Amazon, together with singer Lady Gaga, launched a beauty line Haus Laboratories. The first major beauty brand sold exclusively on Amazon. Pushed by the Amazon marketing efforts on Prime Day, the brand became the number one best-seller in the Makeup category by the end of the event. Prime Day was only pre-sale; products started to ship on September 17th. On that day the brand added additional items, which too by the end of the day became best-sellers. Nine out of the top 100 best selling products in Makeup were by Haus Laboratories, and the eyeliner was the number one best-seller. Makeup is a category inside of Beauty & Personal Care department. The top Haus Laboratories products on July 15th, Prime Day, as well as September 17th, the day preorders shipped, were not only best-sellers in Makeup, but were in the top 10 of the whole Beauty department. A department which otherwise includes tens of millions of products. The eyeliner became a best-seller because Amazon featured it prominently on the homepage as well as the app. On Prime Day, Haus Laboratories had a 30-minute long video segment repeated a few times during the real-time video stream, was part of Prime Day Launches s...