Out Of 350K+ Prime Day Deals, Our Editors Say These Are The Very Best — Up To 60% Off
October 7, 2025
Amazon Prime Big Deal Days 2025, an event created by the retailer, is in full swing! Prime members exclusively have the chance to save on everything, from fashion and beauty to tech and beyond for the next 48 hours. It’s only Day 1, and we’re already seeing up to 71% off on bestsellers, including Amazon Alexa devices, Apple AirPods, Levi’s and more Shop TODAY reader favorites.
To help you get the most out of the sale, Shop TODAY editorial director Adrianna Brach stopped by Studio 1A with a selection of top deals to shop before they sell out. From Clinique favorites to restock your makeup bag to the smart upgrades Brach thinks belong in every home, there’s a discount for everyone to take advantage of right now.
And we’re bringing you live updates on the very best deals we’re spotting in real time. Below, you’ll find these favorites, as well as more editor-picked deals and bestsellers we’re seeing fly off the virtual shelves. The shopping event only lasts two days and features deals on nearly every category, so you better start shopping!
Scroll on to check out all of our live updates on the best Prime Day deals we’ve seen so far, organized by category.
October Prime Day deals seen on TODAY
Prime Day is your chance to score luxury beauty buys like these Clinique favorites at their lowest prices. The editor-loved High Impact Mascara builds length and volume with zero clumps and comes in classic black, plus trendy brown and burgundy shades. For a bolder eye makeup look, grab the Quickliner, a water- and smudge-resistant pencil that lines and defines with no need for sharpening.
Another beauty brand we’d never miss the chance to shop while it’s on sale is Color Wow, which is marked down by up to 36% off right now. Some of our must-buys include the One Minute Transformation Cream, which is your instant frizz fix to smooth, tame and hydrate on the spot, along with the travel-friendly Pop + Lock Serum. Plus, we spotted discounts for anyone who colors their hair, from root touch-ups to the Color Security Shampoo and Conditioner, which can help prevent fading and keep you from washing all of your color out in the shower.
If you’re looking to finally upgrade to an electric toothbrush or have always wanted a top-of-the-line Oral-B model, now’s the time. This bestselling, dentist-recommended option is currently 40% off and under $60, which is the lowest price we’ve seen this whole year. It’s got a built-in pressure sensor, two-minute timer and three cleaning modes for the best clean possible.
Brach calls this Colgate pen and toothpaste bundle “one of the easiest ways to help whiten your teeth.” After brushing at night, you simply click this pen a few times and apply a thin layer of the whitening serum on each tooth. Let the coating dry, head to bed, and brush your teeth with the included toothpaste in the morning — no messy strips, blue lights or trays involved.
From her own experience, Brach says you won’t get immediate results, but after about one week of continued use with the pen, she noticed a big improvement in the shade of her smile. The brand says each pen contains about 21 nightly uses, is enamel-safe and safe for sensitive teeth and gums.
Smart home finds are always high on our shopping list during sales, and Brach thinks everyone could use this top seller. These smart plugs turn any device into something that can be controlled from your phone or a voice assistant like Amazon’s Alexa, making them genius for lamps, coffee makers, fans, Christmas lights and so much more.
When it comes to WiFi in your home, pretty much everyone has dead or slow zones. Common spaces are basements, garages and outdoor areas like the deck or patio, but this WiFi extender solves that problem. The brand says it simply plugs into an outlet and connects with your WiFi or Ethernet to boost coverage, and you can connect up to 32 devices at once. Amazon customers speculate that it works better than alternatives because of the three antennas, which help boost signal.
Fall is here and we found some top-rated, in-season clothing on sale for Prime Day. This pull-over sweater has a half zip, thumbholes and this rib knit texture that makes it feel so much more elevated than your average hoodie or crewneck.
“So cozy and the perfect piece to throw on with leggings jeans and more,” says Brach. “It fits oversized but sizes up to XXL and comes in 17 colors…. we’re loving the wine red, brown and tan for fall!”
