Report
The Amazon Quarterly: Q3 2026
By Jacob St. John, Founder & CEO
A look back at July through September on Amazon beauty, covering which departments, categories and brands gained or lost ground with shoppers, and the search terms that came and went along the way.
+13%
Personal Care vs last summer, the fastest-growing department
10.6%
Medicube's share of beauty bestsellers, down from 12.3% in the spring
#17
"anua" in the top beauty searches, up from #70 last summer
4.2%
Fragrance's share of beauty attention, level with its 2023 low
What changed this summer
- 01Personal Care grew fastest, up 13% on last summer, on body wash and deodorant.
- 02Medicube slipped from 12.3% to 10.6% of bestsellers while other Korean brands gained.
- 03Six ingredient searches, from azelaic acid to retinol, entered the top 100.
- 04In Makeup, foundation gained and lips kept losing ground.
- 05Fragrance heads into the holidays level with the lowest share we have recorded.