Prime Day 2025: The best deals on tech, shoes and garden items

So many shoes, it was said. Yes, the great offer of discounts in this category stands out above all. Amazon imagines us walking non-stop in the torrid cities – and mountains – of vacation.

Amazon also reports, perhaps unsurprisingly, that in July 2024 the top products sold were portable fans and air conditioners (in addition to women's Birkenstocks). These products are also being discounted in the coming days.

There is also a substantial novelty this year. The New & Now format, which replaces the traditional “WoW” offers (of about 15 hours) with exclusive 24-hour offers dedicated to the most recent products added to the catalog. Reserved exclusively for Prime members, these promotions are communicated in advance via email in a confidential manner and appear every day in a dedicated carousel with a countdown that marks the remaining time to take advantage of them. The “New & Now” initiative rotates through four different categories, sequentially scanning tech (consumer electronics, PCs and wireless accessories, home entertainment, photography), beauty & self care (beauty and personal care products), fashion (clothing, footwear, watches and accessories) and home & garden (household, kitchen and gardening items), so as to cover a different product area every day and keep customers' attention high.

For the rest, during Prime Day 2025 Amazon reserves various promotion formulas for its Prime members. Lightning Deals are flash offers for selected products, activated for a few hours until stocks run out and recognizable by the presence of the discount directly on the item detail page: they are designed to encourage quick purchases and capture attention with a countdown that makes the experience almost real time. Top Deals instead highlight promotions on Amazon best sellers, highlighting the items with the most significant price cuts every day.

To ensure maximum visibility for these offers, Amazon has set up a real Freshness Hub, accessible from a dedicated banner on the homepage throughout the event: here, users will find all the New & Now offers collected, with the counter highlighted and the possibility of scrolling through the main carousel to discover the new discounted arrivals in advance. Furthermore, within the product pages, both the coupons that can be activated with a simple click and the flash offers and Top Deals will be clearly displayed, providing the most complete information on the price advantages at all times. This mix of strategies, combined with the transparency of communications and extensive media coverage on Amazon's newsletters and social channels, makes the Day an increasingly structured event, year after year.

Among the most significant offers in terms of absolute savings, the Beatbot AquaSense 2 Pro wireless pool robot stands out, going from €2,699 to €1,999, with a net advantage of €700. Just below is the 85-inch Samsung Neo QLED 4K (model QE85QN90BATXZT), discounted by €681.62 compared to the original €2,480.62. The standard Beatbot AquaSense 2 model also benefits from a €600 cut on the list price, while the Waterdrop X16 reverse osmosis system for alkaline water is offered at €1,424.05, saving €574.95. The Sony Bravia KD-75X80L smart TV also did well, with a discount of €568.23 dropping to €1,099 compared to the initial €1,667.23.

Those looking for a high-end portable workstation can focus on the Dell XPS 16 9640 Notebook, which reduces its price from €3,422.94 to €2,859.00, thus guaranteeing an advantage of a good €563.94. Among smart TVs, the 75-inch Sony BRAVIA 7 QLED goes from €2,446.99 to €1,899.00, offering a saving of €547.99; for those who want a second model of pool robot, the Beatbot AquaSense 2 Pro goes from €2,699.00 to €2,159.00, giving a discount of €540.00.

Even those who aim to simplify household chores will find offers: the LEFANT M2Pro robot vacuum cleaner and floor cleaner, with over 16,500 reviews and a rating of 4.4, is offered at €269.99 instead of €799.00, with a gain of €529.01, while its "twin" LEFANT M2S, rated 4.3 by 1,638 users, drops from €699.99 to €178.49, saving €521.50. Even thin laptops are protagonists: the Samsung Galaxy Book4 Edge, despite a more moderate rating of 3.7 out of 26 reviews, lowers its price from €1,699.00 to €1,199.00, with a cut of €500.00, as does the ultra-light LG gram AI 15Z80T, which goes from €1,199.99 to €699.99, guaranteeing a similar saving of €500.00.

Those who are not afraid of a bit of DIY or want to keep their garden and outdoor spaces tidy can choose the WORX Vision WR213E.1 robot lawnmower, with a score of 4.0 and 8,443 reviews, whose price drops from €2,199.00 to €1,718.99, saving €480.01. Finally, engraving and DIY enthusiasts will find two versions of the xTool S1 20W kit: the standard version reduces the price from €1,999.99 to €1,538.99, with a cut of €461.00, while the variant with a honeycomb panel drops from €1,799.99 to €1,348.99, guaranteeing a saving of €451.00.

If you look at the percentage savings, the official AS Roma “Lupa” shirt in size M has the biggest cut, going from the full price of 24.90 euros to just 5.40 euros, with a discount of 78%. Next, the LEFANT M2S robot vacuum cleaner and floor cleaner loses 74% of its price of 699.99 euros, paying just 178.49 euros; the Mellin vegetable coconut pouch, from 9.90 euros, is sold at 2.76 euros (72%); the HEAD Challenge Team tennis rackets (set of three) go from 93.16 to 27.37 euros, with a discount of 71%.

Another recent innovation is AI. You can ask Rufus: the virtual assistant based on generative AI can answer specific questions about Prime Day and provide recommendations on offers.

The “Shop Again” section, available on the homepage, allows you to find all the products you buy frequently in one place. Even on Prime Day, customers can quickly add their favorite products to the cart and discover many other related ones.

Prime members can receive personalized deal notifications based on their latest searches on Amazon.it and recently viewed products. Simply visit the Prime Day page on the Amazon shopping app to turn on deal notifications.

“Deals You Might Like,” “Deals Just For You,” and “Saved for Later Deals” will be available on Prime Day 2025. Prime members will also have the opportunity to discover an even broader selection of products, with dedicated collections including “Everyday Products,” “Top Brands,” “Customer Favorites,” “Top 100,” and “Trending Deals.”

You can use Alexa to track deals on products in your Wish List, Cart, or Save for Later. Just say, “Alexa, add [product name] to my cart,” and then ask Amazon’s voice assistant to notify you when a deal is available. Those who don’t want to miss a moment of Prime Day can ask Alexa to remind them when the deals event starts by simply saying, “Alexa, set a reminder for Prime Day.”