sales↑11%

SoldeJaneiroBrazilian

BumBumCream

Sales↑478%

↑29%

↑40%

↑8%

↑29%

CompetitiveLandscape Revenue

First-party(1P)vsthird-party(3P)sellers

↑2%YoY

Competingbrands

1P 3P

↓7%YoY

↑9%YoY

1P 3P

CeraVeDailyMoisturizing

LotionforDrySkin

Sales↑386%

eosSheaBetterBody

Lotion-VanillaCashmere

Sales↓17%

↓4%YoY

Competingproducts

49%

51%

VanicreamMoisturizing

SkinCream

Sales↓13%

4

MarketShareDynamics

→COBALTINACTION

MarkettrendsdatainthisreportwasgatheredusingCobalt’sMarketIntelligencefeature,whichallowsbrandstoresearchcompetitors,benchmarkperformance,andmoreacrosstheAmazonmarketplace.

Marketsharemovers

Marketshareleaders

LargestYoYmarketsharegrowth

Bio-Oil

7%marketshare↑4%YoY

Bath&BodyWorks

4%marketshare↑1%YoY

LaRoche-Posay

2%marketshare↑1%YoY

eos

1%marketshare↑1%YoY

Vanicream

1%marketshare↑1%YoY

Topfivebrandsbymarketshare

Brand

Marketshare

Unitsalestrend

Revenuetrend

Averageprice

7%

↑46%YoY

↑160%YoY

$31.93↑4%YoY

4%

↑89%YoY

↑121%YoY

$20.47↓3%YoY

3%

↑20%YoY

↑50%YoY

$17.20↑1%YoY

3%

↑24%YoY

↑21%YoY

$25.66↑4%YoY

3%

↑35%YoY

↑50%YoY

$13.57↑2%YoY

LargestYoYmarketsharedecline

SOLDEJANEIRO

2%marketshare↓1%YoY

Cetaphil

1%marketshare↓1%YoY

M3Naturals

<1%marketshare↓1%YoY

philosophy

<1%marketshare↓<1%YoY

NaturevibeBotanicals

<1%marketshare↓<1%YoY

Marketsharetrendsreflecteachbrand’smarketsharewithintheBodySkincarenicheofAmazon’sBeauty&PersonalCarecategoryonly.

5

SearchTrends

→COBALTINACTION

KeywordandshareofvoicedatainthisreportwasgatheredusingCobalt’s

Digital

ShelfAnalytics

feature,whichprovidesadetailedpictureofhowconsumerssearchonAmazonandhowcompetitorsrankforimportantkeywords.

Populargenerickeywords|Past30days

Rankedbytotalsearchvolume

Keyword

Searchtrend

Searchvolume

Competition*

Skincare

-7%

919,373 VeryHigh

Lotion

-9%

375,106 VeryHigh

Skincare

-28%

310,326 VeryHigh

Bodylotion

-13%

302,658 VeryHigh

Sheabutter

-6%

208,875 VeryHigh

Lotionforwomen

+3%

133,666 VeryHigh

Vanillabodyoil

+3%

129,653 VeryHigh

Personalcareproducts

+89%

116,553 VeryHigh

Mensskincare

+102%

105,093 VeryHigh

Skincareformen

+86%

100,120

VeryHigh

Competitionrepresentsthelevelofcompetitionforthekeywordbasedonfactorssuchasthenumberofsellersandproductlistingscompetingforvisibility.

Popularbrandedkeywords|Past30days

Rankedbytotalsearchvolume

Keyword

SoldeJaneiroeoslotionCeraVe

LaRochePosay

CeraVemoisturizingcreamLaRochePosaymoisturizerNeutrogena

VanicreamCetaphil

Aveenolotion

Searchtrend

-34%

-15%

-2%

-24%

-16%

-8%

-12%

+11%

-16%

-13%

Searchvolume

1,305,954

485,180

421,817

412,806

364,328

233,891

165,549

164,799

155,752

125,372

Competition*VeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHigh

VeryHigh

Competitionrepresentsthelevelofcompetitionforthekeywordbasedonfactorssuchasthenumberofsellersandproductlistingscompetingforvisibility.

