An article in BOF discusses future growth strategies of Amazon native beauty brands.
Successful brands on Amazon are being acquired at a rapid rate by Amazon aggregators.
For many, there is a desire to grow further testing them off the platform.
Rising costs of Amazon ads are a hurdle for growth as larger CPGs are able to afford the marketing costs, Amazon native brands have been exploring channels outside of Amazon, such as Target.com and Walmart.com; however, the clout these brands have built through reviews (and showing up at the top of the search) is no longer there once they leave the platform.
This is pushing these Amazon native brands to invest in influencers and more traditional forms of marketing to spread the word about their products but also their portfolio beyond what are often highly flooded spaces.