These days you can buy anything on Amazon. The online retailer started out as a digital book shop in 1995, but today it’s a virtual department store with shoppers adding everything from reading materials to red lipsticks into their baskets.
Beyond the sellotape and staplers, the e-tailer has set its sights on becoming the world’s go-to destination for beauty – and it seems to be making headway. Amazon recently launched into premium beauty, expanding its offering to include high-end brands such as Dr Barbara Sturm and Omorovicza.
Here’s a fact to pull out at your next dinner party: a third of all beauty products bought online are bought via Amazon, according to marketing agency Stella Rising. Yup, that’s 32 per cent of all beauty products purchased digitally. I’ll just let that sink in…
So alongside its nappies and stationery, what beauty products are people actually buying on Amazon? Browsing the beauty pages on the juggernaut website is a bit like shopping a digital version of those ‘bits’ you find by the tills at the pharmacy. You know, the stations filled with ‘fun’ hair ties, glittery phone charms and socks with cherries on – the stuff you don’t need but add to your basket anyway.
In order to find the good stuff, therefore, you will need to pay close attention to the bestseller lists and seek out the truly top-rated products. Thanks to its trusted consumer-to-consumer review system, there are some brilliant, surprising products that have gained cult status (and thousands of five-star reviews) on Amazon and are worth us all taking a look at.
What’s more, you can bag an even bigger bargain with these bestsellers when Amazon launches its special sale events, such as Prime Day (now a twice-a-year event in July and October) and Black Friday deals come November.
This Amazon Prime day will be running between the 11th-12th of October, with thousands of discounts expected across all categories, including beauty (and with a little luck, luxury beauty too). You will need to be an Amazon Prime Member to get access to the deals, but there’s still time to sign up here.
The best beauty savings to snap up this Amazon Prime Day
Been waiting to invest in a certain hair tool or looking for the right moment to top up on your favourite luxury cleanser? Now’s the time, with limited-time savings spanning across hundreds of beauty products.
Shop my pick of the best beauty products with mega savings this Amazon Prime Day, and keep scrolling to find out the all-time bestselling Amazon beauty products.
Elemis Superfood AHA Glow Cleansing Butter
Amazon Prime Day Price: £21.05
Revlon Salon One-Step Hair Dryer and Volumiser
Amazon Prime Day Price: £36.99
Urban Decay Naked Heat Eyeshadow Palette
Amazon Prime Day Price: £27
Isle of Paradise Self-Tanning Water Medium
Amazon Prime Day Price: £10.61
ghd Original Styler
Amazon Prime Day Price: £95.20
Real Techniques Everyday Essentials Makeup Brush Set
Amazon Prime Day Price: £9.60
6 of the best-selling Amazon beauty buys
Prime day shopping done? I’ve detailed the current top six bestselling beauty products on Amazon, according to year-on-year sales, for your usual shop. What’s more, some of these have a little extra saving thanks to Amazon Prime Day deals. You’re welcome!
1. Maybelline Instant Anti-Ageing Eraser Eye Concealer
With over 30,000 five-star ratings and leaving you with plenty of change from a tenner, it’s not surprising that the current best-selling beauty product on Amazon is Maybelline’s most famous concealer. A blogger favourite, the thick, creamy formula covers the darkest of undereye circles, plus any blemishes. So good are its skin-perfecting powers that fans often choose to forgo foundation and just use this and its sponge applicator to conceal, brighten and contour in one swoop.
2. Neutrogena T/GEL Therapeutic Shampoo
This is where the genius of online shopping really comes into its own. When you’re browsing the aisles looking for a shampoo that will soothe an itchy scalp, help to ease scalp psoriasis, and combat flaky dandruff, it can be tough to digest all of the information on the back of a bottle.
But on Amazon you can read comments like ‘within a couple of hours my head felt calmer and less itchy’ and feel confident in your choice. Designed to be used on inflamed scalps two to three times a week, it is formulated with one per cent coal tar extract which helps to slow the growth of skin cells and in turn decreases scaling and dryness. This is next level scalp care, and it’s under £7.
3. Eyelure Dybrow Dye Kit
When salons were closed for the best part of two years, we all turned to DIY beauty maintenance. Brow grooming became a top priority and the popularity of this at-home brow kit for fuller brows lies in its simplicity. Mix the dye, apply with a spoolie and voila, you have darker brows for up to six weeks. Fans in the comment box rate its easiness to apply and its ‘natural-looking’ results.
4. Olaplex Hair Perfector No.3 Repairing Treatment
Olaplex is the brand that enabled us to get salon-glossy locks in-between appointments with our hairdresser, and for that we will be forever thankful. There are currently a range of different Olaplex treatments available, each with varying functions but in short, they all help repair broken hair shafts and split ends for stronger, healthier hair.
The most-bought on Amazon is No. 3, a pre-shampoo treatment that contains sweet almond oil, aloe leaf juice, jojoba seed and even vitamin C to breathe life back into dead strands. I don’t have bleached hair but friends that do swear by this stuff for taking their processed hair from straw-like to silky in seconds.
5. Rimmel Stay Matte Pressed Powder
Often topping the list of best budget beauty buys, this mattifying setting powder has been around (and adored) for almost a decade. In fact, 30,000 people love the mess-free powder enough to give it a good review on Amazon. From mopping up excess oil and shine to keeping makeup in place without leaving a trace of cakiness, this handbag hero proves that expensive doesn’t always mean better.
6. Cerave Hydrating Cleanser
Can you imagine a humble cleanser making the internet crash? Well, this one did… kind of. The high street cleanser by Cerave went viral on TikTok last year and judging by its strong position in this Amazon beauty hit list, its popularity isn’t dwindling.
The milky texture doesn’t foam up as much as other face washes but that’s the key to its hydrating abilities; packed with hydrating hyaluronic acid and barrier-boosting ceramides, this is so much more than a makeup-removing cleanser.
Yes, skin is left feeling and looking clean. But crucially at the same time as removing daily grime and makeup, the skin barrier is protected, moisture loss is minimised and skin is left soft not stripped.