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Amazon has officially revealed the dates for Prime Day 2026. Here’s when the massive shopping event starts and what shoppers can expect this year.
The annual shopping event will run from June 23 to June 26, giving Prime members access to major discounts across drugstore beauty, celebrity-loved makeup and hair care, TikTok-viral fashion, trending tech, home finds, and more. The retailer confirmed the dates on Monday ahead of what is expected to be one of the company’s biggest shopping events of the year.
- Get Vital Proteins Collagen Peptides for $20: Shop the deal
- COSRX Snail Mucin 96% Repairing Serum for $17: Shop the deal
- Amazon's best jelly sandals are on sale: CUSHIONAIRE Splash Jelly Flip Flops
- Sign up for Amazon Prime: Get 30 days free
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.
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.
When Will Prime Day Deals Start?
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.
What Early Prime Day Deals Are Live Now?
Vital Proteins Collagen Peptides Powder, 20 Individual Packets
Jennifer Aniston has said she's a fan of the brand's chocolate protein power in her daily shakes. She explained, "I love milkshakes."
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.
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.
SOJOS Small Trendy Rectangle Sunglasses
These SOJOS sunnies are so '90s supermodel coded, you'll instantly feel like the it girl the second you add them to your outfit.
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.
How We Choose
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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