Plus, a new twist on this year’s sale

Lo and behold, another Prime Day is on its way.

As a shopping reporter, I’ve written about Amazon’s annual holiday more times than I can count. The reason? It’s a dedicated time of the year where the retailer hosts thousands of deals across beauty, fitness, home, tech and more.

Before your screen becomes inundated with an assortment of deals you can score with your Amazon Prime membership, rest assured that the Post Wanted team takes pride in cutting through the fluff. We offer you dependable, research-driven (and product-tested) coverage you can count on.

Not only do we wake up at the crack of dawn in the weeks leading up to Prime Day, in addition to the much-anticipated deals event itself, but we comb through the host of deals to source the *actually* good ones, explaining why each product is truly worth your hard-earned coin. Especially in this tariff-driven economy.

This year’s Prime Day deals are expected to be some of the best yet, but unfortunately, we can’t just click our heels and make Amazon slash prices at this very instant. The silver lining is that Amazon has a seemingly endless catalog of some of the best early Prime Day deals we’ve seen — and I pulled them all for you below, divided by category.

What is Amazon Prime Day?

Amazon Prime Day is like a massive, high-speed treasure hunt of thousands of deals that occurs annually in July. It’s an annual mega-sale event exclusively for Amazon Prime members, where for 48 hours — this year, four full days, but more on that later — the retailer’s site turns into a digital carnival of deals.

Think of it as Black Friday’s hyper cousin who shows up with fireworks, coupon codes and a credit card ready to party. From tech gadgets and beauty steals to quirky home stuff you didn’t know you needed, everything is up for grabs at jaw-droppingly low prices.

But, don’t blink! Lightning Deals (yes, that’s a real thing) vanish in minutes, and savvy shoppers set alarms, prep wishlists and limber up their fingers for some serious clicking action. And hey, it’s not just about shopping; Amazon uses Prime Day to spotlight its own gadgets like Alexa devices, Fire tablets and Kindle e-readers, usually at their lowest prices of the year.

Bottom line: if you’ve got a Prime membership and a love for snagging deals, Prime Day is your playground.

What’s new for Prime Day 2025

This year, Prime Day is four days long, spanning from July 8 to July 11, as announced by Amazon. This allows for more shopping, more deals and more time to get your Amazon cart in order.

Not to worry, though. Post Wanted is working around the clock to litter your shopping feed with the best of the best. After all, we do this for a living.

Our trend predictions amid tariffs and what will be the most popular thing to shop for

There is plenty of talk about tariffs, and we predict that they will be shaking up Amazon Prime Day for 2025.

With U.S.-China trade tensions still casting a shadow, many third-party sellers are pulling back from participating in Prime Day. Why? Because hefty import tariffs and rising fulfillment costs are squeezing their margins, making it harder to offer the deep discounts shoppers have come to expect.

This may mean fewer flash deals on popular tech gadgets, home goods and accessories, and a greater emphasis on Amazon’s own brands like Echo, Ring, and Fire devices. So, while Prime Day will still be packed with deals, the variety might be a bit more limited, and some prices could be higher than in previous years. This may explain Amazon’s call for a four-day shopping event: to allow users more time to make the best of their purchasing decisions.

As for shopping trends this summer, Amazon is buzzing with fashion finds that are both stylish and budget-friendly. From breezy dresses and trendy sandals to chic accessories like straw bags and stylish sunglasses, we anticipate that fashion will be largely popular and on sale. It will also be a great time to purchase big-ticket items on Amazon, like outdoor patio furniture and sleeper sofas for your guest room makeover.

When is Amazon Prime Day 2025?

Amazon confirmed its return for July, and the retailer officially announced that Prime Day will return on July 8 at 12:01 a.m. PT and last until July 11. This is the first year that Prime Day will go from its usual two-day time period to a four-day deals soiree.

That’s 96 straight hours of deals!

Do I need to be a Prime member to shop Prime Day?

Yes, you do need to be an Amazon Prime member to access the full range of Prime Day deals. While a few select discounts might be visible to non-members, the real treasure chest of flash sales, deep discounts and exclusive offers is locked behind the Prime membership.

The good news? If you’re not already a member, you can usually sign up for a free 30-day trial just before Prime Day and still score all the perks. Just remember to cancel if you don’t want to keep it afterward.

What stores offer competing Prime Day sales?

Oh, you better believe Amazon’s not the only one throwing a shopping party during Prime Day. Big names like Walmart, Kohl’s, Best Buy, and even Target roll out their own sizzling summer sales to compete.

Walmart usually launches its “Deals for Days” event, Target gets cheeky with “Target Circle Week,” and Best Buy turns into a tech-lover’s dream with jaw-dropping discounts on gadgets galore.

Even smaller retailers and brands jump into the action, offering site-wide promos to catch your eye while everyone’s in spending mode. It’s basically retail’s version of the Hunger Games — just with less running and more clicking.

What should I buy on Prime Day?

What you purchase during Amazon Prime Day is entirely your decision. However, Post Wanted pulled the best items that we recommend shopping before and during Prime Day — some of which are already on sale — so you can simply shop and enjoy:

Beauty

Amazon Prime Day is basically the Super Bowl for beauty lovers. It’s one of the biggest shopping moments to snag those luxe serums, cult-favorite mascaras or high-tech hair tools without your wallet crying. Brands go all out with limited-time deals, exclusive bundles and surprise Lightning Deals that sell out fast.

It’s the perfect moment to stock up on everyday essentials like sunscreen or dry shampoo, while also finally justifying that splurge on a Dyson Airwrap or NuFACE device you’ve been side-eyeing all year. And, since the deals span everything from skincare to haircare to fragrances, it’s like getting a VIP pass to your dream beauty aisle.