6

ProductTrends

Shareofvoice(SOV)leaders

Topbrandsandproductsbyshareofvoice*

→COBALTINACTION

BrandsandretailersuseCobalt’s

AdAccelerator

featuretooptimizetheirAmazonadvertisingcampaignswithadvancedtargetingandautomationthatenablesthemtoputkeywordsandshareofvoiceinsightsintoaction.

Keyword:Bodylotion

Topbrands

NIVEA14%SOV

Aveeno6%SOV

HEMPZ6%SOV

Keyword:Bodycream

Topbrands

AmazonBasics19%SOV

NIVEA16%SOV

CeraVe7%SOV

Keyword:Bodyoil

Topbrands

Bio-Oil20%SOV

AncientGreekRemedy

10%SOV

Neutrogena7%SOV

Toprankingproducts

Toprankingproducts

Toprankingproducts

NIVEASheaNouris

hBody

Lotion

NIVEACocoaButterBodyCream

Palmer’sCocoaButterBodyCream

eosSheaBetter

BodyLotion

CeraVeMoisturizing

Cream

AveenoDailyMoisturizingBodyOil

NIVEAEssentiallyEnr

iched

BodyLotion

SOLDEJANERIOBum

BumCream

SaltairSantalBloomBodyOil

*ShareofvoicerepresentsPosition-WeightedSOV,whichfactorsinpositioninrankingsandtop-of-searchplacements

7

CHAPTER2

EyeSkincare

JungleScoutCobaltdatarevealssalesshifts,keymarketplayers,andtop-performingproductsforeyeskincareonAmazon.Thischapterexploresrecenttrendsforeyemasks;eyetreatmentbalms,creams,gels,andserums;eyewrinklepads;andmore.

MarketTrends:Year-over-Year

Sales Revenue Averageprice Reviews

Best-SellingProducts:Past90Days

Topfiveproductsbyunitsales:

BeautyofJoseonReviveEyeSerum

Sales↑17%

FROWNIESForeheadandEyePatches

Sales↓17%

↑33%

↑34%

↑1%

↑7%

CompetitiveLandscape Revenue

First-party(1P)vs.third-party(3P)sellers

GoodMoleculesYerbaMateWakeUpEyeGel

Sales↓6%

↓0%YoY

Competingbrands

↑3%YoY

Competingproducts

1P

1P

↓4%YoY

23%

3P

3P

↑1%YoY

77%

RoCRetinolCorrexionValueSetDuo

Sales↑229%

CeraVeEyeRepairCream

Sales↑396%

8

MarketShareDynamics

→COBALTINACTION

MarkettrendsdatainthisreportwasgatheredusingCobalt’sMarketIntelligencefeature,whichallowsbrandstoresearchcompetitorperformance,benchmarkperformance,andmoreacrosstheAmazonmarketplace.

Marketsharemovers

Marketshareleaders

LargestYoYmarketsharegrowth

grace&stella

5%marketshare↑2%YoY

RoC

4%marketshare↑2%YoY

DRMTLGY

3%marketshare↑2%YoY

BeautyofJoseon

2%marketshare↑1%YoY

KAHI

1%marketshare↑1%YoY

Topfivebrandsbymarketshare

Brand

Marketshare

Unitsalestrend

Revenuetrend

Averageprice

5%

↑149%YoY

↑113%YoY

$19.19↓6%YoY

4%

↑14%YoY

↑28%YoY

$80.59↑6%YoY

4%

↑43%YoY

↑122%YoY

$32.22↑<0%YoY

4%

↑47%YoY

↑60%YoY

$32.16↑3%YoY

3%

↑34%YoY

↑49%YoY

$32.37↑<0%YoY

LargestYoYmarketsharedecline

CéLOR

2%marketshare↓1%YoY

L’OréalParis

1%marketshare↓1%YoY

DERMORA

1%marketshare↓2%YoY

Cetaphil

<1%marketshare↓1%YoY

ContoursRX

<1%marketshare↓1%YoY

Marketsharetrendsreflecteachbrand’smarketsharewithintheeyeskincarenicheofAmazon’sBeauty&PersonalCarecategoryonly.

