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Beauty Was Amazon’s Most-Purchased Category During Prime Big Deal Days 2026, Market Defense Report Finds

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Beauty shoppers searched almost as much in two days as in four, bought with intent at close to full price, and started their holiday shopping in beauty

SEATTLE, Oct. 19, 2026 /PRNewswire/ — Beauty & Cosmetics was the most-purchased category on Amazon during Prime Big Deal Days 2026, bought by 32% of shoppers, up from 22% and third place in 2025. Market Defense’s “THE BEAUTY DEALMAKERS: Amazon Prime Big Deal Days October 2026 Report” uncovers which brands, products and searches made moves during the two-day event, and what October’s results signal for Black Friday, Cyber Monday and the rest of the holiday season.

THE BEAUTY DEALMAKERS: Amazon Prime Big Deal Days October 2026 Report

“Five years in, Prime Big Deal Days keeps getting bigger, and beauty is making quite the impression. This year, beauty was Amazon’s #1 most-shopped category, with skincare brands claiming 9 of the top 10 bestselling brand spots. Kind of a big deal! So, what’s behind beauty’s big showing at this year’s event? Influencers fueled discovery, while established brands found fresh fans through the tried-and-true magic of a great product. And with most holiday gifting still ahead, there’s more momentum to make the most of.” — Vanessa Kuykendall, Chief Engagement Officer at Market Defense

Big Deal Days lifted online shopping

In its fifth year, Amazon’s fall Prime event ran October 6 to 7, 2026. The numbers tell the story:

Big Deal Days lifted online shopping across every U.S. retailer. Shoppers spent $9.86 billion online at all U.S. retailers combined during the two-day event (October 6–7), up 8.5% from $9.09 billion during Big Deal Days 2025. That growth outpaced last year’s event, which grew 7.3% over 2024.Shoppers bought from their phones. Of the $9.86 billion spent online at all U.S. retailers during Big Deal Days, $5.1 billion, or 52%, was bought on a phone. Mobile sales rose 12.8% from Big Deal Days 2025.Social media sent more shoppers to checkout. Shoppers referred from social media drove 7% of online sales at all U.S. retailers during Big Deal Days, up 40% from 2025, the fastest growth of any traffic source.Personal care was among the strongest online categories. Online sales of personal care products at all U.S. retailers rose 73% over September’s daily average during Big Deal Days.On Amazon, household spending nearly doubled compared with an average Tuesday or Wednesday. That lift was four times what Walmart saw in the first two days of its overlapping Fall Deals event.Amazon shoppers spent more per trip. The average order was $48.74, up 7% from $45.42 last year and above June’s $47.66. Household spend reached $114.01, up 9%.Deal satisfaction kept slipping: 55% of Amazon shoppers were very or extremely satisfied, down from 58% in 2025 and 59% at June’s Prime Day.

Beauty took the top spot on Amazon

Beauty & Cosmetics was the most-purchased category on Amazon at 32% of shoppers, up from 22% and third place at Big Deal Days 2025.Beauty led Amazon’s deals page. Of the 7,384 deals on the main page, averaging 30% off, Beauty & Personal Care was the most-featured category on both days, at 19% of all deals and 30.6% off.Shoppers searched for beauty almost as much in two days as in four. During the week of Big Deal Days, Amazon shoppers ran 152.4M beauty searches, 87% of the search volume in June’s four-day Prime Day week.Shoppers who knew what they wanted bought more often. During the week of Big Deal Days, Amazon beauty searches for a specific product or ingredient converted at 18.0%, up from 11.6% last year. All non-branded beauty searches converted at 14.7%, up from 10.6%.Derm brands gained ground. La Roche-Posay, CeraVe, EltaMD, Vanicream and Differin together took 20.8% of beauty share of sales on Amazon during Big Deal Days, up from 17.1% last year. La Roche-Posay rose to #1 in all of beauty at 8.9%.medicube kept its shoppers while its hero product changed. It stayed the #1 beauty search on Amazon, ranking #3 among all Amazon searches at both June’s Prime Day and Big Deal Days. Its June hero, the PDRN balm stick, fell from the #1 most clicked beauty product to #92, and the medicube Zero Pore Pad took over the #1 spot.K-beauty gained share and stole the clicks. medicube, Biodance, Anua and Dr.Althea together took 12.8% of beauty share of sales, up from 10.6%, and 7 of the 10 most-clicked beauty products on Amazon during event week were K-beauty.Luxury beauty shoppers searched by brand. At least 34.6% of purchases from Amazon Luxury beauty searches during the week of Big Deal Days started with a brand name, about double the 17.6% across all beauty.

