ENDCAPS™ / Digital Merchandising Awards of Distinction
OPEN Call for PDP Nominations: Deadline = April 17, 2026
The ENDCAPS™ are independent, unbiased industry awards celebrating and elevating brands for best-in-class digital merchandising activation, but also providing a platform to share the latest best practices in order to empower all industry leaders to elevate their digital merchandising standards.
Check out our 2026 Beauty Playbook and Awards below:
Overview
Our 2026 Beauty Awards Program recognizes US, Canada and UK brands with outstanding Product Detail Pages (PDPs) on Amazon US, CA and UK, Walmart.com and Target.com across eight key beauty and personal care sub-categories.
Brands, agencies and/or solution providers are permitted to nominate up to two PDPs per household sub-category by retailer for review to ensure no deserving products are left out for consideration.
Both nominated and top-selling product PDPs in each beauty sub-category on Amazon US, CA and UK, Walmart.com and Target.com will be reviewed for a chance to be shortlisted as PDP Finalists by retailer and then ultimately, top 2 Best-In-Class PDPs by retailer.
Cosmetics
Hair Care
Skin Care
Bath & Body
Fragrance
Grooming
Sun Care
Vanity
"Wild Card"
*Sub-categories were selected as an evaluation criterion to provide consistency in scoring across the five retailer platforms and across PDP capabilities. The specific sub-categories for the 2026 Beauty Awards were selected based on POS sales and digital merchandising maturity from top omnichannel categories.
To allow for as much inclusivity in the Awards as possible, the Vanity “Wild Card” category was created to include nominations for products outside of the primary awards sub-categories. Vanity “Wild Card” nominations are eligible for both PDP Finalist distinctions and top 2 Best-in-Class PDP Awards by retailer platform.
Categories considered for inclusion will be continually evaluated for future awards programs.
Through ENDCAPS™, brands, agencies, and solution providers gain recognition for digital merchandising excellence and have the unique opportunity to inspire the industry by setting a new standard of PDP activation.
PDP Finalist Distinction
All winning team members for PDP Finalists will be eligible to receive exclusive digital badges to display their achievements on professional platforms, reinforcing their standing as leaders in digital merchandising excellence.
Top 2 Best-In-Class PDP Awards
In addition to a special digital ENDCAPS™ Best-In-Class PDP Award badge, each winning team for the Best-In-Class PDP Award by retailer platform will receive a physical award as a symbol of their accomplishment and commitment to digital merchandising excellence.
Evaluation Process
All nominated and top-selling products’ PDPs will be initially reviewed and scored across specific PDP criteria to select a shortlist of PDP Finalists by retailer platform.
Content
Completness
Shopper
Centricity
Mobile
Readiness
SEO
Optimization
Social
Integration
Growth
Incrementality
The shortlisted PDP Finalists by retailer platform for the 2026 Beauty Awards program will be notified in April 24, 2026.
The Jury will then review the shortlist of finalists to select the top 2 Best-In-Class PDPs by retailer platform.
In cases where a judge’s affiliated organization is also nominated for an award, any conflicts of interest will be resolved by having judges recuse themselves from any Awards sub-categories where their organization’s PDPs are competing.
This thorough process ensures that the PDP Finalists and Best-In-Class PDPs are objectively recognized and awarded, setting the latest benchmark for the industry.
The top 2 Best-In-Class PDPs by retailer for the 2026 Beauty Awards program will be announced at the Summit on April 30, 2026.
Jury
Our distinguished panel of judges includes experienced professionals from eCommerce, digital shelf, omnichannel, marketing and beyond.
With a keen eye for best practices, these judges will bring an unbiased and knowledgeable perspective to selecting PDPs that exemplify top performance across the chosen sub-categories.
Chris Perry
firstmovr
Lauren Livak Gilbert
Digital Shelf Institute
Oskar Kaszubski
firstmovr
Amanda Wolff
ProductWind
Dale Calvert
Montclairity
Eli Orkin
Vizit
Todd Hassenfelt
Colgate
Oliver Bradley
Neem
More Judges
Coming Soon!
