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Amazon Prime Day 2024 returns on July 16 and 17

Amazon Prime Day 2024, the members-only shopping event for Prime subscribers, will return on July 16 and 17 this year.

If you can't wait a few more weeks, there are some Prime Day deals you can already shop now. However, it’s worth noting that the cost of Prime has increased significantly since the service debuted in 2005: an annual membership will set you back $139 right now, nearly double the price it was at launch ($79 per year). For the past couple of years, we’ve seen a “fall Prime Day” of sorts pop up in October, presumably as Amazon’s official kickoff for the holiday shopping season.

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