Holiday shopping starts in beauty

Holiday shopping kicked off in beauty. During the week of Big Deal Days, Beauty was the #1 clicked category on Amazon for the searches “gifts,” “christmas gifts,” and “stocking stuffers,” ahead of toys and home. “Stocking stuffers” alone jumped from the #75,455 search on Amazon at June’s Prime Day to #1,079. The number of different gift-related beauty searches grew from 14 in June to 121.Amazon shoppers aren’t ready to buy for the holidays yet. 20% bought gifts during the event, down from 23% at Big Deal Days 2025, and 56% were still unsure what they wanted. Still, 83% plan to shop Amazon for holiday items in the next three months.Big Deal Days shoppers plan bigger holidays. 43% of Amazon Big Deal Days shoppers expect to spend more on the holidays than last year, compared with 36% of all U.S. adults.

“Standing out in November will take more than a discount: you’ll need strong creative, branded search, and a clear gift message. Build engagement before the event, and your deals show up on those pages without needing to buy the placements during the event.” — Jonathan Wilner, SVP, Commerce Media at Market Defense

The competition answered with loyalty perks

Fewer Amazon shoppers split their spending with competitors. Among Amazon’s Big Deal Days shoppers, 33% also shopped Walmart’s fall deals event and 24% shopped Target Circle Deal Days, down from 36% and 27% at Big Deal Days 2025. And Amazon shoppers who also bought during Walmart’s event spent 8% more on Amazon than the average Big Deal Days shopper.Beauty retailers answered Big Deal Days with loyalty perks. Target ran Circle Deal Days on the same October 6–7 dates, with up to 40% off and 30% off select skin care, hair care and cosmetics. Ulta offered Rewards members 20% off, Sephora offered 5x points on Sephora Collection, and Dermstore gave Rewards members 30% off select brands.

“October is not a lesser Prime Day. It is a different event: shorter, more planned, less price driven, and the first real moment of holiday gifting. Beauty brands that treat it as an early holiday launch, with gift-ready offers, seasonal heroes, and brand demand built in advance, carry that momentum straight into Black Friday.” — Dave Karlsven, SVP, Partnerships & Growth at Market Defense

Category standouts

Acne care led skin care during Big Deal Days. Mighty Patch Original pimple patches were the #1 best-selling beauty product on Amazon and the #1 skin care product. PanOxyl’s acne foaming wash ranked #7 in skin care and #10 across all of beauty. “Pimple patches” was the #2 non-branded skin care search, and the search climbed from #122 on Amazon at June’s Prime Day to #51 in October.The pores have it. Four of the 10 best-selling skin care products on Amazon were breakout and pore treatments, each built on a different active: Mighty Patch (hydrocolloid), medicube Zero Pore Pads (AHA plus BHA), PanOxyl (benzoyl peroxide) and The Ordinary (glycolic acid).Skin care swapped summer for fall. The “sunscreen” search term dropped in ranking from #53 search on Amazon to #479. Rich creams moved in: ANUA’s PDRN hyaluronic cream, Illiyoon’s ceramide cream, and Dr.Althea’s 345 relief cream all ranked among the 10 most clicked beauty products in October. Without sun care, skin care searches dipped just 11% from June to October.Professional hair showed up by name. Color Wow, Amika, Dyson, Redken, Olaplex, K18 and Kérastase together made up about 27% of prestige beauty purchase demand on Amazon. Color Wow Style on Steroids was the #1 most-clicked prestige product at about 35,000 clicks, and Dyson Airwrap was #4 at about 30,000.Color-changing foundation went viral between June’s Prime Day and October’s Big Deal Days. The search “color changing foundation” climbed from #19,528 to #381 in Amazon search rank, “smooche color changing foundation” was the #1 branded makeup search, and two color-changing foundations, Smooche and Luxe, ranked among the 14 most-clicked beauty products during Big Deal Days week.Eyes still lead makeup. Mascara was the #1 non-branded makeup search on Amazon at October’s Big Deal Days, as it was at June’s Prime Day. “Lash clusters” climbed from the #114 search on Amazon in June to #48 in October, and “magnetic eyelashes” jumped to #162 after missing the top tier of beauty searches in June.Men made their move in hair care. Just For Men jumped to #4 among best-selling hair care products on Amazon, and its hair care share grew 7x from PBDD 2025. Rogaine’s share grew about 57%, making it the #7 hair brand, and “minoxidil for men” was the #1 branded hair search.Men’s scents doubled their presence. Armaf, Nautica, Rasasi and Afnan men’s fragrances held 4 of the top 10 fragrance spots on Amazon during Big Deal Days, double PBDD 2025.Sol de Janeiro is still fragrance’s most-searched name: the #1 branded fragrance search at October’s Big Deal Days, ahead of “The Summer I Turned Pretty” fragrance (#2), and the top luxury beauty search overall. But competition is heating up: its brand search slipped from #90 at June’s Prime Day to #173, Victoria’s Secret lost the top click on “perfumes for women,” and after three straight Prime events at #1, Cheirosa fell to #3, making room for a new mist brand.

