Over the two-week event, shoppers will get up to 30% off skincare, makeup, haircare, personal care, wellness, fragrance, and men’s grooming products, along with flash deals and access to Amazon-exclusive sets.

Why it matters: Amazon’s semiannual beauty sales have helped it solidify its standing as one of the category’s largest and most important retailers.

As of Q4 2025, Amazon accounted for 36% of purchase intent clicks in beauty to Walmart’s 17.4%, per Industry KPI data from MikMak.

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Amazon’s Summer Beauty Sale deepens category dominance

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