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“Search, Not Discounts, Decided Amazon Prime Day 2026’s Beauty Winners: Market Defense Report”

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SEATTLE, July 8, 2026 /PRNewswire/ — One in four consumers purchased beauty or cosmetics during Amazon Prime Day 2026, and most of them compared prices with Walmart. Market Defense’s Annual “THE BEAUTY POWER PLAYERS: Amazon Prime Day June 2026 Report” uncovers what drove shoppers to Amazon’s earliest Prime Day in five years, and how strategic deal shopping reshaped how beauty brands competed for the cart.

“Prime Day 2026 had a clear message for the beauty industry: shoppers arrive knowing exactly what they want — and increasingly, what they want is prestige. The Power Players this year rewrote the rules — prestige won big, with Armani Beauty claiming the top fragrance spot and Tarte unseating Maybelline in makeup. K-beauty dominated skin care, with medicube commanding nearly 16% share.  This report gives you the power players, the category shifts, and the moves behind the brands that made Prime Day their biggest moment of the year.” —Vanessa Kuykendall, Chief Engagement Officer, Market Defense

A record event, with a new rhythm

This year, Prime Day ran June 23 to 26, the earliest start in the event’s history and the first June Prime Day since 2021. The numbers tell the story:

The four days surrounding Prime Day 2026 shattered U.S. e-commerce records, reaching $26.4 billion — surpassing the combined Black Friday and Cyber Monday total of $26.05 billion from November 2025.Prime Day posted 9.3% YoY growth in 2026, a significant deceleration from last year’s 30.3% surge — a sign the event is maturing. As more retailers run competing sales events during the same window, Amazon’s dominance is steady but no longer explosive.Beauty ranked 4th in cart share at 26%, up from 25% in 2025.Prime Day drove a +71% surge in beauty search volume during the event week, rising from 102.4M to 174.8M searches.The Beauty shopper was harder to impress this Prime Day. Search was roughly flat YoY (-4%), click rate dropped from 34.7% to 30.4%, and purchase rate fell from 5.0% to 4.5%.Prestige beauty is winning on Amazon. Tarte unseated Maybelline at #1 in makeup brand share of sales for the first time, Armani Beauty claimed #1 in fragrance, and professional brands swept the hair care ranks. Categories that were once dominated by mass brands are now battlegrounds for prestige.

Who shopped? Seasoned consumers showed up with a plan

Prime Day 2026 was a low-ticket, high-volume event, and the shopper had a Walmart tab open.

Suburban high-income women over 45 made up 51% of all buyers, with the 65+ group alone at 31%, up from 29% last year.Deal satisfaction dropped to 59%, down from 68% last year. Shoppers came in with sharper expectations and left with a more critical eye.69% of items sold for under $20, while just 3% were priced above $100.Average spend per item: $23.23, down from $24.59 last year. Average household spend: approximately $143, with the average order at roughly $47.Shoppers came armed with a price comparison. 41% placed 3 or more separate orders, and 53% compared prices at Walmart and Target before buying on Amazon — while 49-50% cross-shopped Walmart throughout the entire event.

Fierce competition fueled the frenzy

Prime Day was not the only game in town. Nearly every major retailer ran a parallel event, creating the most concentrated deal week in recent retail history:

Walmart: the weeklong Walmart Deals event (June 22 to 28) pulled roughly half of Prime Day shoppers (49 to 50%) into cross shopping.Target: Target Circle Deal Days ran head to head with Prime Day (June 23 to 26) and engaged 32% of Prime Day shoppers.TikTok Shop: Deals For You Days stretched June 17 through July 2, its longest summer event yet, with discounts up to 65% on peak days that landed squarely on Prime Day.Ulta Beauty: the Big Summer Beauty Sale ran June 19 through July 11 with up to 40% off across makeup, skin care, hair, and fragrance. The beauty retailer cheekily titled their promo code “PrimeTime.”

Beauty’s winners were built on search

Branded search is gaining ground. One in five estimated beauty purchases on Prime Day 2026 started with a brand name search — up from 17.4% a year earlier. Shoppers increasingly arrive knowing exactly what they want.

For beauty brands, that shift in Search behavior changes everything about how deals are planned, paced, and promoted.

“The single most searched beauty term on Prime Day was the brand name “medicube”. Not sunscreen, not mascara, a brand. For as long as I’ve done this work, generic terms owned the top of search and brands fought for position underneath them. That flipped this year, and I don’t believe it flips back. Put that next to growth cooling from 30% to 9% and the message is uncomfortable but clear: Amazon is done growing your business for you. The meaningful growth is now share you take from a competitor, by name, because the shopper typed yours instead of theirs.” —Dave Karlsven, SVP, Partnerships & Growth at Market Defense.

