Amazon Prime Day 2023: Dates announced for yearly 2-day sale

Amazon's next annual Prime Day sale will kick off early in the morning on Tuesday, July 11 and run through July 12, the company announced Wednesday. 

The e-commerce giant has held the two-day shopping extravaganza to lure people to its Prime membership since 2015. In a release, it promised Amazon-exclusive deals for members on popular brands and small business products alike. 

The cost of an Amazon Prime membership has increased over the years to $15 per month or $139 per year — nearly twice the original 2005 fee of $79. The company advertises member perks like two-day shipping and access to its streaming service, Prime Video. Shoppers without a Prime membership can still access Prime Day deals if they sign up for a free 30-day trial. 

Other retailers have taken notice of Prime Day, with companies like Target, Best Buy and Walmart holding competing sales events in recent years. 

When does Amazon Prime Day start? 

Amazon said the event will officially start Tuesday, July 11 at 3 a.m. Eastern time. The company's early deals, including some Alexa-enabled Echo devices and video rentals, start as soon as June 21.

When does Prime Day end?

Prime Day 2023 runs through Wednesday, July 12.

What's new for Prime Day 2023?

Amazon plans to debut an "Invite-only" deals program this year, with members signing up for a chance at "some of Prime Day’s best deals that are expected to sell out" like 75% off a 43-inch Amazon Fire smart TV. 

"Members who are selected will be notified during Prime Day with instructions on how to purchase the item at the exclusive deal price," Amazon said in the release.