“Move over, Sol de Janeiro. eos took the top two fragrance spots at Big Deal Days, with its new Pumpkin Chai Body Mist at #1 and Cashmere Vanilla Body Mist at #2, up from #4 at June Prime Day. eos only launched its mists in December 2025, and within two weeks it was the #1 mass fragrance mist brand in the U.S. Here’s what I’d tell brands: eos built its name on lip balm, so don’t let your legacy hold you back from jumping into a new category.” — Amy Rudgard, SVP, Client Strategy at Market Defense

Retail media, influencer & AI

Creators drove discovery. Affiliates and influencers drove 21.9% of total U.S. online sales during Big Deal Days and converted at 11 times the rate of social networks overall.Ads were cheaper than last year’s Big Deal Days. Among the 800+ Amazon advertisers on Skai’s platform, cost per click averaged $1.46, down 9% from $1.61 at Big Deal Days 2025.Beauty was the top category for Amazon advertisers. Among Skai’s Amazon advertisers, Beauty & Personal Care ad revenue rose 314% during Big Deal Days over the 30 days before the event, more than any other category. Conversion rose 29% and average order value 16%.Most of the ad spend came before the event started. 83% of Skai advertisers’ Amazon ad spend across the 32-day Big Deal Days window came before the event opened.Amazon credits its shopping assistant with $12 billion in added annual sales, and its monthly users more than doubled in a year.Some 300 million customers used Amazon’s shopping assistant in 2025, and Google’s AI Mode has more than a billion monthly users.

“Beauty deals clustered tightly this year. More than half sat in the 30–39% off band, and only about 1 in 9 cleared 40%. When every offer looks the same, the win goes to the brand whose listing Alexa for Shopping can understand well enough to recommend when a shopper asks what to buy.”- Marty Borotsik, SVP, Tech and AI at Market Defense

Looking ahead to the holidays

Beauty shoppers were already buying at close to full price in October. The typical price paid for beauty on Amazon dipped less than 1% during Big Deal Days, compared with almost 6% at June’s Prime Day.

“My advice to beauty CEOs heading into the final months of 2026 is to prioritize capturing demand rather than manufacturing it through aggressive promotions. The brands that outperform this holiday season won’t simply be those driving the most revenue, but those converting consumer demand into profitable growth.” –Karan Raturi, Chief Operating Officer at Market Defense

Next up, Market Defense will publish its Prime Big Deal Days Home & Kitchen report, with a focus on cookware. “It’s all about the kitchen on Amazon right now. Cookware and kitchen tools and gadgets are having a moment. From meal prep for the upcoming holiday entertaining season to gifting the latest and affordable kitchen tools and gadgets, consumers are looking to simplify everyday cooking while prioritizing performance and durability. We’re excited to help culinary brands realize their full potential on Amazon,” said Trisha Hubbard, VP of Lifestyle Partnerships at Market Defense.

