Amazon hosts early summer beauty event
It isn’t yet mid-spring, but Amazon is running its first official “summer” promotion of 2026.
For the fourth consecutive year, the online giant is hosting its annual Summer Beauty Event, which typically occurs during the spring season. Through Sunday, May 10 (Mother’s Day), Amazon is offering discounts of up to 30% off across more than 10,000 deals. The sales extravaganza also includes thousands of coupons and gift sets from on everyday and premium beauty brands and items.
Amazon is also offering the following 48-hour flash category deals throughout the event:
- April 27-28: Up to 50% off makeup.
- April 29-30: Up to 40% off fragrance.
- May 1-2: Up to 50% off health and wellness.
- May 3-4: Up to 50% off men’s grooming.
- May 5-6: Up to 40% off skin care.
- May 7-8: Up to 45% off hair care.
- May 9-10: Up to 50% off personal care.
A dedicated Summer Beauty Event page on the Amazon site will highlight deals throughout the promotion. All consumers can shop the sale, with no Prime membership needed to participate. Customers can also ask the Amazon Rufus mobile artificial intelligence shopping assistant event-specific prompts, such as "find me a gift set for my mom who loves fragrance,” as well as budget-based inquiries.
Amazon has spring sales fever
While Amazon is best-known for its widescale extravaganzas such as Prime Day, Prime Big Deal Days, and its annual Black Friday week promotion, the retailer has also been building a tradition of hosting of smaller sales promotions during the spring.
The online giant is hosting the first-ever five-day Amazon Pet Days promotion, running May 11-15 and featuring deals on items including pet food and treats, toys, apparel, health care products, grooming supplies, and accessories.
[READ MORE: Amazon brings back Pet Days – for three extra days]
The company also recently ran its third annual Big Spring Sale in March. Initially introduced in March 2024 and brought back in March 2025, the promotion features savings across more than 35 categories including spring fashion, new seasonal beauty items, spring refreshes for the home and lawn and garden supplies.
In 2025, these included a dedicated Father’s Day Shop storefront, a Memorial Day sale, and a Mother’s Day Shop.
