If you’re interested in selling beauty products, Amazon can be a great place to make your mark in this growing category. Whether you’re launching your first product or expanding an established line, you’ll find tools to help you list products, reach shoppers, and manage your business efficiently in the Beauty category.
With the right approach, you can build a thriving beauty business with Amazon. In this guide, you’ll learn:
- Why sell in the Beauty category
- How to get started selling beauty products
- What beauty products you can sell
- Beauty product requirements
- How to plan your fulfillment strategy
- How to grow your brand with Amazon marketing tools
Why sell in Amazon’s Beauty category
As one of the most trusted brands that can help you reach millions of customers across the globe, Amazon is a great place to launch a beauty brand. Amazon also offers sellers a complete set of programs and tools designed to help you succeed. You can protect your brand, showcase your products with enhanced content, create custom storefronts, advertise to interested shoppers, choose from multiple fulfillment options, and more.
When you sell with Amazon, you get access to everything you need to build and grow your beauty business in one place.
Learn more about Amazon’s programs
3 steps to sell beauty products in the Amazon store
Selling beauty products in the Amazon store takes three basic steps:
- Decide on a business model.
- Create your Amazon selling account.
- Get any necessary approvals.
1. Decide on a business model
There are several ways to sell beauty products in the Amazon store:
- Sell your own brand: If you have an existing beauty brand, you can bring it to the Amazon store to sell directly and tap into our reach to attract new customers.
- Collaborate with a brand: Get a beauty brand’s permission to sell their products in the Amazon store.
- Resell products: Purchase beauty products from reliable suppliers, like wholesalers or manufacturers, and resell them if they’re in new condition. Learn more about the reselling process.
2. Create your Amazon selling account
A selling plan gives you access to Seller Central, your online headquarters for managing your Amazon business. Here you can list products, manage inventory, run ads, and more.
Learn more in our seller registration guide
3. Get any necessary approvals
Many beauty products need approval before you can sell them. Here’s how to check:
- In the Seller Central main menu, select Catalog and select Add products. Search for the product you want to sell.
- Once you’ve located the product, if you see a Sell this product button you’re already approved to sell it. If you see Apply to sell, then you need approval. Select the button to launch either the product listing or application process.
To get approved, you might need to provide:
- Copies of invoices showing the purchase of 10 or more units, receipts, or other documents demonstrating where the products are produced or manufactured
- A brand authorization letter permitting you to sell the brand’s products
- Product photos
- Safety certifications
- Good Manufacturing Practices (GMP) certificate
- Certificate of Analysis (COA)
- Modernization of Cosmetics Regulation Act (MoCRA) compliance documentation
- Business license
The application process will prompt you to provide supporting documentation or complete any other necessary steps to get approved. To check the status of your applications, select Catalog in the Seller Central main menu, then select View Selling Applications.
What products can you sell in the Beauty category?
Amazon’s Beauty category includes a wide range of products across several main categories. Understanding what you can sell and what’s restricted can help you list products correctly and avoid issues.
Beauty product types
You can sell products across these main beauty types:
- Cosmetics: Makeup for face, eyes, lips, and nails
- Skin care: Creams, lotions, serums, and treatments
- Hair care: Shampoos, conditioners, styling products, and hair color
- Fragrance: Perfumes, colognes, and body sprays
- Personal care: Deodorants, oral care products, and bath products
- Handmade beauty: Handcrafted cosmetics, skincare, and haircare products
Learn more about handmade and grooming guidelines
Restricted and prohibited products
Some beauty products require special approval before you can sell them, while others can’t be sold in the Amazon store at all.
Restricted product examples:
- Chemical peels with specific concentration limits
- Products that must meet MoCRA requirements for facility registration and adverse event reporting
- Beauty-related medical devices
Learn more about medical devices and accessories compliance
Prohibited product examples:
- Products named in FDA recalls or safety alerts
- Products requiring prescription or medical supervision
- Products containing prohibited ingredients like mercury, chloroform, or certain acids
- Cosmetics with more than 12% hydrogen peroxide
- Products containing plastic microbeads
Learn more about cosmetics, skin, and hair care compliance
Beauty product requirements
Many beauty products contain ingredients that require special handling or fall under dangerous goods regulations. This means you’ll need to follow specific rules, especially for products with certain chemicals or aerosols. Some products also require FDA registration and compliance documentation.
Before you list products, follow these steps to ensure they meet category requirements.
1. Identify if your product is a dangerous good
Beauty products are typically classified as dangerous goods if they contain flammable ingredients, aerosol propellants, essential oils, or certain chemicals requiring special handling. This classification means you’ll need to follow specific rules for storage, labeling, and shipping to ensure product safety.
Learn more about chemical safety regulations
Beauty products are typically classified as dangerous goods if they contain:
- Flammable ingredients, like alcohol-based products
- Aerosol propellants
- Essential oils
- Certain chemicals requiring special handling
Examples of dangerous goods include:
- Hairspray and spray deodorants
- Nail polish and nail polish remover
- Perfumes and colognes
- Aftershave treatments
Review the dangerous goods identification guide
Products that typically don’t require special approval include:
- Most creams and lotions
- Solid makeup products
- Non-aerosol hair care products
- Bath salts and soaps
2. Get documents for required approvals
To get approved to sell beauty products, you’ll need:
- Manufacturer invoices: Dated within 180 days, showing purchase of at least 10 units from authorized distributors, not retail stores
- Product photos: Clear images showing the front, back, ingredient list, and batch number
- Good Manufacturing Practices (GMP) certificate: Shows products are made safely
- Certificate of Analysis (COA): Proves product testing for safety
- Modernization of Cosmetics Regulation Act (MoCRA) compliance documentation: Facility registration, product listings, and safety records
Note: All beauty products must be sealed in original manufacturer packaging, be new and unused, and display identifying codes, like lot numbers and serial numbers. Labels must be in English and include product name, purpose, ingredients, manufacturer information, and required warnings.
