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Prime Day is coming! Amazon just confirmed that Prime Day 2026 will run from June 23 through June 26. That's four full days of Prime Day deals. As we've seen in previous years, many deals have kicked off early with discounts on 4K TVs, running sneakers, and dozens of Alexa-powered smart home devices.
Normally celebrated in mid-July, this is only the second time Amazon moves its faux retail holiday to June. Now in its 12th year, Prime Day is a members-only event that offers sitewide discounts on everything from Crocs to Ninja kitchen appliances. However, the best Prime Day deals are typically on Amazon's own hardware and services. I've covered every Prime Day and outside of Black Friday — Prime Day deals offer the best prices on Echo devices, Fire TVs, and Blink security cameras.
To kick things off, Amazon is knocking up to 60% off Adidas, Ninja, Blink, and more. Although you may be hesitant to buy ahead of the actual Prime Day dates, these items will remain at these price lows now through the end of Prime Day. With the World Cup starting on June 11 and Father's Day on June 21, these early Prime Day deals are an excellent opportunity to start saving.
Make sure to keep this page bookmarked for all Prime Day-related news. Alternatively, for more ways to save, make sure to check out our list of the best Amazon promo codes this week.
Quick Links
- shop all early Prime Day deals
- Amazon Haul: Columbia, Under Armour from $5
- Adidas sale: deals from $6
- Lego sale: deals from $8
- YETI sale: up to 20% off
- Carhartt sale: deals from $9
- Smart TV sale: deals from $69
- Brightech Outdoor String Lights: was $47 now $21
Top deals now
Apparel
Alexa devices
What is Amazon Prime Day?
Prime Day is an annual retail holiday celebrated by Amazon, typically during the month of July. During the 48-hour event — which is for Prime members only — Amazon offers sitewide discounts on everything from 4K TVs to kitchen appliances. However, Amazon hardware tends to receive the biggest discounts. In fact, outside of Black Friday/Cyber Monday — Prime Day is when you'll find the lowest prices on Amazon devices like Echo speakers, Fire TVs, and Ring security cameras.
It's worth mentioning that we're now seeing multiple retail events from Amazon. There was Prime Day during the summer and the Prime Early Access sale in October. The latter didn't offer Prime Day deals per se, but was instead a kick-off event to the holiday shopping season.
What are the origins of Prime Day?
The first Prime Day was held in July of 2015 as a way to celebrate Prime members on Amazon's then 20th anniversary. Since then, Amazon has celebrated Prime Day every year, usually during the month of July. The event's overall purpose is to get more consumers to subscribe to Amazon's Prime membership by teasing them with deals.
Were Prime Day deals any good last year?
Amazon is known for offering solid deals during major shopping events and this year's Prime Day was no exception.
In addition to deals on Amazon hardware, the retailer offered deals on major brands like Nespresso, Philips, Samsung, iRobot, LEGO, Melissa & Doug and Hasbro. Amazon claims that Prime Day features their lowest prices of the year, and in some cases, that's certainly true. (Excluding Black Friday deals, which come later in the year with even lower prices).
Nevertheless, we always recommend consumers proceed with caution as every retailer has its fair share of bogus deals. So we recommend that you always price check deals using a site called CamelCamelCamel. The site lets you track the price history of select items sold out Amazon. You can also read our guide on using CamelCamelCamel to save money on Amazon.
Tips for finding the best Prime Day deals
Price check everything: Our number one rule when shopping on Prime Day is to price check what you're about to buy. Price checking on Prime Day is quite easy. We're big fans of CamelCamelCamel, a website that price checks millions of items sold on Amazon. The website tracks price lows, so if the item you're looking at was cheaper in March, you'll be able to see the price difference. There's even a Chrome extension called Camelizer, which you can install and click on anytime you want to look at the price history of a product. Keep in mind that there might be some items CamelCamelCamel doesn't track.
Don't limit yourself to Amazon: That leads us to our second point: Prime Day is a faux retail holiday designed to promote Amazon devices and services. However, just like you wouldn't buy your entire wardrobe from one designer, you shouldn't do all of your Prime Day shopping at Amazon. Walmart, Target, and Best Buy are just a handful of competitors offering "Prime Day" sales of their own.
And based on what we saw from these retailers last year, we expect them to once again offer very competitive sales throughout the duration of Prime Day. Bottom line: Amazon doesn't always offer the best prices.
Take advantage of free credits: Amazon really wants you to spend money on Prime Day. However, if there aren't any items you want to buy or if you're just really trying to stick to your budget, there are some pretty amazing Prime Day deals you can get right now. We like these deals because after spending $10, you'll get a $10 Amazon credit in exchange.
Make sure to check out our dedicated Amazon promo codes page.
Watch out for shady reviews: In addition to fake deals, shoppers should always keep an eye out for fake reviews. Although Amazon has removed many bogus reviews from its website, there are so many that it's become near-impossible for Amazon to keep up. That's why we're fans of Fakespot. The site's engine can analyze the quality of reviews on any Amazon page and churn out a letter grade indicating whether the product has mostly fake or real reviews. ReviewMeta is a similar site that looks for suspicious terminology or repeated phrases in reviews before offering a failing or passing grade.
Don't be afraid of refurbs: Prime Day deals typically don't highlight deals on refurbished items. However, if you're looking to save the most possible a refurbished item may be the best route to go. Amazon tends to offer solid refurbished Apple Watch deals and the retailer also has an Amazon Warehouse website where it lists deals on pre-owned, used, and open-box items.
What is Prime Big Deal Days?
Prime Big Deal Days is essentially an October Prime Day. The 48-hour event is a kickoff to the holiday season with sitewide discounts on TVs, appliances, smartphones, and more. Amazon tends to reserve its biggest price cuts for its own Alexa-powered devices and services. However, we expect to see hundreds of deals on top brands like Apple, Samsung, Adidas, Crocs, and more.
Can I get a free Amazon Prime membership?
Prime Day deals are exclusive for Amazon Prime members only. However, if you're not a member, you can still participate by taking advantage of the retailer's free Amazon Prime trials. You can sign up for a free 30-day trial or a free 6-month trial if you're a student. Additionally, EBT and government assistance recipients can sign up for a free 30-day trial and get 50% off their membership should they keep it.
