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If the thought of Amazon Prime Day’s return has you feeling more frazzled than fired up, you’re not alone. As a shopping writer and editor, I’ve spent the last six Prime Days digging through so-so discounts to find the best deals on everything from diaper duty essentials to Pinterest-worthy nursery décor. Not to be dramatic, but uncovering those hidden gems is practically a full-time job.
Now that I’m a mom to a busy 19-month-old, I've acquired a whole new perspective on shopping (and spending!). I know firsthand how exhausting it is to scroll through pages upon pages of discounts. That’s why I’ve rounded up the best alternative Prime Day sales with fellow moms and moms-to-be in mind.
Whether you're Amazon-averse, low on wipes or racing to order a crib ahead of baby’s arrival, you'll find the list of sales below helpful in your search of the biggest savings. And don’t forget to bookmark this page — I’ll be updating it regularly with all of the other top non-Amazon rivals leading up to the big event because scoring a great deal on baby gear should feel good, not stressful.
The Best Alternative Prime Day Sales (So Far)
Up to 50% off at Walmart
When: Now through Sunday, July 13
What to Shop: To compete with Amazon, Walmart has rolled out discounts up to 50% off on everything from toys to smart TVs. The difference is that this is the first year the sale is happening both in stores and online! Some of the most exciting markdowns I've spotted so far: Prime Day-level Lego deals (I'm talking better than Amazon!), $170 off the Dyson V7 Advanced Cordless Vacuum Cleaner, a Little Tikes water table that's 34% off, Crocs slip-on clogs up to 40% off for my whole family and up to 50% off back-to-school supplies.
Up to 50% off at Target
When: Now through Saturday, July 12
What to Shop: Target Circle 360 members will have access to exclusive deals throughout the 2025 Circle Week Sale. During last year’s event, I was eager to save 30% off Target’s Cat & Jack collection (their little khaki shorts are a staple in my son’s wardrobe). But the retailer's gift card deals are my favorite. For instance, if you purchase $100 worth of eligible baby items, like Pampers diapers and wipes, you'll receive a $30 gift card. Other notable discounts include saving $10 when you spend $40 on select toys, 40% off Threshold bedding, up to 40% off select footwear, and 50% off select Sun Squad products to help keep your little ones cool all summer.
Up to 75% off at Kohl's
When: Now through July 10
What to Shop: Shop daily deals at Kohl's to save as much as 75% during its Summer Cyber event. I spotted 100-plus baby items marked down, along with 40% off Legos, family swimwear starting at $15 and up to 75% off beauty at Sephora.
Up to 74% off at Old Navy
When: Now through July 9
What to Shop: Dealtopia is on at Old Navy, knocking a minimum of 50% off everything — including my favorite maternity must-haves. Score best-selling maternity leggings and breezy gauze pants that you’ll wear all summer long while they're massively marked down.
Up to 40% off at Ulta
When: Now through Saturday, July 19
What to Shop: The Big Summer Beauty Sale has begun! Save up to 40% on jumbo-sized shampoo and conditioners from brands including Olaplex and Pureology, and $100 off the viral Shark FlexStyle Air Styling & Drying System. You can also take 30% off select dry shampoos, up to 40% off makeup and BOGO 40% off skin, sun and bodycare.
Up to 60% off at Calpak
When: Now through July 10
What to Shop: Score all sorts of bags — totes, crossbodies, luggage, even diaper backpacks — up to 60% off at Calpak during the brand's extended Fourth of July sale.
Up to 70% off at West Elm Kids
When: Ongoing
What to Shop: Everything from quilted diaper caddies for you to Bauhaus-like beanbag chairs for baby is up to 70% off at West Elm Kids right now. Plus, most items are eligible for an extra 20% off at checkout. No code necessary, just add to cart and watch the price drop.
Up to 50% off at Allbirds
When: Ongoing
What to Shop: Allbirds is the home of WTE Associate Commerce Director Leah Rocketto’s go-to pregnancy shoe: the Tree Loungers. These slip-ons are one of many styles you can score at a steep discount (30% off, to be exact!).
Up to 50% off at Lululemon
When: Ongoing
What to Shop: Lululemon isn’t known to host regular sales, but you can find lots of discounted leggings (including the mom-favorite Aligns), accessories, and more in the We Made Too Much section of their website.
Up to 70% off at Hill House Home
When: Ongoing
What to Shop: When I was pregnant, I attended five weddings and needed dresses for showers and bachelorette parties. These nap dresses are pricey, but well worth the splurge — especially because they’re the perfect (read: stretchy enough to be bump- and nursing-friendly) maternity dress or postpartum outfit that makes you feel comfy and put-together. The popular Ellie is 22% off in the Navy Bluebonnet colorway, and you can score 42% off a matching set for baby.
Up to 70% off Hanna Andersson
When: Ongoing
What to Shop: Hanna Andersson makes the most adorable printed PJs, and there are even matching pairs for adults. Many of these popular picks are marked down during the retailer’s semi-annual sale, but the S’mores Short John Pajama Set is at the top of my wishlist. Plus, pop in the code REWARD15 to get an extra 15% off.
Up to 60% off AllModern
When: Ongoing
What to Shop: During its ongoing Fourth of July sale, you can shop deeply discounted nursery furniture and decor at AllModern. This includes everything from cribs to power swivel gliders, along with designer rugs.
Plus, One More Sale Worth Bookmarking
Nordstrom’s Anniversary Sale
When: Saturday, July 12 to Sunday, August 3
What to Shop: During last year's Nordstrom Anniversary Sale, I was thrilled to see $150 off the popular and rarely discounted Nuna RAVA Convertible Car Seat, 25% off pregnancy-friendly Birkenstocks and 30% off an ultra-chic Hatch maternity jumpsuit. Deals are slowly rolled out to the public, and Nordstrom cardmembers get top priority. The sale opens to Icons on July 8, Ambassadors on July 9 and Influencers on July 10 before it kicks off for everyone on July 12. But you can preview some of the deals now.
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