Authored by Sena Hasircioglu, Customer Success Executive at PiWheel.

The beauty industry is currently undergoing tremendous growth, and Amazon has emerged as a prominent platform for the sale of beauty products. According to Statista’s projections, the global beauty market is expected to exceed a value of $800 billion by 2023, with beauty products ranking among the top-selling items on Amazon.  

Taking advantage of this rising consumer demand and the extensive range of products available, selling beauty items on Amazon offers a highly lucrative business opportunity. However, in order to succeed in this endeavor, it is essential to have a thorough knowledge of the approval procedures, selling fees, as well as labeling and packaging requirements for cosmetics and beauty products on Amazon. 

Amazon’s Beauty Product Categories

Amazon categorizes beauty products into various sections, including cosmetics, skincare, makeup, hair care, nail care, and personal care items. Within the broader beauty category are subcategories:

  • Premium Beauty: This subcategory specifically features high-end and expensive beauty products like cosmetics and skincare items from luxury brands. These brands are known for their superior quality compared to mainstream drugstore brands.
  • Professional Beauty: This subcategory is dedicated to products designed for use by professional stylists, makeup artists, and other industry experts. These products typically come in larger sizes and offer superior quality compared to those found in regular retail stores.

Amazon provides a vast selection of beauty products across multiple categories that encompass cosmetics, skincare, hair care, nail care, and more.

The Importance of Amazon’s Approval Process for Selling Beauty Products 

In order to successfully market beauty products on the Amazon platform, it is essential to acquire approval to guarantee the safety and quality of the products being offered. This step holds great significance due to the potential impact these beauty products can have on customers’ health and overall well-being. Through this approval process, trust in Amazon as a dependable and trustworthy source for beauty products is established, further enhancing its reputation.

To obtain approval for selling beauty products on Amazon, it is imperative that your offerings meet the platform’s standards in terms of quality. Additionally, proper packaging and shipping procedures must be followed. It is also crucial that your products align with Amazon’s regulations and policies governing such sales. By adhering to these guidelines, you can ensure a successful venture into selling beauty items on this esteemed online marketplace.

Amazon’s Selling Fees for Beauty Products

When selling beauty products on Amazon, there are two primary costs to consider: referral fees and closing fees.

  • Referral fees are applied to each item sold and vary based on the category of the product and its selling price. The range for these fees is 8% to 45% of the total selling price, with cosmetics typically incurring a referral fee between 15% and 20%.
  • Closing fees differ depending on the product category, ranging from $0.99 to $3.99 per item. For cosmetics, the standard closing fee is $1.99 per item.

In addition to these costs, sellers should also take into account shipping fees, return fees, and any charges associated with other services like Amazon Prime.

Requirements for Selling Beauty Products on Amazon

  1. Packaging Specifications: All beauty products available for purchase on Amazon must comply with the platform’s packaging regulations, which encompass using appropriate packaging materials and ensuring that the packaging adequately safeguards the product throughout transportation.
  2. Labeling and Details on Product Pages: The labeling and requirements for product pages pertaining to beauty products on Amazon align with those in other categories of goods. Each product necessitates a comprehensive description, well-defined images, pricing information, as well as details regarding its availability.
  3. Guidelines for Products and Ingredients: Every item must adhere to Amazon’s guidelines concerning both the product itself and its ingredients. These guidelines include not containing any hazardous substances while also requiring clear labeling of all ingredients used in the formulation of the product.

Prohibited Beauty Products on Amazon

Amazon restricts the sale of certain cosmetic products that do not meet its requirements. Make sure to familiarize yourself with the list of prohibited cosmetic products on Amazon.

Tips for Identifying Profitable Beauty Products to Sell on Amazon

  1. Examine customer demand:  Research customer demand for beauty products to determine which items are currently popular and likely to remain so.
  2. Conduct thorough market research: Investigate top-selling beauty products on Amazon and the competition within the market to identify potentially profitable products.
  3. Choose the appropriate subcategory: Focus on the most relevant subcategory for your products to maximize profits and sales.
  4. Analyze your competition: Create a unique selling point and establish a strong online presence to stand out amidst the competition.
  5. Understand your target audience: Identify the products that are likely to be popular and profitable with your target audience.
  6. Discover best-seller trends: Use tools like SellerApp’s Product Research to identify best-selling products and trends in the market.


Selling beauty products on Amazon can be a profitable endeavor, provided you are well informed and prepared. Familiarize yourself with the Amazon marketplace, its requirements, and regulations, and develop a pricing and marketing strategy. Additionally, find reliable suppliers and understand the shipping process. With the right research and preparation, selling beauty products on Amazon can be a successful venture. 

PiWheel’s eCommerce experts and tools can help you get the right insights to grow your beauty business on Amazon. Our tools provide intel on category and competitor pricing to help you stay ahead in the competitive environment.

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