What is Amazon Prime Day 2025? Dates, deals, competitor sales

Mashable’s Shopping team has been covering Amazon’s Prime Day since 2018, but this year is a little different. The retail giant has extended its flagship members-only sale from two days to four days for 2025.

Prime Day is officially live, and that means our team is caffeinated and ready to go. We’re bringing you the best deals from the crack of dawn until bedtime.

So, whether this is your first Prime Day or your ninth, here’s what we think you should know about Prime Day 2025. We’re also tracking the best Prime Day deals, and we’ve included some standouts here as well.

What is Prime Day?

Prime Day is Amazon’s 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, international shopping holiday.

In fact, Prime Day has been so successful that practically the entire internet now goes on sale in mid-July. Walmart, Best Buy, Target, The Home Depot, and every other notable retailer host a competing, anti-Prime Day sale, and your favorite brands are probably offering discounts, too.

In short, if you’ve been putting off a purchase, large or small, this is the best time to shop until Black Friday comes around in November.

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.

Yes, Prime Day is a misnomer. The name “Prime Day” hasn’t really been applicable since 2019, when Amazon turned it into a 48-hour event. In 2025, four days of Amazon deals means this Prime Day is the longest ever. (We can see Amazon’s logic here: Many tariff- and inflation-weary shoppers are in dire need of some really good summer deals.)

While longer than past Amazon sales, this year’s event 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.

Amazon Prime memberships cost $14.99 per month, but you can sign up for a 30-day free trial. New members ages 18-24 can get reduced-cost memberships and a 6-month free trial with Prime for Young Adults.

Amazon makes it really easy to test out its membership service, which also gives you access to the Prime Video streaming service. Prime members get all the perks you’ve heard about — free two-day shipping and returns — plus some you haven’t:

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$0 delivery fees with free access to Grubhub+
Unlimited photo storage with Amazon Photos
Ad-free podcasts through Amazon Music
Exclusive deals plus bonus savings on gas and medical prescriptions

When does Prime Day start and end?

Prime Day 2025 officially started at 3:01 a.m. ET (12:01 a.m. PT) on July 8, and Amazon started strong this year. In the first hours of the sale, all AirPods were discounted to their lowest-ever prices, and we’re seeing tons more record-low discounts on products from brands such as Samsung, Sony, and Ninja.

Prime Day 2025 concludes 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.

The top Prime Day competitor sales to shop in 2025

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 early access to deals for paid Walmart+ members). Its discounts are available both in stores and online, which is a first.

The Home Depot has also extended its Fourth of July sale to overlap with Prime Day, though it’s ending soon.

Finally, 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.

What’s new for Prime Day 2025 (besides the longer hours)?

Amazon has introduced 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 the best Prime Day deals?

Many of the best Prime Day deals are on 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. 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 during the sale. Of note, all AirPods are back to record-low prices, and the M4 MacBook Air, the Apple Watch Series 10, and the iPad mini are all at least $100 off.

Looking more broadly outside of specific brands, our team is seeing strong 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 regularly updated list of the very best Prime Day deals. We also have 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.

Does Prime Day only happen once a year?

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.