OPEN CALL for 2026 Beauty
PDP Nominations
ENDCAPS™ welcome Amazon US, CA and UK, Walmart.com and/or Target.com PDP nominations via the nomination form below from brands, agencies, and solution providers who have developed and managed PDPs for all beauty and personal care categories.
Hair Care
Skin Care
Bath & Body
Fragrance
Grooming
Sun Care
Cosmetics
Vanity
"Wild Card"
- Who Can Win and/or Nominate: Brands, agencies, and solution providers with PDPs in the specified sub-categories on Amazon US, CA and UK, Walmart.com and Target.com.
- Nomination Permissions: Each brand representative (manufacturer and/or agency) may nominate two (2) PDPs for each of Amazon US, CA and UK, Walmart.com and Target.com per brand per sub-category (minimum of one (1) PDP nomination required; maximum of six (6) PDPs in total permitted). Nominations will be de-duped so that each nominated PDP is only reviewed one time.
- Additional Requirements: PDPs must be publicly accessible and must be actively maintained for accuracy and engagement at the time of submission.
- No Entry Fee: Participation in the 2026 ENDCAPS™ Beauty Awards program is entirely free of charge, making it accessible to all eligible brands, agencies, and solution providers.
ENDCAPS™ 2026 Beauty Summit
for PDP Awards & Insights
Thursday, April 30, 2026 / 12-1:30p ET
The ENDCAPS™ 2025 Beauty Summit for PDP Awards & Insights is a virtual event that will both celebrate PDP Finalists and Best-In-Class PDPs by retailer and provide actionable insights into the best practices that led to their digital shelf success.
Attendees will not only witness the achievements of top brands across product categories, but also gain insights to the strategies and levers that can elevate their own digital merchandising efforts.
Summit Highlights
- Recognition of Excellence: Join us in honoring the top 5 PDP Finalists by retailer and 2 Best-In-Class PDPs by retailer with both digital badge distinctions and physical awards.
- Educational Sessions: Participate in sessions dedicated to analyzing and sharing the best practices behind the winning PDPs, offering attendees actionable insights to drive their own success.
- Category Playbook: Receive a comprehensive playbook as a takeaway, featuring the winning PDPs and outlining the latest best practices across each category. This resource will provide actionable insights to help elevate your own digital merchandising strategies.
- Cross-Category PDP Benchmarking Report: See how your PDPs stack up against the industry with a data-driven benchmarking report, offering key comparisons and opportunities for optimization.
And best of all, it’s FREE to attend, and registrants will receive a copy of the recording, category playbook and cross-category PDP benchmarking report!
2026 Beauty PLAYBOOK
for PDP Awards & Insights
The 2026 Beauty Playbook will be made available following the 2026 Beauty Awards & Insights Summit on April 30, 2026.
2025 Beauty PLAYBOOK
for PDP Awards & Insights
Complete the form below to access your FREE copy of our 2025 Beauty Playbook for PDP Awards & Insights and the recording of the 2025 Beauty PDP Awards & Insights Summit!
*required fields
2026 Beauty PDP Finalists
2026 AMAZON US PDP FINALISTS TO BE ANNOUNCED APRIL 24, 2026
2026 AMAZON UK PDP FINALISTS TO BE ANNOUNCED APRIL 24, 2026
2026 AMAZON CA PDP FINALISTS TO BE ANNOUNCED APRIL 24, 2026
2026 WALMART US PDP FINALISTS TO BE ANNOUNCED APRIL 24, 2026
2026 TARGET US PDP FINALISTS TO BE ANNOUNCED APRIL 24, 2026
Best-In-Class PDP Awards by Retailer to be announced at the ENDCAPS™ 2026 Beauty Summit for PDP Awards & Insights
Thursday, April 30, 2026 / 12-1:30p ET
Congratulations to our 2025 Beauty Best-In-Class PDP Award Winners!
Congratulations to our 2025 Beauty PDP Finalists!
2025 AMAZON PDP FINALISTS
2025 WALMART PDP FINALISTS
2025 TARGET PDP FINALISTS
Want to learn how they won and how you can win, too?
Complete the form below to access your FREE copy of our 2025 Beauty Playbook for PDP Awards & Insights and the recording of the 2025 Beauty PDP Awards & Insights Summit!
*required fields