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Do you really save money on Prime Day?

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Do you really save money on Prime Day?

One of the biggest online shopping events of the year — Prime Day — will take place July 8-11 across 26 countries. What began in 2015 as a celebration of Amazon’s anniversary has since grown into a multiday retail extravaganza that rivals Black Friday and Cyber Monday in both hype and sales volume.

But amid the excitement, an important question remains: Do you really save money on Prime Day? Here’s what you need to know before loading up your virtual cart.

Prime Day is a global sales event created by Amazon that allows Prime members to access exclusive discounts and deals on a number of products across the site.

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The first Prime Day took place a decade ago to mark Amazon’s 20th anniversary. It has since evolved to span several days throughout many countries, with this year’s Prime Day event being the longest so far at four days.

Shoppers can score limited-time deals on a wide range of products, from big-ticket electronics and home appliances to beauty products, clothing, and Amazon’s own devices like Echo speakers and Fire tablets. And millions participate each year. In 2024, global sales for Amazon Prime Day totaled $14.2 billion over a 48-hour period, according to Capital One Shopping Research.

Keep in mind that to access these deals, you must be a Prime member, which costs $14.99 per month or $139 per year. However, Amazon offers a free 30-day trial, allowing new users to shop the event without paying up front.

Read more: Amazon Prime Day 2025: We found the best deals to shop before the sale officially kicks off

You may be wondering whether Prime Day is just another overblown shopping holiday like Black Friday, when retailers offer increasingly unimpressive deals to encourage unnecessary spending.

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There’s no denying that some Prime Day deals offer real value. The key is having a smart shopping strategy in place to purchase items you actually need at a steep discount — not impulsively spending to take advantage of perceived savings.

Historically, shoppers have seen discounts of 30%-70% on items such as Apple AirPods, laptops, robot vacuums, smart home devices, and branded kitchen appliances. Amazon’s own products, including Kindles, Fire TVs, and Echo Dots, usually come with the deepest discounts. In 2023, Prime Day purchase discounts totaled $2.5 billion, according to Capital One.

Retail analysts have found that many of these items are offered at their lowest prices of the year. So yes, if you’ve had your eye on a specific product and it happens to be on sale during Prime Day, you could walk away with serious savings.

Read more: 7 money-saving perks for Amazon Prime members

Keep in mind that not all the deals offered on Prime Day are really worth it. It’s important to have a plan and do your research ahead of time so you know whether you’re looking at a true discount.

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One common tactic retailers use to encourage spending is “price anchoring,” where the listed original price is inflated, making the discount look more impressive than it actually is. In some cases, the so-called sale price is just a return to the item’s normal price after a brief increase in the weeks leading up to Prime Day.

Another issue is the impulse-buy nature of the event. Flash deals and lightning sales are designed to create urgency, leading many shoppers to make purchases they wouldn’t otherwise consider. If you buy something you don’t need — or wouldn’t have bought without the flashy red countdown clock — you’re not really saving money, even if the price is lower.

If you’re hoping to cash in on Amazon Prime savings, it’s important to make a game plan.

It’s easy to get distracted by discounts and make impulsive purchases while browsing. Before you start shopping, make a list of the key items you really want. Prioritize finding deals on those must-haves — and only buy them if it makes sense for your budget.

Decide how much money you can comfortably afford to spend on Prime Day ahead of time and stick to that limit. You’ll avoid throwing your budget off track and ending up with buyer’s remorse.

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This year, Amazon is offering over 40 personalized deal features to help shoppers find discounts on products they’re most likely to be interested in. Look for personalized suggestions within the “Recommended deals for you,” “Top deals for you,” and “Customers’ Most-Loved” features to zero in on the deals you may be looking for.

Subscribe and save (if it makes sense)

Amazon’s Subscribe and Save feature offers year-round discounts on items you need to stock up on regularly. On Prime Day, these items may have an additional discount that could help you score extra savings.

Many major retailers such as Walmart, Target, and Best Buy will have their own sales and promotions around Prime Day when they know shoppers are in the mood to splurge. Before you check out, compare the price of items in your cart across a few different retailers to ensure you’re getting the lowest price overall.

