Everything You Need To Know About Amazon Prime Day 2025
Amazon's biggest sale of the year—Amazon Prime Day 2025—is officially on the horizon. The retail giant confirmed that it'll be launching this year's Prime Day sale in July, but its specific dates have yet to be released. Assuming the sale follows the same format as years past, Prime members will have 48 hours to take advantage of deals on thousands of items from major brands like Dyson, Apple and Yeti, as well as Amazon's own devices and products.
Find out everything we know so far about Amazon Prime Day 2025, and a few early deals you can shop ... More now.
Beyond its press release confirming that Prime Day will return in July, the e-tailer has been pretty tight-lipped about what shoppers can expect. But we can make some predictions based on recent years and current shopping trends. Below, we've answered the most commonly asked questions about Prime Day 2025 and rounded up some of the best Amazon deals you can take advantage of early.
Amazon Prime Day is a summer sale that was first introduced in 2015. At its start, Prime Day was a single-day event meant to celebrate the company's 20th anniversary. Since then, the sale has transformed into a two-day annual affair showcasing major discounts on thousands of products. Since 2022, the e-tailer has also hosted an October Prime Day, though that's not its official name.
The official dates for Prime Day 2025 haven't been released, but we're predicting the sale to fall sometime in the middle of July. The retailer often hosts Prime Day during the second week of the month, though it has deviated from this pattern in the past.
Technically, there's only one Prime Day each year. However, for the past three years, Amazon has run a similar savings event in October. In recent years, it has also started running annual says that are open to the general public (not just Prime members) including the Big Spring Sale, Amazon Pet Day and the Summer Beauty Event. Time will tell if Amazon will continue to add to its annual sale schedule.
No, Amazon Prime Day isn't a sitewide sale. That said, you can still find hundreds of thousands of discounts across nearly all product categories from brands like Sony, EltaMD and, of course, Amazon itself. Just keep in mind that you have to be a Prime member to take advantage of the deals.
The answer to this question largely depends on what you're shopping for. If you're in the market for Amazon devices, tech and small appliances, you'll likely find some great deals over Prime Day. The same goes for beauty and personal care essentials—Amazon has really stepped up its game in these categories over recent years. However, there will inevitably be plenty of lackluster offers mixed in with the good ones. We always recommend checking the price history of an item by using tools like CamelCamelCamel or checking other sites for price comparison before adding it to your cart. Our editors research the price history of every item we feature in our content, so shopping Forbes Vetted Prime Day deals lists is another way to ensure you're getting a good deal.
You don't have to wait for Prime Day to find great deals on Amazon's site. The e-tailer is known for offering some of the best prices and widest variety of products online all year long. Here are a few offers worth checking out now.
Amazon
Sonos is known for its high-end audio gear and the Move 2 is no exception. Besides immersive audio and automatic Trueplay tuning, the newer speaker also has a longer battery life (up to 24 hours on a single charge), an IP56 rating against water and dirt and comes with a charging base.
Why It's A Good Deal: This discount matches the best price we've seen for this speaker.
Amazon
I credit this portable flosser for helping get me into a better flossing habit. While a water flosser can't completely replace a regular flossing routine, having this portable machine handy in my shower is a great way to keep up on my daily maintenance. You'll have to fill up the reservoir a couple of times to get a solid clean and I recommend using rechargeable batteries, as you'll need to swap them out periodically.
Why It's A Good Deal: This is the best price we've seen for this portable flosser since 2022.
Amazon
This is the first discount we've seen on the PlayStation 5 Pro. The set includes a 2 TB SSD and a Dual Sense controller. Keep in mind that the model does not come with a disc drive, so you'll only be able to play digital games. To help with that, you can also check out PlayStation's Days Of Play Sale to save on a Plus membership, games and more.
Why It's A Good Deal: This is the first notable discount we've seen on the Pro model.
Amazon
These popular Sony headphones offer noise cancellation, up to 30 hours of battery life, voice assistant, multiple device pairing and more. This discount is available in black, silver and the blue colorway pictured above.
Why It's A Good Deal: These headphones dropped to $198 at the end of last year but this is the best price we've seen since then.
Amazon
A power bank is a must for any traveler. You never know when you might need some emergency battery boost. I brought this Anker model on a extended trip with friends recently, and it was the most used item among all of us. You can attach your phone magnetically and prop it up with the kickstand for hands-free use, or attach a USB-C charging cable for fast charging.
