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The countdown is almost over. Amazon Prime Day 2026 starts tomorrow, June 23, giving Prime members four days to score major discounts across beauty, fashion, home, kitchen, tech, and more.
The shopping event runs through June 26, and while the biggest markdowns arrive once Prime Day officially begins, shoppers can already take advantage of early deals from brands including Dyson, Laneige, Apple, Ninja, Levi's, and more. Our shopping experts are tracking the best Prime Day deals in real time and updating this guide as new discounts go live.
Whether you're planning to upgrade your tech, refresh your summer wardrobe, or stock up on everyday essentials, here's everything to know before Prime Day starts.
Amazon moved Prime Day from its traditional July timing to June in 2026, with the event running June 23–26. Its has been reported that the shift helps avoid conflicts with major summer events such as July 4th.
Walmart, Target, and Best Buy have announced competing promotional events during the Prime Day period.
Yes, you’ll need an Amazon Prime membership to access most official Prime Day deals. The good news is that Amazon typically offers free trial options for eligible new members, which means some shoppers can still take advantage of the savings without committing long term.
Beyond Prime Day access, a membership also includes perks like fast shipping, Prime Video, exclusive discounts, and more. If you plan to shop the event heavily, the membership can easily pay for itself through the discounts alone.
Amazon Prime costs $14.99 per month (or $139 per year). New members can start with a 30-day free trial! Join now and start shopping early Prime Day deals right away.
While the main Prime Day event usually lasts about 48 hours, deals often start rolling out well before the official kickoff, including early Prime Day deals that we've found live, now.
Amazon typically releases early beauty, fashion, home, and wellness deals in the days — and sometimes even weeks — leading up to the event, giving shoppers a chance to score discounts ahead of the rush.
Popular categories like home, fashion, beauty, and tech tend to see early markdowns first. Once Prime Day officially begins, new deals can drop as often as every few minutes, so it’s worth checking back throughout the event.
A multi-use blush cheek and lip tint with a hydrating, watery texture for a naturally flushed finish. All colors on sale ahead of Prime Day.
Elevate your basics with this timeless summer dress. Easy to dress up or down, day to night.
These comfortable, statement-making, shell-toe shoes are for everyday wear. Get them on sale!
Lala Kent's favorite mattress topper is on sale ahead of Prime Day. Make your bed or your guest room instantly more comfortable with this on-sale bedding essential.
Capsule facial mist with PDRN 2,000ppm, hyaluronic acid, and collagen to boost hydration for a dewy glow and firmer-looking skin.
Jennifer Aniston has said she's a fan of the brand's chocolate protein power in her daily shakes. She explained, "I love milkshakes."
Formulated with 96.3% Snail Secretion Filtrate, this K-Beauty essence repairs and rejuvenates the skin from dryness and aging. It improves skin vitality by reducing dullness and soothing dehydrated skin.
This on-sale acid is designed to unclog & diminish enlarged pores, exfoliate dead skin cells, smooth wrinkles, and brighten and even out skin tone. Combats redness, wrinkles, aging, enlarged pores, and blackheads.
These Medicube pads are perfect for those concerned about enlarged pores, seeking smoother skin, and battling greasy skin from excess sebum.
With their '90s-inspired mom jean silhouette, these raw hem shorts boast a longer inseam and a hint of stretch for addd comfort. They're a steal at just under $20.
These flip flops will become a summer favorite!
This adorable set features a cropped racerback top and matching mid-rise biker shorts. The tank's built-in bra has removable padding and adjustable criss-cross straps for a supportive fit.
This highly-rated mircoplane gets the Nancy Silverton stamp of approval. The razor-sharp, stainless steel blades can grate just about anything in seconds flat. "I use them for anything from zest, to cheese, to grating garlic. I love it all," Nancy said.
While you may not have a Hexclad budget, you might be able to swing this $20 top-rated knife set. It has everything you need to chef up delicious meals. Each of the rust-resistant knives comes with a blade cover.
If you prefer a flexible, soft mask, this silicone option is great. It delivers targeted red light to the areas that need it most and has a handy remote for easy adjustments.
Prime Day is Amazon’s massive annual shopping event exclusively for Prime members, featuring major discounts across pretty much every category imaginable. Think of it as Black Friday in the middle of the year, with limited-time lightning deals, celebrity-loved finds, beauty steals, tech markdowns, and viral products all competing for your attention.
Over the years, Prime Day has become one of the biggest shopping events online, with other retailers often launching competing sales at the same time. Whether you’re stocking up on household essentials or finally buying that item sitting in your cart for months, Prime Day is known for delivering some of Amazon’s lowest prices of the year.
Shoppers can expect major discounts across categories including tech, beauty, home, kitchen, fashion, and wellness during Prime Day 2026. Amazon devices like Echo speakers, Fire TVs, Kindles, and Ring doorbells are usually among the biggest markdowns, but the event has also become known for impressive deals on viral beauty products, designer fashion, vacuums, cookware, and everyday essentials.
Brands often save some of their best online prices for Prime Day, making it a smart time to buy bigger-ticket items. If previous years are any indication, shoppers should also expect plenty of lightning deals and limited-time offers that sell out quickly.
The E! Insider Shop editors and writers search the internet to find the best products out there. We interview expert sources, comb through customer reviews, and use our own personal experiences to make shopping easier for our readers.
As an editorial team, we independently create content and determine coverage based on research, reporting and what we think our readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not E!. Pricing and availability are accurate as of publish time.
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