For Alix Earle, Amazon Prime Day has stopped being a sale and started being a season. The influencer, beauty founder, reality star and Sports Illustrated cover model says she has shopped the event for roughly five years, going back to her junior year of college, and she now treats the two day window as a chance to restock the products she cannot live without and to gamble on a few she has never tried.
"I always get really excited for Amazon Prime Day," Earle said of the event, which opened on June 23. Her approach is part discipline and part curiosity. She admits she falls into routines with the products she loves, then uses Prime Day as permission to break them.
The restocks she swears by
At the center of her cart is a lip duo she returns to again and again. The Charlotte Tilbury Lip Cheat liner in Love Trap, priced around 28 dollars, is the anchor. "I just love the peachy-brown color of that lip liner. It's also good for day or night," she said, framing it as the kind of neutral that travels from a coffee run to a dinner without a single adjustment.
She pairs it with the Summer Fridays Dream Lip Oil in Pink Cloud, about 26 dollars, for a wash of glossy color that does the work of a gloss and a treatment at once. Together the two read as the blueprint for the soft, lived in lip that has become something of a signature for her.
Skin and body, on a budget and off
On the skincare side, Earle points to the Peter Thomas Roth Water Drench Hyaluronic Cloud Hydra-gel Eye Patches, roughly 56 dollars, as the fast fix she reaches for when a late night shows up under her eyes. For body care she has been testing the CYKLAR Vitamin C Body Oil, around 38 dollars, a newer addition that fits her habit of using Prime Day to audition products outside her usual lineup.
The Shark takeover
If there is a single brand running through her picks this year, it is Shark. She flags the Shark SilkiPro Straight Wet-to-Dry Hair Straightener and Rapid Blow Dryer, about 199 dollars, as the splurge that earns its place by collapsing two steps into one. She also lists the Shark ChillPill, a cooling device priced near 130 dollars, and the Shark WandVac Cordless Hand Vacuum at roughly 80 dollars, proof that her cart wanders well past the makeup bag.
How she actually shops it
Earle is methodical about the chaos. She leans on Amazon's Alexa shopping tools to track price drops and scrolls through other shoppers' public lists for ideas, treating the platform less like a store and more like a feed. The result is a strategy any of her millions of followers can copy. Lock in the staples you already trust, watch the discounts on the splurges, and leave a little room to be surprised.
It is a tidy summary of why her recommendations move product the way they do. Earle does not sell the fantasy of a brand new routine. She sells the version of beauty most people actually live, a handful of reliable favorites with one or two new things slipped in when the price is finally right.
