When it comes to the most highly anticipated sales of the year, Amazon Prime Day lives up to the hype. This will be my fifth year covering the summer event (!), and somehow each iteration has leveled up. And not just in the sheer number of deals or slashed price tags. This year, Amazon Prime Day will be taking place over a four-day period, doubling the usual savings window. 

When is Amazon Prime Day Happening? 

Officially announced earlier today, Amazon Prime Day 2025 will take place from July 8 to 11. 

Last summer, Prime Day was only 48 hours long (July 15 and 16). But the extra two days means parents will have more time to snag steal-worthy baby gear this year (especially if you’re a pro procrastinator). In 2024, Prime Day offered up to 53% off What to Expect reader and editor favorites, including:

And while we anticipate similar savings, that doesn’t mean you should add just every discount you come across to your cart — especially if you have an Amazon registry set up. Why? Because you get to use a 15% completion discount on any items left on your list. In other words, if a deal is anything less than that, skip it and save the shopping for later. 

Do I Need a Prime Membership to Shop? 

For full access (and the incredible convenience of two-day fast shipping), then yes, a Prime membership is indeed required. Luckily, signing up is easy: just navigate to amazon.com/prime and click “Create Account.”

The only caveat? A membership will run you either $15 per month or $139 for the entire year. I’d argue that’s a small price to pay if you frequently shop Amazon — or just want to score Prime Day deals. The annual sale is an ideal time to grab everything from household cleaning gadgets and smart devices (especially those by Amazon, such as the Echo and Kindle) to beauty and skincare products at a decent discount. (You better believe I’ll be keeping a sharp eye our for price drops on Olaplex, Rio de Janeiro and Laneige…)

However, if you're Amazon-averse or simply prefer to shop elsewhere, keep an eye out for sales happening at other major retailers. Target, Nordstrom and Walmart, to name a few, all typically host sales around the same time with markdowns just as tempting, so you’ll have options. 

3 Early Prime Day Deals 

Bummed you have to wait until July to shop bargains on baby gear? Same here. But good news — there are already a few early baby deals worth checking out. (And, TBH, there’s always some sort of discount waiting to be discovered at Amazon). While I’m anticipating the biggest savings to roll out closer to (and during!) the four-day event, you don’t want to have to wait to shop if you don’t want to. These early Prime Day baby deals prove it: 

45% off HelloBaby Baby Monitor

One of our all-time favorite baby monitors is now just $60 (down from $110)! No WiFi is required to keep a watchful eye on your little one. Simply pan or tilt the separate camera a full 360-degrees to control the view on HelloBaby’s 6-inch screen. 

36% off Dreamegg Sound Machine and Night Light

While we’re big fans of Hatch’s duo design, it’s a bit pricey. For a more budget-friendly option, consider Dreamegg’s new night light-slash-sound machine — currently on sale for just $35. It still offers an impressive roster of 34 sounds and melodies, along with three light modes that allow for full customization of color and brightness.

25% off The Ollie Swaddle

Even for sleep-deprived moms, this scrunchie-style swaddle is incredibly easy to use. While the original $70 price tag might be a bit steep, it's a worthwhile purchase whenever it goes on sale (it’s just $52 right now!), whether for personal use or as a baby shower gift.