Consumers aren't just rushing to Sephora or Ulta Beauty to replenish their beauty essentials—they're also heading to a less obvious choice: Amazon.
In fact, a recent Coresight Research survey, which polled 1,699 US internet users ages 18 and older in January 2018, found that beauty and personal care products was the second most shopped category among respondents on the ecommerce giant's site. Books—the company's first-ever product category—took the top spot.
What makes Amazon so alluring for beauty shoppers? Convenience, like free shipping, certainly plays a significant role.
Prime members, who are likely taking advantage of the free shipping, are more likely to buy beauty and personal care items on Amazon than non-Prime members. Indeed, more than half of respondents who were Prime members said they purchased such items in the past year. By contrast, 16.9% of non-Prime members said they had done so.
Cost is another key driver. Roughly 37% of total respondents said they typically save money when shopping for beauty items on Amazon.