When Is Amazon Prime Day 2018?

Leisure Spending

When Is Amazon Prime Day 2018?

Amazon.com's exclusive summer sale for Prime members starts July 16. New in 2018: Prime Day deals at Whole Foods.

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Amazon Prime Day is the online retailer’s Black-Friday-in-July play, and now we know when it launches: Monday, July 16 at 3 p.m. ET, running a full day and a half.

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The July start date is par for Amazon, which is trying to drum up business during the mid-summer doldrums for retailers, when consumers are more interested in hitting the beach than hitting store aisles. The next big retail push, back-to-school shopping, doesn’t start to heat up until August.

To take advantage of the deeply discounted Prime Day deals that pop up on Amazon.com, you must, of course, be an Amazon Prime member, paying the $119 annual membership fee to score Prime perks, which include free shipping and much more.

What deals are on tap for Prime Day 2018?

In past years, Prime Day been a mashup of Amazon offloading its proprietary gadgets, including Echo personal assistance devices (“Hey, Alexa…”), Kindles and their ilk, plus a flea-market array of baubles, geegaws and bric-a-brac.


This year, Amazon promises 50% more “spotlight deals,” the deepest discounts on popular products. Plus, for the first time Amazon says its brick-and-mortar supermarket chain, Whole Foods, will offer Prime Day discounts in all of its stores.

Seemingly to answer Prime Day pundits’ complaints that past Prime Days were chock-full of yard-sale junk, Amazon is saying it will also feature “Prime Day Launches,” special-edition product offerings from “hundreds of well-known and emerging brands.”

Among the exclusive launch products: An Alexa-enabled voice-activated kitchen faucet from Delta, because everyone’s been asking for a voice-activated kitchen faucet; an Amazon Audible Original production called “Hi Bob!,” where Bob Newhart interviews the likes of Sarah Silverman and Will Ferrell; and a Coleman portable propane grill.

Prime Day 2018 deals start ahead of Prime Day

Somewhat confusingly for Prime Day newbies, you don’t actually have to wait until Prime Day to get Prime Day-like deals. Amazon is already discounting, by $100, its Alexa-enabled Echo Show, and more deals are forthcoming on Fire TV, Fire tablets and Echo devices in the days leading up to the official start of Prime Day.


Also confusing, the official Prime Day lasts more than a day. Prime Day shoppers will have a full 36 hours to shop this year, up from 30 hours in 2017, meaning the sale that starts on July 16 runs all the way through July 17.

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Oh, and if you’re not already one of the 100 million-plus Prime members worldwide, you can latch on to a 30-day free trial to take advantage of Prime Day.