Key takeaways
- 58% of beauty products show a 'bought in past month' label, the highest share of any category, against 36.6% across the whole sample.
- Beauty products have a median price of £12.68, the lowest of any category, and 36.8% of priced beauty products end in .99.
- Amazon is among the sellers on 25.8% of beauty products, against 17.2% across the whole sample.
The Amazon UK beauty market is the busiest category in our data: 58% of beauty products show a "bought in past month" label, against 36.6% across the whole sample, and beauty products sold at least 6.7 million units a month between them. We checked beauty products in a snapshot of amazon.co.uk taken on 23 to 24 September 2026.
The Data
The table puts beauty next to the whole sample of 197,022 products.
| Measure | Beauty | Whole sample |
|---|---|---|
| Median price (priced products) | £12.68 | £16.99 |
| Share with a sales label | 58% | 36.6% |
| Share labelled 1K+ bought | 11.4% | 3.6% |
| Priced products ending in .99 | 36.8% | 49.5% |
| Priced products ending in .00 | 11% | 5.2% |
| Amazon among the sellers | 25.8% | 17.2% |
| Units a month, at least | 6.7 million | 29.5 million |
Beauty here means the beauty and personal care keywords in our search list: skincare, hair care, deodorant, body care and similar. It is a sample of the category, not every beauty product on Amazon.
Beauty sets four records among our 16 categories. It has the lowest median price and the highest share of products with a sales label. It also has the lowest share of prices ending in .99, and Amazon sells in it more often than in any other category.
Low Prices, Frequent Sales
Beauty products are cheap and they sell often. The median beauty product costs £12.68, against £16.99 across every priced product. At the top of the label ladder, 11.4% of beauty products show a "1K+ bought" label, against 3.6% across the sample.
Unit floors point the same way. Beauty products sold at least 6.7 million units a month in our sample, the most of any category, out of at least 29.5 million units a month for the whole sample. Both numbers are lower bounds, built from Amazon's rounded labels.
The biggest beauty searches by that floor:
| Keyword | Units a month, at least |
|---|---|
| face moisturiser | 427,000 |
| shampoo | 355,000 |
| deodorant | 348,000 |
Labels are close to standard here: 95.9% of shampoo products carry one. A bottle of shampoo does not last long, and that likely helps so many listings reach the label. For how beauty compares with every other category on units, see our post on best selling categories on Amazon UK.
Beauty Mostly Skips the .99 Habit
Across the whole sample, half of all priced products end in .99. Beauty is the least charm-priced category we measured: 36.8% of priced beauty products end in .99. Shampoo and deodorant sit at 9.9% each, which is as close as either gets to a .99.
Beauty makes up the gap with round prices. 11% of priced beauty products end in .00, against 5.2% across the sample. Brand-led pricing, gift sets and multibuy offers are likely reasons. The wider pattern, and how Amazon itself prices, is in our post on psychological pricing on Amazon.
Ratings and Competition
Beauty keywords split sharply on ratings. Every rated hair oil listing we saw scored 4 stars or more. Among rated teeth whitening kits, 57.0% did, a result that probably does not go on the box. A shopper sees the same star widget on both, so a single figure for the category hides a lot.
Beauty listings are also crowded. On products with offer data, body lotion has a mean of 5.83 sellers per listing and sunscreen 5.78. Across the whole sample the mean is 2.01 sellers per product with offer data. Several sellers on one listing usually means a branded product that many retailers stock. Private-label goods tend to have one seller each.
Amazon is part of that crowd. It is among the sellers on 25.8% of beauty products, against 17.2% across the sample, the highest share of any category. Our post on whether Amazon competes with its own sellers looks at where else it shows up.
Who Sells Beauty on Amazon UK
The seller mix in beauty is unlike the rest of the site. Among sellers whose main category is beauty, 49.4% declare a UK business address and 28.8% a China address. Across every seller profile in our data, 55.5% declare a China address and 29.2% a UK one. Beauty is one of only two categories where UK-based sellers outnumber China-based sellers.
Country here means the address on the seller profile. It says where a business is registered, not where a product was made. A UK-based reseller can sell imported goods, and a China-based seller can hold stock in a UK warehouse.
What It Means for Sellers and Brands
Beauty rewards repeat purchase. A high label share and a low median price suggest that much of the volume comes from shoppers who come back. Pack sizes, subscriptions and bundles matter more here than in most categories.
Expect company on your listing. With several sellers on many branded products, and Amazon among the sellers on 25.8% of beauty products, a brand's own offer competes with resellers on price and delivery. Brands should know who else is on their listings and at what price. Our guides to MAP monitoring and brand protection and to grey market monitoring in beauty cover the watch routine.
Do not copy .99 pricing by reflex. Most priced beauty products in our sample do not end in .99.
Pick launches at keyword level. Face moisturiser, shampoo and deodorant each move hundreds of thousands of units a month at the floor, but each has its own price level, seller count and rating pattern. A category-wide view will not tell you which one fits your product and margin.
Look past the category figure. Hair oil and teeth whitening kits sit in the same category and live in different worlds on ratings. The same goes for price: a deodorant and a face moisturiser both count as beauty.
For the same numbers across every category, see our Amazon UK marketplace statistics report.
How We Collected This Data
The beauty numbers needed the full Scrapewise Amazon chain. The Amazon Search API read the beauty searches among our 868 amazon.co.uk keywords, seven pages deep, and returned each product's price, rating, review count and "bought in past month" label. The Amazon Offers API returned the sellers on each product, which gave us sellers per listing and whether Amazon was one of them. The Amazon Seller API returned each seller's declared business address; we publish only aggregates.
Each costs €0.00015 per call, or €0.15 per 1,000 calls, and keeps a price history, so you see what changed after each scheduled run. Create an account to run them on your own beauty searches.
Selling or tracking a beauty brand on Amazon UK? Your first 5 free requests cost nothing, and after that you pay only for what you run. Sign up here or compare pricing.
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