Don’t let anyone tell you otherwise—Amazon is a force that’s here to stay in the online beauty retail landscape. This is a force that has huge pull felt across the omnichannel retailing universe.

Consider these numbers. Amazon accounted for about $2.5 billion in health and beauty sales last year which represented a 47% increase compared to 2015, One Click Retail estimates.

Amazon’s continued dominance in all retail categories continues to impact the everyday beauty consumable brands we touch.

For my business, the InstaNatural brand has experienced rocket growth in the beauty segment at Amazon in the past few years and has since expanded to a range of other e-tailers including,, and most recently which was acquired by TSG Consumer Partners earlier this month.

By Ethelbert Williams, Chief Marketing Office, InstaNatural, LLC

InstaNatural has taken insight around how consumers shop at Amazon to both win on this platform and grow the brand’s e-tail distribution. InstaNatural’s expansion has allowed the brand to build an omnichannel presence with a data-driven mindset.

Amazon has become a top destination for where consumers research beauty products and therefore staying top of mind on this platform is critical.

A BloomReach study shares that more than 55% of online consumers researching products start at Amazon which continues a multiyear growth trend realized by the firm.  Many brands have not recognized the dominance of the platform yet the implications are significant.

Retailers, brands and distributors across the beauty landscape are looking to remain relevant and are moving to list at Amazon. Otherwise you risk being obscure.  A brand’s owned site experience can still be relevant and powerful however Amazon has risen to the top as the dominant product discovery platform.  The ROI around SEO and paid strategies supporting owned properties are trailing off. Brands have an opportunity to recognize these shifts by prioritizing investment around growing their business at Amazon.

Further, at InstaNatural we’ve recognized that purchase intent for shoppers at Amazon is far superior to other platforms. We’ve found much stronger conversion rates at Amazon while Prime customers as best customers present outstanding conversion opportunities.

Here are a few insights to consider as you look to elevate your brand’s presence and sharpen your strategy at Amazon:

Build powerful product content

Your Amazon catalog listings must present robust product data to differentiate and perform well.  Titles should be strong, descriptive and incorporate robust product benefits.  Incorporate technical product data including size, weight and other critical factors.  Leverage your full image galleries and include videos where possible.

At InstaNatural we’ve structured this work by building internal capabilities around content development, brand design and ecommerce marketing talent that allows us to tell our brand’s story within these new channels.  We’ve prioritized this work as quality content is critical to a brand’s success with winning in market on Amazon as well as other e-tailers.

Customer Engagement Is Imperative

Your brand’s success at Amazon will follow with strong, relevant engagement practices with shoppers.  Captivating your shopper and optimizing their experience will yield powerful results.

Generating positive reviews remains the foundation to support strong rankings at Amazon.  Orchestrate strategies to engage satisfied shoppers to leave positive reviews.   In addition, there are a range of marketplace solutions to help generate reviews for your products such as Amazon’s Early Reviewer Program allowing sellers to efficiently generate reviews. Beyond reviews, be aggressive in responding to any shopper feedback.

Next, stay on top of your peers. Monitor your competition for ways you can differentiate and optimize your listing content.  This includes staying on top of category pricing and staying competitive.

Also, be sure to take advantage of additional brand building features such as your brand page which can become a powerful piece of real estate.

Boost Your Brand With Paid Media

Finally, Amazon has a range of paid media solutions that can elevate your brand on the platform.  These tools are powerful to help drive a brand’s visibility.

Options include sponsored products, headline search ads, and product display ads.  In the future, it’s believed that Amazon will offer brands some enhanced retargeting capabilities to fuel customer acquisition.  An optimal mix of these marketing tools in addition to aggressively managing listing data will elevate your business by enabling shoppers to find you and get your brand in the cart.


Ethelbert Williams, Chief Marketing Officer, InstaNatural

Ethelbert Williams has more than 17 years of global commercial leadership experience in consumer and B2B sectors.  He is currently championing global marketing, brand development and sales strategy for InstaNatural, a leading ecommerce consumer products company.  Ethelbert previously drove go-to-market and channel expansion for the personal and facial cleansing category at Kimberly-Clark Corporation.  He has held leadership roles at Procter & Gamble, L’Oreal and Unilever. Ethelbert is also an active investor and advisor to exceptional entrepreneurs.  He holds a Bachelor of Science from the Medill School of Journalism at Northwestern University where he also severs as an Adjunct Professor leading collaborative learning for digital marketing, media and innovation curriculum.



About InstaNatural, LLC

InstaNatural is a personal care company redefining the standard of skin and personal care. The brand delivers effective nature-inspired solutions made for discerning enthusiasts. InstaNatural spares no effort to make products effective, and often finds nature’s ingredients to be the most powerful. InstaNatural’s collections include products for the skin, hair, body, and home that are distributed through online retailers in the US and Europe.  The brand’s products are part of Amazon’s Top 100 for their respective categories and multiple #1 Best Sellers. InstaNatural is also distributed online at,, and



Write A Comment