Key Highlights
- The Professional Beauty category is reserved for licensed professionals, ensuring only salon-grade products are sold. This means, sellers need industry credentials to qualify.
- Joining Amazon Brand Registry unlocks Enhanced Brand Content, improved visibility, and greater control over your listings. It’s essential for gaining credibility and standing out in Amazon’s beauty space.
- Selling in Premium Beauty offers access to a luxury market with higher margins. This can build brand credibility and foster long-term customer loyalty.
- Professional-quality images and clear descriptions are crucial for success, as adhering to Amazon’s industry standards builds trust and ensures compliance.
- Amazon Business simplifies product sourcing for salon owners and beauty professionals, offering fast delivery and competitive pricing.
- With PPC, Brand Analytics, and DSP, Amazon provides powerful tools to boost visibility and growth.
- With beBOLD Digital as your partner, we can help optimize these tools to drive your success on Amazon
Selling your beauty products on Amazon can open up a world of opportunities, but it’s important to know what it takes to succeed in Amazon’s Professional Beauty category. Whether you’re running a salon, selling skin care, or offering luxury beauty products, Amazon provides a massive platform for your brand. However, to be part of this exclusive category, you’ll need to meet specific requirements, such as holding industry credentials and demonstrating how you source your products. This guide will walk you through the key steps to help you seamlessly enter the Professional Beauty space and thrive.
What is Amazon’s Premium Beauty Category All About?
Amazon’s Premium Beauty category offers high-end skincare, luxury cosmetics, and professional-grade products from top brands.
As Denny Smolinski says:
“Changing is happening now in the Professional Beauty Industry by using technology for greater efficiencies and customer demands.”
With Amazon Business, professionals such as appropriate stylists and estheticians can easily access salon-quality products from reputable brands like Wella Professional, RUSK, and OPI. It streamlines shopping with fast delivery, letting stylists focus on what matters the most: serving their customers.
Amazon’s Premium Beauty category makes it easier to find the best products with convenience and reliability.
What is Amazon Professional Beauty?
Note: the only difference a consumer can see on Amazon between Premium Beauty and Professional Beauty on Amazon is the badges (which I highly doubt consumers even see).
Professional Beauty contains products that can be found in professional settings like spas, salons, and dermatologists' offices. Further divided into the Professional Skin Care and Salon & Spa categories, it contains all items a professional might use for their customers’ hair, skin, and nails.
With benefits like free shipping for beauty professionals, it provides a convenient destination to shop for high-quality products.
What Sets the Professional Beauty Category Apart?
The Professional Beauty category on Amazon stands out due to its focus on salon-exclusive brands and B2B professionals. Here’s what makes it unique:
- Salon-Exclusive Brands: Products are often designed for professional use, offering high-quality performance.
- B2B Focus: Targeting salons, spas, and beauty businesses instead of general consumers.
- Higher Standards: Requires industry credentials and proof of product sourcing to ensure quality.
- Targeted Audience: Professionals seek premium, reliable products, not mass-market solutions.
- Brand Trust: Gaining credibility is key; customers value performance and consistency above all else, including price.
Which Brands are Included in the Premium Beauty Category, and Why Were They Chosen?
The category includes a wide range of prestige brands. These high-end beauty brands were chosen for their quality, effectiveness, and luxury appeal. Some of the most popular brands in the category include La Roche-Posay, Embryolisse, and Grande Lash.
Here is the full list of Premium Brands.
These brands are known for their luxurious formulations and high-end packaging. They offer a wide range of products that are sure to meet the needs of even the most discerning beauty lover.
In addition to these well-known brands, the category also includes several lesser-known but equally impressive brands.
This provides customers with a broad selection of products to choose from, ensuring that they can find the perfect product for their needs. Whether you're looking for a new skincare routine or want to experiment with a new makeup look, the premium beauty category has something for everyone.
What is Amazon Brand Gating?
Amazon gating refers to the practice of restricting certain product categories on the Amazon marketplace so that only approved sellers can sell items within those categories. Amazon implements gating restrictions as a way to ensure the quality, safety, and authenticity of products sold on its site.
Branding Gating is the #1 reason why most brands join the Amazon Vendor or Seller Premium beauty program.
The Premium Beauty is a gated section of the Amazon website that can only be accessed by authorized sellers. This means that third-party sellers are not able to sell products in this section. This is an "Authorized Seller Environment", which means that all products sold in this section must be brand new, authentic, and unopened.
Sellers who wish to sell products in gated categories must create a free Amazon Business account and go through a strict approval process, which typically includes providing documentation such as invoices, product photos, and/or manufacturer information.