Looking for more deals seen on TODAY? Check out our favorite picks $50 or less, as seen on the 3rd hour of TODAY.
een The steepest October Prime Day deals we’ve seen
These silicone mittens from the popular home brand KitchenAid come in over 20 colorways and can withstand temperatures of up to 500 degrees. Score them now for 63% off.
Achieve sleek locks or beach waves with this 3-in-1 hair styler, which you can get for under $20 during the shopping event.
Prime Day is the best time to score deals on Amazon devices, such as these Echo Buds for 71% off.
Upgrade and save on your home security with this outdoor camera system. The brand offers tons of features, including motion detection and night mode — you’ll get three cameras for under $100.
Remember Furby? The iconic toys are back and cuter than ever. According to the brand, Furblets are mini Furby toys with their own unique musical personalities, making a great kids’ gift or stocking stuffer.
Best Prime Day beauty deals
According to the brand, this concealer has up to 12 hours of moisture and promises to cover blemishes, blur fine lines and conceal dark circles.
If you enjoy the benefits of a dry shampoo but don’t love the texture, this recently launched Batiste dry shampoo offers a solution. It has the same oil-absorbing and hair-freshening benefits of the original, just with a more lightweight and invisible finish and feel.
More concealer deals to shop:
- Jane Iredale CircleDelete Concealer, now $27 (25% off)
- Kiko Milano Full Coverage 2-in-1 Concealer, now $18.20 (30% off)
- Lancôme Teint Idole Ultra Wear All Over Full Coverage Concealer, $22.40 (30% off)
Did you know that Tarte officially launched on Amazon this year? A selection of the iconic cosmetics company’s bestsellers are a whopping 40% off during the retailer’s current sale, so you can snag them at a steep discount along with Prime’s free two-day shipping.
The Shop TODAY-loved heated air dryer also comes in a paddle design for smoothing and frizz-free results.
Save on Shop TODAY Beauty Award favorites this October Prime Day. This shampoo contains caffeine and niacinamide to stimulate and cleanse the scalp to promote hair growth, says the brand.
According to the brand, this peptide-infused eye cream helps depuff, smooth fine lines and more. Plus, it’s 30% off!
Or, you can opt to treat your whole face with the brand’s face tightener, which contains retinyl and vitamin B5.
Thayer’s Blemish Clearing Salicylic Acid Toner is currently 33% off for Amazon Prime Day. Per the brand, its best for combatting and preventing stubborn acne.
Dealing with stained teeth? Crest is offering bestselling whitening strips for 35% off. You can expect a brighter smile after just a few uses, per the brand.
More dental care deals to shop:
- Crest 3D Whitestrips Age Renewal Teeth Whitening Kit, $34.99 (30% off)
- Waterpik Cordless Advanced 2.0 Water Flosser, $59.99 (40% off)
Running low on shampoo and conditioner? These Briogeo favorites deserve a spot in your shower. Plus, this award-winning styling stick is a must-have for slicking hair back and taming flyaways.
More beauty deals to shop:
- Dove Conditioner Coconut & Hydration for Dry Hair, $6.99 (27% off)
- L’Oreal Paris Sulfate Free Moisture 21-in-1 Leave-In Conditioner, $9.46 (27% off)
- Monday Hair Care Smooth Shampoo + Conditioner Bathroom Set, $9.99 (28% off)
- Wet Brush Detangling Brush, 2-Pack, $15.94 (26% off)
- Neutrogena Hydro Boost Gel Cream, $13.99 (39% off)
- Neutrogena Salicylic Acid & PHA Stubborn Acne Body Wash, $8.47 (15% off)
- Proactiv+ Acne Moisturizer, $38 (20% off)
- Real Techniques Miracle Complexion Sponge, $9.99 (46% off)
- Burt’s Bees Lip Tint Balm Duo, $6.15 (38% off)
- Bio-Oil Natural Skincare Oil, $24.48 (38% off)
- Milk Makeup Hydro Grip Set + Refresh Spray, $19 (50% off)
Best Prime Day home deals
Save on kitchen essentials this Prime Day. Dawn’s Powerwash is 30% off and comes with three refills — you’ll be set for months!
