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Amazon’s Summer Beauty Event returned for its third year in 2025, running from April 28 to May 11. Formerly known as the Summer Beauty Haul, this seasonal campaign featured a curated blend of mass and premium beauty deals, including daily rotating offers
This review encompasses the competitive landscape, product trends, and insights on media and sales performance that shaped the event’s outcome, offering actionable takeaways for brands preparing for Prime Day and beyond.
Amazon’s Summer Beauty Event occurred within a crowded promotional environment, as multiple major beauty retailers launched concurrent campaigns. Notable overlapping promotions included:
To cut through the noise during high-traffic periods, brands must focus on assortment differentiation, strong brand storytelling, and strategic targeting before and after the event.
Several key trends emerged during the event, driven by seasonality, social media buzz, and smart pricing strategies.
The Summer Beauty Event serves as a strong BSR, SFR, and organic ranking accelerator ahead of Prime Day. Promotional participation can lift visibility, especially when layered with the following strategies:
Products with active discounts during the event saw significantly higher click and impression volume, resulting in a larger share of overall media spend. While promotional pricing drove an increase in CVR, increased spend often outpaced sales gains.
Note: The data and insights above are based on aggregated data from Podean’s US beauty clients. Lead-in period references the 2 weeks before the event (4/14 - 4/27). Participating ASINs encompasses all products that had an active discount during all or part of the event.
Amazon’s Summer Beauty Event continues to serve as a critical visibility and velocity accelerator in the lead-up to Prime Day. The brands that win are those that:
Marry data-driven planning with consumer-first creativity
Act early to prepare SKUs aligned with seasonal demand and social influence
Balance media investment with promotional depth to protect margins while gaining market share
Want to stay competitive in the ever-evolving beauty landscape on Amazon? Start planning now—because the next big event is always just around the corner.
Need help maximizing your Prime Day performance? Podean’s marketplace experts are here to guide your strategy from pre-event setup to post-event optimization.
Reach out to us today to build a plan that drives meaningful results.
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