What Are Amazon Beauty & Personal Care Shoppers Watching?

The holiday season is already ramping up, with brands, publishers and creators all trying to make the most out of the shopping blitz. New data from Tubular Labs showcases key insights for maximizing social video impact with holiday shoppers this year – including what beauty & personal care shoppers on Amazon are watching (providing the best opportunity to reach them with brand messaging).

• While these shoppers had a relatively high affinity for beauty categories like anti-ageing (8.4x higher than the norm) and K-Beauty (8.3x more likely), they also had significant affinity for less obviously categories like Food Network shows (9.7x) and Greek cuisine (9.0x).
• Among Englihs-language videos, just two of the top channels (Bounce Girl and TJ Talks Scents) for these shoppers were beauty-focused, and interestingly, just once (Crescent Kao) was based in the U.S.
• According to Tubular, brand searches with a lot of overlap with these audiences included J. Crew Factory (47.0x more likely than the norm), Vera Bradley (42.3x) and Anua (38.0x).