Why It's A Good Deal: This is only $3 shy of the best price we've seen for this charger, and the lowest it's dropped since March.
Amazon
If you already have a PlayStation but you need an extra controller, this is a very nice price for the latest design. It offers haptic feedback, a built-in mic and headset connection. You can also connect the controller to your Mac or PC if you prefer something handheld over a keyboard and mouse.
Why It's A Good Deal: This is a rare discount and less than a dollar shy of the best price we've ever seen for the PlayStation DualSense.
Amazon
La Roche-Posay is known for its gentle (but effective) products that are great for sensitive skin. This discount is available in the tinted and non-tinted formulas when you add two bottles to your cart.
Why It's A Good Deal: This offer matches the best price you can find for a set of this sunscreen online right now.
Amazon
Grab this Yeti for your next lake day or a summer picnic. The carryall is a soft-style bag that's tough, waterproof and has internal dividers to help keep your items organized. Just keep in mind: It is not a cooler, so it will not keep your items cold.
Why It's A Good Deal: This is the best price we've seen for this Yeti tote.
Amazon
This robot vacuum and mop takes two chores off your list. I have this machine at home and it's a lifesaver when it comes to daily maintenance. While I still have a vacuum for deep cleans, it's perfect for keeping the house feeling clean throughout the week. I also love to run it ahead of guests coming over, for a hands-free touchup while I focus on other tasks.
Why It's A Good Deal: This matches the best price we've seen for this model outside specialized coupon promotions.
Amazon
Most Of us have heard about the Stanley Tumbler by now. The 40-ounce vessel keeps ice-cold water at your fingertips all day. Several colors are on sale right now, but the pictured Shale colorway above is the best price.
Why It's A Good Deal: This discount is $1 short of the best price we've found for this popular tumbler.
Amazon
I'm a recent Kindle convert. A physical book is great, but the Kindle's easy and almost-immediate access to books (including your local library's online catalogue) is hard to beat. Not to mention, it's much easier for travel, whether you're headed on a long summer vacation or just over to the park. The kids' version includes 6 months of Amazon Kids+, a kid-friendly cover and a 2-year worry-free guarantee.
Why It's A Good Deal: This matches the best price we've seen for the updated model so far.
Amazon
Our favorite espresso machine overall offers premium features in an accessible and user-friendly design that's easy to clean. The set includes a built-in bean hopper and grinder, 15 bar pump, steam wand and more.
Why It's A Good Deal: This deal is the second best price we've ever seen for this popular model.
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Patents and economies of scale support Pfizer's wide moat
Pfizer's innovative business should grow faster after it divests its off-patent division Upjohn in 2020 to create Viatris and Mylan. With fewer older medications and fewer patent losses, Pfizer is well-positioned for consistent growth, excluding the erratic sales of Covid-19-related products. The company is less vulnerable to any one patent loss thanks to its wide range of medications. Because of its more complex manufacturing process and more affordable prices, Pfizer's stronger position in the vaccine marketwhich includes the pneumococcal vaccine Prevnarmakes it more resilient to generic competition. Warning! GuruFocus has detected 6 Warning Signs with PFE. With a 30% to 80% reduction, Trump's executive order would establish a "most favored nation" policy in which the US would pay the same amount for prescription medications as the nation with the lowest price. It is anticipated that this policy, which was previously blocked by courts, will reduce the US's annual drug spending of over $400 billion, saving taxpayers over a seven-year period. Given that drug prices in the United States are high when compared to other countries, Pfizer's U.S. revenue could be drastically impacted by the 30% to 80% price cut, especially for high-margin medications. International reference pricing policies have long been opposed by the pharmaceutical industry, which claims they could hinder innovation and limit access to new companies anticipate that the order will target Medicare and may have an impact on medications not covered by Biden's Inflation Reduction Act. President Trump has said that significant tariffs on pharmaceutical products will probably be announced soon. He has also put a 90-day hold on broader tariffs for the majority of his trading partners to give them time to negotiate. Despite being mostly exempt from tariffs, the biopharma industry is preparing for a possible pharma-specific announcement that might affect global manufacturing strategies. Products made in Europe and imported into the US may be subject to the rumored 25% tariff, necessitating the construction of new facilities that will take years to complete. Due to home country manufacturing, tax benefits, lower production costs, and exposure to currency fluctuations, businesses based in the US and Europe are heavily exposed to European manufacturing. Because drug spending is not