On February 12, Amazon opened its first physical Amazon beauty store in Milan, Italy, called Amazon Parafarmacia and Beauty. Located in the heart of the city, the store offers a wide selection of beauty, personal care products, and non-prescription medications. It also features popular skincare brands like La Roche-Posay, Eucerin, and Vichy.
It will also have “Derma bars,” where customers can get a free digital skin analysis and personalized product recommendations. Amazon says the store has a section with on-site pharmacists where customers can buy non-prescription, over-the-counter medications.
Amazon’s Beauty Store
According to a Statista report, Amazon has been a leading online beauty retailer in the US since it entered the health and beauty market in 2000. Amazon has introduced luxury brands like Estée Lauder and La Mer to its lineup. The company aims to bring its online beauty success into physical stores, capitalizing on one of its fastest-growing categories. This new store marks Amazon’s latest try at physical retail, after closing its bookstores, pop-up shops, and clothing stores due to low sales. Amazon has also reduced its Amazon Go convenience stores.
Amazon Stock Update
Amazon’s stock has demonstrated significant growth over the past year. In January 2024, the average closing price was $153.62, marking a 2.4% increase for the month. By January 2025, the stock had risen to $237.68, reflecting a 7% gain for the month. As of February 14, 2025, Amazon’s stock is trading at $230.37, indicating a slight decrease from the January 2025 closing price.
Despite recent fluctuations, the stock has appreciated by approximately 50% over the past year, highlighting its strong performance.
Amazon Q4 Earnings Report
Recently, Amazon released its Q4 earnings report which was followed by a weaker earnings forecast for the fiscal year of 2025. Amazon’s first-quarter sales forecast didn’t meet analysts’ expectations, even after accounting for a $2 billion loss from last year’s Leap Day. The company expects revenue between $151 billion and $155 billion, while analysts were expecting $158 billion.
Like other companies, Amazon is heavily investing in artificial intelligence. At its AWS conference in December, Amazon unveiled new AI software models to attract more customers. This month, it plans to launch its delayed Alexa generative AI voice service after improving its quality and speed.
