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Mashable's Shopping team has been covering Amazon Prime Day since 2018,vintage eroticism tube and this year, we've got our work cut out for us. The retail giant just announced that it's extending 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 Prime Day 2025 is 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 in July.

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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 pluggedas 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 Dayis 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.

SEE ALSO: Amazon announces Prime Day 2025 dates, and the 4-day rumors are true

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. For reference, 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. (We've already rounded up some of the best ones below.)

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.

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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 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?

The best pre-Prime Day deals usually go to Amazon's own devices and services; the retail giant likes to keep things in the family. At the time of writing, we spotted discounts of up to 48% off Fire TVs and accessories, up to 56% off Blink home security equipment, up to 42% off like-new Fire tablets, and up to 32% off like-new eero mesh WiFi devices.

Note that some of these deals are already Prime exclusives:

Early Prime Day Fire TV deals

• Amazon 32-inch Fire TV 2-Series TV — $109.99$149.99(save $40 with Prime)

• Insignia 42-inch F20 Series Fire TV — $119.99$179.99(save $60)

• Insignia 50-inch F50 Series 4K Fire TV — $179.99$299.99(save $120)

• Amazon 50-inch Fire TV Omni Series 4K TV — $289.99$479.99 (save $190 with Prime)

• Amazon 55-inch Fire TV 4-Series 4K TV — $309.99$519.99(save $210 with Prime)

• Amazon 55-inch Fire TV 4-Series 4K TV — $339.99$459.99(save $120 with Prime)

• Amazon 65-inch Fire TV Omni Mini-LED Series QLED 4K TV — $899.99 $1,089.99(save $190 with Prime)

• Toshiba 75-inch C350 Series 4K Fire TV — $399.99$649.99(save $250)

• Amazon 75-inch Fire TV Omni QLED Series TV — $569.99$1,099.99(save $530 with Prime)

Early Prime Day Fire TV accessory deals

• Amazon Fire TV Alexa Voice Remote Pro — $24.99$34.99(save $10)

• Amazon Fire TV Soundbar — $84.99$119.99(save $35 with Prime)

• Amazon Fire TV Soundbar Plus — $174.99$249.99(save $75)

• Amazon Fire TV Soundbar Plus with subwoofer and surround sound speakers — $389.99$489.99(save $100 with Prime)

Early Prime Day Blink home security deals

• Blink Outdoor 4 — $39.99 $79.99(save $40)

• Blink Outdoor 4 + Mini 2 — $59.98$119.98(save $60 with Prime)

• Blink Outdoor 4 XR — $59.99$119.99(save $60 with Prime)

• Blink Outdoor 4 Floodlight Camera — $59.99$129.98(save $69.99)

• Blink Outdoor 4 XR + Mini 2 — $79.98$179.97(save $170 with Prime)

• Blink Whole Home Bundle — $87.97$179.97(save $90 with Prime)

• Blink Video Doorbell + Outdoor 4 XR — $89.98$199.97(save $109.99 with Prime)

Early Prime Day Fire tablet deals

• Like-New Amazon Fire HD 10 (32GB) — $69.99$119.99(save $50)

• Like-New Amazon Fire Max 11 (64GB) — $129.99$199.99(save $70)

Early Prime Day eero deals

• Like-New Amazon eero 6 mesh wifi extender — $54.99$69.99(save $15)

• Like-New Amazon eero 6 mesh wifi router — $54.99$74.99(save $20)

• Like-New Amazon eero 6+ mesh wifi router — $84.99$124.99(save $40)

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.

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.

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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 will run from Monday, July 7 to Sunday, July 13, bookending Prime Day with three extra days of savings. A rep for the electronics retailer tells Mashable that the event will feature "deals on TVs, laptops, headphones, video games, electric bikes, and more," including some new limited-time "Doorbusters" on popular tech. (You may recall that Best Buy first introduced the Doorbuster format last year during its Black Friday sale.)

SEE ALSO: Best Buy will host a weeklong 'Black Friday in July' sale that overlaps with Prime Day

In the past, some of Best Buy's Black Friday in July deals have been exclusive to paid members of its My Best Buy program. We've reached out to the company's rep to see if that will be the case this year and plan on updating this story if we hear back.

A Target Circle Week sale will also overlap with Prime Day this year. The event is set for July 6 to 12, per a company rep.

Walmart has yet to announce its own summer savings plans, but last year it held a four-day Walmart Deals event the week before Prime Day.

UPDATE: Jun. 20, 2025, 3:05 p.m. EDT Target initially shared the wrong dates for its Circle Week event, a company rep tells Mashable. The sale will be from July 6 to 12, not July 13 to 19. This story has been updated accordingly.

Topics Amazon Prime Day