The full findings, category by category, are available now in Market Defense’s complete “THE BEAUTY DEALMAKERS: Amazon Prime Big Deal Days October 2026 Report”: Amazon Prime Big Deal Days October 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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Harlem Children’s Zone Acquires FinTech Platform, Goalsetter, to Accelerate Universal Economic Mobility

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Acquisition combines HCZ’s proven model with Goalsetter’s innovative financial education technology to expand access and impact at scale

NEW YORK, Oct. 22, 2026 /PRNewswire/ — Today, Harlem Children’s Zone (HCZ), one of the nation’s leading anti-poverty organizations, announced the acquisition of Goalsetter, a financial technology platform that delivers best-in-class, engaging, technology-enabled learning experiences for people seeking to enhance their financial know-how, capabilities, and confidence.   

The acquisition marks a significant step in HCZ’s Wealth Builds–Universal Economic Mobility (WB-UEM) strategy, a national framework designed to help children and families build long-term economic security through cradle-to-career supports, financial education and experiences, and direct access to capital via a Child Capital Stack of asset boosts.

“We know that economic mobility is a two-generation challenge,” says Harlem Children’s Zone CEO Kwame Owusu-Kesse. “With this acquisition, we are solving for a critical component of Universal Economic Mobility by melding a proven financial education platform and HCZ’s decades of experience providing people with the knowledge and tools to build strong futures for themselves and their families. This is more than an investment in financial education. It is an investment in critical national infrastructure for economic mobility.”

Harlem Children’s Zone has decades of experience driving outcomes at scale, beginning as a one-block pilot, expanding to over 100 blocks in Central Harlem, and now working with over 70 communities across the United States. HCZ seeks to use its learnings, decades of experience driving outcomes at scale, and renowned best practices to provide pathways to economic mobility for all of America’s children and families.

“Goalsetter was built on the belief that everyone should have access to the financial knowledge and tools that can shape their future and livelihood,” said Tanya Van Court, Chief FinTech Officer at Harlem Children’s Zone and Founder of Goalsetter. “Joining Harlem Children’s Zone gives us an extraordinary opportunity to build on that work. Together, we can continue enhancing the platform, expand access for learners of all ages and walks of life, and demonstrate what is possible when mission, innovation, and technology come together to serve the most people.”

Goalsetter creates opportunities to deliver high-quality, developmentally appropriate and culturally relevant financial education with extensive reach,  including to low-income and rural communities that have historically had limited access to these resources. Its current offerings include Goalsetter Classroom, which provides standards-aligned financial education curriculum for middle and high school students, and MoneyLingo, a mobile-first financial education experience for college-aged students and adults in the workforce, covering practical topics such as saving, investing, credit, debt, and financial decision-making.                                                         

“This acquisition sends an important signal to the field,” said Owusu-Kesse. “Social impact organizations should not have to choose between mission and scale. By bringing a proven technology platform into HCZ, we’re demonstrating how non-profit organizations can be centers of business excellence, using vehicles of innovation, AI, and technology to create efficient and effective pathways to scale and impact. This acquisition strengthens our in-house capacity to build, innovate, and continuously improve outcomes.”

The organization plans to build upon Goalsetter’s existing offerings by exploring financial education products for younger learners and creating opportunities to establish a continuous financial learning journey from early childhood through adulthood.

“This is ultimately about extending opportunity to all,” added Owusu-Kesse. “By connecting financial education, technology, family engagement, and access to assets, we can help create more accessible pathways to economic mobility.”

Services to current Goalsetter clients will be unaffected by this acquisition.

View original content:https://www.prnewswire.com/news-releases/harlem-childrens-zone-acquires-fintech-platform-goalsetter-to-accelerate-universal-economic-mobility-302917320.html

SOURCE Harlem Children’s Zone

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Common Ground in the Battlegrounds? Surveys Reveal Widespread Bipartisan Agreement in 11 Competitive States and 28 Congressional Districts, as Well as Nationally

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Bipartisan Majorities Say If Congress Were to Listen to the People More, They Would More Likely Find Common Ground

COLLEGE PARK, Md., Oct. 22, 2026 /PRNewswire/ — The Program for Public Consultation (PPC) conducted extensive surveys in competitive states and congressional districts, as well as nationally, revealing a remarkable level of bipartisan common ground.