Another deal you’ll want to take advantage of is this 47-count of dishwasher pods — they’re 30% off!
More household essentials on sale:
- Amazon Basics Paper Towels (12 Rolls), $19.42 (15% off)
- Tide Pods Spring Meadow Scent (76 count), $14.99 (25% off)
- Scotch-Brite Odor Resist Heavy Duty Scrub Sponges (Set of 6), $6.62 (41% off)
- Lysol Disinfecting Wipes Bundle (Set of 4), $9.99 (33%)
Stock up on fall and winter candles this Prime Day. The brand says each candle has 150 hours of burn time.
Dull kitchen knives are the worst. Luckily, you can get a 15-piece set to swap out your whole collection for under $20 right now.
These batteries are set to have a 12-year shelf life and come in a set of 24 AA and 24 AAA batteries.
Fall is here, which means it’s time to store our seasonal wardrobes away. Associate producer Alexa Arent relies on these to pack away her summer clothes and make the most of her storage and organization.
“I have limited space in my apartment and these are the best!” Arent raves. “They save a lot of space, and I love that they are see-through, so I can see what is in each bag.”
This highly-rated air purifier filters out allergens such as pet dander, dust and more. Plus, it’s perfect for small spaces and bedrooms.
Whip up your favorite frozen treats with this personal portable blender from Ninja. It’s on sale for $50.
In need of a cookware upgrade? This set of 12 non-stick kitchen must-haves includes pans, pots, utensils and more.
At less than five inches wide, this Keurig easily tucks into small spaces of your kitchen.
This portable handheld vacuum from Shark is useful for quick clean-ups in the car, kitchen and more small spaces.
This is not a drill: we spotted Le Creuset on sale! Cast iron in a rainbow of colors is marked down by up to 46% off, so hurry to snag these pieces before they sell out.
With the days getting shorter, the Hatch Restore 3 gently wakes you up with sunrise simulation.
Make cooking easier with this 6-in-1 air fryer and toaster oven from Our Place. Available in several matte colorways, the multipurpose appliance is said to cook up to 30% faster than more traditional ovens.
This classic three-quart Lodge Dutch oven is perfect for smaller-scale recipes and kitchens with less square footage. Grab it while it’s over 20% off.
Owala water bottles are well-known and loved for their many ways to sip: either through the straw or the wide-mouth opening. This bottle, in particular, only has one way to sip — by unscrewing the top, revealing a wide spout.
More kitchen deals to shop:
- KitchenAid Classic Multi-function Can Opener, now $9.49 (47% off)
- Glad Tall Kitchen Drawstring Trash Bags, now $14.99 (36% off)
- NutriChef 3-Piece Nonstick Kitchen Oven Baking Pans, now $16.99 (50% off)
- Carote 17-Piece Pots and Pans Set, $56.98 (59% off)
This expandable luggage set from Samsonite is under $150 during Prime Day. For 63% off, you’ll get three suitcases, including a carry-on.
More travel deals on sale:
- Traveler’s Choice Pagosa Hardshell Expandable Spinner Luggage, now $82.06 (26% off)
- Veektomx Portable Charger, now $23.97 (40% off)
- Kate Spade New York AirTag Charm, now $27.99 (30% off)
- Travel Inspira Luggage Scale, $7.80 (40% off)
The bestselling carpet and upholstery is now available in a mini version, which is marked down to $75 today.
Best Prime Day tech deals
You can always count on Amazon to have great deals on the Fire TV streaming stick, and this October Prime Day, it’s nearly 25 % off.
The Apple AirTag allows you to keep track of all your essentials, from keys to wallets to luggage.
No need to dig out a pair of tangled, old wired headphones for your next trip — this gadget plugs into the headphone jack on your seatback entertainment in flight and connects with your wireless headphones via Bluetooth so you can enjoy movies, music and more for up to 20 hours at a time.
This small speaker is Alexa-enabled and can play music, sync with smart plugs and so much more.
