Truth be told, it feels like Black Friday and Cyber Monday were just yesterday — but the shopping events don’t stop (especially for us here at New York Post Shopping).
Amazon’s two-day anticipated shopping event, otherwise known as Prime Day, is on the horizon in the coming months. During these 48 hours, you can anticipate hot-button offers on outdoor patio furniture, top-rated air fryers, must-have headphones, investment-worthy fitness equipment and much, much more.
“According to our data, 51% of consumers are motivated to buy online by items being on sale, so Prime Day really taps into what they want,” Chris Beer, data journalist at audience insights company GWI, exclusively told the New York Post. “As the sales run for a limited time, it creates a sense of urgency and scarcity that makes consumers feel like they’re missing out if they don’t get involved. It also occupies a gap in the retail calendar, giving them an excuse to spend [what] wasn’t always there.”
Though the official dates for Amazon Prime Day 2023 haven’t yet been announced, this isn’t our first rodeo. The retailer tends to dish out the deals quickly — known as “Lightning Deals” every few hours during the duration of Prime Day. From past years of researching, working around-the-clock and, of course, shopping, this is the pristine time to pick up Crest3D Whitestrips, the Keurig K-Mini Coffee Maker and the 23andMe Ancestry Service DNA Kit, namely.
Ahead, we outlined an in-depth trend forecast — filled with predictions, what to expect and more — after speaking with a team of retail experts. So, you’ll come to Prime Day 2023 fully prepared, with credit cards in tow.
More, we also outlined top Amazon deals to shop while we’re all on the edge of our seats awaiting the confirmed dates and discounts. In short, you’ll want to keep this page bookmarked — we’ll continue to update this preview explainer as new deals arise and more information is announced.
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What is Amazon Prime Day?
Amazon Prime Day is a retailer-led shopping event where Prime-eligible shoppers can purchase top-rated items on sale. This is the *prime time* to score discounts on beauty products, fashion pieces, mattresses, kitchen items, electronics and other Amazon best-sellers.
When is Prime Day 2023?
The official dates for Amazon Prime Day 2023 haven’t yet been announced yet, but we expect this to be a two-day shopping event that will take place in early to mid-July, based on previous years. We anticipate Amazon hosting a similar batch of deals as last year, with an emphasis on practical items you can buy for less than $25.
What’s more, Amazon typically hosts deals a week or two leading up to the event. You’ll find select Amazon deals year-round, but the retailer has act-fast offers as it draws closer to Prime Day, in addition to the hottest deals right now that we outlined below.
How to prepare
You’re doing yourself justice by researching Amazon Prime Day months before its annual launch (though Amazon dished out not one but two Prime member-eligible events last year, but that’s another story). While you patiently wait for further announcements and the soiree of deals that is to come, you’ll want to ensure your Prime membership is locked and loaded.
If you don’t yet have a Prime membership (what are you doing?). In all seriousness, you can sign up for a 30-day free trial at any time, even during the duration of Amazon Prime Day 2023 itself. With Amazon Prime, you’ll receive free shipping and countless benefits.
After your Amazon Prime membership is in the bag, follow our coverage here at New York Post Shopping so you never miss a Prime Day 2023 announcement. We consistently dish out coverage on the deals worth your time and money so all you have to do is read one of our well-researched guides and add those waitlist-inducing products to your shopping cart.
Best Prime Day 2023 Early Deals
Ahead, the New York Post Shopping team pulled the 14 best deals ahead of Amazon Prime Day 2023. Keep in mind that this list will continue to be updated with must-have deals as we lead up to the two-day shopping event (and, of course, during Prime Day 2023 nonstop).
1. Tonka RC Mighty Monster Dump & Plow Truck, $39, original price: $70
Looking to get any landscaping done this summer? It may not get the job done by itself, but this Tonka RC Mighty Monster Dump & Plow Truck will certainly keep your kiddos entertained while you talk to the contractors. Plus, it’s 44% off today from Amazon.
Enter one of the best Amazon deals we may have seen ever — Prime Day aside. The Zinus 10″ Spring Hybrid Queen Mattress is now more than 40% off and adored by nearly 10,000 satisfied sleepers. With the perfect bed sheets and duvet cover, you’re golden.
3. Graco Extend2Fit Convertible Car Seat, $200, original price: $235
If you’re a parent or caregiver, you know that car seats can be expensive. We reviewed two top models this year and can attest they’re a wonderful value that, thanks to its innovative design, grows with your baby.
