Discover Amazon’s Revolutionary Approach to an All-Inclusive Health & Beauty Shopping Experience

Amazon is experiencing significant growth in the beauty sector, boasting over 100 million beauty customers each month. Melis del Rey, the general manager of health and beauty for U.S. stores, sees vast opportunities ahead.

At the WWD 2025 Beauty CEO Summit, del Rey emphasized Amazon’s ambition to create a comprehensive health shopping experience. She shared insights about "Skin Care Plus," a new initiative that connects consumers with dermatologist-approved skincare offerings. This program aims to streamline access to essential skincare products and professional advice.

Del Rey highlighted that the wellness sector also has enormous potential, particularly in areas like nutrition, sleep health, and women’s hormones. Menopause, for instance, presents unique challenges and opportunities. "How do we create a holistic shopping experience?" she pondered, stressing the importance of breaking down barriers.

When discussing Amazon Beauty, del Rey noted the platform’s strengths: broad selection and rapid delivery. "Speed drives growth," she said, affirming that innovation in shopping experiences is crucial. Amazon is actively engaging with customers and brand partners to understand their preferences and enhance their shopping journey.

Looking ahead, Amazon will intensify its use of AI. Del Rey mentioned “Rufus,” an AI assistant that provides beauty trend insights, product recommendations, and application tips. This tool will help shoppers navigate new products more easily.

In today’s market, customers are seeking value. Del Rey acknowledged this need, stating that Amazon is committed to balancing competitive pricing with a range of valuable benefits for consumers.

Interesting Insights

Recent surveys indicate that 70% of consumers prioritize fast delivery when purchasing beauty and wellness products. Additionally, according to a report from Statista, the online beauty market is projected to exceed $400 billion by 2025.

Social media has also impacted consumer behavior in the beauty space. Platforms like Instagram and TikTok have become influential in shaping trends, with hashtags like #AmazonBeauty gaining traction.

With all these developments, it’s clear that Amazon is positioning itself as a leader in health and beauty, using technology and customer engagement to enhance the shopping experience.

For more on Amazon’s beauty strategies, check out WWD.

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