Technically Amazon didn't have a Beauty site that was in competition to BirchBox until Quidsi launched Beautybar.com Both companies leverage sampling in "boxes

Technically Amazon didn't have a Beauty site that was in competition to BirchBox until Quidsi launched Beautybar.com Both companies leverage sampling in "boxes" to acquire new customers and hopefully they will order full sized products in their respective stores. "Opening box" videos are a popular practice in retail (ecommerce) especially in the beauty industry.