Top 5 Tips to Stand Out on Amazon in 2025 for Beauty, Health, Wellness & CPG Brands
Amazon represents an unprecedented multibillion dollar opportunity for beauty, health, wellness, and CPG brands, but meeting consumers’ needs is challenging, especially when competing with a myriad of other brands on the marketplace. While Amazon is the golden opportunity for these verticals, that doesn’t mean success is guaranteed.
Omnichannel experiences will be the name of the game in 2025, and for enterprise beauty brands, Amazon could be a new growth lever that aligns with new consumer trends. Shoppers today research and spend fluidly between specialty channels and Amazon — 57% of beauty shopping journeys began on a beauty retailer’s website in 2023, yet 60% of beauty and personal care commerce sales happen on Amazon. The full opportunity in 2025 includes Amazon, and here are 5 tips to help your enterprise brand stand out in a sea of competition.
Master Amazon’s AI-Driven Search & Advertising
Amazon’s AI-powered search and advertising tools are evolving, making it essential for brands to refine their approach. The platform’s algorithms prioritize relevance, engagement, and purchase intent, meaning brands must go beyond traditional keyword optimization.
-Leverage Amazon Marketing Cloud (AMC) to analyze shopper behavior and create hyper-personalized ad campaigns.
-Take advantage of new Sponsored Ad formats like video placements and interactive product ads to capture attention.
-Optimize product listings with AI-driven content strategies, high-quality visuals, and compelling brand storytelling.
-Utilize Amazon’s predictive search data to anticipate trending beauty ingredients and health products.
Elevate Brand Presence with Premium Content
Today’s consumers demand more information before purchasing—especially in the beauty, health, and wellness categories. Amazon provides unique opportunities for brands to showcase product benefits, ingredient transparency, and certifications through enhanced content.
-A+ Content: Create immersive product pages that highlight ingredient sourcing, benefits, and clinical credentials (vegan, organic, cruelty-free, etc.).
-Amazon Posts: Use lifestyle imagery and ingredient deep dives to drive organic engagement directly within Amazon’s shopping experience.
-Brand Storefronts: Build a high-end digital storefront that mirrors a DTC site, reinforcing brand identity, values, and product expertise.
Optimize a Hybrid 3P Model for Control & Profitability
Success on Amazon isn’t just about marketing—it requires logistics, fulfillment, and customer service optimization. A one-size-fits-all fulfillment model no longer works, and brands must adopt a hybrid approach.
-3P (Seller Model): Gives brands control over pricing, inventory, and packaging—ideal for premium beauty and wellness products.
-1P (Vendor Model): Provides convenience by offloading fulfillment to Amazon, best for lower-margin, high-volume items.
-FBA vs. FBM: Utilize FBA (Fulfilled by Amazon) for Prime eligibility and fast shipping while leveraging FBM (Fulfilled by Merchant) to maintain control over luxury packaging and specialized inventory.
-3PL Partners & Regional Warehouses: Reduce storage fees, improve inventory replenishment, and mitigate stock limitations imposed by Amazon.
Drive External Traffic & Dominate Social Commerce
Social commerce is now a critical driver of Amazon demand. Platforms like TikTok, Instagram, and YouTube influence purchasing decisions, with TikTok searches correlating more strongly (0.80) with Amazon searches than with Google (0.64). Viral trends can rapidly increase marketplace demand, making it essential to integrate social strategies into an Amazon growth plan.
-Influencer Partnerships: Collaborate with creators on TikTok and Instagram to drive product discovery and direct conversions on Amazon.
-Shoppable UGC: Use user-generated content (UGC) to seamlessly link social engagement with Amazon product pages.
-Amazon Attribution: Track and optimize external traffic sources to refine ad spend and maximize conversions.
-Full-Funnel Strategy: Combine paid media with organic influencer engagement to capture attention and drive consistent Amazon sales.
Retention Strategies: Re-Engaging Amazon Customers via Email & SMS
Amazon sellers have limited direct communication with shoppers, making retention strategies even more critical. By using post-purchase engagement tools, brands can foster loyalty, increase lifetime value, and encourage repeat purchases.
-Post-Purchase Email Flows: Provide skincare regimens, supplement intake guides, or wellness tips to deepen engagement and encourage repurchasing.
-Exclusive SMS Offers: Use Amazon-exclusive discounts, early access to new products, or time-sensitive promotions to drive repeat sales.
-QR Codes on Packaging: Direct customers to loyalty programs, educational content, or brand communities, strengthening long-term relationships beyond Amazon.
Final Thoughts
Amazon is no longer just a marketplace but a brand-building platform that, when optimized strategically, can drive significant growth. By leveraging AI-driven search and ads, premium content, hybrid fulfillment models, social commerce, and retention tactics, beauty, health, wellness, and CPG brands can not only stand out but thrive in 2025’s competitive landscape.
Need help executing these strategies? Let’s chat! Front Row specializes in helping brands maximize their Amazon potential across all channels, taking the heavy lifting off your plate while your brand can focus on its products, storytelling, and unique value propositions.