Amazon reviews the application and may require additional documentation or testing before approving the seller to sell within the gated category. Once approved, the seller may list products within the category and may be subject to ongoing compliance and performance standards.
Gating can be frustrating for some sellers, particularly those who are new to selling on Amazon or who specialize in products within gated categories. However, it is important to note that gating is intended to protect the Amazon customer experience and maintain the integrity of the marketplace.
As Denny Smolinski says, “Changing is happening now in the Professional Beauty Industry by using technology for greater efficiencies and customer demands.” By requiring these qualifications, Amazon ensures that only professionals are selling in the category, helping to maintain quality and trust.
Content Differences In The Premium Beauty Category
Product detail requirements in the Premium Beauty category differ from traditional listings sold on Amazon. Here's how:
- You are allowed three bullet points versus six:
- Description: 229 characters
- Benefit: 115 characters
- Suggested Use: 160 characters
- Small images with icons or callouts are also allowed for the bullet points.
Can You Sell Here? Eligibility Criteria You Must Know
The specific criteria for brands on Amazon Premium Beauty can vary, but there are some general guidelines that apply to most premium beauty brands. These include:
- Retail Presence: Your products should be available in specialty retail stores such as Ulta, Sephora, Nordstrom, or professional settings such as spas, salons, or clinics to have a higher probability of being accepted into the Premium Beauty program.
- Product Portfolio: At least 50% of your listings on Amazon should belong to the beauty category, demonstrating a substantial commitment to beauty-related offerings.
- Innovation: Introduce new products, aiming for a 30% increase in your existing product line within 90 days before enrolling or during the first year of participation.
- Quality Standards: Ensure your products meet high-quality standards, including professional packaging and compliance with all relevant regulations.
- Brand Registry: Enroll in Amazon Brand Registry to protect your intellectual property and enhance your brand content.
- Customer Reviews: Maintain a minimum 4-star rating and accumulate at least 50 customer reviews per product to demonstrate customer satisfaction.
- Professional Imagery: Provide high-quality, professional images that comply with Amazon's guidelines to effectively showcase your products.
To apply, please visit beBOLD Digital, as we have a great working relationship with the Amazon Premium Beauty team.
How to Apply Like a Pro (And Actually Get In)?
Watch: Amazon Premium & Professional Beauty Program - What is it? How Do I get accepted?
Getting approved by Amazon doesn't have to be complicated. Follow these steps to complete the application smoothly:
- Prepare Your Documents: Ensure that your trademark is registered and that you can prove ownership of your intellectual property. For Professional Beauty, have your industry credentials and proof of distribution ready.
- Optimize Your Listings: Ensure your product listings meet Amazon’s guidelines for quality images, clear descriptions, and brand consistency.
- Show Proof of Distribution: Provide evidence of how you source products, including partnerships with salons or suppliers.
- Complete the Application: Log in to Amazon Seller Central, navigate to Brand Registry, and upload the necessary documents accurately.
- Double-check: Review your application for accuracy before submitting it to avoid mistakes or delays.
- Submit and Follow Up: Monitor your Seller Central for updates. Respond quickly if Amazon requests additional info.
Selling on Amazon Premium Beauty: What Success Looks Like
Success in Amazon’s Premium Beauty category isn’t just about listing products; it’s about mastering every detail, from setup to fulfillment. Here’s what sets thriving sellers apart:
- High-Quality Listings: Top-tier sellers know the importance of polished, professional listings. Stunning images, clear descriptions, and SEO-optimized content are essential to stand out.
- Superior Customer Experience: Fast and free shipping, seamless returns, and excellent customer service are non-negotiable. Amazon customers expect Premium Beauty brands to deliver exceptional experiences, not just products.
- Brand Integrity: Consistency is key. Your brand should be reflected in every interaction, from your Amazon beauty storefront to your product packaging. High-quality branding builds trust.
- Strategic Pricing: Premium Beauty isn’t about slashing prices. It’s about offering value. Sellers who succeed know how to price their products to reflect quality while maintaining competitiveness.
- Effective Inventory & Logistics: With high-demand items, inventory management is crucial. Top sellers ensure products are always in stock and use FBA to maintain fast and reliable shipping.
- Engagement & Reviews: Actively engaging with customers and encouraging positive reviews can give your listings a visibility boost. A high rating is essential in the Premium Beauty space.
How to Make Your Listings Irresistible in Beauty's Most Competitive Categories?
In the highly competitive Beauty market on Amazon, standing out requires more than just great products. Here are pro tips to make your listings shine:
1. Captivating Images
Invest in high-quality, professional photos that showcase your product from multiple angles, capturing its unique features and details. Use lifestyle images that demonstrate how the product is used in real-life scenarios to build a connection with potential buyers.
