What to buy and avoid shopping on Prime Day, per pro shoppers
To buy or not to buy?
That’s what we asked our in-house shopping pros ahead of Prime Day, which begins next week and runs from June 23-26 this year.
Page Six Style & Shopping Director Elana Fishman, who has covered (and shopped) the sale for years, suggested, “Go in with a shopping list, and stick to it.”
Since the plethora of deals can quickly become distracting, “Opt for items you’ve been waiting to buy on sale and/or need to restock or replace,” she advised. “Like kitchen essentials or Apple products — say, AirPods or AirTags.”
Of course, we’ll also be stocking up on beauty staples — which for Elana includes her “favorite sunscreens, liquid eyeliner, moisturizer, deodorant and other everyday essentials I know I’ll use to the last drop.”
And don’t miss out on Amazon smart home devices, which will have some of the best prices of the year until Black Friday.
Scroll on for our top picks to buy (and skip) this Prime Day.
What to Buy During Prime Day
Apple products
Apple AirPods Pro 2
“I’ve waited to buy new AirPods until Prime Day in the past, since they always go on sale,” Elana said.
Apple Watches, iPads and other top tech finds from the company are typically discounted during the big event, too. If you’re not a Prime member, it only takes moments to join, and it’s required to shop the sale.
Skin care and beauty staples
Charlotte Tilbury Magic Cream
Elana (and celebrities like Amal Clooney and Jennifer Aniston) swears by this cult-favorite face cream, said to be a “facelift in a jar.”
Elana says it helps her wake up with “plump, perfectly dewy skin” every morning.
EltaMD UV Clear Face Sunscreen SPF 46
EltaMD has famous fans like Hailey Bieber, Sydney Sweeney and Gwyneth Paltrow, in addition to plenty of Page Six editors. Stocking up during Prime Day is a bright idea to protect your skin this summer.
Goop Himalayan Salt Scalp Scrub Shampoo
Score 30% off Gwyneth Paltrow’s Goop Beauty best-sellers, including a life-changing scalp scrub that gives body to strands while banishing sweat and oil buildup. Our editors can’t rave enough about the brand.
Kérastase Nutritive 8H Magic Night Serum
Kérastase’s best-sellers will be 20% off for Prime Day, along with other luxe hair care brands offering big discounts: R+Co, IGK, Leonor Greyl, Redken and more.
Stock up on must-have products for less — like the overnight 8H Magic Night Serum Madison LeCroy swears by, saying she wakes up to “amazing, clean-looking hair the next day.”
Clothing and accessories
Levi’s Women’s 501 Original Shorts
Whether you prefer jeans or shorts, Levi’s will be offering up to 43% off, including on the classic 501 cuts Jennifer Aniston and Hailey Bieber are fond of.
Hanes Boys’ Tank Tops (10-Pack)
Kendall Jenner and Kourtney Kardashian are among the stars who love to wear Hanes tanks in boys’ sizies. They have a closer fit that many prefer, and since white tops stain so easily, it’s nice to buy them in bulk — for $2 each, no less! (Just size up one or two from your regular adult size.)
Hanes will also offer deep discounts on men’s and women’s T-shirts, boxers and more.
BaubleBar Blythe Birthstone Pendant Necklace
While BaubleBar offers accessible jewelry and accessories, the line is offering deals too good to resist — like 64% off the Blythe Birthstone Pendant Necklace. Stars like Scarlett Johansson and Jennifer Lopez wear the line, so you’ll be in stylish company.
Allswifit Slip-On Walking Shoes
Bethenny Frankel and I both love these slip-on sneakers (so much that I have two pairs). Comfy walking shoes are always a safe bet to shop while on sale.
Fitness finds
Oura Ring 4
As seen on Jennifer Aniston, Gwyneth Paltrow, Kim Kardashian and Sofia Richie Grainge, the Oura Ring tracks health metrics while passing as chic jewelry.
The wearable tech is on a rare sale during Prime Day — so if you’ve been jonesing for one, now’s the time to pounce.
SoftGym Waver Vibration Plate
Countless fit stars like Mark Wahlberg, Serena Williams and Claudia Schiffer (as well as The Post’s fitness writer) swear by the effectiveness of vibration plates. According to devotees, it can help with weight loss, improved circulation, digestion and reduced stress.
While some models can set you back thousands, getting one for under $66 is kind of a steal — and a great way to try the fitness trend before making a huge investment.
Household appliances
Dyson Ball Animal Total Clean Upright Vacuum
Those bigger-ticket items that totally change your home are definitely worth shopping while deeply discounted. Whether a new Dyson vacuum, air purifier or sleek lighting, these are typically the best prices you’ll see until Black Friday.
Tech and entertainment
Amazon Ember 43″ 4-Series with Fire TV
Besides Apple, so many Amazon tech deals will be live; it’s undoubtedly the best time to scoop up a TV with built-in Fire capability, like this 43″ gem for under $200.
If you’re looking to upgrade a Ring, Echo or any other Amazon smart device, it’s a great time to add those to cart, too.
What to Skip During Prime Day
Things that are frequently on sale
E-readers
Amazon Kindle
We love a Kindle (who doesn’t?), but these are frequently on sale during the year, so there’s no urgency in getting one right now.
Apocalypse essentials
LifeStraw Personal Water Filter
Sure, it’ll likely be discounted on Prime Day and works fantastically for camping and emergencies — but do you really want to think about the disaster cases in which you’ll be sourcing your water from a puddle? At least let us have summer first! (It does have close to 100,000 mostly positive reviews, though …)
Prime Day FAQs, answered
When is Prime Day?
This year, Amazon Prime Day runs across four days, from Tuesday, June 23 at 3 a.m. ET through Saturday, June 27 at 3 a.m. ET.
Do you have to be a Prime member to shop?
Prime Day is Amazon’s premiere sale event, meaning it’s a member-exclusive. You can get a 30-day free trial to enjoy Prime Day savings (plus all the benefits of the subscription) with no strings attached.
What’s new for Prime Day 2026?
Unlike previous years, this year Prime Day is pushed up to June. With that change, Amazon is also introducing several new incentives sweepstakes, opportunities to win gift cards, exclusive travel deals and even more, even bigger Prime Day deals.
What deals are actually worth shopping?
From deal-hunting on Amazon sales for years, we know the sale is the perfect time to save on top-rated tech like Apple AirPods, restock your favorite beauty and skincare, peruse accessories like jewelry and handbags, and comb through all of Amazon’s best-sellers for steep discounts.
When is Amazon’s next Prime Day?
For those already wondering about the next sale, we’re expecting Amazon to run back its October Prime Big Deal Days sale in fall of 2026. Page Six Style will have all the latest news here.
Why Trust Page Six Style Shopping
This article was written by Erica Radol, Page Six Commerce Reporter. From identifying the top anti-aging skincare secrets the stars trust to dishing on the latest fashion collabs to finding a great deal on all of the above, Erica has a knack for reporting on – and even testing – Hollywood’s bestselling fashion and beauty products. Before joining Page Six in 2025, she wrote about entertainment, lifestyle and shopping trends for Us Weekly, The Daily Beast, Entertainment Tonight, Well+Good and Hearst.
