2025 Beauty on Amazon: What the Pixii Index Reveals about the Top 10 Global Brands

Executive summary

The latest Pixii Amazon Readiness Index evaluated ten powerhouse beauty brands across two dimensions: catalog coverage and listing quality. Nine are present on Amazon, yet the average listing grade sits at 79 out of 100 (a B-), and not one SKU earned an A. Out of 2,540 total products, we estimate just 69 percent are live, leaving significant demand unserved. Summing the “size of the prize” calculation for every brand puts roughly 35 million dollars in incremental revenue on the table.

How the index works

Pixii scores each ASIN on six weighted criteria: main image, supporting images, A+ content, bullets, title hygiene, and review health. Scores roll up to a brand average, which is then plotted against catalog coverage to create a four-quadrant market map.

Listing element scorecard

Median scores across twenty-seven benchmarked SKUs show clear patterns:

The upshot: even B-grade listings are leaking up to 45 000 dollars per SKU in preventable losses.

Here are some examples of Pixii's (free!) Listing Grader outputs:

• L'Oreal Paris Skincare Eye Cream

• Garnier Fructis Pure Clean Purifying Shampoo

• Estée Lauder Perfumed Body Lotion

• Lancôme Bi-Facil Double Action Eye Makeup Remover

• Garnier Fructis Pure Clean Purifying Shampoo

Five strategic findings

1. A high score is not the finish line
   Market Masters still show outdated images and keyword bloat, meaning incremental wins remain.
   
   

2. Prestige brands lag in basic SEO hygiene
   Lancôme and Estée Lauder omit bullets, leaving thousands of searchable terms unused.
   
   

3. Catalog gaps are the silent killer
   Dove’s creative excellence is offset by missing SKUs, costing an estimated one million dollars in annual sales.
   
   

4. Visual depth drives conversion more than copy
   Listings that reached nine supporting images averaged six points higher than those with fewer than five.
   
   

5. Automation narrows the gap fast
   Brands using AI-generated templates cut creative refresh time from weeks to hours, closing quality gaps without adding headcount.

   
   

Conclusion

Amazon remains the first stop for beauty shoppers, yet only three of the top ten global brands execute a fully optimized, fully stocked strategy. With catalog coverage at 69 percent and an average grade of B-, the field is wide open. Executives who treat listings as living digital assets—refreshing visuals, tightening copy, and filling assortment gaps—stand to capture their share of the 35 million dollars now left unanswered in search results.

Where Do You Rank?

Curious where your brand lands on the Pixii Amazon Readiness Index? Drop a comment with your brand name and we’ll run the numbers—or DM us for a full report.

Or if you're just interested in checking out the listing grader, you can run your listings here.

Join the Deep Dive Series

In the coming weeks Pixii will unpack each quadrant brand by brand, highlighting quick wins and advanced tactics. Want a specific listing dissected? Drop a comment or reach out. Pixii’s data team is listening.

 Want to Go Deeper? 

📱 Run your free audit using the Pixii Listing Grader

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📝 The Ghost Zone: How Lancôme, Estée Lauder, and Guerlain Fade From Amazon’s Search, and What It’s Costing Them

🔍 Top Beauty Brands on Amazon: Pixii Amazon Readiness Index Exposes Surprising Gaps

⚡ Get Started With Pixii → 

Authors:
Monte Desai (Founder @ Pixii)