2. SEO Keywords
Use relevant, high-ranking keywords in your product titles, bullet points, and descriptions to ensure your product appears in the right searches. Understand your target audience and their search behavior.
3. Enhanced Brand Content (A+ Content)
Utilize A+ Content to craft compelling product descriptions that effectively highlight key features and benefits, incorporating rich text and high-quality images. This boosts conversion by showing customers the product’s value in an attractive format.
4. Leverage Reviews and Social Proof
Positive reviews are a game-changer. Encourage happy customers to leave feedback and actively engage with those who provide reviews to build a strong reputation. User-generated content, such as photos, can further enhance trust.
5. Compelling Pricing and Promotions
Pricing can make or break a listing. Offer competitive prices that reflect the quality of your product and create occasional promotions or discounts to drive sales during key events.
Don’t Get Flagged: Must-Know Compliance Rules for Beauty Listings
Selling beauty products on Amazon requires strict adherence to compliance rules. Here’s how to avoid suspensions and keep your listings in good standing:
1. Accurate Claims
Avoid making unsubstantiated claims about your products. Stick to facts, be cautious with phrases like “miracle,” “cure,” or “100% effective.” Claims must be backed by proof to prevent flagging. Environmental claims must also comply with 16 CFR Part 260.
2. Ingredient Transparency
Ensure your ingredients are clearly listed and comply with FDA and local regulations. Misleading or missing ingredient information can result in your listing being removed.
3. Labeling
Include product name, ingredients, usage instructions, manufacturer/importer info, net quantity, and warnings (if any). Labels must be in English (or the local language, depending on the marketplace).
4. Packaging Compliance
Packaging must meet Amazon’s standards, including safety seals, expiry dates, and accurate product information. Non-compliant packaging can lead to suspensions or delisting. Labels must be in English (or the local language, depending on the marketplace).
5. Certifications & Testing
Some products (e.g., sunscreens) may require proof of compliance with OTC drug regulations. Be ready to provide test reports or compliance documentation if Amazon requests it.
6. Follow Beauty Category Restrictions
Amazon has specific restrictions for products like cosmetics, skincare, and hair care. Always verify that your products are allowed under Amazon’s guidelines for cosmetic products and cosmetic claims.
7. Document Verification
Be prepared to provide documentation or certifications to verify product authenticity and compliance if Amazon requests it.
8. Prohibited Products
Certain items, like cosmetic contact lenses or those containing chloroform, are entirely forbidden.
9. EU & UK Compliance
For sales in these regions, adhere to specific regulations, like the Cosmetic Products Regulation and Regulation (EC) No 1223/2009, including safety assessments and documentation.
Winning the Buy Box: Tools & Tactics That Give You a Competitive Edge
Securing the Buy Box on Amazon is crucial for success. Here's how to gain that competitive edge:
- Leverage FBA (Fulfillment by Amazon): Using Amazon FBA boosts your chances of winning the Buy Box. Amazon prioritizes sellers who can provide fast, reliable shipping, and FBA ensures your products are delivered quickly and efficiently.
- Utilize Brand Analytics: Amazon’s Brand Analytics provides valuable insights into customer behavior, competitor pricing, and top-performing keywords. Use this data to refine your pricing strategy and optimize your product listings for better visibility.
- Maximize PPC Campaigns: Invest in PPC campaigns to increase product visibility. Target the right keywords and product ads, and monitor their performance to adjust your strategies accordingly. Successful ads increase your chances of winning the Buy Box.
- Build a Strong Reputation with Customer Feedback: Positive customer feedback is key to building a solid reputation as a seller. Maintain a minimum 4-star rating and accumulate at least 50 customer reviews per product to demonstrate customer satisfaction. It helps improve your standing in Amazon’s algorithm, making it easier to win the Buy Box.
Why Premium Beauty is Worth the Effort (and the Application)?
Entering Amazon’s Premium Beauty category is a gateway to a lucrative and growing market. With customers seeking top-tier, reliable products, you can confidently price your premium offerings and achieve sustained sales, all while benefiting from a more profitable revenue stream.
Beyond the financial rewards, selling in Premium Beauty enhances your brand credibility. When you meet the necessary standards and offer high-quality products, you gain trust and recognition. This not only boosts sales but also fosters long-term customer loyalty, positioning your brand for consistent growth and success.
Is Premium Beauty for Vendors (1P), Sellers (3P), or Both?
Amazon's Premium Beauty selection is available to both vendors and sellers, making it a 1P/3P marketplace. This category is a curated selection of high-end beauty products that must meet certain quality and performance standards to be included.