This Year’s Beauty Power Players:

Medicube held the #1 overall beauty spot for the second consecutive Prime Day, growing share from 9.3% in 2025 to 13.23% in 2026.Medicube is also the #1 branded search term in skincare YTD at 1.99 million monthly searches, up 47.6% from last year.K-beauty is no longer a niche win, it’s a search-wide movement. Korean beauty brands captured 10.5% of all beauty search during Prime Day 2026, up from 6.5% in 2025, and drove nearly 19% of the entire Prime Day beauty search lift.Two ingredient-led skincare brands broke into the overall top 10 best-selling beauty brands for the first time at Prime Day 2026: Anua and The Ordinary.Value beauty found an opening in hair care. Native Coconut & Vanilla Shampoo and Conditioner Set claimed the #1 spot, displacing Olaplex, which held the position last year.Men’s hair health is now a dominant search story. Minoxidil for men was the #1 branded search term in hair care during Prime Day 2026, pulling 1.21 million monthly Amazon searches YTD, up 23.5% from last year.Eyes led makeup this Prime Day. Six of the top 10 best-selling makeup products were eye products, with mascara the #1 non-branded search term and lash clusters the #2, pulling 1.4 million and 1.79 million monthly Amazon searches respectively.Tarte Cosmetics placed two mascaras in the overall beauty top 10 and a concealer in the makeup top 10 — three products across two top 10s in two different formats, the broadest single-brand product presence of any makeup brand this Prime Day.Sol de Janeiro’s Cheirosa 62 claimed the #1 best-selling fragrance on Amazon for the third consecutive Prime Day, placing two products in both the fragrance and overall beauty top 10 simultaneously.Men’s fragrance owned the Prime Day leaderboard. Nautica, Afnan, and RASASI claimed 3 of the top 10 fragrance best sellers, up from just 1 in 2025, a shift that tracks a global category growing nearly 9% annually, with 62% of men aged 25-40 now calling fragrance a daily essential.

Why did some brands win while others watched?

Prime Day 2026 was harvest time, not planting time. The winners planted in the weeks and months before the event, building demand off Amazon and investing in search visibility, then harvested on day one when traffic peaked.

Bidding wars got brutal: some category cost per click rates hit $60 during the event.AI-referred traffic jumped 89% YoY and converted 40% better than email or paid search.Brands that waited for traffic to come to them watched it go somewhere else.

“Prime Day 2026 reinforced that the cost of growth on Amazon continues to rise. With U.S. e-commerce sales surpassing $26 billion during the event, brands faced higher advertising costs, greater promotional intensity, and increased pressure on margins. The opportunity for the rest of 2026 isn’t simply to spend more, it’s to spend smarter, allocating capital toward highest-return products and operating Amazon as an integrated business rather than a collection of disconnected functions. Efficiency has become one of the most durable competitive advantages in today’s marketplace.” —Karan Raturi, Chief Operating Officer at Market Defense

Some brands already found that balance during Prime Day 2026.

“A big takeaway from this Prime Day was that momentum compounds — brands that came into June having built consistent growth through Spring translated that baseline into something remarkable: doubling or even tripling their pre-event growth rate.  That kind of amplification doesn’t happen by accident.  What separated the winning brands was how they prioritized the event, focused discounts on hero skus at the same depth or deeper than last year — at a minimum of 25% off — and leveraged an omni-channel approach prior and during the event.  At Market Defense, we worked with our brands on TikTok shop, influencer and affiliate marketing programs that delivered 7-10X ROAS, email, social and PR tactics that drive discovery and demand in the run up to and during Prime Day.  60% of our entire portfolio activated some form of off-Amazon marketing for the event.  Building the right omni-channel strategy is the right foundation for our ads team to build upon – delivering a boost in ad sales, more efficiently, without overbidding and keeping TACOS in check on par with last year.” — Amy Rudgard, SVP, Client Strategy at Market Defense

The full findings, category by category, are available now in Market Defense’s complete “THE BEAUTY POWER PLAYERS: Amazon Prime Day June 2026 Report”: Amazon Prime Day June 2026 Report“

About Market Defense

Market Defense is a leading digital commerce platform and commerce media agency, helping the world’s most ambitious consumer brands accelerate growth across today’s most important marketplaces and digital commerce channels. As a strategic growth partner, the company delivers seamlessly connected marketplace operations, retail media, paid media, social commerce, influencer marketing, and full-funnel growth solutions across Amazon, TikTok Shop, Walmart, Google, Meta, and other leading commerce platforms. With a global operating model spanning every major commerce region, Market Defense enables brands to launch, scale, and optimize their marketplace businesses through a single, integrated partner.