These over-ear headphones feature adaptive noise cancellation, which allows you to zone out or hear your surroundings, per the brand.
Another Amazon device worth grabbing? The Fire tablet is 50% off for Prime Day!
Save nearly 50% off on this Ring Doorbell Plus. The battery-operated device features head-to-toe video, motion detection and more.
Amazon is marking down its bestselling Kindles this Prime Day. With this e-reader, you don’t have to lug a heavy book around; you can bring it anywhere and speed through your TBR list.
Featuring noise cancellation and transparency mode, the bestselling AirPods are dust and sweat-proof and feature up to five hours of play time. Score them now for under $150 on Day 1 of Prime Day.
You don’t have to wait until Black Friday to save on big electronics — this smart TV is 50% off.
Whether you’re powering a home entertainment center or a work-from-home setup, this power strip promises to keep devices running and fully charged. It can also be controlled from the Alexa app or by the sound of your voice.
More tech to shop:
- Belkin 12-Outlet Surge Protector Power Strip, now $31.99 (19% off)
- Chamberlain Smart Garage Control, now $17.99 (40% off)
- TP-Link WiFi Range Extender, now $39.99 (50% off)
- Amazon Basics AAA Alkaline Batteries, now $11.10 (23% off)
- Ring Battery Doorbell with Ring Chime, $64.99 (48% off)
Best Prime Day fashion deals
Fall weather is finally here, so you’ll want to stock up on bestselling denim. These skinny jeans from Amazon Essentials are on sale for under $15.
The Teresa jean features a wide-leg, waist-defining silhouette, while the Marilyn jean is high waisted with a straight fit. Both styles come equipped with what Post calls an “ultra-flattering secret weapon” — NYDJ’s Lift & Tuck technology that smooths, slims and sculpts. They even tell you to size down!
Looking for elevated basics? This cotton tee from the Gap is made with comfortable and high-quality cotton — and only $10.
This style slipper is trending for fall, and you can score this affordable pair for $30.
This shoulder bag comes in six neutral colorways and features an adjustable shoulder strap.
Save 50% off on select Vera Bradley items, including this classic tote bag. It’s made of cotton, making it easy to wash, per the brand.
This closet staple is a bestseller and features “butterluxe fabric” and light compression, per the brand.
These stylish Dr. Scholl’s feature superior comfort and anti-microbial and anti-odor materials, per the brand.
These popular New Balance sneakers are the ultimate and trendy “dad shoe,” which feature lightweight and comfortable support, says reviewers.
Adidas is marking down bestselling sneakers, such as these colorful lifestyle shoes that are on sale for 25% off.
More Adidas Prime Day deals:
It’s cozy season, so you treat yourself (or a family member!) to a pair of fuzzy slippers, which have a supportive insole and can be worn indoors or outdoors.
Meet the experts
Our team features a range of qualified experts and contributors in our broadcast segments to reveal the latest in trends, remarkable sale events and all things shopping across a variety of categories. Products were independently chosen by members of the Shop TODAY team along with Adrianna Brach.
- Adrianna Brach is the editorial director at Shop TODAY, with over a decade of experience as an editor covering beauty, fashion and shopping.
- Shop TODAY is a team of shopping editors and writers who spend hours every day finding the best new products, tried-and-true favorites and more finds available on Amazon that are worth shopping, according to our high standards.
How we chose
To find the best discounts for Prime Big Deal Days 2025, the Shop TODAY team combs through over 350,000 products expected to be on sale. We identify the best absolute best deals by identifying recommendations from previous expert reporting, award-winners and editor-loved and tested products.
When choosing products, we aim to confirm factors such as an average rating of over four stars and more than 1,000 verified ratings. We also use price trackers such as CamelCamelCamel to clarify that products are at their lowest price in at least three months, or at the lowest price ever.
As an editorial team, we independently create content and determine coverage based on research, reporting and what we think TODAY.com readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not TODAY. Pricing and availability are accurate as of publish time. Learn more about Shop TODAY.
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