Amazon Prime Day deals are live: Here’s what we’re shopping as the official sale kicks off

Amazon

$34 at Amazon

Amazon

Save $3 with Prime

$18 at Amazon

Tip #1: Remember that the ‘List Price’ isn’t always what it seems

Prime Day 101 is pretty much the same as Shopping 101: Seek out the biggest percentage price drops before you pull the trigger. But what are those percentages based on? There’s the list price, aka MSRP (“manufacturer’s suggested retail price”), which is the default price set by the manufacturer — or the Amazon seller, which in many cases is not Amazon. And because those third-party sellers have complete control over the prices shown for any product, they can artificially inflate the list price in order to make the discounted price seem more substantial. Not every seller does this, of course, but it does happen.

For example, there are a lot of no-brand robot vacuum cleaners available at Amazon. A common strategy there is for the seller to assign the product a very high list price, at least for a few weeks, then sell it for considerably less — making it seem like you’re saving more than you are. Meanwhile, competing models are all priced around that same “sale” price, but seem less attractive by comparison.

Amazon has attempted to mitigate this issue on some products by instead listing something it calls the “typical price.” Per Amazon, that is “the median price paid on Amazon in the last 90 days, [excluding] prices paid by customers for the product during a limited-time deal.” It’s a nice idea, but it doesn’t seem to preclude some third-party sellers from pulling the same inflated discount game, even on name-brand products.

Take this 16-inch Dell Inspiron laptop sold by “General Hardware Story.” It has a list price from that vendor of a whopping $3,400. It was listed as “71% off” during the Memorial Day sale, when it sold for closer to $1,000. Sounds great until you investigate further. That $3,400 price is an illusion: A pair of on-screen offers — 50% off at checkout, 20% coupon — knocked it down to $1,020 just a day after the Memorial Day sale ended, meaning that supposed giant holiday discount was a mere $20!

A little common sense is applicable here: If you’re seeing something advertised as 70%, 80% or even 90% off, chances are good it was never really selling for that higher price to begin with. And if it was, it definitely wasn’t worth it.

So, given that the posted discounts don’t always line up with reality, how can you determine if a deal is really worth buying? That brings us to tip #2.

Tip #2: Check every deal’s price history

Knowledge is power, and there’s no better knowledge you can have during Prime Day than a product’s complete price history. Thankfully, a couple of free tools let you pull back the curtain and see exactly that.

Why is this so important? Two reasons. First, as discussed above, you can see if that deal is really a deal or if the discounted price is the “always” price. Second, you can eliminate that sense of urgency from your shopping, because if a product has been discounted like this before, chances are good it will be again.

The tools I recommend for this: CamelCamelCamel (so named for the animal’s humps, which go up and down — just like prices) and Keepa. Both will show you detailed price-history charts, including the lowest and highest prices on record.

Now, the caveat here is that these price trackers will capture the same dramatic price fluctuations based on those sometimes-inflated list prices noted above. But for products with more honest price fluctuations, you can still save by waiting just a few days for the discount cycle to repeat. A great example: Amazon-branded products like the Kindle, Fire TV Stick and Echo Show. Checking their price histories, I know that they go on sale with almost clockwork regularity (typically once per month). Granted, Prime Day may yield some of the year’s lowest prices on those products, but often by only $5 or $10. If this isn’t the best time for you to make a purchase, you can always wait for the next discount.

To use these tools, you can either search for a product (or copy/paste an Amazon product link) on their respective sites, or install their desktop browser extensions, which make searches much faster and easier. Prefer to shop on your phone? Keepa has mobile apps for Android and iOS.

Tip #3: Set up price-drop alerts

If there’s a product you’ve been eyeballing but don’t want to have to keep checking to see if it’s on sale, there’s an easy, automated solution: Create a price-drop alert so you’ll get notified if and when that product hits your desired amount.

CamelCamelCamel and Keepa both offer this feature, a great secondary benefit to using them. Here’s an example of what that looks like in the former, with Apple AirPods Pro 2 as my desired deal:

Obviously, this needn’t be limited to Prime Day; I use price-drop alerts all the time. As long as you’re not in a rush to buy whatever it is, this is the way to make sure you get exactly the discount you want.

Tip #4: Don’t automatically assume Amazon has the best deal

This may come as a shock, but there are other stores out there. Best Buy, Target, Walmart and other retailers often run competing sale events during Prime Day, matching and sometimes even beating Amazon’s prices.

Indeed, I think we’re all a little hard-wired to believe that Amazon always has the best deals, but that’s not always the case. Before you pull the trigger, especially on a large purchase, it’s worth taking a minute or two to do some price-comparison shopping.

And if I can hop onto my little soapbox for a moment, don’t forget to check out local stores as well. Especially bookstores, which can offer a browsing experience and customer service unmatched by Amazon. Some even have loyalty programs or other discounts that might get you close to Amazon pricing.

Tip #5: Follow Yahoo’s Prime Day coverage (duh)

I’d be remiss if I didn’t note that Yahoo will be monitoring and sharing all the best Prime Day deals in all the different categories: home, health, kitchen, tech and more. We have teams of experts (I mean it, literal experts!) scouring Amazon for the latest and greatest buys. So if you haven’t already, bookmark Yahoo Shopping and Yahoo Tech as your jumping-off points for Prime Day 2025.

Speaking of tech, this is a good time to mention that Prime Day usually yields some of the year’s lowest prices on Amazon-branded devices: Kindle e-readers, Fire TVs and tablets, Echo smart speakers and screens, Ring doorbells and so on. If any of those are on your shopping list, it’s a good idea to press pause until July.

FAQs

When is Prime Day 2025?

The dates are now official: Amazon Prime Day 2025 runs from July 8 through July 11.

Will tariffs affect Prime Day deals?

My crystal ball is in storage, but it’s a good bet this Prime Day might look a bit different from past ones. According to a 2024 AltIndex report, roughly 70% of all goods sold by Amazon come from China — and China is now subject to new tariffs. While things could change between now and July, it seems likely that prices will be higher on many, if not most, of these goods.

As stated above, some of Prime Day’s biggest discounts tend to be on Amazon-branded products. If Amazon is now paying more to import these devices, will the discounts be less than in previous years? We’ll have to wait and see.

When does Prime Day 2025 end?

Expect Prime Day to end at 11:59 p.m. Pacific Time on Friday, July 11. That’s 2:59 a.m. ET on Saturday, July 12.

Update June 20, 2025: We updated the story to confirm the pricing of the early Prime Day deals.

Update June 17, 2025: We updated the story with the confirmed Prime Day dates, and a first set of early deals.

Update May 27, 2025: We expanded the List Price tip to include a second example, and provide more context on how Amazon’s “typical price” listing works.

Shop Prime Day deals: Amazon Prime Day tech deals | Live: Amazon Prime Day deals | The best Amazon Prime Day deals | Live updates on Amazon Prime Day 2025

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