SEATTLE — Amazon is bringing back its Summer Beauty Event for a fourth year, positioning the two-week promotion as a key seasonal driver for beauty and personal care sales ahead of Mother’s Day and the summer shopping period.
Running April 27 through May 10, the event will feature thousands of deals across skin care, makeup, fragrance, hair care, wellness and men’s grooming, with discounts of up to 30% on brands including Charlotte Tilbury, Medicube and Dyson. Additional participating names span prestige and mass segments, including Laura Mercier, Murad, L’Oréal, and Sol de Janeiro.
The promotion includes curated assortments, digital coupons and Amazon-exclusive gift sets, reinforcing the company’s emphasis on discovery and bundled value within its beauty ecosystem. The event also aligns with key seasonal demand drivers, including gifting, sun care and travel-related purchases.
A rotating schedule of 48-hour flash deals is designed to sustain engagement across categories:
- April 27–28: Up to 50% off makeup
- April 29–30: Up to 40% off fragrance
- May 1–2: Up to 50% off health and wellness
- May 3–4: Up to 50% off men’s grooming
- May 5–6: Up to 40% off skin care
- May 7–8: Up to 45% off hair care
- May 9–10: Up to 50% off personal care
Amazon is also integrating its AI-powered shopping assistant, Rufus, into the event experience, allowing customers to surface personalized recommendations and navigate deal discovery more efficiently.
The Summer Beauty Event underscores Amazon’s continued push to consolidate share in the highly competitive beauty category, where digital merchandising, exclusive offerings and time-bound promotions are increasingly central to driving conversion and customer loyalty.
