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    The Amazon Prediction Report: Q4 2026

    By Jacob St. John, Founder & CEO

    Our first published forecast for Amazon beauty, covering which departments and categories will gain or lose shopper attention between October and December, and what that means for the brands selling in them. Over the last three quarters we were able to score, 8 out of 10 of our Amazon calls held up.

    • 8 out of 10

      of our Amazon calls held up over the last three quarters we were able to score

    • 8 departments

      each called against last holiday and against right now

    • 21 categories

      inside those departments, called against last holiday

    Our department calls, this holiday vs last holiday

    1. 01Skin Care: up 3% (up to 6%)
    2. 02Personal Care: up 6% (up to 12%)
    3. 03Shave & Hair Removal: up 3% (up to 5%)
    4. 04Hair Care: steady
    5. 05Nail Care: steady
    6. 06Tools & Accessories: down 3% (to 6%)
    7. 07Makeup: down 4% (to 8%)
    8. 08Fragrance: down 7% (to 15%)

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