A Momentum Commerce researcher said the slow start could indicate “evolving consumer behavior” after Amazon doubled the length of its Prime Day sales.

Amazon Prime Day 2025 is live right now, but what are the best Prime Day deals today? Do I need a Prime membership?What we know about Day 1 of the sale.

Buckle up shoppers: Prime Day 2025 has officially arrived. Amazon's best sale of the year for shopping deals starts today, July 8, and lasts for the next four days. Shopping Prime Day deals should be a little easier this year with the sale's extended length and other Amazon changes made for Prime Day this year.