Prime Day 2023 Is Here! What You Should Know and Deals to Shop

You can expect deals to have an average discount of up to 40% off.
Updated
Amazon Prime tape is shown on package.

NOTE: Prime Day 2023 is now over, but Amazon is planning another Prime-exclusive sale called Prime Big Deal Days for October 10-11. That link has helpful info about the event and what you can expect, including more invite-only deals. You can also access Amazon's Prime Big Deal Days page here, plus check out live offers in our deal carousel directly below. And we've gathered even more discounts on our page featuring the best Amazon Prime Big Deal Days deals.

After switching up Prime Day dates in 2020 and 2021, Amazon brought the event back to its July roots in 2022. But when is the next Prime Day? (Good news! It's happening now!) What kinds of deals are available for Prime Day 2023? Do you really have to be a Prime member to shop the event?

We answer these questions and more in our guide, which covers everything you need to know about Amazon Prime Day 2023.

Top Prime Day 2023 Deals to Shop Now

Amazon recently released a Prime Day deals preview, and we're highlighting some of the top offers to shop during the event, which is happening now and goes through July 12. Check them out below!

Up to 75% off select Amazon devices: This includes the 3rd-generation Fire TV Stick, the 2nd-generation Echo Show 8, the Fire Max 11 tablet, and much more. These are impressive discounts on the latest generations of some devices, plus you can save on a brand-new tablet.

Up to 60% off Gap clothing: This deal includes apparel for men, women, kids, and babies, so it's an ideal time to refresh the whole family's wardrobe. And if you need to get a head start on Back to School clothes shopping, this is a good time to do so.

Up to 50% off select floorcare from Bissell and iRobot: Discounts this high are often seen around Black Friday, so being able to shop these kinds of deals in the middle of summer is a rare savings opportunity. If you've been considering letting the robots handle at least some of your floor cleaning, now's a good time to shop.

Up to 40% off select Peloton items: This huge brand rarely sees discounts, and according to Amazon, included items are Peloton Bike, Bike+, and Guide products, accessories, and select apparel. While this might seem like a modest discount, if you've been eyeing anything from Peloton, this is worth checking out.

Up to 30% off select LEGO sets and Squishmallows: These are both hugely popular toy brands, for kids and adults alike, and up to 30% off is a solid discount we don't normally see until Black Friday. Whether you're doing early holiday shopping or need a gift for an upcoming birthday (or just want to treat yourself), these offers are worth checking out during Prime Day on July 11-12.

30% off the Amazon-exclusive Betty Buzz Citrus Variety Pack Cans: Betty Buzz is Blake Lively's brand of sparkling soda mixers that can go in both mocktail and cocktail recipes, plus be enjoyed by themselves. Amazon has an exclusive variety pack of the citrus flavors that includes Sparkling Grapefruit, Sparkling Lemon Lime, and Meyer Lemon Club Soda. You can pick them up at a sweet discount for Prime Day.

20% off select Sun Bum products: It's not likely that anyone has forgotten the U.S. is smack in the middle of summer, but in case you need an excuse to stock up on some favorite Sun Bum items for your time outdoors, Prime Day gives you one. Amazon is offering 20% off select items, including SPF, skin care, hair care, and lip products. With that discount, you should be able to pick up enough to get you through the rest of summer without breaking the bank.

Amazon Fire TV 65" Omni Series 4K UHD smart TV for $559.99: This is a good-size set at a price that might return for Black Friday, but it's best not to bank on that. If you have the budget and want a new midsized TV that's on the bigger end, jump on this deal now!

Apple iPad 10.2" for $249.99: This is a solid Apple deal and at a price that's cheaper than what we typically expect to see around Black Friday. It's the 9th-generation version of this iPad and is pretty basic, with 64GB and WiFi capabilities only, but the bargain is hard to beat.

Amazon Fire TV 43" Omni Series 4K UHD smart TV for $99.99: This is an invite-only deal, but at the time of this writing, invitations were still available. That said, Amazon does caution that it won't be able to grant all requests, so if you're interested in this TV, it's best to sign up sooner rather than later.

Kindle Paperwhite Signature Edition Essentials Bundle for $167.97: If you're looking for a new Kindle, know that this bundle is a fantastic deal. It comes with the Kindle Paperwhite Signature Edition, which includes WiFi without ads, as well as an Amazon leather cover and a wireless charging dock.

Amazon Fire TV 55" 4-Series 4K UHD smart TV for $339.99: This is another great price for a midsize set and this particular model allows for streaming live TV without a cable subscription, which is a nice added perk.

Echo Show 5 for $44.99: This is the latest generation of the smart device and 50% off for Prime Day. It was just released this year, and supposedly boasts twice the bass and clearer sound than previous iterations.