To make the most of Prime Day, come in with a game plan. Scope out your must-haves early (think: powerhouse brands like CeraVe, Olaplex, LANEIGE, or even indie darlings that sneak into the spotlight. Whether you’re upgrading your skincare lineup or diving into bold new makeup looks, Prime Day is your golden hour to glow up — on a budget.

Tech

Amazon Prime Day is basically Christmas morning for tech lovers — except you don’t have to wait until December or wear matching pajamas. This is when the biggest names in tech drop jaw-dropping deals, and your chance to finally upgrade your headphones, smart home setup or gaming gear without maxing out your credit card.

Amazon’s own gadgets like Echo Dots, Kindles and Fire TVs usually hit their lowest prices of the year, and the discounts on name-brand gear (think Apple, Sony, Samsung) are the kind that make you do a double-take. So, if you’re building your dream home office, leveling up your entertainment system, or just want a smart plug to feel like you live in the future, Prime Day is the time to pounce.

To score like a pro, go in with a tech wish list and keep your eyes peeled for Lightning Deals; they’re fast, fierce and often gone in minutes. Look for bundles (like laptops with cases or wireless mouse add-ons), and be strategic about timing; some of the best offers drop at weird hours.

Hot tip: smartwatches, wireless earbuds, mesh Wi-Fi systems and robot vacuums tend to see some of their steepest discounts during Prime Day. It’s the perfect moment to grab that gear you’ve been hesitating on, because nothing says “treat yourself” like a half-price upgrade that makes your everyday life smoother, smarter and a little more fun.

Fashion & Accessories

Amazon Prime Day might not scream fashion week, but don’t sleep on it. The event is secretly one of the best times to score major style upgrades without blowing your budget. It’s like digging through a digital treasure chest where everything from Levi’s denim to adidas sneakers to designer bags suddenly becomes affordable.

If you’re looking to refresh your everyday basics, grab that one trendy piece you’ve been stalking on Instagram, or treat yourself to a new handbag just because you deserve it. Even Amazon’s own fashion lines — including The Drop and Amazon Essentials — come through with pieces that are shockingly chic (and shockingly discounted).

To really win at Prime Day fashion, come in with a vibe or two in mind. Looking for comfy-but-cute loungewear? Check. A sleek blazer for Zoom meetings that turn into happy hour? Got it. Statement earrings, crossbody bags, or that watch you’ve been eyeing? All on the table — and often at prices that’ll make you do a happy dance.

Pro tip: filter by your favorite brands (hello, Calvin Klein, Fossil and Steve Madden) and don’t forget to peek at the accessories section; it’s a goldmine for elevating any outfit. Just be quick — Prime Day fashion deals tend to fly faster than your last impulse buy.

Kitchen

Amazon Prime Day is basically a kitchen-lover’s holiday — the Black Friday of blenders, the Coachella of cookware. If you’re a self-proclaimed, seasoned home chef or someone who just wants to finally stop burning toast, this is the time to upgrade your kitchen game without draining your bank account.

You’ll find jaw-dropping deals on cult-favorite brands like KitchenAid, Ninja, Instant Pot and Le Creuset (yes, even the dreamy Dutch ovens!) From countertop showstoppers to everyday essentials, Prime Day is packed with steals that’ll have you whipping up everything from five-minute breakfasts to full dinner party spreads like a pro.

Want to shop smart? Look for kitchen MVPs: air fryers that make crispy magic happen, espresso machines that replace your $7 latte habit and knife sets that actually slice instead of squish. This is also your chance to snag those “someday” items (hello, immersion blenders, sous vide cookers, and that gorgeous set of glass storage containers that makes your leftovers feel fancy).

Even the little stuff like silicone baking mats, digital meat thermometers or sleek salt-and-pepper mills typically receive a price cut, making it the perfect time for a total kitchen glow-up. Just be warned: your inner chef might get a little too excited.

Home

Amazon Prime Day is like a homebody’s miracle: a whirlwind of deals that’ll have you redecorating, reorganizing and upgrading your space faster than you can say, “add to cart.” If you have dreams of cozier bedding, a more organized closet or a smarter, tech-ified home filled with robot vacuums and voice-controlled everything, this is the time to do it.

Discounts will abound on everything from luxe sheets to air purifiers to that stylish bar cart you’ve been eyeing but pretending you don’t need. Trusted brands like Dyson, iRobot, Levoit and Bedsure come out in full force. Consider it a glow-up for your home…on a budget.

If you want to shop like a pro, go after the things that make a real difference in your day-to-day life. Upgrade your pillows or grab a super-plush throw blanket that everyone won’t stop talking about. Lighting, storage bins and even big-ticket furniture pieces all get some love during Prime Day.

And, don’t forget those little upgrades that bring major joy like new coffee mugs, cozy rugs or a reed diffuser that makes your whole place smell like a fancy hotel. It’s your chance to give your home the makeover it deserves, all without maxing out your credit card.

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For over 200 years, the New York Post has been America’s go-to source for bold news, engaging stories, in-depth reporting, and now, insightful shopping guidance. We’re not just thorough reporters – we sift through mountains of information, test and compare products, and consult experts on any topics we aren’t already schooled specialists in to deliver useful, realistic product recommendations based on our extensive and hands-on analysis. Here at The Post, we’re known for being brutally honest – we clearly label partnership content, and whether we receive anything from affiliate links, so you always know where we stand. We routinely update content to reflect current research and expert advice, provide context (and wit) and ensure our links work. Please note that deals can expire, and all prices are subject to change.

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