It’ll be the longest Prime Day ever.

 By 

Haley Henschel

Haley Henschel

Senior Shopping Reporter

Haley Henschel is a Chicago-based Senior Shopping Reporter at Mashable who reviews and finds deals on popular tech, from laptops to gaming consoles and VPNs. She has years of experience covering shopping holidays and can tell you what’s actually worth buying on Black Friday and Amazon Prime Day. Her work has also explored the driving forces behind digital trends within the shopping sphere, from dupes to 12-foot skeletons.

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 on July 7, 2025

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Credit: Ian Moore / Mashable Composite; Amazon

Table of Contents Mashable’s Shopping team has been covering Amazon Prime Day since 2018, and this year, we’ve got our work cut out for us. The retail giant has extended its flagship members-only sale to four days for 2025.

Granted, the name “Prime Day” hasn’t been applicable since 2019, when Amazon decided to turn it into a 48-hour event. Still, four days of deals means this Prime Day will be the longest Prime Day ever. (We can see Amazon’s logic here: Many tariff- and inflation-weary shoppers are in dire need of some really good summer deals.)

Here’s what we think you should know before Prime Day kicks off tomorrow. We’re also tracking the best early Prime Day deals.

What is Prime Day?Prime Day is an annual sitewide sale open to paid and trial members of Amazon’s Prime subscription service. First held in 2015 in honor of Amazon’s 20th anniversary (with mixed success), it was originally plugged as a “one-day-only event filled with more deals than Black Friday.” In the years since, it’s morphed into a longer affair that’s preceded by weeks of preview offers. Prime Day is a misnomer.

For the past three years, Amazon has hosted an additional two-day sale for Prime members in October, teeing up its Black Friday festivities. (The 2022 version was called “Prime Early Access Sale,” and it was renamed to “Prime Big Deal Days” in 2023.) However, the summer iteration of Prime Day is still Amazon’s marquee sale.

When is Prime Day 2025?Prime Day runs from Tuesday, July 8 through Friday, July 11 in 2025, with new deals dropping as often as every five minutes at certain points during the event.

While it’s longer than past Prime Days, this year’s sale still comes at the usual time: Amazon has a historical preference for mid-July slots with Tuesday start dates. Prime Day 2022 was live from July 12 to 13, Prime Day 2023 ran from July 11 to 12, and Prime Day 2024 fell on July 16 and 17.

When does Prime Day start and end?Prime Day 2025 will officially start at 3:01 a.m. ET (12:01 a.m PT) on July 8, but as mentioned earlier, Amazon is offering a selection of early Prime Day deals in the lead-up to the main event.

Prime Day 2025 will conclude at 2:59 a.m. ET on Saturday, July 12, aka 11:59 p.m. PT on Friday, July 11. Some deals may linger past that deadline, but don’t count on it.

Mashable Trend Report

What’s new for Prime Day 2025 (besides the longer hours)?Amazon is introducing new themed daily drops called “Today’s Big Deals” for Prime Day 2025. According to a company press release, these limited-time offers will involve “some of the most exciting deals of the event” and feature well-known brands like Samsung and Levi’s. They’ll go live every day at 3 a.m. ET (12 a.m. PT) during the sale and hang around “for a limited time, while supplies last.”

What are some of the best early Prime Day deals?Many of the best early Prime Day deals have gone to Amazon’s own devices. (It likes to keep things in the family.) At the time of writing, we spotted discounts of up to 50% off Fire tablets, up to 73% off Echo devices, up to 48% off Fire TVs, and up to 54% off Blink home security equipment.

Amazon is also doling out some extra perks for Team Prime ahead of Prime Day. Members can save $10 on any GrubHub+ delivery order using the code PRIME10; get a free four-month trial of Amazon Music Unlimited; try Audible Premium Plus free for three months; and claim some free video games via Prime Gaming.

Speaking of tech companies that start with the letter “A”: A bunch of Apple gadgets are seeing sizable price drops on Amazon ahead of Prime day. Of note, the M4 MacBook Air, the Apple Watch Series 10, the USB-C AirPods Max, and the iPad mini are all at least $100 off.

Looking more broadly outside of specific brands, our team is seeing decent pre-Prime Day discounts on all sorts of TVs, laptops, tablets, headphones, Bluetooth speakers, robot vacuums, kitchen appliances, fitness trackers, unlocked phones, board games, Lego sets, books, and a metric boatload of outdoor gear. Again, if you don’t feel like parsing through all of Amazon’s listings yourself — very fair — we’re keeping a running list of the very best Prime Day deals right here. We’ve also made dedicated breakouts for the best Prime Day deals under $25 and $50.

Can you shop on Prime Day without being a Prime member?You have to be a Prime member in order to shop Amazon’s Prime Day deals. But if you don’t want to commit to a monthly or annual paid subscription, you can still participate by scheduling a free 30-day trial of Prime around the sale. (If you’re a student or between the ages of 18 to 24, that free trial is six months long.) Just remember to cancel your membership as soon as Prime Day is over to avoid getting charged.

Who’s competing with Prime Day?Other retailers traditionally hold competing sales around Prime Day, and this year is no exception. Be sure to cross-check Amazon’s deals with their listings in case they decide to match or one-up its prices.

Best Buy’s “Black Friday in July” sale started Monday, July 7 and runs through Sunday, July 13, bookending Prime Day with three extra days of savings. Its offers aren’t exclusive to paid members of its My Best Buy program, but they do receive special bonus rewards on certain purchases during the sale.

A Target Circle Week sale is also overlapping with Prime Day this year from July 6 to 12.

Meanwhile, Walmart is hosting a six-day Walmart Deals event alongside Prime Day from July 8 to 13 (with five hours of early access for paid Walmart+ members starting July 7 at 7 p.m. ET). Its discounts will be available both in stores and online, which is a first.

Even TikTok is competing with Prime Day. TikTok Shop, its in-app shopping platform, is running a 13-day “Deals for You Days” sale from July 7 to 19.

Haley Henschel is a Chicago-based Senior Shopping Reporter at Mashable who reviews and finds deals on popular tech, from laptops to gaming consoles and VPNs. She has years of experience covering shopping holidays and can tell you what’s actually worth buying on Black Friday and Amazon Prime Day. Her work has also explored the driving forces behind digital trends within the shopping sphere, from dupes to 12-foot skeletons.

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