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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

How can I illustrate our financial position to a spouse who shows little interest?

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How can I illustrate our financial position to a spouse who shows little interest?

Reader question: My spouse has little interest in our financial position. As we age, this concerns me. I try to share some basic information (income, spending, account balances, debt, and so on) each month but rarely get a response. I think graphs or charts might be of more interest to her than a bunch of numbers. What recommendations would you have for illustrating our financial position so that I am not the only person aware of how we are situated? Thanks!

Answer: Your situation is pretty common. Most couples I know develop a division of labor over time, where one person is in charge of financial matters and the other person is less involved. That’s definitely the case for my husband and me. He’s in charge of paying all the monthly bills and preparing our tax returns, but the financial planning and investment decisions are up to me. This type of arrangement might work well for a long time, but can become less sustainable with age, particularly if the “finance person” in the relationship dies or develops a major health issue.

Online tools and mind maps

Illustrating your financial situation with charts and graphs is a great idea that might help your spouse become a little more involved. Morningstar’s  Portfolio X-Ray  tool includes a variety of images that help illustrate your financial situation. Websites for most major brokerage firms also include some visual tools. Schwab, for example, offers a Portfolio Checkup and a bar graph illustrating your account’s monthly income from dividends and interest income. Vanguard has a Portfolio Watch tool and a variety of performance illustrations, tools, and calculators.

A  mind map, which we used with clients when I worked for a financial advisory firm, can be another way to picture your entire financial situation on one page. There are various  softwaretemplates  for drawing a mind map, or you can simply sketch it out with a large sheet of paper and a pencil. Start with your names at the center of the page. Then draw spokes connecting to various categories, such as names of other family members; investment accounts; real estate and other assets, insurance policies, estate plans, key goals and values, and contact information for accountants, estate planners, and other professionals. It can be helpful to go through the mind map together and make any updates needed at least once a year.

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Other ways to communicate about money

A few other ideas—though not related to charts and graphs—might also be useful.

I like the idea of putting together a  net worth statement  that itemizes cash, taxable accounts, real estate, retirement accounts, and debt for each member of the couple as well as items owned jointly. It’s a good idea to update this document at least once a year and  discuss it as a couple. If you set up the document as a spreadsheet, you can include columns with additional information such as account numbers, what each account is used for, which accounts are subject to required minimum distributions, or tax issues like potential capital gains.

Many couples also put together a  binder  (sometimes humorously called a “Doomsday Book”) that contains information about where to find important paperwork, insurance policies, how bills are paid, what each account is for, steps the surviving spouse will need to take, final wishes, and any other critical information.

A well-qualified financial adviser can bridge the information gap

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Finally, you could consider working with a good  financial adviser,  who can help involve your spouse in financial matters while you’re still living and step in to fully manage investments and personal finance decisions if you pass away before your spouse. Make sure the adviser holds the Certified Financial Planner designation and charges fees that are reasonable. Although a 1% fee is still the industry standard for accounts of $1 million or less, it’s possible to find advisers who charge significantly less, including a few who price their services based on hours worked instead of a percentage of assets under management.

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This article was provided to The Associated Press by Morningstar. For more personal finance content, go to https://www.morningstar.com/personal-finance.

Amy C. Arnott, CFA, is a portfolio strategist for Morningstar and co-host of The Long View podcast.

Related links:

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What If This Turns Out to Be a Terrible Time to Retire?

https://www.morningstar.com/personal-finance/what-if-this-turns-out-be-terrible-time-retire

Bill Bengen: ‘Inflation Is the Greatest Enemy of Retirees’

https://www.morningstar.com/retirement/bill-bengen-inflation-is-greatest-enemy-retirees

3 Big Questions to Ask Your Aging Parents

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https://www.morningstar.com/personal-finance/3-big-questions-ask-your-aging-parents

Copyright 2026 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed without permission.

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Finance

Proximo Congress 2026: US Energy & Infrastructure Finance | Insights | Mayer Brown

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Proximo Congress 2026: US Energy & Infrastructure Finance | Insights | Mayer Brown

Mayer Brown is a proud sponsor of Proximo Congress 2026. This senior meeting of the US energy, infrastructure, and digital infrastructure finance community is shaped around the questions credit and investment committees are actually asking in 2026: how asset classes are converging, how risk is being priced in a recalibrated policy and geopolitical environment, and how public and private capital are being structured together to deliver projects at scale.

Mayer Brown has also been recognized for three separate awards which will be presented during the event. These awards include:

  • Proximo North America Transport Deal of the Year 2025 – SR 400 Peach Partners
  • Proximo North America Rail Deal of the Year 2025 – Brightline West
  • Proximo North America LNG Deal of the Year 2025 – Port Arthur LNG 2

For more information, visit the event website. 

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Finance

What are nonconforming mortgages and what are the risks?

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What are nonconforming mortgages and what are the risks?

If you have ever taken out a mortgage, you’ll know there are a lot of requirements to meet. You may need to put down a certain amount and have a debt-to-income ratio below a certain threshold. You may also run into limits on how much you can borrow or what sources of income the lender will count.

These rules do not apply to all mortgages — just to conforming mortgages, which is what the majority of borrowers take out. However, mortgage lenders are increasingly offering what are known as nonconforming loans, or mortgages that do not “comply with every one of the strict standards put in place after the housing crisis,” said The Wall Street Journal. While “still a small portion,” the “share of mortgages using alternative lending practices” has “doubled in size over the past three years.”

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