Amazon US Launches 2026 Holiday Beauty Event
Amazon US’s sixth Holiday Beauty Event covers multiple beauty and personal care categories, runs for 14 days, and includes rotating 48-hour flash deals in selected categories.
What are the key facts?
- 1Amazon US is holding its sixth Holiday Beauty Event
- 2Event runs from October 19 to November 1, 2026
- 3Overall discounts of up to 30%
- 4Some rotating 48-hour flash deals offer discounts of up to 40%
- 5Covers beauty, personal care, health, and beauty gift-set categories
What happened?
Amazon US announced its sixth Holiday Beauty Event, running from October 19 to November 1, 2026, covering skincare, makeup, hair care, fragrance, men’s grooming, personal care, health and beauty gift sets, and other categories. The platform announced overall discounts of up to 30%, along with multiple rotating 48-hour flash deals offering discounts of up to 40%. Makeup flash deals are scheduled for October 19–20, fragrance for October 21–22, health and wellness for October 23–24, men’s grooming for October 25–26, skincare for October 27–28, hair care for October 29–30, and personal care for October 31–November 1. The event primarily affects brands and third-party sellers selling beauty, personal care, gift sets, and holiday-consumption products on Amazon. Products not participating in the event may also be affected by the platform-wide discount environment, resulting in lower conversion rates or more buyer price comparisons.
What does this mean for cross-border sellers?
Amazon US’s Holiday Beauty Event brings beauty, personal care, health, and gift-set products into a concentrated promotional cycle, with overall discounts of up to 30% and some 48-hour flash deals of up to 40%. Participating sellers should manage eligibility, inventory, Coupon stacking, and profit thresholds together; products outside the event may also see lower conversion rates.
What should sellers do now?
- 1This week, review eligibility for each beauty, personal care, and gift-set Listing on Amazon US, build a schedule for October 19–November 1 and the corresponding 48-hour flash-deal dates, and complete product, discount, and inventory lists.Procurement List
- 2Enter the overall discount of up to 30% and the flash-deal discount of up to 40% separately into the cost models for key skincare, makeup, and other SKUs. Include Coupons, platform fees, logistics, and return costs, and calculate the minimum acceptable price and profit result for each SKU.Profit calculator
- 3This week, review pricing and conversion performance for Amazon US beauty Listings outside the event. Track competitor discounts and order changes by category flash-deal date, and identify SKUs requiring price, Coupon, or advertising adjustments.Breakeven calculator