Beauty and personal care brands lag behind on Amazon product ratings

Rob Clapp

An overview of Amazon ratings and reviews in Q1 2022.

Brands in the beauty & personal care category have the greatest opportunity to improve their performance in Amazon ratings and reviews, according to data in WARC's latest Digital Commerce Index Amazon report.

A quarter of brands (27%) in the category have an average product rating of less than 4.2, the highest share across verticals. At the other end, just 2% of beauty & personal care brands are rated at the top level of 4.8 to 5.0.

In comparison, ratings are particularly high for brands in the toys & games (10%) and baby product (8%) categories – around 10%...

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