Amazon Prime Day 2025 returns this July: What we know so far

Impending price hikes due to tariffs could impact how much shoppers expect to save and purchase, though we will have to wait and see.

When asked if shoppers can expect similar savings as in years past amidst new tariffs, an Amazon spokesperson told ZDNET that the company remains committed to providing customers the lowest prices and extra savings during shopping events like Prime Day. 

“We’re pleased by the strong response from selling partners to Prime Day 2025 and look forward to bringing customers discounts across a wide selection of products. As always, Amazon continues to focus on providing customers consistently the lowest prices as well as fantastic extra savings during our deal events across the widest selection of products, with fast, reliable delivery. We’re working with our broad, varied range of valued selling partners in our store to support them in adapting to the developing environment while maintaining low prices for customers,” the Amazon spokesperson said.

Contrary to rumors circulating on the internet following an April 29 White House press briefing, Amazon says it will not introduce listed tariff prices next to products for sale. White House Press Secretary Karoline Leavitt called the implication of this tactic “a hostile and political act by Amazon” during the briefing.

Also: Sorry shoppers, Amazon says tariff cost feature ‘Is not going to happen’

“Prime Day” as the public knows it happens twice a year (July and October). Though Amazon confirmed the return of the July Prime Day sale, it did not yet release the specific dates of the sale. It is typical for Amazon to split Prime Day announcements into multiple releases, so we will let you know as soon as dates become available. Last year, Prime Day occurred on July 16 and 17 — the third Tuesday and Wednesday of the month.

I have covered plenty of Amazon shopping events, which typically remain consistent. I predict the 2025 July Prime Day sale will return from July 8 to July 9 or July 15 to July 16. We will know officially soon.

“Prime members can look forward to some of Amazon’s best deals of the summer during our Prime Day 2025 event. We’re offering members discounts on some of the hottest brands, socially trending items, creator favorites, and Amazon-exclusive products to make this July’s event even more valuable for members,” Amazon said in its release

Amazon has not yet confirmed or announced specific dates for the 2025 July Prime Day sale. We’ll update this story as soon as the information becomes available to the public. 

Typically, Prime Day (both in October and July) last two days. It’s possible that July Prime Day 2025 will be extended, as Amazon recently extended the Big Spring Sale event from five days in 2024 to seven days in 2025. I’ll posit that shoppers can expect at least two days of deals, but perhaps even more this year. 

However, as with all sale events, keep in mind that there will be lingering offers from Amazon and competing retailers. The ZDNET team will cover the best deals on top-tested tech before, during, and after Prime Day, so I’ll keep you posted. 

Amazon announced that its July Prime Day event will return in over 20 countries, including Ireland for the first time. Prime Day 2025 will return to the following countries this year: Australia, Austria, Belgium, Brazil, Canada, Egypt, France, Germany, India, Italy, Japan, Luxembourg, Mexico, the Netherlands, Poland, Portugal, Saudi Arabia, Singapore, Spain, Sweden, Turkey, the United Arab Emirates, the US, and the UK.

Yes, you will need to be a Prime member to shop this sale event.

If you’re not a Prime member yet, you can join before Prime Day to receive member benefits like free shipping, entertainment, exclusive savings, and more. You can also use a free trial to shop the sale without paying as long as you cancel it within 30 days.

You can expect many deals spanning nearly every product category, including top brands like Apple, Dyson, and more. Prime Day is also a great time to score some of the best savings of the year on flagship Amazon products like Echo Dots, Fire TVs, and more.

Amazon’s announcement included few details, but the company did share that there will be deals “across more than 35 categories, including electronics, kitchen, beauty, and apparel, and get their shopping done early for Back-to-School, avoiding the lines and enjoying fast, free delivery with Prime.” As always, I’ll share more specific details on offers and savings opportunities when they become available to us (and you). 

Prime Day not only slashes prices on many top products on Amazon, but it also sparks generous competition among other major retailers such as Walmart, Target, Costco, Best Buy, and more. This means that you have a good chance of scoring a product you’ve been eyeing for a discount of 30%, 40%, 50%, and even more at Amazon, or nabbing the very same or even better discount elsewhere. 

Plus, Prime Day is typically worth it for Amazon-exclusive products like Fire TVs, Fire tablets, Echo devices, Ring doorbells and cameras, Fire Sticks, and more. While sale periods can sometimes be tricky to know if you’re getting the best deal, Prime Day generally does bring legitimate discounts, especially on tech. 

As a deals and shopping editor, I can recommend a few things to help you maximize Amazon’s sales. If you want to shop the sale, you’ll need to access a Prime account. In addition to free two-day shipping, membership is easy to set up and usually gives you access to exclusive offers on the site. Plus, you can use a free trial to shop for the best savings without spending a dime on a membership (you’ll want to wait to activate a free trial until less than 30 days before Prime Day). 

If you end up starting a free trial (or already have Prime), ensure your payment options (like one-click settings and your default delivery address) are correct. This way, you can check out quickly if you need to during the sale. 

Also: 7 exciting AI features coming with Alexa+ (and what Amazon devices support it)

Other ways to prepare for spring savings include researching and planning potential purchases, listing want and need items, and setting a budget before sales. 

Yes. After a decade of Prime Day sales, other retailers have caught on. Multiple retailers will offer savings that overlapp with, precede, or follow Amazon Prime Day. This year, I already saw concurrent sales again from other major competitors like Target, Walmart, and Best Buy during Amazon’s Big Spring Sale. Expect many retailers to drop their prices to match Amazon’s when the time comes, and give customers like you a choice of where to buy from. We’ll cover all the best deals on top tech during Amazon’s Prime Day event, including deals surfacing elsewhere. 

Twice yearly. 

Amazon is known for its annual Prime Day event in mid-July. Prime Day began in July 2015, on the company’s 20th birthday. However, the retail giant has recently expanded its sale periods to become more frequent. For the past two years, Amazon added a sale called Prime Big Deal Days in October, colloquially dubbed “October Prime Day.” We expect the same for this year. 

In 2024, Amazon launched its first-ever Big Spring Sale, a sale which reappeared this past March and ran for two days longer than last. 

Look at you, two steps ahead. Yes, there are loopholes to enjoying the Amazon sale if you aren’t already a Prime member or don’t want to become one permanently. A popular tactic is to sign up for a free 30-day trial, shop your favorite steals, and cancel before the 30 days are up to avoid getting charged. 

Also: Get access to Prime Day deals even if you aren’t a member

If you sign up for a Prime membership to take advantage of the exclusive Prime Day sale, but you don’t want to keep it — make sure to cancel before getting charged. ZDNET’s created a how-to guide to make the process easy for when you need it. 

Also: How to cancel your Prime membership

As a member of the ZDNET staff, I only write about deals myself or a team member would want to buy — devices and products we desire, need, or would recommend. I look for deals where products are at least 20% off (or hardly ever on sale), using established price comparison tools and trackers to determine whether the deal is on sale and how frequently it drops.

I also look over customer reviews to find out what matters to real people who already own and use products in the deals I recommend. These recommendations may also be based on my testing (or testing by another ZDNET expert), plus extensive research and comparison shopping. The goal is to deliver the most accurate advice to help you shop smarter. ZDNET offers 33 years of experience, 30 hands-on product reviewers, and 10,000 square feet of lab space to ensure we bring you the best tech.

Plus, in 2025, ZDNET refined its approach to deals, developing a measurable system for sharing savings with readers like you. Our editor’s deal rating badges are affixed to most of our deal content, making it easy to interpret our expertise to help you make the best purchase decision.