Amazon Captures Top Beauty Market Share in EU5 with 18%–37%
AMZN•Amazon leads online beauty in eight of ten major European markets and ranks first in skincare across the EU5 with shares from 18% in France to 37% in Italy. Male shoppers account for nearly half of Amazon’s beauty value and TikTok Shop ranks among the top-five retailers in EU markets.
1. European Beauty Market Leadership
Amazon has secured the number-one spot in online beauty across eight of ten major European countries and leads skincare in the EU5 with market shares ranging from 18% in France to 37% in Italy, driven by strong performance in dermocosmetics and prestige categories.
2. Rising Social Commerce Competition
TikTok Shop has rapidly climbed into the top-five beauty retailers in markets including the U.K., Germany, Italy, Ireland, Belgium and Austria, attracting new buyers—30% of whom had not previously purchased beauty online—and increasing average annual spend by €40.
3. AWS Marketplace Expansion
Amazon Web Services launched the Signaloid Compute Engine AMI on the AWS Marketplace, allowing enterprises to deploy UxHw®–accelerated x86_64 and ARM compute workloads within Virtual Private Clouds for orders-of-magnitude performance improvements.
