Betting big on Bharat, Amazon India is sharpening its focus on smaller towns and rural markets to drive the next leg of growth for its beauty business. As digital adoption deepens beyond metros, the e-commerce giant is building out its infrastructure, investing in vernacular tech, and expanding its beauty portfolio to serve rising demand in these underpenetrated regions.
“More than 75% of our new customer acquisition is happening from tier 2 and beyond,” Siddharth Bhagat, director, Amazon Beauty in India, told FE. “We believe the next big wave of growth will come from these markets,” he said.
Currently, over 65% of all customer orders on Amazon India originate from tier 2, 3, and 4 geographies. Amazon Beauty, which includes the Global Beauty Store launched last year, is a key lever in this strategy. As personal care and beauty consumption rises in non-metro cities, the platform is seeing robust growth across categories, especially skincare, which Bhagat called the fastest-growing vertical. Korean beauty, in particular, has grown by over 75%, while coloured makeup items like lipsticks and palettes have seen 10–12X growth over two years.
Amazon’s growing logistics network has enabled quick delivery, which Bhagat said is crucial to building trust with new customers. “Upwards of 70% of our orders are delivered within two days across the country,” he said. This is backed by continued investment in warehousing, transport, and fulfilment tech.
To better engage with first-time online shoppers, Amazon is also ramping up its focus on regional content and creator-led discovery. Over 60,000 Indian influencers are part of its Creator Success Programme, helping the company reach new audiences. At the same time, tools like voice and video-based navigation and regional language support are helping simplify the shopping experience.
Bhagat pointed to a growing appetite for premium beauty products, with that segment alone registering 45% growth. This is driven in part by Prime members, as well as offerings from the Global Beauty Store, which features international labels often at higher price points. “We can see what consumers are searching in each country, identify breakout brands, and work with them to enter India,” Bhagat said.
Technology is playing an increasingly central role in enhancing the beauty shopping journey. From virtual try-ons to skincare analysis tools and backend packaging tests, Amazon is using digital solutions to personalise and streamline the experience. These measures have shown strong adoption, particularly among newer shoppers.
“We are ensuring fast access, deep assortment, and a seamless experience for every shopper, no matter where they are,” Bhagat said. “That’s what will get us the next 100 million customers,” he added.