Amazon's much-anticipated Prime Day has arrived, a two-day event offering exclusive deals for Prime members. Last year, the event generated $13 billion in sales, with the majority coming from Amazon itself. This year, sales are expected to exceed that, with nearly $14 billion projected in online spending. Other retailers like Target, Walmart, and Best Buy are also jumping in with competing deals to attract customers. Despite concerns about the economy, consumer spending remains strong, particularly in categories like beauty. Amazon's expansion into the beauty industry is gaining momentum, with premium brands like Clinique and Kiehl's now available on the platform. McKinsey predicts continued growth in the prestige beauty category, making it a lucrative market for brands considering entering the Amazon marketplace. Prime Day is set to be a record-breaking event, offering the best deals of the year for online shoppers.