9

SearchTrends

→COBALTINACTION

KeywordandshareofvoicedatainthisreportwasgatheredusingCobalt’s

Digital

ShelfAnalytics

feature,whichprovidesadetailedpictureofhowconsumerssearchonAmazonandhowcompetitorsrankforimportantkeywords.

Populargenerickeywords|Past30days

Rankedbytotalsearchvolume

Keyword

Searchtrend

Searchvolume

Competition*

Eyemask

+7%

492,543 VeryHigh

Eyecream

-9%

328,797 VeryHigh

Undereyepatches

+1%

272,889 VeryHigh

Eyepatches

+19%

244,854 VeryHigh

Eyemasksforsleep

+18%

115,266 VeryHigh

Undereyepatchesforwomen

+30%

97,422 VeryHigh

Darkcirclesundereyetreatment

+14%

95,078 VeryHigh

Undereyecream

+11%

95,069 VeryHigh

Eyepatchesforpuffyeyesanddarkcircles

+1%

76,731 VeryHigh

Eyecreamantiaging

-20%

55,828

VeryHigh

Competitionrepresentsthelevelofcompetitionforthekeywordbasedonfactorssuchasthenumberofsellersandproductlistingscompetingforvisibility.

Popularbrandedkeywords|Past30days

Rankedbytotalsearchvolume

Keyword

DrmtlgyluminouseyecorrectorPlexadermundereyebagsandwrinklesLumibalmforundereyebags

graceandstellaeyemasksCeraVeeyecream

PeterThomasRothinstantfirmxeyeCeraVeeyerepaircream

RoCeyebalmRoCeyecream

PeterThomasRotheyepatches

Searchtrend

+20%

+2%

-19%

+19%

-8%

-30%

+22%

-28%

-38%

+15%

Searchvolume

120,566

67,055

48,469

34,148

23,553

22,140

20,678

19,803

19,071

18,315

Competition*VeryHighVeryHighVeryLowVeryHighVeryHighVeryLowVeryHighVeryHighVeryHigh

VeryHigh

Competitionrepresentsthelevelofcompetitionforthekeywordbasedonfactorssuchasthenumberofsellersandproductlistingscompetingforvisibility.

10

ProductTrends

Shareofvoice(SOV)leaders

Topbrandsandproductsbyshareofvoice*

→COBALTINACTION

BrandsandretailersuseCobalt’s

AdAccelerator

featuretooptimizetheirAmazonadvertisingcampaignswithadvancedtargetingandautomationthatenablesthemtoputkeywordsandshareofvoiceinsightsintoaction.

Keyword:Eyecream

Topbrands

AmazonBasics19%SOV

RoC

10%SOV

L’OrealParis9%SOV

Keyword:Undereyepatches

Topbrands

grace&stella19%SOV

USTELIR9%SOV

BREYLEE7%SOV

Keyword:Eyecreamantiaging

Topbrands

RoC

20%SOV

L’OrealParis13%SOV

CeraVe11%SOV

Toprankingproducts

Toprankingproducts

Toprankingproducts

EyeSerum,UnderEyeCreamforDarkCircles

USTELIREyePatches,40Pairs

RoCRetinolCorrexionUnderEyeCream

BeautyofJoseonReviveEyeSerum

grace&stellaUnderEyeMask

CeraVeSkinRenewingEyeCream

RoCRetinolCorrexionUnderEyeCream

CéLORUnderEyePatches(20Pairs)

L’OrealParisDermo-ExpertiseEyeDefenseEyeCream

*ShareofvoicerepresentsPosition-WeightedSOV,whichfactorsinpositioninrankingsandtop-of-searchplacements

11

CHAPTER3

Cosmetics

JungleScoutCobaltdatarevealssalesshifts,keymarketplayers,andtop-performingproductsforcosmeticsonAmazon.Thischapterexaminesrecenttrendsforlipstick,lipstains,foundation,blush,eyebrowpencils,mascara,andmore.

