Prime Day 2026

The percentage is the least useful number on the page. A discount is always shown against a list price, and list price is a manufacturer figure, not a record of what anything sold for. A product can carry 60% OFF all year while the price never moves.

What matters is the price last week. If a thing cost $40 in September and costs $40 during the sale, there is no deal, whatever the badge says. That is the comparison worth making, and it is the one the badge is designed to stop you making.

Decide what you want before the sale starts. A sale price on something you did not need is not a saving, it is a purchase. The only genuinely good outcome of a sale event is buying a thing you had already decided to buy, for less.

Most of the headline prices need Prime. There is a free trial, and a trial started before the event covers it. Assume the big ones are members-only unless it says otherwise.

Check the seller. A great price from a third-party seller you have never heard of, on a product that is normally Amazon-fulfilled, is the oldest trick in the category. The buy box tells you who is actually shipping it.