While Amazon is well established in the prestige segment, the online giant sees a further opportunity to grow. During the WWD Beauty CEO Summit, Melis del Rey, Amazon general manager of U.S. stores, beauty, baby and beauty technology, said the company is taking its Premium Beauty business to the next level via brand partnerships.

Del Rey also said the company has been building up the category to give customers a luxury experience through beauty technology.

In a conversation with Jenny B. Fine, executive editor, beauty, of WWD and Beauty Inc, del Rey said with over two decades of beauty experience, she is leading the charge to make Amazon Premium Beauty an industry leader and within the beauty tech domain. Amazon currently sees about 100 million unique beauty shoppers a month and holds 12 percent of the prestige beauty market share. Del Rey said the pandemic accelerated consumer interest in the category — especially with their extremely loyal customer base.