Here’s what we would buy vs. avoid shopping during Prime Day 2025
“Alexa, grab my wallet.”
Savvy shoppers, start your engines; Amazon is about to kick off its first-ever four-day Prime Day, with prices that rival those of Black Friday. Running from July 8 through July 11, the biggest sale of the summer offers incredible deals across every category, from kitchen to clothing to beauty.
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With tons of deals available, we asked our in-house pros which ones are worth your hard-earned dollars.
“I love Prime Day and always shop the event. Over the years, I’ve gotten AirPods, Bose QuietComfort headphones, socks, a kitchen countertop vacuum and more,” says The Post’s VP of Commerce, Jackie Goldstein.
“I love to stock up on basics too, since many of those everyday essentials are usually on sale; I’ll be buying shampoo and conditioner, hand soap, kitchen food prep gloves and batteries.”
Page Six Style & Shopping Director Elana Fishman takes a similar approach.
“I use this shopping event as a reminder to stock up on the stuff I use every day, but never buy in bulk — like my Supergoop! sunscreen, my favorite Amazon Basics velvet hangers and the flavored electrolytes that make staying hydrated feel like less of a chore,” she shares.
And Commerce Writer Hannah Southwick says the shopping event is “the prime time (forgive me for the pun) to pick up trendy fashion and beauty buys you’re curious about, but not quite ready to drop big bucks on.”
Whether you’re shopping for niceties or necessities, scroll on for our handy guide to getting the most out of Prime Day.
What to Buy During Prime Day
Apple products
Apple AirPods Pro 2 Wireless Earbuds
“I’ve waited to buy new AirPods until July in the past, since they always go on sale during Prime Day,” Elana says.
Apple Watches, iPads and other top tech finds from the company are typically discounted during this time, too.
Korean beauty products
Medicube Collagen Jelly Cream
Prime Day’s a great time to refresh your skincare stash, and K-beauty brand Medicube is particularly hot right now. Meghan Markle’s a major fan of this jelly-like cream, which is made with niacinamide and collagen to make skin smooth, firm and radiant.
Medicube’s Zero Pore Pads and Age-R Booster Pro device — two of Kyle Richards’ favorites — will also likely be marked down for Prime Day.
Household appliances
Dyson V8 Plus Cordless Vacuum
“If you’ve been mulling over a big-ticket purchase, Prime Day’s the perfect time to add it to your cart; I picked up a Dyson cordless vacuum a few years ago on Prime Day and saved a bundle,” Elana says.
Everyday essentials
Ouai Hair Gloss and Fine Hair Shampoo Bundle
High-end haircare brands like Oribe and Ouai are offering rare discounts during Prime Day.
“RHONY” alum and style legend Jenna Lyons name-checked Ouai’s Fine Hair Shampoo and Oribe Intense Conditioner for Moisture & Control as favorites in a New York Times interview last year, and they’ve since become some of our staples, too.
Noise-cancelling headphones
Bose QuietComfort Bluetooth Headphones
Not into Bluetooth ‘buds? Over-ear headphones are another good Prime Day bet.
Bose’s noise-cancelling pair gets incredible reviews and is especially great for the gym, office or long flights. Beats Solo 4 headphones are already deeply discounted ahead of Prime Day, too.
Fitness finds
Oura Ring 4
As seen on Jennifer Aniston, Gwyneth Paltrow, Kim Kardashian and Sofia Richie Grainge, the Oura Ring tracks health metrics while passing as chic jewelry.
The wearable tech is often on sale during Prime Day — so if you’ve been sweating one, now’s the time to pounce.
Everyday clothing
Hanes Men’s X-Temp Short Sleeve Polo Shirt
“I owe my husband a belated birthday gift, so I’m looking forward to shopping for some menswear too, as there are a surprising number of great clothing brands on Amazon these days,” Jackie says.
Spa and Bath Staples
Nécessaire The Body Wash
Nécessaire’s body wash is chock-full of skin-nourishing ingredients like niacinamide, vitamins and plant oils for a daily spa-like experience.
It’s garnered famous fans like Courteney Cox and Gwyneth Paltrow, and it’s been on sale during Prime Day in the past.
Sunscreen
Supergoop! Unseen Sunscreen SPF 50
Quality sunscreen can be pricey, but protecting your skin is priceless. And Prime Day’s a perfect excuse to stock up on SPFs, like this top-rated Supergoop! version.
Elana calls it her “go-to for hot, sweaty summer days,” saying, “it doubles as a primer, is basically weightless, and — because it’s invisible — is easy to reapply over makeup throughout the day as needed.” (Thousands of Amazon shoppers concur.)
Trendy accessories
JW Pei Harlee Shoulder Bag
“I’m keeping an eye out for some of the affordable accessories Kyle Richards and Paige DeSorbo have been raving about on Amazon Live,” Hannah says.
This Richards-approved JW Pei style, for instance, is already under $100 but will likely be even less come Prime Day.
What to Skip During Prime Day
E-readers
Amazon Kindle
We love a Kindle (who doesn’t?), but these are frequently on sale during the year, so there’s no urgency in getting one right now.
Apocalypse essentials
LifeStraw Personal Water Filter
Sure, it’ll probably be discounted on Prime Day and works fantastically for camping and emergencies — but do you really want to think about the disaster cases in which you’ll be sourcing your water from a stagnant pond? At least let us have summer first! (It does have close to 100,000 mostly positive reviews, though …)
Prime Day FAQs, answered
When is Prime Day 2025?
For the first time this year, Prime Day will span 4 days! Sales begin on July 8 at 12:01 a.m. PT and runs through July 11 at 11:59 p.m. PT.
When does Prime Day end?
Calling all chronic procrastinators: Prime Day 2025 ends on July 11 at 11:59 p.m. PT.
Do you have to be a Prime member to shop Prime Day?
Prime Day is Amazon’s member-exclusive sale event. You can get a 30-day free trial to enjoy Prime Day savings (plus all the benefits of the subscription) with no strings attached.
What deals are worth shopping during Prime Day?
From deal-hunting on Amazon sales for years, we know the sale is the perfect time to save on brand names like Levi’s and Ray-Bans, restock your favorite beauty and skincare, peruse accessories like jewelry and handbags, and comb through all of Amazon’s best-sellers for steep discounts.
When is Amazon’s next Prime Day?
For those already wondering about the next sale, Prime Day takes place in July each year and although Amazon hasn’t confirmed the dates for Prime Day 2026, it’s safe to assume it will take place in mid-July. Keep an eye out for a potential return of Amazon’s Prime Big Deal Days for pre-Black Friday discounts in October! Page Six Style will have all the latest news here.
Why Trust Page Six Style Shopping
This article was written by Erica Radol, Page Six Commerce Reporter. From identifying the top anti-aging skincare secrets the stars trust to pinpointing the season’s next big fashion trends to finding a great deal on all of the above, Erica has a knack for reporting on – and even testing – Hollywood’s bestselling fashion and beauty products. Before joining Page Six in 2025, she wrote about entertainment, lifestyle and shopping trends for Us Weekly, The Daily Beast, Entertainment Tonight, Well+Good and Hearst.
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