Best-SellingProducts:Past90Days

Topfiveproductsbyunitsales:

SacheuLipLinerStay-N-PeelOffLipLinerTattoo

Sales↑44%

MarketTrends:Year-over-Year

Sales Revenue Averageprice Reviews

↑30%

↑38%

↑<1%

↑45%

CompetitiveLandscape Revenue

First-party(1P)vs.third-party(3P)sellers

↓0%YoY

Competingbrands

LAURAGELLERNEW

YORKBakedCorrectingPowderFoundation

Sales↑54%

JulepEyeshadow101Crèm

e-

to-PowderWaterproofEyeshadowStick

Sales↑9%

L’OrealParisMakeup

↓8%YoY

Competingproducts

1P

1P

↑0%YoY

29%

3P

3P

↑0%YoY

71%

TelescopicOriginalLengtheningMascara

Sales↑19%

L’OrealParisMakeupVoluminousOriginalVolumeBuildingMascara

Sales↓17%

12

MarketShareDynamics

→COBALTINACTION

MarkettrendsdatainthisreportwasgatheredusingCobalt’sMarketIntelligencefeature,whichallowsbrandstoresearchcompetitorperformance,benchmarkperformance,andmoreacrosstheAmazonmarketplace.

Marketsharemovers

Marketshareleaders

LargestYoYmarketsharegrowth

LAURAGELLERNEWYORK

6%marketshare↑1%YoY

URBANDECAY

3%marketshare↑1%YoY

SEPHORA

1%marketshare↑1%YoY

e.l.f.

2%marketshare↑<1%YoY

BABEORIGINAL

2%marketshare↑<1%YoY

Topfivebrandsbymarketshare

Brand

Marketshare

6%

4%

4%

3%

2%

Unitsalestrend

↑44%YoY

↑6%YoY

↓9%YoY

↑19%YoY

↑13%YoY

Revenuetrend

↑33%YoY

↑<1%YoY

↓7%YoY

↑24%YoY

↑9%YoY

Averageprice

$24.09↓8%YoY

LargestYoYmarketsharedecline

Mehron

1%marketshare↓1%YoY

MAYBELLINE

4%marketshare↓1%YoY

bareMinerals

2%marketshare↓1%YoY

Julep

1%marketshare↓1%YoY

NYXPROFESSIONALMAKEUP

2%marketshare↓<1%YoY

$10.64↑6%YoY

$9.36↑2%YoY

$28.10↓9%YoY

$26.99↓3%YoY

Marketsharetrendsreflecteachbrand’smarketsharewithintheeyeskincarenicheofAmazon’sBeauty&PersonalCarecategoryonly.

13

SearchTrends

→COBALTINACTION

KeywordandshareofvoicedatainthisreportwasgatheredusingCobalt’s

Digital

ShelfAnalytics

feature,whichprovidesadetailedpictureofhowconsumerssearchonAmazonandhowcompetitorsrankforimportantkeywords.

Populargenerickeywords|Past30days

Rankedbytotalsearchvolume

Keyword

Searchtrend

Searchvolume

Competition*

Makeup

-31%

1,187,514 VeryHigh

Mascara

-8%

915,522 VeryHigh

Lipgloss

-36%

763,211 VeryHigh

Lipstain

+27%

743,255 VeryHigh

Beauty

+7%

557,864 VeryHigh

Makeupbrushes

-47%

551,072 VeryHigh

Concealer

+6%

530,492 VeryHigh

Eyebrowpencilsforwomen

+38%

494,315 VeryHigh

Blush

-11%

354,858 VeryHigh

Foundation

-13%

312,510

VeryHigh

Competitionrepresentsthelevelofcompetitionforthekeywordbasedonfactorssuchasthenumberofsellersandproductlistingscompetingforvisibility.

