Amazon Prime Day is one of the largest online shopping events globally, rivaling and even surpassing major retail holidays like Black Friday and Cyber Monday. This year, Amazon upped the ante even further by turning Prime Day 2025 into a four-day event (July 8-11), marking the first time the sale has been extended from the typical two days. Amazon hoped that giving Prime members more time to shop would boost overall sales performance, but did the strategy pay off? BeautyMatter dug into the Prime Day data to uncover the results, trends, and key takeaways related to the beauty and wellness categories.Amazon Prime Day 2025 started off slow, with sales falling almost 14% in the first four hours of the event compared with the start of last year’s sale, according to Momentum Commerce, which manages several brands in a variety of product categories. The company, which is part of the global independent marketing services and technology company PMG, generates approximately $7 billion in annual sales on Amazon, providing a large sample to assess Prime Day sales performance.Sales quickly rebounded, with the extended Prime Day ultimately generating over $750 million in Amazon US transactions across Momentum Commerce’s hundreds of brand accounts. This resulted in a 4.9% increase in total sales compared to the combined performance of 2024's two-day Prime Day and the two days immediately following.According to Adobe Analytics, the Prime Day event generated a total of $24.1 billion in sales, representing a 30.3% year-over-year (YoY) growth. This is more than two Black Fridays, which drove $10.8 billion in online spend during the 2024 holiday shopping season.