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Top Beauty Brands on Amazon: Pixii Amazon Readiness Index Exposes Surprising Gaps
Pixii’s Amazon Readiness Index finds Maybelline, Dove, Estée Lauder, and seven other beauty giants falling short on listing quality and catalog coverage.
Aug 6, 2025
The Beauty Giants Are Sleeping on Amazon
The ten largest beauty labels dominate magazine covers and retail shelves, yet none of their flagship listings earned an A when run through Pixii’s Listing Grader. The new Pixii Amazon Readiness Index (a scorecard that measures both catalog coverage and listing quality) reveals just how much potential revenue is still on the table.
How the Pixii Amazon Readiness Index Works
The Index scores two factors for every brand:
Catalog Coverage: What percentage of total SKUs appear on Amazon.
Listing Quality: An aggregate grade based on main images, A+ Content, bullet structure, review health, and more.
Plotted on a grid, catalog coverage sits on the X-axis while listing quality rises on the Y-axis. The result is four clear quadrants.
Quadrant One: High Quality and High Coverage
Brands that treat Amazon as a flagship channel land here.
Maybelline
L’Oréal Paris
Garnier
These brands post solid A+ Content, crisp product photography, and broad SKU availability, signaling real investment in the marketplace. While their listings are fairly high quality, there's still room for improvement. Here are a couple examples of the listing grader's outputs for these brands:
Quadrant Two: High Quality but Low Coverage
Great listings, not enough of them.
Dove
When the customer experience looks polished but only a fraction of the catalog is present, shoppers jump to competitors for missing shades, sizes, or scents. This is an example of one of Dove's listings for their intensive repair shampoo.
Quadrant Three: Low Quality and Low Coverage
The biggest opportunity zone—minimal presence and weak presentation.
Estée Lauder
Lancôme
Guerlain
Guerlain stands out for having no official store at all, leaving third-party sellers to control photography, pricing, and customer service. Here are a couple examples of the listing grader's outputs for these brands:
Quadrant Four: Low Quality but High Coverage
Plenty of SKUs, poor storytelling.
Nivea
Pantene
Gillette
Listing volume is not enough. Blurry images and thin bullet points undermine authority and drive shoppers to better-optimized alternatives. Here are a couple examples of the listing grader's outputs for these brands:
What the Data Means for Beauty Brands
Revenue leaks are real – Lower listing grades correlate with weaker conversion rates, reducing return on ad spend.
Brand equity is at risk – Third-party imagery and incomplete A+ modules damage perception faster than any negative review.
First-mover advantage is open – Even incremental fixes—studio-quality main images, richer bullet points, upgraded A+—can vault a brand into Quadrant One.
Action Steps for Moving Up the Index
Audit catalog coverage – List every SKU, then close the gaps.
Run the Pixii Listing Grader – Identify weak images, missing keywords, and sub-par review volume.
Prioritize A+ Content – Use lifestyle photography and comparison charts to turn browsers into buyers.
Leverage Brand Registry – Eliminate low-quality duplicate ASINs and protect pricing.
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
📸 Why Luxury Brands Should Sell Directly on Amazon
🧾 Why Maybelline Dominates Amazon: Inside the Pixii Amazon Readiness Index
💡 2025 Beauty on Amazon: What the Pixii Index Reveals about the Top 10 Global Brands
📊 Three Proven Amazon Growth Strategies Every Beauty Brand Should Steal Today
Authors:
Monte Desai (Founder @ Pixii)
The Beauty Giants Are Sleeping on Amazon
The ten largest beauty labels dominate magazine covers and retail shelves, yet none of their flagship listings earned an A when run through Pixii’s Listing Grader. The new Pixii Amazon Readiness Index (a scorecard that measures both catalog coverage and listing quality) reveals just how much potential revenue is still on the table.
How the Pixii Amazon Readiness Index Works
The Index scores two factors for every brand:
Catalog Coverage: What percentage of total SKUs appear on Amazon.
Listing Quality: An aggregate grade based on main images, A+ Content, bullet structure, review health, and more.
Plotted on a grid, catalog coverage sits on the X-axis while listing quality rises on the Y-axis. The result is four clear quadrants.
Quadrant One: High Quality and High Coverage
Brands that treat Amazon as a flagship channel land here.
Maybelline
L’Oréal Paris
Garnier
These brands post solid A+ Content, crisp product photography, and broad SKU availability, signaling real investment in the marketplace. While their listings are fairly high quality, there's still room for improvement. Here are a couple examples of the listing grader's outputs for these brands:
Quadrant Two: High Quality but Low Coverage
Great listings, not enough of them.
Dove
When the customer experience looks polished but only a fraction of the catalog is present, shoppers jump to competitors for missing shades, sizes, or scents. This is an example of one of Dove's listings for their intensive repair shampoo.
Quadrant Three: Low Quality and Low Coverage
The biggest opportunity zone—minimal presence and weak presentation.
Estée Lauder
Lancôme
Guerlain
Guerlain stands out for having no official store at all, leaving third-party sellers to control photography, pricing, and customer service. Here are a couple examples of the listing grader's outputs for these brands:
Quadrant Four: Low Quality but High Coverage
Plenty of SKUs, poor storytelling.
Nivea
Pantene
Gillette
Listing volume is not enough. Blurry images and thin bullet points undermine authority and drive shoppers to better-optimized alternatives. Here are a couple examples of the listing grader's outputs for these brands:
What the Data Means for Beauty Brands
Revenue leaks are real – Lower listing grades correlate with weaker conversion rates, reducing return on ad spend.
Brand equity is at risk – Third-party imagery and incomplete A+ modules damage perception faster than any negative review.
First-mover advantage is open – Even incremental fixes—studio-quality main images, richer bullet points, upgraded A+—can vault a brand into Quadrant One.
Action Steps for Moving Up the Index
Audit catalog coverage – List every SKU, then close the gaps.
Run the Pixii Listing Grader – Identify weak images, missing keywords, and sub-par review volume.
Prioritize A+ Content – Use lifestyle photography and comparison charts to turn browsers into buyers.
Leverage Brand Registry – Eliminate low-quality duplicate ASINs and protect pricing.
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
📸 Why Luxury Brands Should Sell Directly on Amazon
🧾 Why Maybelline Dominates Amazon: Inside the Pixii Amazon Readiness Index
💡 2025 Beauty on Amazon: What the Pixii Index Reveals about the Top 10 Global Brands
📊 Three Proven Amazon Growth Strategies Every Beauty Brand Should Steal Today
Authors:
Monte Desai (Founder @ Pixii)