Popularbrandedkeywords|Past30days

Rankedbytotalsearchvolume

Keyword

e.l.f.

ILMAKIAGE

e.l.f.makeup

e.l.f.lipoilBeautyblender

WonderskinlipstainNYX

Rarebeauty

e.l.f.concealerMaybellinefoundation

Searchtrend

-53%

-10%

-39%

-30%

-20%

-13%

-8%

-25%

+23%

+9%

Searchvolume

570,072

313,955

302,392

181,246

180,654

173,501

162,087

146,739

144,120

142,457

Competition*VeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHighVeryHigh

VeryHigh

Competitionrepresentsthelevelofcompetitionforthekeywordbasedonfactorssuchasthenumberofsellersandproductlistingscompetingforvisibility.

14

ProductTrends

Shareofvoice(SOV)leaders

Topbrandsandproductsbyshareofvoice*

→COBALTINACTION

BrandsandretailersuseCobalt’s

AdAccelerator

featuretooptimizetheirAmazonadvertisingcampaignswithadvancedtargetingandautomationthatenablesthemtoputkeywordsandshareofvoiceinsightsintoaction.

Keyword:Makeup

Topbrands

e.l.f.

21%SOV

MAYBELLINE6%SOV

NYXPROFESSIONALMAKEUP

9%SOV

Keyword:Lipstick

Topbrands

REVLON14%SOV

Clinique14%SOV

MAYBELLINE13%SOV

Keyword:KoreanMakeup

Topbrands

ETUDE7%SOV

TIRTIR6%SOV

THESAEM3%SOV

Toprankingproducts

e.l.f.PowerGripPrimer

Toprankingproducts

L’OréalParisColourRiche

Toprankingproducts

NatureRepublicHONEYMELTINGLIP

e.l.f.GlowReviverLipOil

wetnwildSilkFinishLipstick

[*MiniSize*]TIRTIRMaskFitRedCushionFoundation

essenceLashPrincessFalseLashEffectMascara

CliniqueAlmostLipstickTintedLipBalm

LANEIGENeoBlurringPowder:KoreanOilPoreBlurringCompact

*ShareofvoicerepresentsPosition-WeightedSOV,whichfactorsinpositioninrankingsandtop-of-searchplacements

15

SubcategorySpotlight

Top10CosmeticSubcategories|Past365days

Rankedbyestimatedrevenueshare

Foundation

Mascara 5%

Eyebrowcolor 5%

LashEnhancers&Primers 5%

Eyeliner 4%

Lipstick 4%

FoundationPrimers 4%

Powder 4%

Concealers 3%

LipGlosses 3%

13%

16

CHAPTER4

Beauty&PersonalCareBrandSpotlight

Seehowleadingandemergingbrandsareperformingacrosssales,revenue,andsearchinAmazon’sBeauty&PersonalCarecategory.

30-daytrends 30-daytrends 30-daytrends 30-daytrends

UnitsSold

↓36%YoY

Revenue

↓37%YoY

UnitsSold

↑10%YoY

Revenue

↑10%YoY

UnitsSold

↑4%YoY

Revenue

↑7%YoY

UnitsSold

↓15%YoY

Revenue

↓6%YoY

Averagesaleprice Averagesaleprice Averagesaleprice Avg.saleprice

$43.40↓2%YoY $22.43↓<0%YoY $19.33↑3%YoY $23.10↑10%YoY

Best-sellingproduct Best-sellingproduct Best-sellingproduct Best-sellingproduct

philosophyamazinggracefirmingbodyemulsion

Sales↑346%YoY

Most-searchedbrandedkeyword

eraVeSkinRenewingyeCream

Sales↑66%YoY

CE

Most-searchedbrandedkeyword

NeutrogenaRapidWrinkleRepairEyeCream

Sales↑10%YoY

Most-searchedbrandedkeyword

AnastasiaBeverlyHills-BrowWiz

Sales↓9%YoY

Most-searchedbrandedkeyword

“philosophybodywash”

