Amazon Prime Day officially got underway Tuesday, with the summer sales event slated to last through July 11. Competitors Target and Walmart are also holding multi-day sales events.

With the Fire TV Ambient Experience, shoppers can display art, photos and more when not actively watching TV. When it's time to watch your favourite show, users can stream more than 700,000 movies and TV episodes with subscriptions to Netflix, Prime Video, Disney+ and more.

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.

Amazon has announced Prime Day 2025 for July 8 to 11. Here's everything we know for Day 2, including the best Prime Day 2025 deals to shop online.