As Amazon’s beauty offerings continue to grow, so, too, does its customer base: The platform counts over 100 million beauty customers every month. And according to Melis del Rey, general manager, health & beauty, U.S. stores at Amazon, there are opportunities everywhere.
Del Rey, who recently added Amazon’s health business to her remit, told the audience at WWD’s 2025 Beauty CEO Summit that Amazon’s vision is to deliver an innovative, accessible health destination.
“One of the things I’m really excited about is how we are thinking about a holistic shopping experience across beauty and health,” said del Rey. As an example, she pointed to Amazon’s new skin care destination, called Skin Care Plus. Through the program, consumers can understand and access dermatologist-approved skin care products in an experience that is designed to be fast and increase access to care or a prescription.
“Skin Care Plus is a unique place where you need access to care,” said del Rey. “It’s a really exciting stop-shop trusted shopping experience and there will be a lot more to come.”
The wellness category also holds an immense amount of opportunity from nutrition to supplements. Del Rey cited a number of categories with significant opportunity, including sleep health, fitness and women’s hormones.
Menopause, for example, holds a huge innovation opportunity, not only from a product perspective but also a shopping experience perspective. “It’s going to be valuable for us to think about how we remove the barriers,” said del Rey. “How do we have a holistic shopping experience?”
When it comes to beauty, del Rey said that Amazon Beauty’s differential is its broad reach, even broader selection and the incredible speed at which it can deliver products to consumers.
“Speed is a key driving force for growth,” said del Rey. “When we engage with customers or with brand partners, we innovate in our shopping experiences and we design discovery for brands. We build from the brand so we actually understand how to engage with our customers and customers are responding well.”
Going forward, Amazon will continue to leverage AI. Del Rey said that the thinking is “big and bold” as the company invests in AI. This includes Rufus, an AI-powered “assistant” that launched about a year ago and is able to advise on beauty trends, give product recommendations and tell a consumer how to use a product. Additionally, AI-based shopping guides have been created for shoppers to navigate new products.
Del Rey said that in the current climate, every day has brought new learning which Amazon strives to help its partners through. Acknowledging that value is very important at this time to customers, del Rey said that there is a balance to be found with price and making sure to bring a suite of benefits.