By Philip Michaels

June 22, 2026 11:00 AM PT

Prime Day, again?! Why it’s OK to ignore Amazon’s big sales event

When Amazon Prime Day gets underway this Tuesday (June 23), it will be the first time in nearly a decade that I’m not involved in some tech site’s effort to go all out with coverage around the online retailer’s multiday sales event. In recent years, my home base on the West Coast has meant late-night shifts posting about deals, updating constantly shifting sales prices and otherwise pointing out discounted doodads to readers. But none of that’s happening this year, after I was unceremoniously laid off a few months ago.

Being unemployed stinks for a number of reasons. Missing out on Amazon Prime Day coverage isn’t one of them.

It’s not that I don’t appreciate a good deal, and certainly helping your readers save some money on something they’re looking for falls well within the remit of a consumer technology writer. But few of the offers you’ll see on Amazon Prime Day qualify as good deals. And whatever bargains that are to be found are generally lost in the firehose of inconsequential price cuts on second-rate merch. Amazon Prime Day has become the living embodiment of knowing the price of everything and the value of nothing, to the point where if Oscar Wilde were alive, he’d be pointing at his computer monitor like he was in the Leonardo DiCaprio meme.

And yet, you wouldn’t know this by perusing the majority of tech websites this week, which will spend the next few days turning themselves into an extended, unpaid advertisement for Amazon’s sales event. As I write this sentence a few days ahead of Prime Day’s actual kickoff, some sites are already touting the deals you can snap up right now. And I guarantee you that once Prime Day wraps up on June 26, you will see stories about the Prime Day deals you can still get. Why, it’s almost as if Prime Day is a made-up construct and prices on goods routinely fluctuate!

Look, I don’t begrudge websites getting in on this Prime Day racket, particularly any websites that might want to employ me at any point in the future. The fact of the matter is, websites gotta make money somehow, and if one of those ways turns out to be affiliate revenue — i.e. the percentage of money a site can collect when you click through a link to an online retailer – more power to them. But the downside to that is a lot of deal alerts on items that aren’t really bargains at all, so much as they’re Amazon trying to offload merchandise to make way for the next product cycle.

Why you should sit out Prime Day

With all the noise surrounding Amazon Prime Day, it’s going to be tempting to head over to that site and load up your virtual cart with all manner of marked-down gizmos. While I don’t want to tell you how to live your life, my humble suggestion would be to… maybe not do that? I don’t know the particulars of your current life situation well enough to be handing out blanket advice. Maybe you really need a new robot vacuum cleaner, in which case, hey, this is your time to shine.

But for most of us, Amazon Prime Day is probably something best viewed at a distance with our eyes shielded to prevent permanent damage. Here’s why:

• Amazon has sales all the damned time: To the extent that Prime Day has ever been something to get hyped up for, it’s been diluted by the fact that Amazon is just going to turn around and have an identical sale a few months from now. For the last few years, Amazon has held Prime Deal Days in October, and that’s followed up shortly by the usual round of price cuts for Black Friday and holiday shopping. The price cuts you’re seeing now will likely return in short order.

• A lot of the discounted items are clearance sales by another name: Prices on some Apple gear will drop this week — in fact, some things like AirPods and Apple Watches may already be available at a notable discount. But that’s because Apple likely will be rolling out new versions of those devices in the fall, and Amazon doesn’t want a lot of outdated inventory on hand. Hey, if you want a pair of AirPods Pro 3 for less than what you’d normally pay and don’t mind missing out on the new features Apple is rumored to be adding to the next-gen model, go ahead and click that Buy button with my best wishes. Just be aware as to why the price might be that low.

• Do you really feel like giving Amazon more of your money?: Jeff Bezos may not be involved in the day-to-day operations at Amazon, but he’s still the executive chairman of the company; more to the point, he profits handsomely from Amazon’s ongoing success. And whether it’s throwing a hey-look-at-me wedding last year or running a major American newspaper into the ground or bankrolling documentaries lauding the First Lady, he’s not really putting that wealth to good use. You may disagree, in which case, load up on those discounted Ring doorbells and Echo Dots to your heart’s content, but I try to send as little money to the real-life version of LuthorCorp as possible.

Oh, you’re ignoring me? Well, at least do this

As good as these reasons are to give Prime Day a pass, I know that some people reading this are already making a beeline toward Amazon. Fair enough — just follow a couple of good practices to get through this shopping event with a minimum of fuss and/or muss.

• DO use a price comparison tool: Make sure that whatever deal you’re seeing on Amazon is actually a good deal by turning to the price-comparison tool of your choice. For me, that’s CamelCamelCamel, where you can enter an Amazon product number¹ into the site’s search field, and you can see how a product’s price has been trending — including whether it’s hit an all-time low.

• DO look for coverage that treats Prime Day skeptically: When it comes to Prime Day, less is more. I tend to find the most helpful articles are the ones that are more selective in their approach to Amazon’s sale, as they acknowledge that most of the deals on offer are pretty crummy and really only highlight worthwhile picks. I tend to find that the Wirecutter site of The New York Times handles this sort of thing pretty well. (Full disclosure: I’ve contributed several articles to Wirecutter as a freelance writer, though I’ve never been a part of any Prime Day coverage with that site.)

• DON’T go on a shopping spree. You see something you want that happens to be on sale at a good price? Great, pick it up. Maybe add a second item to your cart if it also fills a need. Anything more than that? No sir — down that path lies madness. Amazon is counting on you to get deal crazy and take a lot of smart speakers off its hands. Don’t give it the satisfaction.

I’m never going to see Prime Day pop up on my calendar without getting a sad, faraway look in my eye. But that doesn’t mean you have to feel the same way. Like many things in life, Prime Day is best dealt with in small doses, if at all. Together, we can get through this thing.

[Philip Michaels has been writing about technology since 1999, most notably for Macworld and Tom’s Guide. He currently finds himself between jobs, so if you need someone who can string a few sentences together (or make your sentences read a lot better), drop him a line.]

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