Amazon Prime Day 2025 has arrived, and with it comes deep discounts on electronics, household items, appliances, clothing and more. The sale will run from today until Friday, July 11.

A record $23.8 billion in sales is expected to be spent by consumers for Amazon Prime Days, Adobe said in a forecast released on July 7. That's a 28.4% increase year over year and $9.6 billion more than the comparable period last year. Last year, shoppers spent $14.2 billion during the two-day Amazon Prime event, according to Adobe.

This year also brings a shiny new shopping feature: “Today’s Big Deals”—a daily, themed drop of limited-time offers from top brands like Samsung, Kiehl’s, and Levi’s, launching at midnight and available while supplies last.