Founded in 2017 and headquartered in Seattle, Market Defense and its subsidiaries partner with over 100 of the industry’s most recognized and fastest-growing brands, including SLIP, Guthy-Renker, Davines, Lattafa, Phlur, Neal’s Yard Remedies, Donnamax, Warner Bros., Grown Alchemist, and Viking Culinary. By combining deep marketplace expertise, proprietary technology, and data-driven execution, Market Defense enables brands to unlock sustainable, profitable growth while delivering a seamless consumer experience across every stage of the digital commerce journey.

Commerce, seamlessly connected.

For more information about Market Defense and its suite of services, visit https://marketdefense.com/

Media Contact: Kayla Clayton
Director, Enterprise Marketing
Kayla.Clayton@marketdefense.com

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SOURCE Market Defense LLC

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ITWA@Vietnam 2026 Brings Global Smart Electronics Manufacturing, Advanced Materials and Automation Technologies to Hanoi

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July 9, 2026

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HANOI, Vietnam, July 9, 2026 /PRNewswire/ — ITWA@Vietnam will run August 5–7, 2026 at VEC Hanoi. This leading manufacturing trade show offers free entry for industry professionals, combining product displays, expert forums, tech showcases and business matching to address automation upgrades, supply chain optimization and digital transformation for electronics, high-functional films, die-cutting and advanced materials sectors.

Targeted Industry Forums

Co-hosted with Vietnam’s most authoritative industry associations— VEIA, VAA, VASI and VAMI, the high-caliber industrial forums will address supply chain restructuring, AI smart factories and green manufacturing to ease local labor and component shortages. Two exclusive sessions are lined up: the Die-Cutting Industry Leaders Roundtable Forum will share Vietnam factory investment guidance and local sourcing demands, while the sustainable packaging forum will introduce eco-friendly materials compliant with regional environmental rules.

Skill Training & Tech Demonstrations

Partnered with GEA (formerly IPC), he 2026 Northern Vietnam Hand Soldering Contest will standardize local operational skills. Die-cutting practical courses will fix common processing flaws and issue official completion certificates. Visitors will also view live demos of embodied intelligent robots on site.

Full-Chain Exhibits

Global electronics brands Panasonic, REHM and GKG will exhibit components, SMT machinery and automated production lines. For films and tapes, exhibitors include China’s Shuangxing Plastic, Fujian Youyi, plus local Vietnamese manufacturers Vietnam Hangda Technology and Pantai Daxi (Vietnam). Their product range covers PI films, thermal conductive films, high-temperature tapes and waste gas treatment equipment, and local suppliers provide warehousing and fast delivery to reduce cross-border procurement risks. Pre-registered buyers include VinFast, Samsung and Foxconn.

Business Networking

Daily one-on-one buyer-seller matching and casual Happy Hour networking will foster stable supply chain partnerships. As Southeast Asia’s core smart manufacturing platform, it gathers factory managers, multinational executives and industry experts.

Mark your calendar for August 5–7 at VEC Hanoi. ITWA @ VIETNAM warmly invites every Vietnamese manufacturing enterprise leader and technician to register now! Step onto the global stage of electronics innovation, connect directly with world-class equipment and material providers, and seize game-changing opportunities to advance your factory and Vietnam’s whole electronics industry!

Register Now for Free Ticket

For more information, please visit: https://vietnam.itwa-asia.com/vn.html

Contact Us
For visit enquiry, please contact Mr. Sam Jia
Email: Sam.jia@rxglobal.com
WeChat/WhatsApp/Zalo: +8613601261540

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SOURCE ITWA@Vietnam

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Smardt Names Sandeep Nair Chief Executive Officer; Albert Yam Transitions to Board

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July 9, 2026

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DORVAL, QC, July 8, 2026 /PRNewswire/ — Smardt, a pioneer and global leader in oil-free centrifugal chiller technology, today announced the appointment of Sandeep Nair as Chief Executive Officer. Sandeep takes the helm as Smardt extends its oil-free heritage into a broader portfolio of thermal management solutions and deepens its position in fast-growing markets led by AI-driven data centers. He succeeds Albert Yam, who transitions to Executive Director on Smardt’s Board.

Sandeep is a seasoned global executive with more than two decades of president-level leadership at Emerson Electric across the HVAC, data center, telecom and industrial sectors. He has managed businesses ranging from $100 million to over $1 billion in revenue, with responsibility for operations across North America, Europe and Asia.

He previously served as President, Asia Pacific, Middle East & Africa at Copeland (formerly Emerson Commercial & Residential Solutions), where he delivered record profitability and cash flow, accelerated growth and successfully led portfolio transformation. Across his career, he has built a reputation for value creation by driving growth, operational excellence and business transformation, with deep expertise in lean methodologies, manufacturing consolidation, product platform development, and strategic portfolio actions including acquisitions and divestitures.