Majorities of both Democrats and Republicans agreed on: 

106 policies nationally 82 policies in all states and districts surveyed101 policies in at least two-thirds of all the states and districts surveyed

Over 40,000 Americans were surveyed in two waves with representative samples of 600-2,016 in each of the 11 competitive states surveyed, and 400-592 in each of the 28 competitive congressional districts surveyed, and 1,200-2,509 nationwide.

Nearly all policy questions were based on congressional legislation or executive branch proposals. 

Fourteen policy topics were covered: Artificial Intelligence, Housing, Healthcare, Low-Income Assistance, Families and Children, Social Security, Immigration, Abortion and Birth Control, Energy and Environment, Federal Taxes, Campaign Finance, Government Reform, Criminal Justice and America’s Role in the World. For every topic, most policies had bipartisan agreement across every battleground surveyed.

The policy questions used in these national and battleground surveys were chosen because they elicited bipartisan support in previous in-depth national surveys conducted by PPC, in which respondents received briefings on the topic and evaluated pro and con arguments for the proposed policy.

Steven Kull, director of PPC, comments, “What is striking here is that these surveys revealed widespread bipartisan agreement on over a dozen key issues that Congress has failed to resolve, from costs of healthcare, to risks of artificial intelligence, to Social Security’s impending insolvency, and many more. Clearly, there is far more common ground among the American people than there is in Congress.”

Americans Think Public Opinion Should Have More Influence
Respondents were also asked about the role of public opinion in policymaking. Across the battlegrounds, on average, respondents estimated that federally elected officials make the same decisions that the majority of Americans would make just 35% of the time.

Large majorities believe polarization in government comes not from the American people but from elected officials, and that more influence for the people would help break the logjam in Congress (Democrats 62 to 88%, Republicans 66 to 89%).

Perhaps most germane, overwhelming majorities of Democrats and Republicans in the battlegrounds believe that if members of Congress were more influenced by the people, they would be more likely to find common ground (Democrats 82 to 97%, Republicans 80 to 95%), and better serve the common good (Democrats 77 to 94%, Republicans 79 to 94%).

Steven Kull adds, “On the basis of this study, it does appear that the public is correct that if the people had more influence, Congress would be more likely to find common ground, and thus  function better.”

Americans also say that public opinion should play a substantial role in news reporting about policy. Over two-thirds say news reports on policy matters should include public opinion data most of the time or always when reliable information is available (Democrats 71 to 88%, Republicans 67 to 89%). Similarly, when Congress is about to vote on a law, large numbers say it is very or extremely important for news outlets to report whether a majority of Americans favor or oppose it (Democrats 65 to 84%, Republicans 60 to 85%).

MORE INFORMATION

Battlegrounds Common Ground SheetIndividual State and District Results, Questionnaires and MethodologiesNational Questionnaire with Toplines, Crosstabs and Methodology

About the Surveys
The state and district surveys used for this analysis were fielded July 21 – August 17, 2026, to a total of 19,949 adults, and May 27 – July 1, 2026, to 19,564 adults. They included 600-2016 in each of the 11 states, and 400-592 in each of the 28 congressional districts. Response rates ranged from 7.1 to 9.0%. Confidence intervals range from +/- 2.9 to 8.1%, and maximum weights range from 1.9 to 10.0.

The national surveys were fielded February 11-26, 2026, with 2,509 adults, and March 11-19, 2026, with 1,200 adults. The response rates were 7.6% and 8.3%, respectively. The confidence interval is +/- 2.9% for both surveys, and the maximum weights are 2.5 and 1.9.

The sample was obtained from multiple online opt-in panels, including Cint, Dynata and Prodege. Sample collection and quality control were managed by QuantifyAI under the direction of the Program for Public Consultation. The surveys were offered in both English and Spanish.

The samples were pre-stratified and weighted by age, race, ethnicity, gender, education, household income, marital status, and home ownership to match the general adult population. The national sample was further weighted by Census region. The distribution of partisan affiliation was within expectations, based on voter registration data for non-leaners and/or Cook’s Partisan Voting Index for leaners, or weighted to reflect those benchmarks.

About the Common Ground in the Battlegrounds? Survey Series
This effort aims to identify bipartisan common ground in competitive states and districts across the nation. The project seeks to educate the public, policymakers and candidates about the findings; and provide journalists with independent, nonpartisan research that brings the public into the conversation about public policy.

