Amazon opened its 2025 Prime Day sales event on Tuesday, stretching the annual promotion to four days for the first time. The members-only sale runs July 8–11, doubling the length of the two-day format the company introduced in 2015 and traditionally repeated each July. Early coverage from retail and lifestyle publications points to especially steep markdowns in the beauty category. Korean skincare lines such as Medicube and Cosrx are advertised at up to 50 percent off, while Laneige’s cult-favorite Lip Sleeping Mask is 30 percent cheaper and Biodance’s Bio-Collagen Real Deep Mask is discounted by the same margin. Tech and smart-home gear also feature in curated deal lists, but editors say beauty products—one of Amazon’s fastest-growing segments—dominate the opening-day promotions.