Echo Pop for $17.99: This device is a brand-new addition to Amazon's Echo lineup and has a compact design that is still made to offer full sound. The Echo Pop was first available to shop in May of this year, and it's already 55% off, so if you've been eyeing it, now's a great time to pick it up.

NOTE: The information below was assembled before Amazon's Prime Day preview came out. Please refer to the offers above before making any shopping plans.

What to Know About Amazon Prime Day

Wondering which categories have the most Prime Day deals, or the average discount you can expect during the event? We looked at data from the 2022 Prime Day sale to give you the stats you need to know ahead of Prime Day 2023. Check out the numbers below, then read on for more Prime Day info.

Thirteen statistics from Prime Day 2022 shown in infographic.

When Is Prime Day 2023?

Amazon has announced that Prime Day 2023 will take place on July 11-12. It will start at 3 am ET on July 11 and run for a full 48 hours, ending at 2:59 am ET on July 13.

Amazon has officially announced that Prime Day 2023 will take place on July 11-12.

Prime Day mostly has fallen during July, with a few exceptions. In 2020, Amazon delayed it until October. The reasons for that seemed to be mainly related to the COVID-19 pandemic. And in 2021, Amazon hosted Prime Day in June, reportedly because of the Olympics scheduled to take place in July, among other reasons. Then last year, they went back to mid-July for the main Prime Day and held yet another Prime-focused event in October — the Prime Early Access Sale — as a kind of lead-in to the Black Friday season.

After the changes of 2020 and 2021, it seems like Amazon has cemented the July time frame once again with this year's announcement.

What Is Prime Day?

Amazon Prime Day is an exclusive sale event the online retailer created in 2015. It features deals on electronics, home goods, and practically everything in between.

While many offers are available throughout the event, the best ones are often limited-time Lightning Deals. These last for a short period of time or until stock is depleted — whichever comes first. That being said, the amount of Lightning Deals ramps up for Prime Day, and these offers are introduced frequently.

Can You Shop on Prime Day Without Being a Prime Member?

Amazon Prime Day is only for Amazon Prime members, as the name would suggest. That means you must have a Prime membership in order take advantage of all the deals. You can still shop at Amazon during the event without a membership, but you won't be eligible for the same discounts Prime members get during that time.

SEE ALSO: The Expert Guide to Buying Amazon Lightning Deals

What If You Want to Join Prime Before Prime Day?

Not a Prime member? The good news is you can sign up for an Amazon Prime free trial and take advantage of the Prime Day discounts. Just remember to cancel before your 30-day free trial is up and you get charged!

How to Sign Up for Amazon Prime

Signing up for Amazon Prime is relatively easy. Head to Amazon's Prime page, scroll down, and follow the prompts. If you've never been a member, you'll be able to snag a free trial.

What if you were previously a Prime member but aren't currently? If you go to the Prime page and sign into your Amazon account, you may see an offer to get a week of Prime for $1.99, which is $1.76 off the typical weekly Prime price. You could take advantage of that deal to shop Prime Day, then cancel before the week is up so you aren't charged the monthly Prime cost of $14.99. You can also sign up for a 1-month subscription to access the deals without having to buy a full-year membership.

How Much Is Amazon Prime in 2023?

Amazon Prime is $14.99 per month or $139 per year in 2023. However, Amazon Prime membership deals are available for students and people who qualify for government assistance, and those could be as much as 50% off the standard prices.

The Lowdown on Amazon Prime Day Deals

How Do You Find Prime Day Deals?

The best way to start finding Prime Day deals is by heading to the "Today's Deals" section on the Amazon website and exploring the upcoming deals in the categories you're most interested in. You can also visit the Prime Day page on the website to see which offers are listed there.

If you aren't a Prime member, you can sign up for a free trial and still take part in Prime Day.

You can mark the deals you like as "watching." If you have the Amazon app, you may also be able to get a notification when they're about to go live.

How to Get Lightning Deals During Amazon Prime Day 2023

Add the Lightning Deal to your cart quickly once it goes live. After that, you have 15 minutes to complete the checkout process. Otherwise, the item will return to the regular Amazon price for the product, and you may not be able to grab it again.

Amazon sees a huge increase in traffic for Prime Day, so you have to be ready to move fast or you risk missing out. Even if you're on the ball, there's a chance you could still lose, as items can sell out extremely quickly.

But not all hope is lost. If an item sells out before you can grab it, you may have an opportunity to join a waitlist. If you do, jump on it. Everybody has 15 minutes to check out with a Lightning Deal in their cart, and if there's a waitlist, all of the stock may be in carts, but not everyone has checked out yet.