In addition to PPC, project partners include the Civic Innovation Center at the University of Maryland (CivIC) and Voice of the People (VOP), a national nonpartisan organization seeking to give the public a greater voice in government. None of these entities advocate for policy positions or endorse candidates.

States surveyed: Alaska; Georgia; Iowa; Maine; Michigan; Minnesota; Montana; Nebraska; New Hampshire; North Carolina; Ohio; and Texas.

Congressional Districts surveyed: Arizona’s 1st and 6th; Colorado’s 8th; Iowa’s 1st, 2nd, 3rd and 4th; Maine’s 2nd; Michigan’s 4th, 7th, 8th and 10th; Montana’s 1st; Nebraska’s 2nd; Nevada’s 3rd; New Jersey’s 7th and 9th; New Mexico’s 2nd; New York’s 3rd, 4th, 17th and 19th; Oregon’s 5th; Pennsylvania’s 1st, 7th, 8th and 10th; and Washington’s 3rd.

The survey series excluded several competitive districts because they were in states that had recently been redistricted and thus had no Census data yet to use for demographic benchmarks.

Program for Public Consultation
The Program for Public Consultation (PPC), affiliated with the University of Maryland’s School of Public Policy, seeks to improve democratic governance by consulting the public and bringing the people’s views into the public discourse. It conducts surveys with representative samples on policies proposed by elected officials and shares its findings with government officials, the media, other academics, and the general public.

Civic Innovation Center
The Civic Innovation Center (CivIC) at the University of Maryland’s School of Public Policy works to strengthen the foundations of civic health. It contributes to important debates about civic education, civic engagement, and needed democratic reforms in the state of Maryland and nationwide, in partnership with other BIG 10 universities. It works to build the connective tissue that brings together students, scholars and practitioners to help elevate the UMD community’s contribution to our wider democracy.

Voice of the People
Voice of the People (VOP) is a nonpartisan organization working to re-anchor our democracy in its founding principles by giving ‘We the People’ a greater and more effective voice in government. It champions innovative methods and technology that enable the American people to play a role in the policymaking process and provide policymakers with a more accurate understanding of the views of their constituents.

Contact: Jonathan Casaverde, jonathan.casaverde@wardcirclestrategies.com,(786) 469-9422

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SOURCE Program for Public Consultation

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FDA grants 510(k) clearance for BoneEnhance, the first machine learning layer on RIVANNA’s Accuro XV platform

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Anatomy segmentation and three-dimensional skeletal visualization arrive with this clearance; an injury detection module for clinical decision support is in development on the platform roadmap

CHARLOTTESVILLE, Va., Oct. 22, 2026 /PRNewswire/ — RIVANNA®, developer of AI-enabled clinical decision-support solutions, today announced that the U.S. Food and Drug Administration (FDA) has granted 510(k) clearance for BoneEnhance®, a machine learning software module for the Accuro® XV diagnostic ultrasound system. The module segments bone and surrounding tissues and supports visualization of skeletal anatomy in three dimensions during image review.

The clearance moves the platform from acquisition toward interpretation. Accuro XV was cleared in April 2026 for B-mode imaging in musculoskeletal conventional and superficial applications. Its conformable three-dimensional probe automates large field-of-view image acquisition after initial patient positioning. BoneEnhance is the first machine learning software module cleared for the platform.

BoneEnhance identifies bone and surrounding tissues

Each automated acquisition creates a volumetric dataset for review. BoneEnhance identifies bone and surrounding tissues within that volume, then highlights them with color-coded overlays on the two-dimensional B-mode image. The original anatomical data remain unaltered and visible beneath the overlays. A three-dimensional indicator beside the image shows the scan orientation and the location of the displayed slice within the volume.

A platform milestone

The sequence is deliberate: decision support begins at acquisition. Accuro XV acquires the image; BoneEnhance identifies and labels the anatomy within it. Behind the integrated workflow stands a worldwide intellectual-property portfolio of more than 100 issued and pending patents across more than 20 patent families.

“We founded RIVANNA to solve a problem that cuts across care settings: decision-critical information sits outside the point-of-care workflow,” said Will Mauldin, PhD, Co-founder and CEO of RIVANNA. “BoneEnhance is where the stack begins to close that gap for musculoskeletal care: automated volumetric acquisition, now paired with cleared software-assisted review. This clearance is the foundation: the first machine learning layer, anchoring the decision-support capabilities now in development.”

