E! Illustration/AmazonAmazon Prime Day 2026 is officially live. Amazon’s biggest shopping event of the summer kicked off on June 23 and runs through June 26, giving Prime members access to millions of deals across tech, beauty, fashion, home, kitchen, and more.
Whether you’re shopping for everyday essentials or hoping to score a major discount on a big-ticket item, Prime Day can be one of the best times of the year to save. To help you shop smarter, we’ve rounded up everything you need to know about finding the best deals, tracking price drops, and maximizing your Prime membership benefits on TikTok-viral beauty, trending fashion, elevated home decor, and more throughout the four-day event.
- Get Vital Proteins Collagen Peptides for $20: Shop the deal
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- Get Adidas on sale for Amazon Prime Day: Shop the deal
- Madison LeCreoy-approved babydoll dress on sale: Shop the deal
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Prime Day 2026 Is Earlier Than Usual
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.
Do You Need an Amazon Prime Membership
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.
Join Amazon Prime
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.
Prime Day Is Live—What Should You Shop First?
Prime Day deals can change throughout the event, with limited-time offers appearing across tech, beauty, home, fashion, and Amazon devices.
If you’re shopping for big-ticket items, it’s worth checking deals ASAP since some discounts may sell out before the sale ends! We’re tracking the top Amazon Prime Day picks in all categories below.
Solawave Wrinkle Retreat Pro LED Face Mask
Solawave’s red light mask is designed to deliver professional-level results at home, and uses 320 LED lights and four types of light therapy to target uneven tone, signs of aging, fine lines, and overall skin vitality. It offers edge-to-edge coverage so your whole face is covered, and the rechargeable battery offers up to 20 treatments per charge.
tarte tartelette tubing mascara
This must-have tubing mascara makes lashes appear thicker and longer. Get it now at an incredible Amazon Prime Day steal!
Poliro Denim Dress for Women
Get a Madison LeCroy-approved babydoll dress on sale right now. It’s so flattering no matter your body type, and it’s perfect for the upcoming summer heat. All colors on sale now.
e.l.f. Sheer For It Blush Tint
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.
The Drop Womens Balu Feminine Shaped Waist Midi Dress
Elevate your basics with this timeless summer dress. Easy to dress up or down, day to night.
EltaMD UV Tinted Daily Face Sunscreen SPF 40
This tinted SPF by EltaMD effortlessly blends in, providing effective sun protection and hydration. It’s non-greasy, and offers UVA/UVB protection. Choose from multiple shades.
Editor’s Pick
Gap Women’s Mid Rise Baggy Denim
These jeans feel as soft as sweatpants, but they’re socially acceptable to wear to work. Choose from a range of washes on sale now.
adidas Women’s Streettalk Shoe
These comfortable, statement-making, shell-toe shoes are for everyday wear. Get them on sale!
Easthome Mattress Topper
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.
ANUA PDRN Collagen Glow Facial Serum Spray
Capsule facial mist with PDRN 2,000ppm, hyaluronic acid, and collagen to boost hydration for a dewy glow and firmer-looking skin.
Vital Proteins Collagen Peptides Advanced Hydrolyzed Peptides, Chocolate
Jennifer Aniston has said she’s a fan of the brand’s chocolate protein power in her daily shakes. She explained, “I love milkshakes.”
COSRX Snail Mucin 96% Repairing Serum
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.
Paula’s Choice SKIN PERFECTING 2% BHA Liquid Exfoliant with Salicylic Acid
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.
medicube Toner Pads Zero Pore Pad 2.0
These Medicube pads are perfect for those concerned about enlarged pores, seeking smoother skin, and battling greasy skin from excess sebum.
AUWUKA Womens High Waist Jean Shorts
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.
CUSHIONAIRE Splash Jelly Flip Flops
These flip flops will become a summer favorite!
Aoysky Women’s 2 Piece Workout Set
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.
Orblue Microplane
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.
Astercook Knife Set (13 Pieces)
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.
Rothy’s The Square Mary Jane
This lightweight, knit women’s flat features a cushioned insole and flexible construction for supportive wear from morning meetings to evening outings—ideal for work, commuting, school days, and everyday walking.
wavytalk Red Light Therapy Mask
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.
What Is Prime Day?
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.
What Deals to Expect During Prime Day 2026
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.
