Second annual Prime Day will be July 12 — Here are the types of deals to expect


Amazon has announced that they’ll be making Prime Day an annual event, with this year’s big sale set for July 12th. Prime Day is like Amazon’s personal Black Friday where Prime Members can shop exclusive deals that start at midnight and continue all day. The first Prime Day last year was Amazon’s largest shopping day to date, surpassing all Black Fridays that came before it, and it’s looking like this year will break records once again. Prime Day will be a global event covering U.S., U.K., Spain, Japan, Italy, Germany, France, Canada, Belgium, and Austria. Amazon says there will be more than 100,000 deals this Prime Day, with new deals starting every 5 minutes. Here are the types of deals you can expect on Prime Day this year.

Countdown Deals

Leading up to Prime Day, Amazon will be having countdown deals from July 5th through the 11th. We will not know what will be on sale or for what price until the deals go live, but Amazon did say a 32-inch TV bundled with a Fire TV Stick will be available July 5th for $119.99. Last year, a partial deals list leaked a day before the big sale, so be sure to check back often leading up to and on Prime Day because I’ll be covering the best deals round the clock, like I did last year.

Prime Day Spotlight Deals

On Prime Day itself, you can expect the same deal formats as last year. The best deals, officially called “Prime Day Spotlight Deals,” will start at unknown times throughout the day and last until the allocated inventory sells out. For reference, one such deal last year was the Fire TV Stick for $24. That deal went live at 6:10 am PT and was sold out in about an hour.

Lightning Deals

In addition to the coveted Spotlight Deals, there will be Lightning Deals that start and end all day. These deals will start at specific times and last until they either sell out or a set time has passed. Lightning Deal start times are usually revealed at least an hour or two before the deal goes live, so you’ll have a bit of a heads up to try and catch the best ones. If you haven’t done so yet, its a good idea to install the Amazon app onto your smartphone or tablet and enable deal notifications. You’ll be able to add deals to your watchlist and receive push notifications on your mobile device when the deal goes live. There will also be deals available exclusively through the app, so that alone is reason enough to install it if you want to maximize your chance of getting in on the best sales.

Prime Savings

The last type of deals you’ll come across on Prime Day are “Prime Savings.” These will be activated on various items at midnight and will be available all day. “Prime Savings” will be additional discounts that appear during checkout. There may not be any indication of these deals on the actual products page, but they will be listed on the main Prime Day deals page. For an example of such a deal, look at the Moto G phone deal from yesterday. The phone is priced at $149.99, but when you add it to your cart, there is an additional $25 discount applied. This is exactly how the “Prime Savings” deals will work.

Other Deals

As mentioned already, some deals will only be available through the Amazon mobile app. Additionally, Amazon will have deals available exclusively through Alexa, similar to how the only way to order an Echo Dot is through Alexa. Amazon specifically said these deals will be available to “owners of an Amazon Echo, Echo Dot or Amazon Tap,” but Alexa on the Fire TV and Fire TV Stick may also be able to order these exclusive deals. If we see a repeat of last year, there’s also a good chance we’ll see savings on Amazon Coins, Amazon Gift Cards, and incentives for using Amazon’s Credit Card.

Amazon is gearing up to make this years Prime Day better than last years. Deals should sell out less quickly due to higher supplies. For example, Amazon has said their TV inventory for Prime Day deals will be nearly twice as many as Black Friday and Cyber Monday combined. I’ll be monitoring the deals rigorously throughout the day and posting all the best ones at, so bookmark it and check back often.


  1. Max Wagner says:

    Were Fire TV’s offered as part of the last year’s sale? And if so, what was the price? Did they also sell out and become quickly unavailable?

    • AFTVnews says:

      The Fire TV was not on sale for Prime Day in the US, but it did go on sale in the UK. It was discounted by 25% in the UK.

      The Fire TV Stick was $24 in the US on Prime Day. It was the most popular deal on Prime Day out of everything sold that day.

  2. Edgar R. says:

    I’m hoping for a good deal on original amazon echo.

  3. Shaun says:

    Thanks for the breakdown of the deal types, thats great info. If I buy stuff on primeday I’ll be sure to do it through here so it supports the site.

  4. Eric says:

    Last years prime day was a nightmare.

  5. Gerard Pinzone says:

    Last year was a bust. Hopefully they learned their lesson.

  6. Tony Ramirez says:

    Waitlist day. Can’t wait. NOT.

  7. gdroid666 says:

    i remember waiting for tv deals on black friday which never showed up
    later i heard that they only showed up on the app if it was installed on amazon devices
    i was on the app waiting and the lightning deals like $100 for 50″ full hd tv never showed up, i wonder if they are going to do this again, only for amazon app installed on fire tablets with these lightning deals

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