We track sales every day, but nothing compares to Amazon's biggest shopping holiday. When is Prime Day 2023? The company keeps that information under lock and key until shortly before the event. Our shopping experts evaluated the dates of previous Prime Days and came up with clever predictions for this year's sale.

What We Love at Amazon

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LEGO Nutcracker Set 40640, for ages 8+, includes 208 pieces to construct a festive nutcracker figure with black hat, red jacket, and adjustable arms. The box shows the completed figure on a snowy windowsill with nuts.
$8
$13
Save 40%

Lego Nutcracker Set $8

A brown convertible futon bed with a quilted surface transforms into a chaise lounge or flatbed. It features supportive legs and an adjustable backrest, complemented by matching pillows, placed in front of an electric fireplace.
$165
$235
Save 30%

Convertible Futon Bed $165

$35
$50
Save 30%

Sonicare Electric Toothbrush $35

Soundcore noise-cancelling earbuds are compact, wireless earphones with a sleek design, featuring a long rectangular charging case. They include noise-cancellation technology and a subtle logo for branding.
$20
$50
Save 60%

Soundcore Noise-Cancelling Earbuds $20

A woman in a casual gray two-piece tracksuit with black accents, wearing white sneakers and carrying a brown handbag.
$15
$37
Save 60%

Women's Jogger Set $15

$130
$300
Save 56%

Large-Capacity Walking Pad $130 w/ Prime

3-pack Mrs. Meyer's Clean Day Iowa Pine Scent Hand Soap, featuring a limited edition fragrance made with olive oil and aloe vera, each bottle contains 12.5 fl oz (370 mL).
$12
$22
Save 42%

3pk Mrs. Meyers Iowa Pine Hand Soap $12

Tic Tac Travels 60 Mini Box Set features assorted flavors in colorful mini boxes: Mr. Mint, Mr. Orange, Peachy Passionfruit, and Mrs. Spearmint.
$21

60pc Tic-Tac Mini Box Set $21

Sony over-ear wireless headphones in black with a sleek design, featuring large cushioned ear cups and adjustable headband.
$80
$150
Save 46%

45% Off Sony Noise-Cancelling Headphones

Women's satin pajama set with a floral pattern featuring pink and red flowers, long sleeves, button-down front, and full-length pants.
$16
$37
Save 58%

Satin Pajamas $16 in 40 Patterns

A tube of E.L.F. Lip Lacquer with a creamy nude shade is shown alongside its applicator brush, which has a white handle.
$3

E.L.F Lip Lacquer $3

$6
$20
Save 72%

5,100pc Bracelet-Making Kit $6

Blue tin of Royal Dansk Danish Butter Cookies, featuring an assortment of cookies in white paper cups with a variety of shapes like pretzels and swirls. The lid shows an image of a house and emphasizes no preservatives or colors are added.
$4
$5
Save 18%

Royal Dansk Cookie Tin $4

Black men's oxford sneakers with a smooth upper, black laces through metal eyelets, and a white sole featuring a black stripe. Brown accent on the heel adds subtle contrast.
$21
$43
Save 50%

Men's Oxford Sneakers $21

Apple iPad featuring a 10.9-inch Retina display with a blue back casing and a camera on the top left corner.
$299
$349
Save 14%

Apple 10.9" iPad $299

A black digital photo frame displaying a photo of a smiling family, alongside a smartphone using the Frameo app to send pictures to the frame.
$40
$100
Save 60%

Frameo Digital Photo Frame $40 w/ Prime

A black Amazon Fire TV Stick 4K with an HDMI connector is shown alongside its remote control, which has buttons for navigation, volume, and voice control.
$22
$50
Save 56%

55% Off Amazon Fire Stick 4K

e.l.f. Skin Hydration Skincare Mini Kit includes Holy Hydration! Face Cream (0.529 oz), Daily Cleanser (1.01 oz), Booster Drops (0.14 oz), Eye Cream (0.23 oz), and Makeup Melting Cleansing Balm (0.45 oz), featuring hyaluronic acid and ceramides.
$20

E.L.F Hydration Skincare Set $20

CosRx Advanced Snail 92 All In One Cream is a moisturizer formulated with 92% snail secretion filtrate, designed to hydrate and promote the repair and rejuvenation of the skin. Size: 200g / 7.05 oz.
$10
$35
Save 71%

70% Off CosRx Snail Mucin Moisturizer

Men's black hiking pants with 8 pockets, including zipped cargo pockets and an elastic waistband with a button closure.
$25
$60
Save 58%

Men's 8-Pocket Hiking Pants $25

A black and white striped long-sleeve sleep dress featuring a buttoned V-neck and a contrasting black front pocket.
$12
$20
Save 40%

Sleep Dress $12 with Prime

A woman is wearing a green plaid coat over a white graphic tee and light blue jeans, holding a gray handbag.
$24
$47
Save 48%

Women's Plaid Jacket $24

Renpho Eye Massager is a white, wearable device designed for eye therapy with features like heat, vibration, and compression, secured by an adjustable strap, and helps relieve eye strain and fatigue.
$53
$120
Save 55%

45% Off Renpho Eye Massager

A stylish women's colorblock sweater featuring a black and white split design on the front, with light brown sleeves. It's paired with blue jeans and accessorized with a necklace and hat for a casual look.
$18
$30
Save 40%

Women's Colorblock Sweaters $18

Dates of Previous Prime Days

While the past doesn't predict the future, it can certainly help guide our decisions. Here's a list of the start dates of previous Prime Days.

  • July 15, 2015 (the first Prime Day)
  • July 12, 2016
  • July 11, 2017
  • July 16, 2018
  • July 15, 2019
  • October 13, 2020
  • June 21, 2021
  • July 12, 2022
A black friday shopper holds several shopping bags over their sholders

Consumer Rumor: Another Prime Day This Year?

Notable Changes to Previous Prime Days

Prime Day started as—get this—a single day! Now, it's a 48-hour shopping event. The first major change, one might argue, happened on Amazon Prime Day 2017. That's when the event first surpassed the 24-hour mark. That year, Prime Day extended to 30 hours.

Prime Day extended to a full 48 hours in 2019. The event ran from July 15th through July 16th, and we saw several flash sales during those extra hours.

When Does Brad's Deals Expect Prime Day 2023?

Given all the information, our experts predict Prime Day 2023 will happen in mid-July. We also anticipate a strong sale in October, potentially a follow-up to the successful event a few years ago.

The team at Brad's Deals knows where to find the best Prime Day deals. Get notified by signing up for the free Brad's Deals newsletter or by downloading the free mobile app. We're also excited to connect with shoppers on TikTok, Instagram, Facebook, and everywhere else you talk about deals.