Amazon Prime Day 2025 deals will begin on Tuesday, July 8, and end on Friday, July 11. Not everything on Amazon is on sale for Prime Day. The annual discount days have discounts for Prime members across almost every product category, but it isn’t a site-wide sale.

Independent businesses that sell goods through Amazon account for more than 60% of the company's retail sales. Some third-party sellers are expected to sit out Prime Day and not offer discounts to preserve their profit margins during the ongoing tariff uncertainty, analysts said.