Beauty Was Amazon's Most-Purchased Category During Prime Big Deal Days 2026, Market Defense Report Finds
Beauty shoppers searched almost as much in two days as in four, bought with intent at close to full price, and started their holiday shopping in beauty
SEATTLE, Oct. 19, 2026 /PRNewswire/ -- Beauty & Cosmetics was the most-purchased category on Amazon during Prime Big Deal Days 2026, bought by 32% of shoppers, up from 22% and third place in 2025. Market Defense's "THE BEAUTY DEALMAKERS: Amazon Prime Big Deal Days October 2026 Report" uncovers which brands, products and searches made moves during the two-day event, and what October's results signal for Black Friday, Cyber Monday and the rest of the holiday season.
THE BEAUTY DEALMAKERS: Amazon Prime Big Deal Days October 2026 Report
"Five years in, Prime Big Deal Days keeps getting bigger, and beauty is making quite the impression. This year, beauty was Amazon's #1 most-shopped category, with skincare brands claiming 9 of the top 10 bestselling brand spots. Kind of a big deal! So, what's behind beauty's big showing at this year's event? Influencers fueled discovery, while established brands found fresh fans through the tried-and-true magic of a great product. And with most holiday gifting still ahead, there's more momentum to make the most of." -- Vanessa Kuykendall, Chief Engagement Officer at Market Defense
Big Deal Days lifted online shopping
In its fifth year, Amazon's fall Prime event ran October 6 to 7, 2026. The numbers tell the story:
Beauty took the top spot on Amazon
Holiday shopping starts in beauty
"Standing out in November will take more than a discount: you'll need strong creative, branded search, and a clear gift message. Build engagement before the event, and your deals show up on those pages without needing to buy the placements during the event." -- Jonathan Wilner, SVP, Commerce Media at Market Defense
The competition answered with loyalty perks
"October is not a lesser Prime Day. It is a different event: shorter, more planned, less price driven, and the first real moment of holiday gifting. Beauty brands that treat it as an early holiday launch, with gift-ready offers, seasonal heroes, and brand demand built in advance, carry that momentum straight into Black Friday." -- Dave Karlsven, SVP, Partnerships & Growth at Market Defense
Category standouts
"Move over, Sol de Janeiro. eos took the top two fragrance spots at Big Deal Days, with its new Pumpkin Chai Body Mist at #1 and Cashmere Vanilla Body Mist at #2, up from #4 at June Prime Day. eos only launched its mists in December 2025, and within two weeks it was the #1 mass fragrance mist brand in the U.S. Here's what I'd tell brands: eos built its name on lip balm, so don't let your legacy hold you back from jumping into a new category." -- Amy Rudgard, SVP, Client Strategy at Market Defense
Retail media, influencer & AI
"Beauty deals clustered tightly this year. More than half sat in the 30–39% off band, and only about 1 in 9 cleared 40%. When every offer looks the same, the win goes to the brand whose listing Alexa for Shopping can understand well enough to recommend when a shopper asks what to buy."- Marty Borotsik, SVP, Tech and AI at Market Defense
Looking ahead to the holidays
Beauty shoppers were already buying at close to full price in October. The typical price paid for beauty on Amazon dipped less than 1% during Big Deal Days, compared with almost 6% at June's Prime Day.
"My advice to beauty CEOs heading into the final months of 2026 is to prioritize capturing demand rather than manufacturing it through aggressive promotions. The brands that outperform this holiday season won't simply be those driving the most revenue, but those converting consumer demand into profitable growth." --Karan Raturi, Chief Operating Officer at Market Defense
Next up, Market Defense will publish its Prime Big Deal Days Home & Kitchen report, with a focus on cookware. "It's all about the kitchen on Amazon right now. Cookware and kitchen tools and gadgets are having a moment. From meal prep for the upcoming holiday entertaining season to gifting the latest and affordable kitchen tools and gadgets, consumers are looking to simplify everyday cooking while prioritizing performance and durability. We're excited to help culinary brands realize their full potential on Amazon," said Trisha Hubbard, VP of Lifestyle Partnerships at Market Defense.
The full findings, category by category, are available now in Market Defense's complete "THE BEAUTY DEALMAKERS: Amazon Prime Big Deal Days October 2026 Report": Amazon Prime Big Deal Days October 2026 Report
About Market Defense
Market Defense is a leading digital commerce platform and commerce media agency, helping the world's most ambitious consumer brands accelerate growth across today's most important marketplaces and digital commerce channels. As a strategic growth partner, the company delivers seamlessly connected marketplace operations, retail media, paid media, social commerce, influencer marketing, and full-funnel growth solutions across Amazon, TikTok Shop, Walmart, Google, Meta, and other leading commerce platforms. With a global operating model spanning every major commerce region, Market Defense enables brands to launch, scale, and optimize their marketplace businesses through a single, integrated partner.
Founded in 2017 and headquartered in Seattle, Market Defense and its subsidiaries partner with over 100 of the industry's most recognized and fastest-growing brands, including SLIP, Guthy-Renker, Davines, Lattafa, Phlur, Neal's Yard Remedies, Donnamax, Warner Bros., Grown Alchemist, and Viking Culinary. By combining deep marketplace expertise, proprietary technology, and data-driven execution, Market Defense enables brands to unlock sustainable, profitable growth while delivering a seamless consumer experience across every stage of the digital commerce journey.
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Media Contact: Kayla Clayton
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SOURCE Market Defense LLC