Vendors can apply to have their products featured in Premium Beauty, and sellers who are invited to participate can list their products under the Premium Beauty category.
Because this is a high-end category, it typically has higher prices and margins than other beauty categories on Amazon. As a result, it can be a lucrative opportunity for both vendors and sellers.
Some of the 1P premium brands sold on Amazon are:
- Davines
- Estée Lauder
- Grande Cosmetics
- Joico
- KERACOLOR
- Nioxin
- OPI
- PCA SKIN
- R+Co
- The Art of Shaving
- Too Faced
- VERB
Some of the 3P premium brands on Amazon are:
- bareMinerals
- Beverly Hills MD
- Briogeo
- DAISY DND
- Dermalogica
- Embryolisse
- STRIPES
- TATCHA
- URBAN DECAY
- Wahl Professional
What Are Some of the Top Premium Beauty Brands on Amazon?
1. Olaplex
Olaplex’s success lies in offering a problem-solving product. By creating innovative solutions for damaged hair, they’ve addressed a common pain point for many customers. This highlights the importance of innovation and targeting a specific problem to create a loyal customer base.
Why Olaplex dominates in Amazon’s Premium Beauty space:
- Revolutionized haircare with patented bond-building tech
- Solves real damage, not just surface-level issues
- From salon essential to global Amazon favorite
- Backed by science, loved for results
- A brand built on trust, not trends
2. Elemis
Elemis stands out with its focus on premium ingredients and luxury branding. The success of Elemis demonstrates that positioning products as high-end and utilizing top-tier ingredients can justify higher price points while still attracting a loyal customer base.
Why Elemis owns the luxe skincare lane on Amazon:
- Spa-born formulas that deliver visible results
- Premium ingredients that justify every penny
- Packaging that screams gift-worthy and high-end
- Merges science and nature for broad appeal
- Consistent branding that builds lasting loyalty
3. Sunday Riley
Sunday Riley thrives on science-backed products and a strong online community. They’ve made transparency a cornerstone of their brand, showing that honesty and education in product development build customer trust and drive conversions.
Why Sunday Riley stands out in the skincare crowd on Amazon:
- Clinically-driven formulas with cult-favorite status
- Built a brand around ingredient transparency and trust
- Nails the science-meets-self-care vibe
- Thrives on real customer feedback and online buzz
- Strong social strategy fuels loyal, informed followers
Boost Your Beauty Brand with beBOLD Digital
Ready to conquer Amazon’s Premium Beauty? beBOLD Digital is your trusted Certified Amazon Partner, handling everything from brand registry to listing optimization. Whether you're a Vendor (1P) or Seller (3P), we’ve got you covered.
With expertise in account management, SEO, image and A+ design, PPC, DSP ad management, flywheel strategy, and more, we ensure your brand gets the visibility it deserves, helping you stand out in Amazon’s competitive beauty market. Let us drive your success while you focus on growing your brand. Contact us now!
Frequently Asked Questions
What is Amazon Professional Beauty?
The Amazon Professional Beauty store is a comprehensive listing of both professional-use and professional-quality products commonly found in salons and spas. Professional-use products are intended for use by professional stylists, including those with a valid cosmetology license.
What are professional-use beauty products?
Professional beauty products are used in salons and spas by licensed beauty professionals. These include, but are not limited to, hair color, salon treatments, tools, etc.
Which beauty professional licenses do you accept?
We accept all applicable stylist and beauty professional licenses as required under applicable laws and regulations, such as cosmetology, barber, manicurist, and esthetician licenses (“Cosmetology” licenses).
Can I purchase professional-use beauty products if I am not a beauty professional?
No. Professional-use beauty products may only be purchased by customers who hold an appropriate cosmetology license, as required under applicable state laws and regulations, including, but not limited to, any cosmetologist license needed by a state board of licensing.
How can I submit my license for verification to become authorized to purchase professional-use beauty products?
To become authorized to purchase these products, please provide your Cosmetology license information. Accounts are typically confirmed within seven business days.
How long does it take to get approved for Amazon Professional or Premium Beauty?
To get approved for Amazon professional beauty, you will typically require 1–4 weeks, depending on documentation and category backlog.
Do I need a trademark to sell in these categories?
Yes, for Premium Beauty, Brand Registry (with a registered trademark) is mandatory.
Can I run Amazon ads for products listed in Premium or Professional Beauty?
Yes, you can, but your brand must be enrolled in the Brand Registry to access full ad features.
What happens if my listing violates compliance rules?
Your listing may be removed, or your account may be suspended. Amazon enforces strict guidelines for product claims, ingredients, and imagery.
If you have questions or would like to learn more about Amazon Professional Beauty, please contact us today!
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