Amazon wants to be a beauty powerhouse. Is a big beauty sale the answer?

On Sunday, Amazon wrapped up its fourth-annual Summer Beauty Event. Over two weeks, Amazon tempted shoppers with discounts of up to 50% on everything from makeup to vitamins. Even prior to the sale, the retailer did not seem to have trouble courting the beauty consumer. According to data from e-commerce agency Front Row, Amazon cleared $8 billion in U.S. beauty revenue in the first quarter of 2026.

But Amazon wants more than just a place to snag beauty at a discount; it wants to be known as a premium beauty destination.

On this week’s episode of the Glossy Beauty Podcast, hosts Lexy Lebsack and Sara Spruch-Feiner are joined by senior beauty reporter Emily Jensen to discuss the strategy around the e-commerce giant's beauty sales and assortment, and how it's attempting to position itself as a prestige beauty retailer on par with the likes of Sephora and Ulta Beauty.

For Amazon, that means not only upping its brand assortment, which has grown to include everything from K-beauty favorites like Medicube to Puig-owned Charlotte Tilbury in recent months, but also encouraging consumers to use its AI-powered shopping assistants in lieu of in-person sales associates. According to Amazon, 300 million customers used its AI shopping assistant Rufus in 2025. On Wednesday, after the recording of this episode, Amazon announced it would replace the Rufus AI assistant with Alexa for Shopping.