CATEGORY OVERVIEW
Prime Day 2026: Beauty
Revenue fell sharply, media got pricier, but margins finally turned a corner
- Beauty revenue fell 33% year-over-year: even as it cleared its own pre-event baseline all four days.
- CPC roughly doubled YoY (+110%) while ad spend eased 9%: pushing brands to defend share in a costlier auction.
- Gross margin losses narrowed to near breakeven: down from double digits during last year's event.
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Key takeaways
- Beauty revenue cleared baseline but fell 33% year-over-year: Revenue ran above the last-14-day average all four days, but trailed 2025 across the event.
- CPC roughly doubled while media spend eased: Cost per click rose 110% year-over-year even as ad spend fell 8.9%, making the auction more expensive with less total investment.
- Gross margin losses narrowed to near breakeven: Margins were still negative, but improved from roughly 7-11% losses in 2025 to only about 0-3% in 2026.
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Revenue fell sharply, media got pricier, but margins finally turned a corner
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