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Finance

Plano-Based Finance of America Announces $2.5B Partnership with Funds Managed by Blue Owl to Expand FOA’s Home Equity Lending

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Plano-Based Finance of America Announces .5B Partnership with Funds Managed by Blue Owl to Expand FOA’s Home Equity Lending

Finance of America Companies, a leading provider of home equity-based financing solutions for a modern retirement, and funds managed by Blue Owl Capital, a leading alternative asset manager, announced an enhanced $2.5 billion strategic partnership to accelerate product innovation and distribution for the nation’s fast-growing retirement demographic.

With more than 10,000 Americans entering retirement age every day, the market for home equity access continues to expand. FOA said its collaboration with New York City-based Blue Owl positions it to capture significant share in this rapidly evolving sector.

“This is a pivotal moment not just for Finance of America, but for the senior finance market as a whole,” Graham Fleming, CEO of Finance of America, said in a statement. “By aligning with Blue Owl, we are creating a platform of scale and innovation to better serve one of the fastest-growing demographics in the United States.”

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The enhanced partnership includes, per FOA:

  • $2.5 billion commitment for new product innovation, providing scale and liquidity to support origination growth across multiple asset classes
  • $50 million equity investment in Finance of America, enhancing long-term alignment between the companies and supporting FOA’s continued growth initiatives
  • Joint innovation and product-development initiative focused on the continuous rollout of new, differentiated financial products tailored for people looking to maximize freedom, security, and opportunity throughout their retirement
 

This product expansion will complement FOA’s existing industry-leading reverse mortgage product suite while strengthening the company’s commitment to innovation and its role as a leader in delivering powerful financial solutions for retirees.

FOA said it continues to empower retirees with responsible, flexible access to capital to support aging in place, healthcare expenses, and lifestyle goals.

The partnership reinforces Finance of America’s mission to provide comprehensive, retirement-focused financial solutions, with the goal of expanding beyond reverse mortgages to become the nation’s leading, full-spectrum home equity lending platform, the company said.

“We believe Finance of America is uniquely positioned to redefine how financial products are delivered to retirees,” said David Aidi, senior managing director and co-head of Asset Based Finance at Blue Owl.

“This partnership provides the capital, the strategic alignment, and the innovation engine to build category-defining products at scale,” added Ray Chan, senior managing director and co-head of Asset Based Finance at Blue Owl.

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R E A D   N E X T

  • Little Elm’s Sachchit Balamurugan, an incoming senior at TOPS, flew to Japan Friday to present his ACC cancer detection app at the International Young Researchers’ Conference. He’s also won first place at a BPA national mobile app competition, won an award at the NASA Space App Challenge, started a nonprofit called Youth Opportunities in Tech Innovation—and done lots, lots more.

  • A slide showing Tremedics' award-winning technology for treating narrowed aortas in children (left). Their special dissolving stent (right) opens blocked blood vessels and then disappears as the child grows, eliminating the need for repeated surgeries and potentially helping thousands of the 40,000 U.S. babies born with heart defects annually. [Image source: Tremedics]

    Tre Welch, Tremedics Medical Devices Inc., Leon Jacobson, Ted Price, Nerveli Inc., Sarah Iselin, Blue Cross Blue Shield of Massachusetts, TechFW, MassChallenge, ClearLeaf, Feathery, Algas Organics, Coastal Protection Solutions

  • “We closed the first volume of our story—25 years in the making.” That’s how CEO Tom Spackman described Gigabit Fiber’s majority stake sale to Blue Owl, marking a new phase of growth as AI and cloud drive demand for hyperscale connectivity.

  • Topgolf said the limited-time experience is available at all Topgolf U.S. venues Feb. 1 through April 13. It’s accompanied by a national in-venue sweepstakes and limited-time menu items.

  • The bank’s Support Services team fills a critical role in BOA—acting as an in-house consulting firm for every line of business.

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Finance

Bérangère Michel announced as BBC Group Chief Financial Officer

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Bérangère Michel announced as BBC Group Chief Financial Officer

The BBC has announced that Bérangère Michel has been appointed to the role of Group Chief Financial Officer.

Bérangère brings extensive experience from her 16-year career at the John Lewis Partnership, where she held senior roles including Chief Financial Officer, Customer Service Executive Director, Operations Director and Finance & Strategy Director.

Prior to joining the John Lewis Partnership, Bérangère spent 11 years at the Royal Mail Group in a number of finance, change and strategy roles, including as Finance Director of the property division.

