Prime Day Set for July 12-13; Multi-Brand Fire TV Deals Start Tuesday

Amazon announced July 12-13 for this year’s annual Prime Day sales event, with a slate of up to half-off Fire TVs as headliners. The Thursday announcement also spotlighted brands iRobot and Beats, and promised Amazon’s “lowest prices ever” for select Sony and Bose products.

Early deals start Tuesday, including 55% off select Amazon devices including Echo Show 5 and Echo Show 5 Kids; Kindle Paperwhite; Amazon Glow with Tangram Bits; Halo Band; Luna controller; Fire 7 tablet; Echo Dot, bundled with a free smart bulb; a Ring Alarm security kit, Blink Video Doorbell and eero mesh Wi-Fi routers, Amazon said.

The biggest discount cited on Fire TVs, starting Tuesday, is 50% off the Toshiba 75-inch M550-Series to $699. Other advertised deals include 37% off a Pioneer 43-inch 4K TV and $284 for an Amazon 55-inch 4-Series 4K TV (45% off). Sub-$100 deals include $89 for an Insignia 24-inch HD smart TV and $10 more for the 32-inch version.

The 48-hour Prime Day event is to begin July 12 at 3 a.m. EDT in the U.S. and runs through July 13 for Prime members in Austria, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Luxembourg, Mexico, the Netherlands, Portugal, Singapore, Spain, the U.K., Poland and Sweden. Prime Day events will be held later this summer in Egypt, India, Saudi Arabia, and the United Arab Emirates, Amazon said.

Leading up to the sales event, Prime members can win prizes by supporting small businesses June 21-July 11, Amazon said. For every $1 spent on eligible small business products, customers will earn a chance to win prizes including a pre-game experience and tickets to Super Bowl LVII; VIP passes to music experiences in Los Angeles and Las Vegas; tickets to a New York City screening and a cast meet-and-greet for Prime Video’s upcoming The Lord of the Rings: The Rings of Power series; and a VIP trip to Amazon’s first clothing store, Amazon Style, near Los Angeles. Hundreds of thousands of sweepstakes entrants globally will have a chance to win Amazon gift cards, the e-commerce company said.

From June 28-July 11, Prime members can get a 0% annual percentage rate installment loan on designated eligible products. The buy-now-pay-later program is for three equal monthly payments on purchases $50 and over, with credit approval, Amazon said. More third-party sellers will be involved in Prime Day this year, Amazon said. New deals will go live throughout the two-day event.

Beginning Tuesday, Prime customers will be able to shop early deals on Amazon Live, it said. Actress Hilary Duff will appear on Amazon Live June 28 at 1 p.m. EDT with featured small business owners. The feed will be available via the Amazon Live Shopping app on Fire TV and here. Other participating influencers and celebrities include Porsha Williams, Joe and Frank Mele and Lala Kent, Amazon said.

Members can earn credit toward their Prime Day purchases, receive custom product recommendations, and set up deal notifications and reminders to get ready for the sales event, Amazon said. They can subscribe to receive deal alert notifications related to recent Amazon searches and viewed items by creating alerts on the Prime Day event page; on Prime Day, they’ll receive push notifications on available deals, it said.

Amazon is also having a gaming experience for Prime members to celebrate before Prime Day. On July 9, starting at 7 p.m. EDT, members can tune into Ultimate Crown on Twitch.tv/Crown and Prime Video. During the event, gamers and streamers will compete live from Las Vegas at the HyperX Arena. Prime members will have a chance to attend in person or participate in live chats for a chance to win giveaways and gifted subscriptions, it said.

Beginning Thursday, Prime members can earn a $10 credit toward Prime Day purchases by completing a four-activity stamp card related to member benefits. They get a stamp for streaming Prime Video, listening to Prime Music, borrowing a Prime Reading or Kindle Unlimited book or adding one to their library, and making a Prime-shipping eligible purchase, Amazon said.