Amazon has become one of beauty’s most important retail channels, with key shopping periods like Prime Day, Prime Big Deal Days, Cyber Week, and Holiday driving disproportionate growth for brands. But success requires more than just a discount—it demands a strategic blend of preparation, precision, and amplification. This discussion will bring together leaders from Front Row and Estee Lauder to explore how mass and prestige brands approach Amazon’s most competitive moments. We’ll unpack how strategies shift by demographic and price point, how to build year-round readiness for peak periods, and how to harness marketing, media, and brand equity to drive conversion when it matters most.

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