In an expanded role as BBC Group Chief Financial Officer, Bérangère will be responsible for the overall BBC Group financial strategy, with a remit across BBC Public Service, BBC Studios and the BBC’s commercial subsidiaries. She will play a leadership role and will sit on both the Executive Committee and, for the first time, the Board.

This position will strengthen the BBC’s financial leadership, support its transformation, and make the best use of the licence fee and commercial opportunities. Bérangère will report to the Director-General and will take up the role in early January.

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Director-General Tim Davie says: “Bérangère brings a wealth of experience from her time at the John Lewis Partnership and will play a critical role in shaping our new financial strategy. I’m pleased to welcome her to the BBC, and to both the Executive Committee and Board.

“Bérangère’s appointment to this expanded role comes at an important time for the BBC, as we look ahead to Charter renewal and continue to accelerate our transformation to deliver outstanding value for our audiences.”

BBC Chair Samir Shah says: “The role of Group Chief Financial Officer will be hugely important as we build a BBC for the future, and I look forward to welcoming Bérangère to the Board.”

Bérangère Michel says: “I am delighted to be joining the BBC, an institution whose purpose and mission I have always admired. It’s a privilege to be part of shaping its exciting future at such a crucial moment and I cannot wait to get started.”

BBC Press Office

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Finance

ATI Promotes Longtime Leader to CFO and SVP of Finance

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ATI Promotes Longtime Leader to CFO and SVP of Finance

ATI Inc., a Dallas-based manufacturer of high-performance materials for the aerospace and defense industries, announced that James Robert “Rob” Foster will be promoted to senior vice president of finance and chief financial officer, effective January 1, 2026.

Foster succeeds Don Newman, who will serve as strategic advisor to the CEO beginning January 1. As previously announced, Newman will retire on March 1, 2026, and serve in an advisory capacity in that time to allow for a smooth transition.

“Rob is a proven P&L leader with enterprise-wide experience in the areas that matter most to ATI’s continued growth,” Kim Fields, president and CEO, said in a statement. “He brings deep expertise not only in finance but also as an operational leader. Rob played a pivotal role in the successful Specialty Rolled Products transformation, consistently helping ATI to deliver strong returns and shareholder value. I look forward to partnering with him as we enter our next phase of profitable growth.”

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Foster, a longtime ATI leader, brings both operational expertise and financial discipline to the CFO role, the company said. He most recently served as president of ATI’s specialty alloys & components business, where he improved efficiency, grew capacity, and advanced the company’s role as a global leader in exotic alloys. Foster previously served as vice president of Finance, Supply Chain, and Capital Projects, overseeing ATI’s global finance organization, capital deployment processes, and enterprise supply chain performance. Earlier in his career, he led Finance for both ATI operating segments and the Forged Products business.

“I’m honored to become ATI’s next CFO,” said Foster. “ATI is well-positioned with a strong balance sheet, focused strategy, and significant opportunities ahead. I look forward to working with our team to drive disciplined investment, operational excellence, and long-term value creation for our shareholders.”

Newman added, “Rob is an exceptional leader who understands ATI’s strategy, operations, and financial drivers. He has delivered transformative results across the organization. I look forward to supporting a seamless transition as we pursue this next step in our succession planning.”

Before joining ATI in 2012, Foster held senior finance roles at API Technologies Corp. and Spectrum Control Inc., where he led ERP implementations, acquisition integrations, and internal control enhancements. He began his career as an auditor at Ernst & Young (EY).

ATI produces high-performance materials and solutions for the global aerospace and defense markets, and critical applications in electronics, medical, and specialty energy. 

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R E A D   N E X T

  • The company said Keith Schroeder brings more than 40 years of experience in accounting, corporate control and reporting, finance, operations, and CEO and CFO strategic roles.

  • James Cook announced his retirement after 24 years of service and will officially retire on June 30. James Gilligan will take his new post, effective June 16.

  • Anthony DiSilvestro joins KDP at a pivotal moment as it moves to close its $18 billion acquisition of Netherlands-based JDE Peet’s. His “significant” M&A experience will advance the combined company’s integration and its ultimate split into two “winning companies,” CEO Tim Cofer said.

  • Donna Guy brings more than 25 years of experience in financial leadership across public and private companies to her new position. 

  • Last week, Irving-based Caterpillar marked its 100th anniversary year with celebrations throughout the U.S. commemorating “a monumental moment” in the company’s history. The company officially turns 100 on April 15, marking a century of “customer-centric innovation and industry-leading transformation”

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