Amazon U.S. to Hold Holiday Beauty Event
The Amazon U.S. Holiday Beauty Event will run from October 19 to November 1, 2026, covering beauty, health care, gift sets, and other categories.
What are the key facts?
- 1The Amazon Holiday Beauty Event will run from October 19 to November 1, 2026
- 2The event covers beauty, health care, gift sets, and other categories
- 3Discounts on some products may reach 30%
- 4Some 48-hour limited-time promotions may offer discounts of up to 40%
What happened?
According to information released by Amazon, the 2026 Holiday Beauty Event will run from October 19 to November 1 and target relevant products on Amazon U.S., including skin care, makeup, hair care, fragrances, health care, and gift sets. Discounts on some products may reach 30%, while some 48-hour limited-time promotions may offer discounts of up to 40%. The event primarily involves brand sellers, third-party sellers, and participating suppliers selling beauty, personal care, health, and holiday gifts on Amazon U.S. The page did not disclose a uniform enrollment threshold or commission change for all sellers, but the event may increase price competition, advertising bids, and inventory turnover pressure in the relevant categories. Sellers need to check whether promotional prices meet historical-price and minimum-discount requirements, as well as inventory and delivery-promise requirements, and reassess FBA inventory coverage days, advertising budgets, and return rates before the event begins. Cross-border sellers must also confirm U.S. labeling, ingredient, product-liability, and import-compliance requirements for beauty products.
What does this mean for cross-border sellers?
From October 19 to November 1, 2026, sellers of beauty, personal care, health care, and gift sets on Amazon U.S. will face stronger promotion competition, advertising bids, and inventory turnover pressure. Before enrolling or setting promotions, check historical prices, minimum discounts, inventory and delivery promises, as well as U.S. labeling, ingredient, product-liability, and import-compliance requirements.
What should sellers do now?
- 1This week, create an inventory plan for Amazon U.S. listings in skin care, makeup, hair care, fragrances, health care, and gift sets. Check FBA coverage, delivery promises, and sellable inventory for the October 19–November 1 event period, and create a shortage and replenishment list.Procurement List
- 2This week, calculate the selling price, costs, and profit for target Amazon U.S. listings at discounts of up to 30% and 48-hour limited-time promotions of up to 40%. Verify historical prices and minimum discounts, and produce eligible and ineligible lists.Profit calculator
- 3This week, prepare an advertising budget and campaign plan for participating beauty and health care listings on Amazon U.S. Mark the October 19–November 1 event period and the 48-hour limited-time promotion separately, and record ACoS or ROAS changes before and after the event.ACoS / ROAS calculator