When was the last time you bought a beauty product on Amazon?
Well, that has a lot to do with your location and how it contributes to the broader conversation about which markets drive Amazon’s revenue in this industry.
While the U.S. market remains the largest by volume, the latest “2025 State of Ecommerce” report reveals a surprising shift.
Canada has taken the lead as the fastest-growing major region for beauty and personal care on Amazon.
TL;DR
- Canada stands out with 22.6% revenue growth and 25.3% growth in units sold, far ahead of other countries.
- There is a market projection that Canada’s market will continue to grow due to the ongoing digital habits.
The insights for this article are sourced from Similarweb.
The State of Ecommerce report presented global ecommerce trends across web and app channels from July 2024 to June 2025.
Beauty and Cosmetics Growth on Amazon
| wdt_ID | wdt_created_by | wdt_created_at | wdt_last_edited_by | wdt_last_edited_at | Country | Amazon Revenue Growth YoY | Units Sold Growth YoY |
|---|---|---|---|---|---|---|---|
| 1 | Monica Ebunoluwa | 09/03/2026 12:31 PM | Monica Ebunoluwa | 09/03/2026 12:31 PM | France | -17.90% | -7.20% |
| 2 | Monica Ebunoluwa | 09/03/2026 12:31 PM | Monica Ebunoluwa | 09/03/2026 12:31 PM | UK | -1.30% | 3.20% |
| 3 | Monica Ebunoluwa | 09/03/2026 12:31 PM | Monica Ebunoluwa | 09/03/2026 12:31 PM | US | 7.80% | 9.50% |
| 4 | Monica Ebunoluwa | 09/03/2026 12:31 PM | Monica Ebunoluwa | 09/03/2026 12:31 PM | Italy | -1.60% | 9.70% |
| 5 | Monica Ebunoluwa | 09/03/2026 12:31 PM | Monica Ebunoluwa | 09/03/2026 12:31 PM | Germany | -10.80% | 17.20% |
| 6 | Monica Ebunoluwa | 09/03/2026 12:31 PM | Monica Ebunoluwa | 09/03/2026 12:31 PM | Canada | 22.60% | 25.30% |
The Growth Gap
The table shows that Canada stands out with 22.6% revenue growth and 25.3% growth in units sold, far ahead of other countries.
This means Amazon.ca is still expanding, with more shoppers entering the beauty section and making frequent purchases.
More established markets are growing very slowly, and some are even shrinking.
France and Germany show double-digit revenue declines, indicating saturation. In these countries, some consumers who want to shop for beauty online are doing so, leaving little room for fast growth.
We find the U.S. in the middle, with revenue growth of 7.8% and unit growth of 9.5%, indicating moderate expansion.
This reveals a mature market that remains healthy but no longer experiences steady growth.
Some European markets, such as Germany and Italy, reflect increasing unit sales but declining revenue.
Canada’s strong performance shows that younger e-commerce markets can outperform the global average, especially in beauty.
Driving the Surge: Why Canada?
This is part of a broader trend in SimilarWeb’s report: 72% of Canadian ecommerce traffic comes from mobile devices, and 67% of orders are completed on mobile devices.
Canadian shoppers are also changing how they discover and buy beauty products.
With 68% of purchases on social commerce platforms driven by impulse, and platforms like TikTok and Instagram reshaping product discovery, many Canadians now research and buy skincare and trending beauty brands online rather than in stores.
Events like Amazon Prime Day 2025 explain this shift. Beauty and apparel were among the top categories during these sales in Canada.
That, in itself, reflects how promotional events and online convenience draw consumers away from traditional retail.
As Canadian shoppers increasingly prioritize value and ease of mobile checkout, online platforms capture a larger share of the beauty market.
Looking Ahead
Canada’s e-commerce and beauty markets are projected to continue growing over the next several years, though the pace may vary by category.
According to Mordor Intelligence analysis, Canada’s online retail revenue could rise from roughly $41 billion in 2025 to over $66 billion by 2030.
And, it’s the rising digital consumer habits that are behind this potential climb.
Some other reports foresee continued expansion in other areas like beauty tech, which is set for strong growth as digital experiences become more common in shopping.
ELI5
Canadians bought 25.3% more beauty products from Amazon between 2024 and 2025, which was the highest growth among major economies.
In some places, like France, the online marketplace still recorded a drop in beauty product purchases (and revenue from that section).
Going forward, market forecasts indicate this growth will likely continue, as most Canadians have developed strong digital shopping habits.
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