“Ceraveeyecream”

“Neutrogenaeyecream”

“Anastasiabrowpencil”

Searches↓32%YoY

Searches↑4%YoY

Searches↓9%YoY

Searches↓25%YoY

17

NEWBRAND

30-daytrends

30-daytrends

30-daytrends 30-daytrends

UnitsSold

↓11%YoY

Revenue

↓4%YoY

UnitsSold

↓3%YoY

Revenue

↓12%YoY

UnitsSold

↓18%YoY

Revenue

↓19%YoY

UnitsSold

↓20%YoY

Revenue

↓19%YoY

Averagesaleprice

$9.35↑9%YoY

Averagesaleprice

$21.36↓10%YoY

Averagesaleprice Avg.saleprice

$115.14↓1%YoY $33.59↓<1%YoY

Best-sellingproduct

Best-sellingproduct

Best-sellingproduct Best-sellingproduct

CoverGirl&OlaySimplyAgeless3-in-1LiquidFoundation

Sales↓10%YoY

Most-searchedbrandedkeyword

TIRTIRMaskFitRedCushionFoundation

Most-searchedbrandedkeyword

ElizabethMottThankMeLaterColorCorrectingFacePrimer

Sales↓10%YoY

Sales↓27%YoY

Most-searchedbrandedkeyword

ILIA-LimitlessLashMascara

Sales↓32%YoY

Most-searchedbrandedkeyword

“Covergirlmascara”

“Tirtircushionfoundation”

“Thankmelater”

“Iliamascara”

Searches↓3%YoY

Searches↓19%YoY

Searches↓3%YoY

Searches↓5%YoY

18

CHAPTER5

Beauty&PersonalCareAdvertisingInsights

ThischapterexploreshistoricaladvertisingtrendsinAmazon’sBeauty&PersonalCategory,highlightingwhichbiddingandtargetingstrategieshavedeliveredthebestPPCresults.

AdvertisingSpend

AccordingtoJungleScoutdata,Beauty&PersonalCarebrandsspentmorethan$1billiononAmazonadvertisinginthefirsthalfof2024–a35%increaseyear-over-year.

AdvertisingSpendby

AdProduct|Q1-Q32024

SponsoredDisplay

3%

SponsoredProducts

97%

FromQ1toQ22024,adspendgrewbynearly20%.

Q12024:Adspend↑30%YoY

Q22024:Adspend↑38%YoY

AnalysisofaselectionofSponsoredDisplayandSponsoredProductscampaignsshowsthatSponsoredProductsaccountforamajorityofadspend,underscoringtheirvalueindrivingproductdiscoverabilityintheBeauty&PersonalCaremarket.

Almosttwo-thirds(73%)ofPPCadvertisingspendhasbeenusedforcampaignstargetingproductsbetween$10-$50.

9%

36%

37%

13%

2%

3%

ShareofAdvertisingSpendbyProductPrice

under$10

$10-$25

$26-$50

$51-$100

$101-$200

$200+

9%

36%

37%

13%

2%

3%

19

ReturnonAdSpend(RoAS)

RoASremainedflatfromQ1toQ2,andRoASduringbothquarterswaslessthan5%differentthantheyear-agoquarter.

AdditionalinsightsfromJungleScout,however,provideclarityonhowRoASfluctuatesbyadtypeandproductpricewithinBeauty&PersonalCare.Thesetrendscanhelpyoubenchmarkthesuccessofyourcampaignsandguidedecisionsaboutnewoptimizations.

Year-over-YearTrends:Average14-DayRoAS

Q12024:$4.59↑3%YoY

Q22024:$4.59↓3%YoY

RoASbyAdProduct

INSIGHTS

Withoutexception,RoAScorrelatescloselywithproductprice,withcampaignstargetingthelowest-priceproductsalsodeliveringthelowestreturns,andviceversa.

