Amazon continues to consolidate its position in the European market for beauty, personal care and over-the-counter health products, registering sustained growth in the first quarter of 2025. In France, for example, sales increased by 43%, following the trend of 44% increase in 2024, according to data from the health analysis firm Iqvia .
This growth is partly due to the introduction of new products in the European market, especially in the dermo-cosmetics segment, which offers higher margins. However, despite the rise of e-commerce, many European consumers still prefer traditional pharmacies to purchase these products, especially in countries like France, where online sales represent only 3% of the total market .
The rate of adoption of e-commerce varies between countries. Spain leads with a 25% increase in online sales of OTC and personal care products, followed by Poland (18%), Italy (16%) and Germany (11%) . In Germany and the United Kingdom, where regulations allow the online sale of prescription drugs, the digital market has reached greater maturity.
Despite these advances, the penetration of e-commerce in the health and beauty sector remains limited compared to other distribution channels. Amazon continues to expand its presence, adapting to the particularities of each European market and offering a wide range of products to meet the growing demand of consumers.