cyclical, the direct effect of tariffs on earnings is probably going to be minimal, and the indirect effect of a possible recession should also be minimal. With the exception of small-scale US capacity expansions, biopharma is unlikely to completely reevaluate its manufacturing footprint if pharmaceutical tariffs are implemented but are lifted after 2026 as a result of political pressure from the midterm elections. Leadership in Vaccines Pfizer stands out with its dominant position in vaccines, most notably its highly successful COVID-19 vaccine developed in partnership with BioNTech. This vaccine not only generated significant revenue but also established Pfizer as a leader in mRNA technology, a platform with potential applications in oncology, rare diseases, and beyond. Johnson & Johnson (J&J): J&J also developed a COVID-19 vaccine, but it was less widely adopted due to lower efficacy rates and safety concerns, giving Pfizer a clear advantage in this high-impact area. GlaxoSmithKline (GSK): GSK has a strong vaccine portfolio (e.g., shingles and meningitis vaccines) but did not independently develop a COVID-19 vaccine, relying on partnerships like Sanofi, which delayed its entry and diminished its competitive stance. Bristol Myers Squibb (BMS): BMS has no significant presence in vaccines, focusing instead on oncology and immunology, making Pfizer's vaccine leadership a unique strength. R&D Capabilities and Pipeline Focus Pfizer's R&D efforts are concentrated on high-growth therapeutic areas such as oncology, vaccines, and rare diseases. Its ability to leverage mRNA technology and rapidly develop innovative therapies underscores its R&D prowess. J&J: J&J's R&D spans pharmaceuticals, medical devices, and consumer health. While this diversification provides stability, it may dilute J&J's focus on cutting-edge pharmaceutical innovation compared to Pfizer's targeted approach. GSK: GSK excels in respiratory diseases and HIV research, but its pipeline is less broad and lacks the same level of innovation in emerging technologies like mRNA that Pfizer is advancing. BMS: BMS has a strong oncology pipeline, particularly in immuno-oncology, but its narrower focus limits its competitiveness in other high-growth areas where Pfizer thrives, such as vaccines and rare diseases. Global Reach and Market Presence Pfizer operates in over 150 countries, giving it a vast global footprint that enhances its ability to distribute products and capture market share across both developed and emerging markets. J&J: J&J also has a global presence, but its focus is split across pharmaceuticals, medical devices, and consumer health, potentially reducing its pharmaceutical market penetration compared to Pfizer. GSK: GSK is strong in Europe and emerging markets but less dominant in the U.S., the world's largest pharmaceutical market, where Pfizer has a significant advantage. BMS: BMS focuses heavily on the U.S. and Europe, with less presence in emerging markets, limiting its global scale compared to Pfizer. Brand Reputation and Trust The success of Pfizer's COVID-19 vaccine has significantly boosted its brand recognition and trust among consumers, healthcare providers, and governments, reinforcing its market position. J&J: J&J enjoys a strong reputation in consumer health, but its pharmaceutical division lacks the same level of visibility and trust as Pfizer's, particularly after COVID-19 vaccine challenges. GSK: GSK is well-regarded in respiratory and HIV treatments but does not have the broad public recognition that Pfizer has achieved. BMS: BMS is respected in oncology but lacks the widespread brand prominence that Pfizer has cultivated. Innovation in Emerging Technologies Pfizer's investment in mRNA technology positions it as a pioneer in pharmaceutical innovation, with potential applications in vaccines, cancer treatments, and more, giving it a forward-looking edge. J&J: J&J innovates in medical devices and consumer health but trails Pfizer in adopting next-generation pharmaceutical technologies like mRNA. GSK: GSK focuses on innovation in respiratory and HIV treatments but has not made significant advances in mRNA or other emerging platforms. BMS: BMS drives innovation in immuno-oncology but lacks Pfizer's breadth and leadership in cutting-edge technologies. Pfizer's competitive edge over Johnson & Johnson, GlaxoSmithKline, and Bristol Myers Squibb lies in its unmatched leadership in vaccines, particularly through mRNA technology, combined with a robust R&D pipeline, extensive global reach, substantial financial resources, strong brand reputation, and a focus on innovation. While J&J benefits from diversification, GSK from efficiency, and BMS from oncology expertise, none rival Pfizer's comprehensive strengths across these critical areas, ensuring its dominance in the pharmaceutical landscape. Pfizer's broad moat is supported by patents, economies of scale, and a strong distribution network. Strong pricing power derived from Pfizer's patent-protected medications allows the company to produce returns on investment that exceed its cost of capital. The company can develop the next generation of drugs before generic competition appears thanks to the patents. Furthermore, even though Pfizer has a wide range of products, there is some product concentration, as Prevnar accounts for slightly more than 