Now, the Graco Extend2Fit Convertible Car Seat is 15% off and backed by more than 69,000 reviews. Not to mention, it provides five inches more legroom than traditional models.
4. Niceday Elliptical Machine, $600, original price: $800
Any day you’re saving $200 is a nice day. Additionally, any day that you’re using this Hyper-Quiet Magnetic Elliptical Machine from Niceday is a nice day. Put those together, and you’ve got quite a few nice days to look forward to.
5. Keurig K-Duo Plus Coffee Maker, $145, original price: $230
Get the best of both worlds with the Keurig K-Duo Plus Coffee Maker. It’s compatible with single-serve pods or ground coffee, the latter thanks to its pour-over carafe. It’s well-received by more than 28,000 coffee lovers and makes brewing personalized; simply select your cup size and enjoy!
For more options, check out our guide to the best Amazon coffee makers.
6. Intex Auto Pool Cleaner, $75, original price: $215
As we approach pool-opening season, ensure your liner is in tip-top shape with the Intex Auto Pool Cleaner. It’s 65%$ (a steal, as far as pool vacuums go) and function much like your robot lawn mowers and robot vacuums.
7. Apple AirPods Pro (2nd Generation), $200, original price: $249
Much digital ink has been spilled on the quality and ubiquity of Apple’s premier wireless-earbud brand, the AirPods and the AirPods Pro. Not enough digital ink has been spilled, however, on this deal for Apple to take it away just yet. Pick up 2nd Generation AirPods Pro for just $200 while this sale lasts.
For more options, check out our guide to the best wireless earbuds under $100.
8. Bowflex Treadmill, $2,699, original price: $3,599
When there’s a treadmill on sale for nearly $1,000 off, we run — literally. Shop one of the best brands in the biz, Bowflex. This model comes with a one-year JRNY membership that assesses your fitness level, creates custom workouts and provides coaching and feedback, replacing the in-person workout experience for most people.
9. Samsonite Omni 2 Expandable Carry-On Luggage, $110, original price: $170
Gear up for warm-weather travel with the Samsonite Omni 2 Expandable Carry-On Luggage. Now, it’s nearly 40% off, comes in an array of great colors and is beloved my more than 3,000 jet-setters.
For more options, check out our guide to the best carry-on luggage and bags.
10. Revlon One Step Volumizer Plus 2.0 Hair Dryer Brush, $41, original price: $70
We reviewed the original Revlon Blow-Dryer Brush (among others), and there’s a new hair-styler in town: the Plus 2.0. Save $30 right now on this top-rated model that’s adored by nearly 23,000 beauty aficionados. You’ll appreciate its ceramic and titanium technology that helps reduce and protect your hair from heat damage, much like your best heat protectants.
11. DeWalt 20V Max Cordless Drill / Driver Kit, $99, original price: $179
Drill, baby, drill! This bestselling DeWalt 20V Max Cordless Drill/Driver kit is $80 for a limited time on Amazon. If you’ve got projects to finish, we suggest you drill down on that buy button below!
12. BLACK+DECKER Air Conditioner, $440, original price: $570
Summer’s just around the corner; are you prepared? You may think you’ve got it covered with your box fan, but a week of stifling heat will have you feeling differently. Pick up this Black + Decker Air Conditioner while it’s still over $100 off from Amazon, and beat the heat for cheap.
Prime Day 2023 Trend Forecast and Predictions
Ahead, New York Post Shopping exclusively interviewed a handful of seasoned retail experts to outline shopping trends as of late, predict how consumers will spend their money this Prime Day 2023 and how to best prepare to maximize the upcoming Amazon-fledging event.
How will inflation impact Prime Day 2023?
If you’ve been following financial news of the past year — whether you have eyes on the S&P 500 or simply have noticed a spike in the price of milk at the grocery store — you’ve likely heard that we’re amid inflationary times.
This is interesting to note as we approach Prime Day, given Amazon’s two-day shopping event surrounds plenty of big-ticket purchases, like rowing machines and smart TVs.
“Amazon does a great job of maximizing what is selling and finding alternative products and/or reducing prices to what is not, so the economic uncertainty and/or inflation will not have a meaningful impact on Prime Day given the variety of products,” Christian Piller, co-founder and chief commercial officer of Pollen Returns, a retail returns pickup technology platform, tells The Post. “Cost-conscious shoppers will find deals on household consumables and other necessities while others can find a deal on computers and TVs.”
