Personal care starts here: How brands can engage with shoppers as they search, discover and buy products for their grooming needs

Personal care products are always evolving, and some customers are eager to discover what’s new in the industry. Of the personal care shoppers who browsed Amazon, 77% reported finding a new brand or product through Amazon.⁵ These discoveries have left an impression because 79% of those surveyed shoppers then went on to buy their recent finds either on Amazon or elsewhere.⁶ These insights could mean that brands, whether established or emerging, have an opportunity to stand out to personal care customers who are shopping online.

Grabbing shoppers’ attention can sometimes be challenging, but brands that advertised on Amazon using Sponsored Brands and Sponsored Products had a better chance of standing out with 52% of personal care shoppers surveyed buying the Sponsored Brand they saw on Amazon, and 50% of shoppers reported buying products they saw on Sponsored Product ads.⁷

Brands that are able to provide detailed product information are likely to stand out to personal care shoppers. Especially because 58% of these customers reported coming to Amazon with some knowledge about a brand or product, but they were interested in learning more.⁸

Much like walking down a store aisle filled with different coloured soaps, fragrant products and packaged toiletries, shoppers are evaluating brands and products before deciding what to buy. Of those surveyed, 72% of customers said Amazon helped inform them during their shopping journey.

Deciding on the best personal care products can take time and research. About 62% of in-store customers said Amazon helped them during their research phase, whereas 79% of customers who purchased a product online said Amazon helped them gather the information they needed before buying. Brands that provide relevant product information and use Amazon’s advertising solutions could help personal care shoppers make their purchasing decisions easier.

Not only are personal care customers looking for products that fit their lifestyle needs, they are also looking for products with the best deals and high product reviews. 60% of surveyed shoppers went online to compare prices and search for the best promotions.⁹ While 55% of surveyed shoppers were researching products that fit their specific personal care needs, and 45% of customers wanted to find products with the best reviews.¹⁰ Researching these products on Amazon increased confidence in personal care shoppers, with 49% saying they felt confident about making their purchases.¹¹

Scrolling through Amazon’s shopping results page and reading through product detail pages also helped educate personal care shoppers. 61% of shoppers used the shopping results page to learn about products, and 59% used the product details page.¹² These are areas where brands can feature important product information to help shoppers narrow down which personal care products are right for them.

Whether shoppers are pampering themselves with the latest perfumes and lotions, or staying on top of their skin care routines, many want to ensure they are buying the best products that fit their budget and needs. Brands looking to spotlight their personal care products should consider highlighting product bargains through Sponsored Brands and Sponsored Products in order to reach customers who are researching and shopping on Amazon.

In addition, personal care brands that showcase great bargains, important product information, and demonstrate how their products will fit shoppers’ needs, have a better chance of standing out to customers wherever they are shopping.