Updated

Updated · Fox News · Jun 17

FOX News Deals Team Highlights Prime Day Discounts Up to 79% Off Before June 23 Sale

Updated

Updated · Fox News · Jun 17

FOX News Deals Team Highlights Prime Day Discounts Up to 79% Off Before June 23 Sale

Q: With nearly half of past 'deals' being price hikes, how can you spot a genuine Prime Day bargain this year?

The safest way to spot a real Prime Day bargain is to ignore the advertised percentage off and check the item’s actual price history. That matters because analysis of Prime Day 2025 found 45.5% of products rose in price during the event, meaning many “discounts” simply returned to normal levels after a pre-sale hike. Use a price tracker such as Keepa or CamelCamelCamel, or Amazon’s own price-history view, to see what the product cost over the past 30, 90 or 365 days. A genuine deal is usually near its lowest price in months, not just below an inflated “list price.” If the item was cheaper recently, or sat at the same price for weeks, the Prime Day badge may be more marketing than savings. Compare the same product across retailers. Prime Day now triggers overlapping promotions at Walmart, Target, Best Buy and brand websites, and Amazon is not always cheapest. Check total cost, including shipping, delivery speed and any loyalty or cashback offers. Be especially skeptical of big percentage claims on electronics, home goods and smart-home devices such as cameras, thermostats and robot vacuums, which are heavily promoted. Some can be strong buys, but only if the sale price beats their recent norm. The most effective strategy is to make a shortlist before Prime Day starts on June 23, set target prices, and buy only when the current price clearly undercuts the item’s recent history and competing offers.

Q: Does Amazon's Prime Day help its rivals more by creating a shopping frenzy that benefits all major retailers?

Yes. Prime Day still overwhelmingly benefits Amazon, but it also materially helps rivals by triggering a broader deal-hunting surge across retail. The evidence points to a clear “Prime Day effect.” EMarketer expects Amazon’s June 23-26 event to lift Amazon’s U.S. sales by 7.1%, with Amazon capturing about 60.3% of U.S. e-commerce sales during the period. That means Amazon remains the main winner. But the same event also raises consumer buying intent well beyond Amazon, pushing shoppers to compare prices across Walmart, Target, Best Buy and other chains that now run overlapping promotions. That spillover is visible in retailer behavior. Prime Day has effectively become a summer shopping holiday, and competitors increasingly schedule their own “deal days” to coincide with it. Amazon’s move of Prime Day from July to June this year was quickly matched by rivals adjusting their own calendars, showing how central the event has become to the wider retail market. The FOX News Deals guide itself reflects that broader dynamic: while centered on Amazon discounts such as the Lefant robot vacuum, AirPods, Blink cameras and Nest devices, it also directs shoppers to non-Amazon sales with discounts of up to 70% on home, tech and outdoor gear. That is a sign that consumer attention generated by Prime Day is not staying on one platform. So Prime Day does help rivals, but not more than it helps Amazon. Amazon creates the frenzy; the rest of retail increasingly monetizes it.

3 articles · Updated · Fox News · Jun 17

Up to 79% discounts headline a new FOX News Deals newsletter that spotlights early Prime Day offers ahead of Amazon's four-day sale starting June 23.
One featured pick was a Lefant robot vacuum at $89.99, or 55% off, alongside markdowns on Apple AirPods, Blink cameras, Roku devices and home essentials.
Under-$25 deals included KitchenAid oven mitts at $10.44, 70% off, plus a $16.49 car phone holder, $20 golf shorts and a $14.99 burger press.
The roundup also tied shopping ideas to near-term events including Father's Day and America's 250th anniversary, adding patriotic apparel, flags and whiskey glasses.