How To Sell Beauty Products on Amazon

Beauty products form part of a multi-billion dollar industry and Amazon is a great platform to make money selling them.

In this article, we'll explore just how profitable selling beauty products on Amazon can be, what types of products qualify as "beauty," why and how to get approval from Amazon for selling these items, and finally provide some tips for successfully selling cosmetics on the platform.

Is It Profitable Selling Beauty Products on Amazon?

With a 13% year-over-year growth, Amazon's Beauty & Personal Care category provides ample opportunities for sellers to profit in this niche.

Over recent years, the platform has been competing with heavy hitters like Ulta Beauty, L'Oreal, and Sephora to offer an ever-expanding range of beauty products. As a result, Amazon has become the go-to destination for millions of beauty shoppers online.

What Products Are Categorized as Beauty Products?

Beauty products encompass an array of items, including cosmetics like foundation, eyeshadows, lipsticks, and nail polish; skincare items like facial cleansers and moisturizers; and hair care products such as shampoos, conditioners, and gels.

These products fall under Amazon's Beauty & Personal Care category:

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Additional categories include:

Premium Beauty: This consists of high-priced beauty products from luxury brands that generally offer higher quality than what you would find in your local drugstore. Brand examples include Lancôme, YSL, and Chanel.

Professional Beauty: Ideal for beauty experts, hairstylists, and makeup artists, these products feature above-average quality compared to what you'd find in retail stores.

Indie Beauty: This category offers cosmetics, skincare, and other topical products from independently-owned brands. Sellers in this category are usually emerging entrepreneurs and small business owners who are looking to gain traction in the beauty industry.

Prohibited Beauty Products on Amazon

Amazon sellers have access to the platform's compliance checklist, which outlines certain ingredients that are prohibited on the site. These include potentially harmful materials like mercury in skincare products. The list also provides guidance on how to properly label and pack cosmetics, as well as key FDA cosmetics regulations.

When selling in the EU market, sellers must also be aware of the European Cosmetic Regulation (EC 1223/2009), which requires a safety report and a "responsible person" for each beauty product. Labels and other product information must be in the language of the country in which you're selling or shipping the products, so some translations may also be necessary.

Brands that do not adhere to these regulations, such as those offering false or misleading claims about their products, cannot sell beauty products on Amazon.

Here's a partial list of prohibited beauty products and/or ingredients on the platform:

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Why Does Selling Beauty Products Need Approval on Amazon and How Do I Get It?

Although the Beauty & Personal Care category became "ungated" in 2017 — meaning that sellers no longer needed to apply for a special account to sell beauty products on Amazon — there are still certain items in this category that require approval from the platform before they can be sold, such as cosmetics and skincare products in "gated" subcategories.

This is because Amazon has strict guidelines in place to ensure the safety of customers and protect its reputation, so sellers need to follow them.

To sell certain cosmetics on Amazon that are either gated or restricted but may still comply with the platform's standards, sellers can navigate to Seller Central, click on “Manage All Inventory” and select "Add a Product". You can then request activation for categories requiring approval or manage your selling applications.

Note that the approval process can differ depending on the item. In general, sellers will need to provide supporting documentation about the products, such as safety assessments, invoices, and other materials.


Requirements for Selling Cosmetics on Amazon

Beauty products on Amazon must meet certain requirements for selling on the platform. These include but are not limited to:

Packing Requirements

To ensure that beauty products meet Amazon’s standards and arrive to customers safely, sellers must follow the company’s specific packaging guidelines. Appropriate materials such as boxes, envelopes, or bags should be used for protection during shipping. Additionally, labels containing pertinent information such as product name, size, quantity, and weight must be legible. Every package must also include a valid UPC and batch code, plus the manufacturer’s contact information in case there are any issues with the product.


Product Detail and Labeling Requirements

Selling beauty products on Amazon requires as much attention and detail as any other product in the retail industry. As such, product descriptions must include exact ingredients, instructions for use, and warnings. Accurate imagery is also essential when presenting these items to customers, along with prices and product availability.


Non-Hazardous and Cruelty-Free Products

From a safety standpoint, Amazon requires that beauty products are non-hazardous and cruelty-free. This means no animal testing and no animal-derived ingredients are allowed. Sellers must also comply with the criteria set forth by the platform (see the “Prohibited Beauty Products on Amazon” section above). This includes ensuring that all products are safe to use and free from any hazardous substances and that each ingredient is labeled clearly.


How to Get Started Selling Cosmetics on Amazon

There are several ways sellers can get started selling beauty products on Amazon:

Private Label

Private Label selling means buying products from a manufacturer to sell under your company’s name and brand. In other words, you’ll likely contact a skincare manufacturer, order products from them in bulk, put your company’s logo on the packaging, and then sell to customers.


Dropshipping is a popular method for selling beauty products on Amazon because it usually requires minimal upfront costs. This type of selling — where you purchase products from another supplier and then ship them directly to customers without ever having to store or touch the product yourself — allows sellers to quickly test out different product lines without the need for large investments in inventory. The key is to find a reliable supplier with whom you can build a positive relationship and who can deliver high-quality products quickly.

Retail Arbitrage

Retail arbitrage is the process of buying products at a discounted rate and then selling them for a profit on Amazon. The key to success in this model is to source in-demand beauty products that you can resell quickly and at a higher price.


Wholesaling is the process of buying products in bulk from a manufacturer or wholesaler and then selling them individually to customers. It usually requires some upfront capital but can be a lucrative way to sell beauty products that have been approved for resale on Amazon.


Tips for Selling Cosmetics on Amazon

Once you've determined which method you want to use for selling beauty products on Amazon, it's time to start optimizing your listings and marketing strategies. Here are some tips to help you get started:

  1. Quality images

    We've already established how important visuals are when it comes to selling beauty products on Amazon. Some customers will only make their decision based on what they see in the images, so make sure to use high-resolution photos that accurately portray your product.

  2. Keyword optimization

    Having relevant keywords is a must for optimizing your listings and improving visibility. This means doing detailed keyword research about your products and creating SEO-optimized titles, descriptions, bullet points, and backend keywords.

  3. High ratings & reviews

    Having high ratings and positive customer reviews — or selling products that already have a great track record — is essential for any Amazon seller, especially when it comes to beauty products. By providing excellent customer service, responding quickly to inquiries and complaints, and delivering outstanding products, you can increase your chances of getting more favorable reviews and ratings.

  4. Advertising campaigns

    The use of Sponsored Product Ads (SPA), Sponsored Brands (SB) and Sponsored Display Ads (SDA) can pay off in a big way By running ads continuously, you give potential buyers multiple chances to see and purchase from your brand. Be sure to diversify your campaigns across a variety of metrics and ad types to determine which ones are most effective.

    To learn more about using PPC Ads for the highest profit margin possible, check out BidX's PPC automation tool, which enables sellers to easily optimize campaigns and get the most out of their marketing budget.

    BidX also provides keyword research, 1 click campaign setup, performance evaluation, individual support, and more, so you can focus on building your brand and growing your business.

    By following these tips, you can start selling beauty products on Amazon and start maximizing your profits right away.

    Happy selling!

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