Morgan Stanley expects Amazon.Com, Inc (AMZN  ) to become the most significant player in beauty after ruling spaces from books to cloud computing.

Amazon will likely surpass Walmart Inc (WMT  ) as the most prominent U.S. beauty retailer by 2025, Bloomberg cites the analyst research note.

Amazon will make up about 14.5% of a market that could hit $180 billion in value by 2025, followed by Walmart at about 13%.

The analysts wrote that Amazon's gains will likely come as the company continues to grow its share in the e-commerce market, set to account for 46.5% by 2025.

While grocery retailers still hold a leading share of about 29% of the U.S. beauty market, their portion has shrunk over time, with specialist retailers like Ulta Beauty Inc (ULTA  ) and Sephora among the biggest beneficiaries.

Price Actions: AMZN shares traded higher by 0.24% at $125.80 on the last check Tuesday.