Mashable’s Shopping team has been tracking Amazon Prime Day since 2018, and this year, we have a significant endeavor ahead. The retail powerhouse has revealed that its signature members-only sale will last for four days in 2025.
The title “Prime Day” has been misleading since 2019 when Amazon transformed it into a 48-hour event. Now, with four days of discounts, Prime Day 2025 will be the longest in history. This extension is logical as numerous shoppers are seeking great summer bargains amid tariff and inflation worries.
Here’s what you need to understand before Prime Day kicks off in July.
What is Prime Day?
Prime Day is a yearly sitewide sale for paid and trial members of Amazon’s Prime subscription service. It was first held in 2015 to commemorate Amazon’s 20th birthday. Originally marketed as a “one-day-only event packed with more discounts than Black Friday,” it has since developed into a lengthier occasion featuring weeks of preview promotions. The term Prime Day is now an inaccurate reference.
For the last three years, Amazon has also organized an additional two-day sale for Prime members in October, ahead of Black Friday. However, the summer iteration of Prime Day continues to serve as Amazon’s primary sale.
When is Prime Day 2025?
Prime Day is set to take place from Tuesday, July 8 to Friday, July 11 in 2025, with new offers debuting as frequently as every five minutes at specific times throughout the event.
Although it lasts longer than past Prime Days, this year’s sale still adheres to the usual timing: Amazon generally favors mid-July slots with Tuesday start dates. For context, Prime Day 2022 occurred from July 12 to 13, Prime Day 2023 spanned July 11 to 12, and Prime Day 2024 took place on July 16 and 17.
When does Prime Day start and end?
Prime Day 2025 will officially begin at 3:01 a.m. ET (12:01 a.m. PT) on July 8, but Amazon is rolling out early Prime Day discounts leading up to the event. Prime Day 2025 will finish at 2:59 a.m. ET on Saturday, July 12, or 11:59 p.m. PT on Friday, July 11. Some deals could persist beyond that deadline, but it isn’t guaranteed.
What’s new for Prime Day 2025 (apart from the extended hours)?
Amazon is launching new themed daily promotions known as “Today’s Big Deals” for Prime Day 2025. According to a press release, these limited-time discounts will showcase “some of the most thrilling offers of the event” and feature popular brands like Samsung and Levi’s. They will go live daily at 3 a.m. ET (12 a.m. PT) during the sale and will be available “for a limited time, while supplies last.”
What are notable early Prime Day deals?
The best early Prime Day offers typically pertain to Amazon’s own devices and services. Currently, there are discounts reaching 50% off Fire TVs and accessories, up to 56% off Blink home security products, as well as 54% off Fire tablets, and 36% off eero mesh WiFi devices.
Be aware that some of these discounts are already Prime exclusives:
Early Prime Day Fire TV deals
– Amazon 32-inch Fire TV 2-Series TV — $109.99 (save $40 with Prime)
– Insignia 42-inch F20 Series Fire TV — $119.99 (save $60)
– Insignia 50-inch F50 Series 4K Fire TV — $179.99 (save $120)
– Amazon 50-inch Fire TV Omni Series 4K TV — $289.99 (save $190 with Prime)
– Amazon 55-inch Fire TV 4-Series 4K TV — $309.99 (save $210 with Prime)
– Amazon 55-inch Fire TV 4-Series 4K TV — $339.99 (save $120 with Prime)
– Amazon 65-inch Fire TV Omni Mini-LED Series QLED 4K TV — $899.99 (save $190 with Prime)
– Amazon 75-inch Fire TV Omni QLED Series TV — $569.99 (save $530 with Prime)
Early Prime Day Fire TV accessory deals
– Amazon Fire TV Alexa Voice Remote Pro — $24.99 (save $10)
– Amazon Fire TV Stick 4K — $24.99 (save $25)
– Amazon Fire TV Soundbar — $84.99 (save $35 with Prime)
– Amazon Fire TV Soundbar Plus — $174.99 (save $75)
– Amazon Fire TV Soundbar Plus with subwoofer and surround sound speakers — $389.99 (save $100 with Prime)
Early Prime Day Blink home security deals
– Blink Outdoor 4 — $39