Some shoppers drop the item from their carts or just let the countdown expire, so it's worth jumping on a waitlist and trying your luck.

What Amazon Prime Day Deals Can You Expect in 2023?

Prime Day deals are often a surprise, so we don't know much about many of them until several hours before the event, at best. That being said, we can count on a ton of offers around Amazon brands and services, with other discounts sprinkled in for good measure.

SEE ALSO: How to Score Invite-Only Deals for Prime Day 2023

Notable Amazon deals last year included a 3-month subscription to Audible Premium Plus for free and Prime Video add-on channels for just $1 per month for two months. (You can read more about Amazon Prime Video Channels here and about the Audible Daily Deal here.) Of course, there were also strong deals on Amazon devices, such as the 4th-generation Echo Dot for just $20. This product was released in October 2020, but it was still the latest model.

We also saw deals on Kindle eBook readers, with most models at their lowest-ever prices; the Fire TV Stick Lite for just $12; and the latest Ring Video Doorbell for $75. Another thing that could return this year is a gift card promotion. In 2022, Amazon offered a $12.50 credit when Prime members purchased or reloaded their Amazon gift cards with $50.

These are just some of the discounts we expect to see again in 2023. Savings on Blink products, eero items, and other Amazon gadgets will likely be available, as well.

Are There In-Store Prime Day Deals?

We've seen in-store offers from the online retailer in the past few years, so there's reason to expect more in 2023. However, Amazon closed several stores in the last couple of years and has ended some Prime perks at Whole Foods. Because of that, we may see fewer in-store Prime Day deals.

If the retailer does offer promotions for in-store shoppers, we'll update this piece to let you know!


Hand searches inside Prime box.

Prime Day Deals Preview: 5 Predictions for 2023

1. Home and Garden Products Will Dominate

Every year, deals on home and garden products make up a large chunk of Prime Day offerings. We're predicting that this year won't be any different. In 2020, about 37% of the deals we saw came from home and garden categories. In 2021 and 2022, they accounted for roughly 39% and 38% of the offers during the big event, respectively. That's more than any other product category by a long shot.

Discounted Amazon devices on Prime Day will likely include Echo Show models, the Kindle Paperwhite, and the latest Echo Dot.

Look for Philips Hue smart home bundles that are up to 53% off and Blink security items costing just $35. Plus check for special prices on home furniture, vacuums, and kitchen items.

2. Amazon Devices Will Be Up to 60% Off

Given that Prime Day is an Amazon-centric deal event, it's no surprise that some of the best deals we see are on Amazon items. One of the biggest opportunities for savings is on Amazon Echo devices. This year, the retailer could offer discounts of up to 60% off the category as a whole.

While not Echo devices, Amazon's Kindle lineup could get discounts, too. If you're in need of a new eBook reader, Prime Day is an excellent time to shop!

3. Prime Day TVs Will Start Around $100

We're used to seeing excellent TV deals during Black Friday sales. That said, Prime Day can be hit or miss. Your best bet on finding seriously low prices will be on Amazon Fire TVs. Last year, prices started at just $100 for a 50" Fire TV set, so there's a good chance we'll see similar deals this year.

SEE ALSO: 7 Ways to Score Amazon Prime Membership Deals

4. Gamers Will Get Freebies

Part of the Prime Day celebration could include special offers from Prime Gaming again. Last year, Prime members could snag more than 30 free games, but there were also other gaming-related offers. There's a good chance we'll see promotions like this once again for Prime Day 2023.

5. Fewer In-Store Deals Will Be Available

Many shoppers may forget Amazon has a brick-and-mortar presence, too, which means some in-store deals around Prime Day. Last year they offered discounts like the following:

Fire TVs could cost less than $100 for Prime Day 2023, and come from brands like Toshiba, Insignia, Pioneer, and Amazon.

Early deals roll out before Prime Day, as well. Last year, we saw in-store offers start around June 29, even though Prime Day didn't start until July 12. If you're a Prime member, it's worth keeping an eye out for promotions a couple of weeks before the event itself.

Want to score the most Prime Day savings? Check out all the best Prime Day deals of 2023 here!


Julie Ramhold
Senior Staff Writer/Consumer Analyst

Julie's work has been featured on CNBC, GoBankingRates, Kiplinger, Marketwatch, Money, The New York Times, Real Simple, US News, WaPo, WSJ, Yahoo!, and more. She's extolled the virtues of DealNews in interviews with Cheddar TV, GMA, various podcasts, and affiliates across the United States, plus one in Canada.
DealNews may be compensated by companies mentioned in this article. Please note that, although prices sometimes fluctuate or expire unexpectedly, all products and deals mentioned in this feature were available at the lowest total price we could find at the time of publication (unless otherwise specified).

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