10% of total sales (not including sales of the COVID-19 vaccine).However, because of the vaccine's complicated manufacturing process and comparatively low cost, we don't anticipate typical generic competition. Ibrance and Eliquis each account for nearly 10% of sales. On the other hand, we anticipate that new products will eventually lessen the competition from generic versions of important medications. In order to lessen the pressure on margins from lost sales of high-margin drugs, Pfizer's operating structure permits cost-cutting after patent losses. All things considered, Pfizer's well-established product line generates the massive cash flows required to cover the typical $800 million in development expenses for each new medication. For smaller pharmaceutical companies without Pfizer's resources, the company's robust distribution network positions it as a solid partner. On April 15, President Donald Trump issued an executive order outlining possible policy changes intended to reduce the cost of pharmaceuticals in the United States. The biopharma industry is looking forward to these changes because they have the potential to either help or hurt innovation. In the worst situation, international price benchmarks have the potential to drastically cut US drug prices and lessen financial incentives for international drug development. On the plus side, eliminating the "pill penalty" that only grants small molecule medications nine years of Medicare negotiation protection may promote innovation across all treatment modalities. Trump's executive order may have a positive or negative impact on the industry, but it has no effect on valuations or uncertainty ratings. The protection period is not specified in Trump's request that US Department of Health and Human Services Secretary Robert F. Kennedy Jr. collaborate with Congress to address the pill penalty, which is contingent upon Congressional action. Since innovation and a favorable mergers and acquisitions climate support long-term pricing power and offset possible short-term tariff pressure, rising tax rates, and approval delays, the biopharma industry seems undervalued. Due to liver damage in a clinical trial, Pfizer has announced the discontinuation of danuglipron, an oral small molecule GLP-1 agonist. In the anticipated $200 billion global GLP-1 market by 2031, the company sought to provide a potential second-to-market oral small molecule GLP-1 agonist, behind Lilly's orforglipron. Clinical trial failures and declining demand for Pfizer's COVID vaccine and antiviral medication have hurt the company's growth. Because of its diverse pipeline and portfolio, Pfizer is expected to have a wide-moat case, protecting it from the effects of individual program failures, especially those involving high-risk programs like danuglipron. Other medication candidates might benefit from Pfizer's objective of turning danuglipron into a once-daily business could use its $15 billion acquisition budget to fund the development of more sophisticated medication candidates. Efforts in Genetic Engineering: A solid growth driver for Pfizer is the strong pipeline of innovative treatment options, especially in oncology and immunology, which take the leap with cutting-edge scientific technology. To be more specific, Pfizer's resource allocation to immuno-oncology is evident, developing of checkpoint inhibitors (e.g., PD-1/PD-L1 inhibitors) and chimeric antigen receptor T-cell (CAR-T) therapies. For instance, this method of treatment mitigates the immune system's ability to detect and destroy the specified cancer cells by varying the immune system response or, in some cases, by using specially modified T-cells that can identify the particular antigens on tumors that are solely expressed in those particular tumors, which are in question. This is the area of advancement where Pfizer has outdone the rest as they are perfecting monoclonal antibody formatsdesigning them in a way that they will bind more tightly and specifically to targets using protein engineeringand they are also testing out bispecific antibodies that trigger switches at two targets, therefore enhancing healing by more than one method. The pipeline is further supported by vast R&D investment in gene therapy and precision medicine, which utilize adeno-associated virus (AAV) vector platforms for gene delivery and next-generation sequencing for actionable mutation identification respectively. These endeavors are aimed at enhancing the overall patient health and market potential of the drugs by changing the treatment convention from testing a wide spectrum to one that is genotype-driven. Clinical trials are usually designed in a way to be fast-tracked so that they can move quickly to the next stage of development. By focusing on such advanced technologies, Pfizer is embarking on capturing a large section of the market with high-growth therapeutic branches, thus gaining revenue through innovation guided by complex disease biology. Revenue Growth: The launching of these high-value treatments is expected to increase revenue as well as drive down costs for Pfizer. Most of the drugs that are released in the onco-immunology field possess a technical edge and therapeutic effectiveness, therefore, these new treatements often demand high price. These drugs are capable of pumping up profits significantly