October 2025 Amazon Prime Days Recap

Amazon’s October Prime Big Deal Days saw a shift in strategy and shopper behavior, creating a very different landscape from July’s Prime Day. Instead of pushing broad discovery, Amazon leaned heavily into conversion tactics—surfacing hyperpersonalized deal prompts based on past purchases, cart activity, and browsing history. This “no-frills, just funnels” approach was designed to move cautious consumers quickly from interest to checkout. But the caution was real: average order size dropped to $45.42 (down 15% from July), and more than half of shoppers cross-checked prices at other retailers before completing a purchase. In short, consumers showed up—but they showed up strategically.

Economic headwinds added to the hesitancy. With the U.S. government shutting down just a week before the event and tariffs pushing prices higher, shoppers pulled back on early holiday purchasing. Only 23% used the sale to begin holiday shopping, compared to nearly 45% the year prior. Still, Amazon remains a core destination: 84% said they will return for holiday shopping, even though 80% expect prices to rise and nearly a third plan to buy fewer items this year. Value perception is now non-negotiable. Beauty shoppers, in particular, are scrutinizing price, efficacy, and social proof—especially as grocery costs squeeze discretionary spending.

Despite tighter wallets, beauty continued to dominate. CeraVe, Medicube, and La Roche-Posay led skincare sales, while Nutrafol and Nizoral topped haircare. TikTok’s influence was unmistakable: eos Vanilla Cashmere Body Lotion soared to the #1 overall beauty product after averaging 450,000 weekly TikTok views, and Medicube rode the 1.6 billion-view #skincareroutine wave to the top of skincare charts. Searches for “stem cell serum” jumped 345%, “microneedling serum” surged 508%, and viral interest in bee venom products skyrocketed. In haircare, problem-solving products won the day—gray coverage, growth solutions, and texturizing powders all saw exceptional traction. And in fragrance, Sol de Janeiro and Arabian perfume houses continued to outperform, fueled by Gen Z’s viral recommendations.

These shifts reveal critical insights for the professional beauty industry. Consumers are merging TikTok inspiration with Amazon purchasing power, prioritizing products that solve real concerns while delivering social-proof-backed value. For salons, spas, and professional brands, this means two things: education and positioning matter more than ever, and digital storytelling needs to keep pace with what shoppers see online. Whether marketing multifunctional products, highlighting treatment-level results, or optimizing product pages for mobile discovery, professionals who adapt their messaging to match consumer research habits will be better positioned to compete—especially heading into a holiday season defined by selectiveness, strategy, and a sharper eye for value.

Read more about "The Beauty Dealmakers: Market Defense’s Amazon Prime Big Deal Days Report" on Beauty Matter

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