“On behalf of the Board, I am pleased to welcome Sandeep as Chief Executive Officer,” said Albert Yam, Executive Director of Smardt’s Board. “His track record of scaling global businesses and his depth in our core markets make him the right leader for Smardt’s next chapter, and I look forward to supporting him in this role.”

Smardt enters this transition from a position of strength, with an installed base of over 12,000 oil-free chillers operating worldwide and manufacturing across five countries. Building on its leadership in oil-free centrifugal technology, the company has expanded into heat pumps and air-side systems through its Smardt AIR division, broadening its role in the buildings and infrastructure its customers depend on.

Sandeep’s mandate centers on this next phase of growth: strengthening Smardt’s position in critical infrastructure for AI-driven data centers, where he brings direct experience having led the creation of a new business platform for turnkey data centers, while extending the company’s reach into adjacent markets including pharmaceuticals, semiconductors, new energy, green building projects, and infrastructure.

“I am honored to lead Smardt at such a pivotal stage in its journey,” said Sandeep Nair, Chief Executive Officer of Smardt. “Smardt’s leadership in oil-free technology and the strength of its global teams provide an exceptional foundation, and I look forward to working with our talented teams worldwide to accelerate growth, build on the strong legacy of innovation and deliver greater value across our business, for our customers, employees, and partners alike.”

As CEO, Sandeep will work closely with the Board to strengthen Smardt’s management infrastructure, advance its digital transformation, and reinforce corporate governance.

About Smardt
As a global leader in oil-free centrifugal chiller technology with an expanding portfolio of thermal management solutions, Smardt is dedicated to delivering high-efficiency and energy-saving systems for industries, real estate developments, health care and educational centers worldwide. We operate manufacturing facilities in the US, Canada, Germany, China, and Australia, with a team of over 1,000 employees. With a focus on reliability, performance, and environmental stewardship, Smardt continues to redefine industry standards through advanced engineering and a commitment to a more sustainable future.

Media Contact:
cam.whitelaw@smardt.com

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SOURCE Smardt Inc

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RTX’s Collins Aerospace opens UK Engineering Center of Excellence to advance next-generation aircraft systems

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July 9, 2026

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Modular and scalable test facility drives innovation for electric thrust reverser actuation systems

WOLVERHAMPTON, England, July 9, 2026 /PRNewswire/ — Collins Aerospace, an RTX (NYSE: RTX) business, announced today its Engineering Center of Excellence in Wolverhampton, U.K. is fully operational, advancing next-generation electric thrust reverser actuation systems (elecTRAS™). The CoE is home to a new state-of-the-art, modular and scalable test facility designed to facilitate innovation in aircraft actuation system design, testing and certification.

With a more streamlined solution, elecTRAS supports the elimination of actuation hydraulic interfaces and fluids and facilitates a 15-20% reduction of the nacelle actuation weight at the integrated aircraft system level. Wolverhampton’s advanced testing capabilities simulate real-world conditions for aircraft components, actuators, subsystems, and full systems. By integrating early-stage test results into system analysis, potential issues are resolved quickly, reducing delays and enhancing distinctive design scalability for future applications.

“Our Engineering Center of Excellence reflects RTX’s commitment to delivering innovative, efficient and cost-effective solutions for the aerospace industry,” said Ajay Mahajan, president of Advanced Structures at Collins Aerospace. “This unique modular approach supports the industry’s transition to more-electric systems, aligning with original equipment manufacturers’ forward-looking goals while improving fuel efficiency, operational performance, and ease of maintenance.” The Wolverhampton test capability spans from modules to integrated systems. This allows for scalability and interchangeability, reducing development time and cost while enabling the facility to support multiple programs and system variants.

Co-located elecTRAS systems and nacelle actuation design expertise streamlines development and fosters efficient collaboration. Highly skilled engineers at the facility are driving innovation in electric systems, smart algorithms, and motor control architecture, while continuing to support current fleets. Already in use on the Airbus A350 family, Collins’ elecTRAS technology has logged more than 15 million flight hours and 2.2 million flight cycles on more than 700 aircraft as of 2025.

About Collins Aerospace

Collins Aerospace, an RTX business, provides advanced aerospace and defense solutions across avionics, aircraft interiors, aerostructures and engine components, mission systems, and power and control systems. Our global employees are dedicated to delivering innovative technologies to enhance aircraft performance, passenger comfort, operational safety and reliability.

About RTX

With more than 180,000 global employees, we push the limits of technology and science to redefine how we connect and protect our world. With industry-leading capabilities, we advance aviation, engineer integrated defense systems for operational success, and develop next-generation technology solutions and manufacturing to help global customers address their most critical challenges. The company, with 2025 sales of more than $88 billion, is headquartered in Arlington, Virginia.

For questions or to schedule an interview, please contact corporatepr@rtx.com.

 

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SOURCE RTX

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