once they clear regulatory hurdles and find their way onto the market. take the example of just-above successful immuno-oncology drug sales, which always have brisk selling and marvelous sales. In addition, Pfizer can speed-up the whole clinical process with something like adaptive trial designs, this process will be quicker and thus benefits are obtained faster from the new products. Impact on profitability The weight on profitability depends on the ratio of costs and returns. What is actually known is that lamas like the checkpoint inhibitors and CAR-T treatments that are so good require a lot of investment in R&D. But there is an inherent advantage for these drugs thanks to their patent protection that comes with market exclusivity, which in turn, allows Pfizer to keep its pricing strategy stick and generate very high profits. Success in the selling of the product along the lines of this new dimension along with the efficiency of producing more could prove to be the road to better profitability. However, there are barriers such as competition from other drug companies plus the worry of the price cuts from payers that can erode this success. So if Pfizer is able to eliminate the competition and stays ahead in the game by reducing costs as well, these high markups brought about by the introduction of such innovative drugs should positively affect the total profitability of the company. Generic competition, possible changes to government drug pricing policies, the more stringent FDA, and more powerful managed-care and pharmacy benefit managers present Pfizer with difficulties in drug development. In some disease areas, developing new drugs is getting harder, and pharmacy benefit managers and managed-care organizations have grown to be strong players with the ability to bargain for cheaper drug costs. Nearly one-fourth of the company's total sales are generated by its medications, Eliquis, Ibrance, and Xtandi, and they are heavily exposed to the Medicare channel. Given that Pfizer's product portfolio is less vulnerable to potential litigation, the company's base-case annual legal costs, assuming a 50% probability of future costs associated with product governance ESG risks, come close to 1% of non-GAAP net income. Pfizer's valuation multiples highlights their strong financial position and potential undervaluation. Their P/E Non-GAAP ratios7.61 (FY1), 7.42 (FY2), and 7.44 (FY3)are lower than JNJ's 14.00 (FY1) and SNY's 10.80 (FY1), suggesting investors may undervalue our earnings potential. The PEG Non-GAAP (FWD) of 1.49 is competitive, higher than SNY's 0.76 but below JNJ's 1.70, reflecting moderate growth prospects. Pfizer's EV/Sales (TTM) of 2.81 is more conservative than JNJ's 4.21, while the EV/EBITDA (FWD) of 7.13 compares favorably to JNJ's 11.45, indicating operational efficiency. The Price to Book (TTM) of 1.44 is significantly lower than JNJ's 5.23, and our Price to Cash Flow (TTM) of 9.29 beats JNJ's 15.67, underscoring robust cash flow generation. These metrics position Pfizer as a value opportunity among peers After the Seagen acquisition, Pfizer released its 2024 guidance, which included a $8 billion COVID-19 product guidance$5 billion less than anticipated. The business admitted that, excluding sales of COVID-19 products, it would not meet the prior growth-rate projection of 6% from 2020 to 2025. Pfizer reaffirmed its support for the dividend, which is regarded as safe and likely to boost stock valuation, despite the deteriorating outlook. Over the next ten years, the company anticipates steady sales as new products counteract older medications that are losing their patent protection. From the middle of 2023 to the end of 2024, Pfizer is anticipated to reduce operating expenses by $4 billion, which will aid the company in adjusting to the waning pandemic and declining sales of COVID-19 products. Growth could be accelerated through acquisitions, and future margin pressure could be reduced through restructuring initiatives. It is estimated that Pfizer's weighted average cost of capital is 7% and its cost of equity is 7.5%. Activist investor Jeffrey Smith's recent stake worth $407 million could presage the much needed turnarounds at Pfizer. Investors and shareholders can reasonably expect further cost-cuts and an efficient use of capital, leading to higher margins and free cashflow. This case could follow the path of Walt Disney, albeit with less drama, where Jeff Ubben of ValueAct had a pivotal role in Disney's turnaround campaign. The large-cap biopharma company Pfizer's debt size, business cyclicality, and debt maturity outlook all contribute to its sound balance sheet and low risk levels. To support opportunistic acquisitions and handle product litigation issues with little market concern, the company should have a strong enough balance sheet. Pfizer spends slightly less on R&D than the industry average, with a mid- to high-teens percentage of sales. Patent losses are offset by the company's robust pipeline of next-generation medications. The company's investment in cutting-edge new medications, mostly aimed at immunology and oncology, improves its standing and increases returns on capital. For biopharma companies in the sector, this balance sheet strength is essential. This article first appeared on GuruFocus. Sign in to access your portfolio
