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    Prime Day 2026 Beauty Recap

    By Jacob St. John, Founder & CEO

    Amazon beauty during Prime Day 2026, June 23 to 26, compared with last year's Prime Day. The earlier date reset the balance between paid and organic in every category.

    • +44.8%

      weekly sponsorship activity vs last Prime Day

    • −43.0%

      weekly organic search visibility vs last Prime Day

    • 15.9%

      Medicube's share of Skincare, more than double the #2 brand

    • +14%

      top searched keywords vs last Prime Day

    What changed this Prime Day

    1. 01Sponsorship rose 45% on last year and organic visibility fell 43%, and the pattern held in every category.
    2. 02Medicube reached 15.9% of Skincare, with Anua and Biodance in a Korean-led top six.
    3. 03Nutrafol stayed #1 in Hair Care at 12.2% but gave back 9 points, while Shark's FlexStyle added 7.
    4. 04Tarte led Makeup at 10.0%, and lash was the clearest product story of the event.
    5. 05Fragrance sponsorship grew 15%, the least of any category, while body mists took three spots in the top ten.

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