How TikTok is driving Amazon beauty sales

As Amazon solves its Covid-19 shipping delays, TikTok has emerged as an unlikely source of beauty sales for the platform. A growing number of beauty brands, especially independent labels, have launched official shops on Amazon as it has increased its focus on the beauty category. Despite logistics setbacks during the first two months of coronavirus shutdowns in the U.S., shipping times have returned to normal for most beauty brands that have adopted Amazon as a sales channel. Amazon is also especially gaining ground with Gen-Z shoppers. According to a 2019 survey by CPC Strategy, 72% of female Gen-Z consumers use Amazon for product discovery. Piper Jaffray’s 2019 survey of American teenagers found that Amazon had risen to become the fifth most popular sales channel for beauty, up from being the 17th the year prior.  Read more…