Amazon restarts beauty event

Amazon has restarted its Summer Beauty Event, with discounts beginning April 27 and running through Mother’s Day on May 10. (aboutamazon.com) Amazon said the 2026 event is its fourth annual Summer Beauty Event and will offer up to 30% off across skin care, makeup, hair care, personal care, wellness, fragrance and men’s grooming. (aboutamazon.com) The lineup includes Charlotte Tilbury, Biodance, Dyson, Estée Lauder, Laura Mercier, Murad, L’Oréal, Sol de Janeiro and Medicube, with 48-hour flash deals and Amazon-exclusive gift sets layered into the promotion. (aboutamazon.com) Retail Dive reported the sale starts Monday, April 27, and runs through May 10, extending Amazon’s pattern of category-specific shopping events beyond its larger sitewide promotions. (retaildive.com) Amazon has been stacking those events this spring: its Big Spring Sale ran earlier in April, and the company said Pet Days will start May 11, one day after the beauty event ends. (aboutamazon.com 1) (aboutamazon.com 2) The beauty push also leans on Amazon’s premium beauty storefront, where the company groups higher-end skin care, fragrance, hair and makeup brands in a dedicated section of its marketplace. (amazon.com) That matters for beauty brands because Amazon is not just discounting basics; it is promoting prestige labels and devices in the same event, from Charlotte Tilbury makeup to Dyson tools. (aboutamazon.com) (amazon.com) The timing also lines up with Mother’s Day gifting, which Amazon highlighted directly in its announcement by setting the event to end on May 10, the holiday this year. (aboutamazon.com) For shoppers, the immediate takeaway is simple: Amazon is using a two-week beauty sale, named brands and short flash windows to keep beauty discounts in front of customers right up to May 10. (aboutamazon.com)