Forproductspricedbetween

$1-$25and$50-$200,SponsoredDisplaycampaignsaregeneratingthehighestreturns.Forproductsbetween$25-

$50andover$200,however,SponsoredProductsaremoreeffective.

SponsoredDisplay:$5.84

SponsoredProducts:$5.19

QuarterlyRoASTrendsbyAdProduct

RoASbyProductPrice

$1-$10

$11-$25

$26-$50

$51-$100

$101-$200

$200+

$3.72

$3.59

$4.06

$4.80

$6.79

$10.09

20

SponsoredProductsSpotlight:BiddingandTargeting

AcloserlookintoasubsetofSponsoredProductscampaignsshowshowtargetingtypeandbiddingstrategycanimpactRoAS.

INSIGHTS

Withmanualtargetingdelivering10%higherreturns,it’sclearthatbrandsthattakeahands-onapproachtokeywordtargetingandbidadjustmentsarereapinggreaterrewards.

Dynamicbids(downonly)outperformotherbiddingstrategies,andhavemaintainedthemoststableRoASthroughout2024.Thisbiddingstrategyoffersastrongbalancebetweencostcontrolandreturnoninvestment,andcanhelpbrandsmaintaincompetitivenesswithoutoverspending.

RoASbyTargetingType

Manual

$5.45

Automatic

$4.96

RoASbyBiddingStrategy

FixedBids

$4.63

DynamicBids(upanddown)

$4.85

DynamicBids(downonly)

$6.36

RuleBasedBids

$4.77

BrandsandretailersuseCobalt’s

AdAccelerator

featuretooptimizetheirAmazonadvertisingcampaignswithadvancedtargetingandautomationthatimprovesROI.

21

AdvertisingTipsforBeauty&PersonalCareBrands

OptimizeandautomatewithCobalt.

Managinglarge-scalecampaignsmanuallyleadstomissedopportunities.UsetoolslikeAdAcceleratortoautomatebidadjustments,targetingrefinements,andotheroptimizationsbasedonreal-timemarketdata.ThiswillensureyourcampaignsdeliversolidROIwhilefreeinguptimetofocusonhigher-levelstrategies.

Implementrule-basedbiddingstrategies.

Waitingforscheduledoptimizationscanmeanlostsales.Leveragereal-timedatatocontinuouslyadjustyourbids,

implementingrule-basedstrategiesthatautomaticallyadjustbidsinresponse

tocompetitoractivityandconsumerdemandtostayahead.

TakeadvantageofSponsoredDisplay.

SponsoredDisplayadsaredeliveringhigherreturnsthanSponsoredProductsintheBeauty&PersonalCarecategory.Allocatemorebudgettocampaignstargetingnicheaudienceswithhighpurchaseintent.

Testandrefinemanualtargeting

ManualcampaignsareconsistentlydrivinghigherRoASthanautomatictargeting,allowingbrandstofine-tunetheirkeywordstrategyandbiddingforoptimalperformance.Testingandrefiningyourmanualtargetingstrategiescangiveyourbrandanedgeinthismarket.

“Retargetingcanhelpincreaseconversionrates,particularlyforhigher-priceditemswhereshoppersmayhavealongerconsiderationperiodbeforebuying.FocusonaudienceretargetingwithSponsoredDisplaytore-engagecustomerswhohaveshowninterestinyourbrand

–especiallythosewhohaveshowninterestinpremiumproductsthatdrivebetterreturns.”

DavidWennberg

ProductManager,JungleScoutBrandOwner,Hornz

22

ReadytotrackyourAmazonmarket?

Overthepastdecade,JungleScouthasgatheredawealthofdatapointsthroughcontinuousmonitoringandanalysisofAmazon.Thetoolsusedtobuildthisreportarethesameonesthat1million+sellers,enterprisebrands,retailers,andagencieshaveusedtomakeconfidentdecisionsanddevelopeffectivestrategiesonAmazon.Getapersonalizeddemotos