3. Meet safety and shipping requirements
If you’ve identified your beauty product is classified as a dangerous good, you must:
- Follow the dangerous goods policy.
- Use proper safety labels.
- Meet storage requirements.
- Prepare correct shipping documents.
- Use approved shipping methods.
- Follow multi-box shipping rules when applicable.
Learn the policy for storing, handling, and shipping dangerous goods
Set your Beauty category fulfillment strategy
Success in this category can depend on how you handle shipping and storage. That’s because beauty products often require special shipping considerations due to dangerous goods classifications, temperature sensitivity, and shelf life.
Understanding your fulfillment options can help you navigate these considerations, manage costs, and deliver products safely to customers.
Let’s look at your options.
Shipping and storage options
Fulfillment by Amazon (FBA)
With FBA, Amazon handles storage, packing, shipping, and customer service for your products. This option can help you:
- Reach Prime customers with fast, free shipping
- Reduce operational workload and save time
- Scale fulfillment worldwide or across sales channels
Note: FBA doesn’t accept multi-box shipments.
Many beauty products, like perfumes, hairsprays, and nail polish, are classified as dangerous goods. They contain chemicals or substances that may pose risks during storage, handling, or transportation. If you sell these types of products, you’ll need to enroll in the FBA Dangerous Goods program.
Learn more about the FBA dangerous goods program
Fulfilled by Merchant
Fulfilled by Merchant is a suite of solutions that can help you fulfill customer orders directly. For example, when you use Fulfilled by Merchant, you can access superior shipping options that ensure fast and reliable delivery. You can also manage:
- Shipping rates and methods
- Storage locations
- Regional delivery areas
- Special handling requirements
- Multi-box shipments
Learn more about Fulfilled by Merchant
Amazon Warehousing and Distribution (AWD)
Amazon Warehousing and Distribution (AWD) is a low-cost bulk storage solution that distributes your inventory to the Amazon store and non-Amazon channels. With AWD, you can:
- Keep products searchable even when out of stock in the FBA network
- Adjust your storage space as your needs change
This option works well for beauty products like solid makeup, creams, lotions, and bath products that don’t contain flammable or aerosol ingredients.
Note: AWD doesn’t accept multi-box shipments or dangerous goods.
Glow up your beauty business with Amazon marketing tools
Amazon offers programs and tools to help you create a strong brand presence, advertise your products, and engage with customers. These tools can help you build your brand, reach shoppers, and grow sales.
Protect your brand and unlock brand-building tools
When you enroll in Amazon Brand Registry, you get tools to find and report trademark violations. You also get automated protections that help identify and remove bad listings before they reach customers.
Brand Registry also offers tools to help your grow your brand like Brand Stores, which allows you to create a custom storefront. You can showcase your brand and organize products by collection, highlight bestsellers, and create an immersive shopping experience.
Learn more about Brand Registry
Grow your brand with engaging product listings
Boost brand awareness, build trust, and drive sales with rich content on your product pages that helps shoppers make more informed purchase decisions.
You can showcase ingredients, demonstrate application techniques, and highlight what makes your products special. You can also add product videos to show texture, application, and results.
Advertise your beauty products
Amazon Ads can help you reach new shoppers who are actively searching for beauty products. You can choose from three main ad types based on your goals.
| Ad type | Best for | Key benefit |
| Sponsored Products | Individual beauty products | Reaches high-intent shoppers searching for specific products |
| Sponsored Brands | Brand awareness | Showcases multiple products and drives traffic to your Brand Store |
| Display | Reaching customers on Amazon and beyond | Flexible ad formats that help your brand reach customers wherever they spend their time |
Learn more about beauty marketing
Generate high-quality reviews
Customer reviews are especially important for beauty products. Shoppers want to know how products work for different skin types, hair textures, and concerns. Building relationships with customers can help create repeat purchases and positive reviews. The Amazon Vine program can help you generate initial reviews for new products. After enrolling in Vine, we connect your products to a trusted network of reviewers we’ve invited to serve as Vine Voices. They try out your product free of charge, then share their honest, unbiased opinions in a review.
Drive repeat purchases
Many beauty products are consumables that customers use regularly and need to replace. Products like moisturizers, shampoos, cleansers, and serums run out over time, creating natural opportunities for return customers. To help drive repeat purchases, you can offer Subscribe & Save to enable customers to set up automatic deliveries on schedules that match their usage patterns, from every month to every six months.
Customers who subscribe spend more on a brand, show increased repeat purchase rates, and demonstrate stronger brand loyalty.
Learn more about Subscribe & Save
Grow your beauty brand with Amazon
When you sell with Amazon, you get access to tools that help you protect your brand, showcase your products, and connect with customers. From Brand Registry and A+ Content to Amazon Ads and fulfillment options like FBA, you have everything you need to build a strong presence and grow your business.
Sign up for a selling account, enroll in Brand Registry, and begin listing your beauty products today.
Frequently Asked Questions
Can you sell beauty products on Amazon?
Do I need a license to sell beauty products?
How do you get approved to sell beauty products on Amazon?
Can I sell handmade beauty products on Amazon?
What happens if my beauty product contains dangerous goods?
Do beauty products need expiration dates on Amazon?
*A Professional selling plan is $39.99 a month + selling fees. Learn more