Yet, the current state of the economy can be a hit or miss for Amazon Prime Day 2023.
“The argument in favor of consumers spending on Prime Day is that if the deals provide deep savings for consumers, it will help battle the causes of inflation,” Yoni Mazor, co-founder and chief growth officer of GETIDA, a firm that audits and reconciles tens of billions of transactions for Amazon sellers worldwide, shares with The Post. “Consumers will jump on the opportunity to save big and reduce the impact of inflation.”
The argument that is not in favor of consumers spending big on Prime Da, according to Mazor, is that the impacts of the economic slowdown and inflation have taken such a deep toll on US consumers, that they may hold out on spending during Amazon Prime Day 2023. “The event may prove itself to be dry due to the macroeconomic environment,” he offers.
Why is Prime Day so popular?
Because we’re New York Post Shopping, of course we’re all about Prime Day (it’s our version of the Super Bowl, in case you couldn’t tell). However, with Amazon shoppers at-the-ready every day of the year, what really drives purchasing decisions during the retailer’s two day deals extravaganza?
“More than ever, shoppers are looking for deals and ways to shop smarter,” Rodney Mason, head of marketing and brand partnerships at LTK, tells The Post. “According to a recent LTK study, 72% of consumers state they believe we are currently in a recession. That means more shoppers will be looking for ways to save — turning to retailer sales moments and creators to help with finding the best deals.”
Creator-driven shopping platform LTK saw this last year as inflation rates increased, and the company expects to see the same this year. “These massive sales moments are so popular because consumers want to make their dollar go further and find ways to save, especially in uncertain economic conditions,” Mason adds.
More, the constant motivation to secure a “great deal” adds to the Prime Day flavor and flair.
“Consumers are poised to look for deals and secure freebies where they can,” Beer tips off. “Free shipping has always been the thing that most consumers look for when buying online, but the number who seek it (68%) is higher than ever. The same is true for items on sale (51%) and special offers (36%).
Expert predictions on how Prime Day 2023 will differ from last year’s event
While we can expect to see some overlap in terms of products on sale (hi, Crest 3D Whitestrips, and hello, air fryers galore), there’s typically a variation in certain shopping categories depending on (1) the state of the economy and (2) what’s trending in summer 2023.
“The overarching trends we’re seeing among U.S. consumers at the moment is a move away from conspicuous consumption,” Beer shares. “Not only do they have less spending power due to inflation, they’re also more coy about showing off expensive purchases — perhaps influenced by recent layoffs.”
On the other hand, consumers looking to signal their status are instead doing so by “frugal flexing” — as Beer describes — “where they gain kudos online for showing off how deal-savvy they are and how much money they can save.”
That said, if shoppers have the urge to brag about their Prime Day haul online — perhaps on TikTok or YouTube video — it won’t necessarily be because they want to flaunt their expensive grabs. “I’ll be because they want to show off how smart they’ve been,” Beer predicts.
In turn, more economical spending may be the blanketing theme of Prime Day 2023.
“This may also translate into more DIY/auto repair purchases, as consumers become more interested in maintaining things they already own, instead of buying replacements,” he adds.
Experts forecast the most popular products of Prime Day 2023
While we don’t have a crystal ball, our team of retail experts have done the research and compiled their findings to outline an all-encompassing Prime Day 2023 cheat sheet — what to look for, what to try to hunt for on sale and how to optimize your spending.
Some of the expected trends in Amazon Prime Day 2023 are heavy discounts and great deals on a few categories. “The main categories are the apparel/fashion and electronics categories,” Mazor says. “It appears that manufacturers and retailers have overstocked in these categories because of macroeconomic reasons as the economy is slowing down, but also because of the outcomes of COVID-19 complications.”
According to Mazor, products that are retailed and directly sold on the platform by Amazon, especially Amazon-branded products, “can be expected to be sold at aggressively low prices, which will be a great boon for consumers and will probably turn out to be the most popular items to shop for during Prime Day.” These brands are well-recognized (and much-adored) such as Amazon Kindle tablets, Amazon Ring devices, Amazon Alexa gadgets and more.
