Today’s personal care shopper is always “on.” More than three in four U.S. consumers — 77 percent — think about shopping multiple times per week, according to Amazon Ads Beyond the Buy research. That reflects a broader shift in how people move through the modern media landscape, toggling between devices, apps, and entertainment in a near-constant state of discovery.

By the time someone buys a product, they’ve usually crossed paths with the brand far more often than they realize. Research shows consumers now engage with brands across an average of 11 touchpoints before making a purchase.¹ In fast-moving categories like personal care — where 90 percent of purchasing decisions happen within a single week² — early connections that happen before that timeframe can be pivotal.

The brands that win aren’t the ones shouting loudest at the moment of purchase. They’re the ones showing up consistently across a customer’s journey, earning a spot in the consideration set long before the final decision is made.

When it comes to personal care, most purchases are planned, not impulsive. In fact, more than 80 percent of purchases across categories like oral care, personal hygiene, feminine care, and hair removal are decided ahead of time, while spontaneous buying makes up less than 20 percent, according to Amazon Ads and GWI research.

The sense of routine runs deep. Nearly half of all purchases (49 percent) in oral care, personal hygiene, and feminine care are driven by routine, while 58 percent of shoppers say they know which brand they’ll choose before they even start shopping. Less than 13 percent switch brands at the point of purchase.

The good news for marketers is that despite personal care being routine-driven, advertising still breaks through. Over 40 percent of shoppers recalled seeing ads before making purchases — a sign that consistent visibility pays off.

With today’s shoppers going about their days in discovery mode, brands need to focus on earning attention long before a consumer starts actively shopping — and then nurturing them through their decision journey. For this, premium entertainment has become a critical touchpoint, as consumers are now spending over 90 minutes per day streaming TV.³

Streaming television, live events, and creator-driven content aren’t just ways to unwind — they’re part of a broader shift toward solo, self-directed time. Consumers now have three more hours of free time per week compared to 2019, according to McKinsey’s State of the Consumer 2025, and they’re spending it mostly on themselves. Solo activities like relaxing, social media, and shopping account for 90 percent of the post-COVID bump in free time.

At the same time, consumers have warmed to the idea of advertising as an embedded part of their media experience. Nearly three-quarters (73 percent) say they appreciate advertising that entertains, according to Amazon Ads’ From Ads to Zeitgeist report, and 63 percent believe that advertising has the power to shape and create culture.

Particularly in a category like personal care, where products are often deeply tied to identity and lifestyle, premium entertainment can create meaningful brand connections. Half of consumers say entertainment is now part of their shopping journey, and 54 percent report discovering brands while watching it.⁴

That engagement isn’t passive, either — 72 percent say they’ve taken a “consideration action” while enjoying entertainment, like looking up a product, bookmarking, or even adding to cart. These moments of consideration can go a long way toward getting a shopper from discovery to purchase.

Shoppers move fluidly between devices, apps, and entertainment in today’s media environment. Brands need marketing that connects those moments into a cohesive journey. Amazon Ads is uniquely positioned to help — combining premium entertainment with sophisticated audience reach and measurement to create seamless experiences that help drive both immediate sales and long-term brand equity.

With over 300 million monthly ad-supported viewers in the U.S., multimedia solutions with Amazon DSP enable brands to reach audiences across the Amazon canvas and throughout the open internet — from streaming entertainment, to browsing content, to the final purchase moment. Prime Video offers award-winning originals and live sports like Thursday Night Football, while partnerships with services like Netflix, Roku, and Spotify extend that reach even further. Interactive formats like pause ads turn viewing moments into shopping opportunities. And through Amazon Marketing Cloud, brands can tap into trillions of durable signals and AI-driven optimization to better understand, measure, and refine performance on Amazon and beyond.

For personal care brands navigating fast purchase cycles and routine-driven behavior, this intelligence helps seed recognition early, nurture it across the shopper journey, and remain top-of-mind when a product need arises.

_{¹ Customer Journey Touchpoints Over Time, NP Digital, April 2025.}

_{² Amazon Ads x GWI Custom Research, August -September 2025, U.S. Among those who purchased select CPG categories within the last 3-6 months. N=2,850}

_{³ GWI Core, US, Q1 2024}

_{⁴ Amazon Ads custom research with Strat7 Crowd.DNA. Beyond the Buy. Fielded March 2025 to July 2025. N=5,842.}

_{⁵ Amazon Internal, 12/30/2024- 1/28/2025}