Independent businesses that sell goods through Amazon account for more than 60% of the company's retail sales. Some third-party sellers are expected to sit out Prime Day and not offer discounts to preserve their profit margins during the ongoing tariff uncertainty, analysts said.

More retailers are offering discounts around the same time as Amazon's Prime Day. Dollar General, REI, and Kohl's have their own July sales in 2025.

There’s plenty of hype surrounding Prime Day 2025, and for good reason. You can find ultra-low prices on everything from home essentials to brand-name tech, but is that the only sale you (and your wallet) should be checking out this summer?