While official Prime Day 2023 deals aren’t here yet, LTK provides a list of the top 10 categories consumers shop for based on what they see from online creators:
- Beauty and Personal Care
- Clothes, Shoes and Accessories
- Electronics
- Cleaning Supplies
- All Natural and Organic Products
- Grocery
- Beer, Wine and Spirits
- Movies, Music and Books
- Video Games
- Health and Wellness
“While right now shoppers are focused on everything from summer fashion, home and travel, by the end of June and beginning of July, we anticipate a transition to back-to-school and fall season shopping,” Mason notes. “Top products purchased from creators during the major retailers’ July sales period last year were women’s clothing — everything from jeans to athleisure items and dresses to home items like patio furniture.”
You may be wondering: what was popular this time last year? Some of the most-searched items — per Mason —include wedding guest dresses, fall outfits, concert outfits and all things maternity fashion.
Based on GWI’s research into Prime Day, the most popular product categories include household products, all forms of electronics and clothing.
“In the last couple of years, we’ve seen some categories grow in popularity, partly due to the progression of the pandemic and partly due to the event’s natural growth,” Beer dishes out. “So, last year, we saw more consumers shopping for travel gear, as well as supplies for their gardens and cars.”
Predicting the same in terms of travel products, Beer believes “we may see some luggage items fly off the virtual shelves.” This aligns with what New York Post Shopping has been seeing, too, as interest in all-inclusive resorts and bachelorette party destinations are at an all-time high.
“There’s also been growth in the smart security market, which may be down to consumers spending more time working from home after the pandemic and looking to invest in protecting their surroundings,” Beer adds. “Similarly we’re also seeing intent to buy smart TVs [related: best outdoor TVs] trend up, as consumers invest more in at-home entertainment after lockdowns.”
What types of shoppers does Prime Day typically cater to?
According to e-commerce software company Helium 10, Amazon generates close to $470 billion in revenue every year. Needless to say, the retail titan has a gargantuan following that transcends almost every demographic and region.
However, by analyzing the audience of those who plan to shop on Prime Day on a granular level, we can gather a clearer picture of who the event most appeals to.
“Its core market are early adopters, those consumers who are the most keen to get their hands on the latest tech products and see it as their chance to get them at the cheapest price,” Beer highlights. “Subsections of this audience include gamers and audiophiles, who use Prime Day as a way to find tech that supports their hobbies.”
Another audience that makes use of Prime Day is parents. “Parenthood comes with a need to buy big-ticket items like cribs, car seats, and feeding equipment [read: best high chairs], which can often be found cheaper during the event,” he adds.
A third segment of the Prime Day audience is influencer followers. “These are consumers who watch influencer vlogs and like to feel like part of a community,” Beer explains. “Prime Day entices them with social proof – they don’t want to miss out on what everyone is doing. But, influencers can also curate product recommendations for their followers, and it’s little wonder Amazon leaned so hard into them as a marketing channel for Prime Day in 2022.”
Another unique trend for the first-time ever this Prime Day? The rise of Gen Z shopping. They’ve graduated, began jobs and now have the means more so, now than ever, to shop how they choose.
“This is the first Prime Day where the oldest Gen Z’s are adults with disposable income for the first time. The majority of which prefer to wait for a product to be on sale vs. buying it at full price. It will be interesting to see how Amazon has prepared for this and how these Gen Z’s participate.“
Christian Piller, co-founder and chief commercial officer of Pollen Returns, a retail returns pickup technology platform
With 79% of Gen Z saying their shopping originated on social media and 75% of Gen Z saying they make purchases online from creator recommendations, this demographic’s spending power is ever-growing.
“As for broader shopping trends for this summer, the top products Gen Z are looking to purchase include shoes, makeup, jewelry, skincare, shorts and swimsuits,” Mason lists.
How to best prepare for Prime Day 2023
“One of the best ways to prepare for Amazon Prime Day 2023 is simply to add products that you want to purchase on Amazon to your cart and save for later and remember the price of each product you save for later,” Mazor advises. “What will happen is that during Prime Day you’ll be able to see the price changes of each product and make a clear decision if you are getting a discount you are comfortable with or not.”
Of course, there is some homework to be done in order to get the best savings as possible during Prime Day 2023. “But, I would also recommend just browsing around Amazon during Prime Day as you might find a surprisingly deep discounted product that you will simply not be able to resist that will get tremendous value out of the product and the savings that you got,” Mazor concludes. “If you find such an opportunity, go for it!”
Check out the New York Post Shopping section for more content.
