How Beauty Brands Win on Amazon: What’s Working in 2025

The beauty industry has long been one of the most competitive sectors in e-commerce, and Amazon is no exception. As the platform continues to evolve, beauty brands must adapt and refine their strategies to stay ahead. In 2025, beauty brands on Amazon are seeing impressive results by leveraging key tactics like Sponsored Brands, A+ Content, DSP retargeting, and influencer integration.

In this post, we’ll dive into the most effective Amazon beauty brand strategies for 2025, offering actionable insights to help your beauty brand thrive on the platform.

1. Sponsored Brands: Enhancing Visibility and Driving Traffic

Amazon Sponsored Brands (formerly known as Headline Search Ads) are one of the most powerful tools for beauty brands looking to gain visibility and drive traffic. These ads appear at the top of search results, showcasing your brand and products, which is critical for standing out in a competitive market.

For beauty brands, Sponsored Brands allow you to:

• Showcase Multiple Products: Display a range of products in a single ad. This is especially useful for beauty brands with a diverse product line. Highlighting best-sellers or new arrivals in a Sponsored Brand campaign can attract more clicks and engagement.
• Brand Recognition: Sponsored Brands ads enable beauty brands to display their logo and a custom headline, which helps in building brand identity and recognition. By consistently appearing at the top of search results, your brand becomes more visible to potential customers.

For a deeper dive into Sponsored Brands and how they work, check out this Amazon Advertising resource.

2. Leveraging A+ Content for a Premium Shopping Experience

In 2025, A+ Content continues to be a game-changer for beauty brands. This feature allows you to enhance your product listings with rich media, detailed descriptions, and visual storytelling. A+ Content improves the customer experience by providing in-depth product information, highlighting key features, and building trust with potential buyers.

For beauty brands, A+ Content can:

• Showcase Product Benefits: Use lifestyle images and detailed descriptions to highlight how your products work and their benefits. This is particularly effective for beauty products that require customer education.
• Build Emotional Connection: Beauty products are often purchased based on emotional appeal. Use high-quality images, product videos, and comparison charts to connect with customers and create a memorable experience.
• Increase Conversions: Studies have shown that listings with A+ Content see an increase in sales. In the competitive beauty industry, A+ Content helps differentiate your products from others.

If you’re not already using A+ Content, Amazon’s A+ Content Guide offers a great overview on how to get started.

3. Retargeting with DSP for Beauty Brand Success

In 2025, Display & Video Ads (DSP) retargeting is one of the most powerful ways to re-engage customers and boost conversions for beauty brands. Amazon’s DSP platform allows you to target customers who have interacted with your products but haven’t made a purchase. This is particularly important in the beauty industry, where customers often browse and compare before buying.

Here’s how DSP retargeting works for beauty brands:

• Custom Audiences: With DSP, beauty brands can create custom audiences based on specific behaviors, such as customers who viewed your product page or added items to their cart but didn’t complete the purchase.
• Re-engage Potential Customers: DSP retargeting ads help bring back interested customers. This is especially valuable for beauty brands, as purchasing decisions are often influenced by reminders and follow-ups.
• Increased ROI: By targeting high-intent customers, DSP retargeting campaigns typically result in higher conversion rates and better return on ad spend (ROAS).

For more information on how DSP retargeting can benefit your beauty brand, check out this Amazon Advertising overview.

4. Influencer Integration: Leveraging Social Proof to Build Trust

Influencer marketing continues to be a powerful force in the beauty industry, and Amazon has made it easier than ever to integrate influencer partnerships into your strategy. By working with influencers, beauty brands can tap into established communities and create authentic content that drives consumer trust.

For beauty brands in 2025, here’s how influencer integration works on Amazon:

• Amazon Influencer Program: The Amazon Influencer Program allows influencers to create their own storefronts and share affiliate links to your products. This program helps beauty brands directly connect with influencers who can authentically promote their products.
• Social Proof and Reviews: Consumers trust influencer recommendations. When influencers post about your products, they act as social proof, helping build credibility and trust. Beauty products, in particular, benefit from this, as consumers often seek recommendations before making purchases.
• Content Creation: Partnering with influencers means they’ll create high-quality, engaging content—such as tutorials, reviews, and testimonials—that resonates with their audience. This content drives organic traffic and increases conversions.

If you’re considering influencer marketing for your beauty brand, Amazon’s Influencer Program is a great place to start.

5. Optimizing for Voice Search: A Trend to Watch in 2025

As voice search continues to rise, beauty brands must start optimizing for voice-enabled devices like Alexa. By focusing on long-tail keywords and ensuring your product descriptions align with common voice search queries, you can capture more potential customers who use voice assistants to shop on Amazon.

To optimize for voice search:

• Focus on natural language in product descriptions.
• Use keywords related to common voice queries like “best natural skincare for sensitive skin” or “affordable anti-aging serums.”

Conclusion

Amazon is an ever-evolving marketplace, and beauty brands that stay ahead of trends will reap the rewards. In 2025, focusing on strategies like Sponsored Brands, A+ Content, DSP retargeting, and influencer integration will help your beauty brand stand out, increase visibility, and drive conversions. By optimizing your Amazon presence with these tactics, you’ll ensure your beauty brand’s success on the world’s largest online retailer.

Ready to take your beauty brand to the next level on Amazon? Contact Goamify for expert Amazon strategies that help you grow, scale, and succeed in 2025.