Independently validated within a nationwide eight-site study

BoneEnhance was trained and validated within RIVANNA’s nationwide eight-site clinical study. Three sites contributed the training data; the other five provided the independent test set of 233 volumetric datasets, comprising 69,900 images from 173 subjects. None of the test data were used for training or tuning. Three board-certified radiologists established the reference labels, and per-volume label prediction accuracy, a measure of anatomical labeling, ranged from 95.1% to 100.0%.

Separate from the validation supporting this clearance, the platform’s automated acquisition carries peer-reviewed evidence: in a published study of 205 patients in the Journal of Emergency Medicine (DOI: 10.1016/j.jemermed.2025.11.011), operators with one hour of hands-on training acquired wrist and ankle images rated adequate for diagnostic interpretation in more than 90% of scans, with image quality comparable to physician-acquired scans.

“This clearance reflects the strength of the team RIVANNA has built across AI development, clinical affairs, and regulatory execution, and the commitment of the clinical sites that partnered with us to generate the evidence,” said Delphine Le Roux, PhD, PMP, Senior Director, Market Access and Strategic Partnerships at RIVANNA. “None of it happens without BARDA’s sustained support, which allowed us to do this the right way: rigorous, multi-site, and independent. The infrastructure, partnerships, and regulatory playbook we established for BoneEnhance are designed to carry forward. That execution engine is what positions us to pursue the next clearance with confidence.”

The next layer in development

The platform’s progression continues with an investigational musculoskeletal injury detection module. Where BoneEnhance labels the anatomy, the new module is being developed to assist clinicians in evaluating potential extremity fractures within acquired ultrasound images. The nationwide clinical study that trained and validated BoneEnhance, now expanded from eight to ten sites, is building the datasets used to train the module. Because the sites and data infrastructure were established once and are reused for each new module, every subsequent module builds on the program’s federal investment.

Federal funding acknowledgment

This project has been supported in whole or in part with federal funds from the U.S. Department of Health and Human Services; the Administration for Strategic Preparedness and Response (ASPR); Biomedical Advanced Research and Development Authority (BARDA), under contract number 75A50121C00035.

About Accuro XV

Accuro XV is a portable, small-footprint point-of-care volumetric ultrasound imaging system for musculoskeletal imaging. Its conformable three-dimensional probe automates large field-of-view B-mode image acquisition without ionizing radiation. BoneEnhance is a cleared machine learning software module available during review of Accuro XV volumetric image acquisitions. It segments bone and surrounding tissues and supports visualization of skeletal anatomy in three dimensions.

An investigational computer-aided musculoskeletal injury detection module is in development for Accuro XV. It is designed to assist clinicians in detecting extremity fractures from volumetric ultrasound and annotating soft-tissue signs associated with injury, and to support triage decisions, including referral for additional radiographic imaging.

Accuro XV is designed to provide a fracture-care layer at the point of triage, helping to streamline emergency department workflows, expedite evaluation of low-severity extremity injuries, and reduce reliance on X-ray referrals. The platform is designed to support just-in-time training to promote consistent use across clinical experience levels, advancing a shared mission to transform musculoskeletal injury care while supporting broader emergency preparedness objectives.

About RIVANNA

RIVANNA is a medical technology company developing clinical decision-support solutions powered by proprietary clinical datasets, AI models, and purpose-built imaging hardware. The company’s platform is designed to automate complex anatomical analysis at the point of care, support faster and more confident clinical decisions, reduce variability, and expand access to advanced capabilities. Its initial applications address interventional guidance and trauma triage, beginning with neuraxial procedures and musculoskeletal injury assessment. RIVANNA has established an FDA-cleared product portfolio and maintains a worldwide intellectual-property portfolio of more than 100 issued and pending patents. RIVANNA is headquartered in Charlottesville, Virginia, and operates an FDA-registered, ISO 13485:2016-certified manufacturing facility.

RIVANNA, Accuro, BoneEnhance, and the Rivanna Medical family of marks are registered and unregistered trademarks of Rivanna Medical, Inc. in the United States and other jurisdictions.

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