By  on October 28, 2019

Amazon is looking to indie brands to grow its beauty category sales, and has introduced a series of programs to engender them to its platform.

The e-commerce giant has not always had a cohesive beauty strategy, but two years ago began to piece together a strategic vision for the future, hoping to bridge the gap between its strongest asset — online reviews — and the fact that 70 percent of consumers prefer to make beauty purchases in-store, said Justin Boettcher, senior strategic business development leader, Amazon Beauty. “A lot of brands don’t realize that customers review feedback online and then make the purchase in-store,” said Bottecher, who noted that Amazon generates a massive amount of reviews per day. “When I built this slide, there were 12,000 reviews on product from just the day before.”

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