How to Shop Like a Pro During Amazon Prime Day (2026)
Amazon Prime Day is one of the most confusing shopping holidays in existence: It’s not even a single “day" anymore. Amazon promises “millions of deals”—but
Amazon Prime Day is one of the most confusing shopping holidays in existence: It’s not even a single “day" anymore. Amazon promises “millions of deals”—but the displayed discounts are often misleading, and while it’s as a members-only event, some deals are available to people who don’t subscribe to Prime. Add in the frenzy of limited-time Lightning Deals and you’ve got a perfect recipe for spending too much money on stuff you don't even really want. Fear not! I've been covering deals for over a decade and am here to help. WIRED’s Reviews team is familiar with common shopping pitfalls, and we closely track the best Prime Day deals. What time do sales start and end? How do you tell whether a deal is actually a deal? We pooled our collective expertise to get you prepared for the latest Amazon Prime Day, which will be from June 23 to June 26 this year. When Is Amazon Prime Day? Amazon Prime Day has a main sale in the summer and a secondary sale—previously called Prime Big Deal Days—in the autumn. This year Prime Day will run June 23 to June 26. When Do Prime Day Deals Start? The event always kicks off at 3 am Eastern time (midnight Pacific). WIRED will cover the best Prime Day deals from both Amazon and retailers that have competing sales.
Are Prime Day Deals Only for Prime Members? Officially, yes. You need to be an Amazon Prime member to shop Amazon Prime Day deals. There is a free 30-day trial available for new accounts. (Prime membership comes with a lot of perks, and we've rounded up all of them here.) The trial will let you get in on the sale—just remember to cancel your membership to avoid any subsequent $15 monthly renewal charges. There are usually some discounts available if you're not a subscriber (although those deals might not be that great). Other major retailers like Best Buy, Target, and Walmart typically hold competing sales during Prime Day. The prices are often close to what Amazon is offering on the same products, and sometimes the competing sales match the Prime Day price exactly. This is a good way to save even if you object to shopping on Amazon. Is Prime Day Worth It? It depends. For some items, Prime-exclusive event prices tend to be among the lowest we see all year. That's especially true for Amazon hardware, like Kindles, Fire tablets, Fire TV sticks, and Echo devices. The kicker is that prices on nearly everything fluctuate throughout the year, and some products are discounted on a frequent basis. Even if the price is good, a deal on a product that goes on sale all the time diminishes the overall quality of that offer.
The sheer volume of deals by Amazon during sales like Prime Day is a blessing and a curse. The truly standout discounts can be difficult to pinpoint—there's so much stuff on sale that just browsing the site can feel overwhelming. But if you're in the market for something specific, there's a good chance the item you want will be discounted. We've seen some fantastic Prime-exclusive discounts in the past, ranging from dirt-cheap Kindles and video doorbells to elusive price drops on gaming consoles and office furniture. The tricky part is finding the diamonds in the rough. WIRED covers legitimately good deals all year long, including during Prime Day. Our policy is to only cover deals on products someone from our team has personally used, to avoid promoting cheap junk. Maybe it'll be a product we've reviewed or an item we use in our day-to-day lives. We also only cover actual deals—if the price isn't lower than it normally is, we don't include it. We aim to provide pricing context as well. Our tips below will help you find those great discounts on your own—in the same ways that we would. No gatekeeping here. How Do I Know Whether a Deal Is Good? ABC: Always be checking (prices, that is). Researching an item's price is the most important aspect of determining the quality of a discount.
Don't fall prey to deceptive marketing language and inflated MSRP prices. The easiest step is to take a second to Google the items you're considering so you can see the price across multiple stores. One tool we use is CamelCamelCamel, which tracks Amazon's prices over time. Paste the Amazon link or ASIN (found in the Product Information section on the Amazon product page) into CamelCamelCamel's search bar to see the item's lowest recorded price, its average price, and how frequently the price fluctuates. Some deals, such as Lightning Deals, are excluded from the pricing history, but it works for most items. It's useful to see what an item has sold for in the past. And while Amazon's Rufus chatbot has price history information, it isn't always reliable and often misses context (as evinced by our personal testing). We also like Keepa, which has an extension (available for multiple browsers) that shows the recent price history for products directly on the Amazon page so you don't have to open a new tab. When in doubt, check multiple sources.
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