Bigger Than Black Friday? Inside the Massive $26 Billion Amazon Prime Day Deals Phenomenon
The holiday shopping season has officially moved to June. Tuesday kicks off the annual extravaganza known as Prime Day, and this year, the e-commerce giant is pulling back the curtain like never before. For the first time, local media was granted exclusive access to Amazon’s massive Culver City studios—the high-tech production home of NBA on Prime and WNBA on Prime—to celebrate the launch of what is shaping up to be a historic shopping window.
If you think November has the best discounts, think again. Industry projections show that online shoppers are expected to spend a staggering $26 billion-plus during the four-day event running from June 23 to June 26. To put that in perspective, that is more than 2025’s Black Friday and Cyber Monday sales combined.
The Prime Catch: Are You Eligible?
Before you start loading your cart, there is a catch you need to know. These blockbuster Amazon Prime Day Deals are strictly exclusive to full Amazon Prime members. If you only subscribe to Prime Video, or if you are browsing as a standard non-Prime shopper, you will unfortunately only see regular everyday retail prices.
Shopping Small on a Global Stage
While Amazon is a global tech titan, company spokesperson Natalie Banke highlighted a surprising stat: roughly 60% of all items sold on the platform actually come from independent, small-to-medium businesses. This means consumers can participate in the corporate feeding frenzy while still supporting local entrepreneurs.
One prime example of local success taking over the marketplace is SoCal’s own CRBN Pickleball, a small business that manufactures premium pickleball gear ranging from pro-level paddles to performance eyewear.
“All of our products are 20 to 40 percent off during Prime Day,” shared Kyle Goguen, co-founder and co-owner of CRBN.
Don’t Click Away Just Yet
With millions of items marked down, navigating the digital aisles can be overwhelming. Stick to your wishlist, look out for lightning deals from independent sellers, and ensure your Prime membership is active before checkout to maximize your savings.
