41 Best Prime Day Deals 2023: Fitbit, Apple, Hoka, & More

If you’ve held off on buying that air fryer, rowing machine, or mattress, we’ve got excellent news for you: the best Prime Day deals of 2023 are officially here. Today through tomorrow, July 12, you can shop some of the deepest discounts of the year on everything from fitness equipment to kitchen appliances to sex toys. Amazon Prime Day can be chaotic, with thousands of products and lightning deals starting and stopping at all hours. That’s why we’ve curated the best Prime Day sales below (including some great deals from competitors).

One important note: This massive sale is only for Prime members—if you’re not already one, it’s easy to sign up for a free 30-day trial.

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The best Prime Day deals 2023

Highlighted here are the standout sales we’re seeing today on a few of our favorite products. Shop them all in the sections below.

1. Apple AirPods Pro: originally $249; now $200
2. Lifestraw Personal Water Filter: originally $20; now $17
3. Crest Whitestrips: originally $52; now $33
4. Dyson Purifier Cool: originally $650; now $499
5. Hoka One One Running Shoes: originally $280; now $190

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Best Prime Day Fitness Deals

Looking to build out a home gym? Prime Day has all sorts of sales on exercise equipment, activewear, and accessories. This SELF Home Fitness Award–winning kettlebell saves space in your home by replacing multiple weights, and it’s currently available at a 25% discount. You can also take over 20% off a Fitbit, smart rower, and sweat-resistant SELF Home Fitness Award–winning Beats headphones.

Read more: Best Prime Day Fitness Deals

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Best Prime Day Wellness Deals

No matter the time of year, you could probably—definitely—use some re-centering and self-care. There are plenty of wellness products on sale at Amazon, including our SELF Fave heated neck massager, SELF Certified Oral-B electric toothbrush, soothing ice roller, and rechargeable handheld fan for hot days.

Read more: Best Prime Day Wellness Deals

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Best Prime Day Sex Toy Deals

Speaking of deals that’ll help you feel good, there are quite a few sex toys available at a discount right now, including top-rated vibrators and discreet bullets.

Read more: Best Prime Day Sex Toy Deals

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Best Prime Day Tech Deals

Let’s not overlook Amazon’s top-notch tech deals. The retailer has a fantastically large range of useful electronics on sale, like the SELF Fave Samsung Galaxy Buds Pro 2 and Apple AirPods Pro, which block out noise while you work; and a tablet that’s easy to slip in a backpack.

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Best Prime Day Clothing & Shoe Deals

If your closet’s seriously lacking staples (especially for warm weather), take a peek at Amazon’s Prime Day clothing deals and shoe deals. How cute are these flared leggings, for instance? And who couldn’t use a cushy new pair of Hokas or exceptionally comfy Teva walking sandals?

Read more: Best Prime Day Clothing Deals, Best Prime Day Shoe Deals

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Best Prime Day Beauty Deals

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Amazon has a ton of luxury and staple beauty and skin care sales—enough to compete with Sephora or Ulta. Deals we’re currently eyeing: routine-boosting retinol serums, as well as almost 40% off the SELF editor-favorite NuFace microcurrent facial tool.

Read more: Best Prime Day Skin Care Deals

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Best Prime Day Outdoor Deals

Feel a lot more comfortable—and hydrated—on your next hike or camping trip with these useful outdoor deals from expert-approved brands like Lifestraw, Coleman, and Marmot.

Read more: Best Prime Day Outdoor Deals

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Best Prime Day Kitchen & Home Deals

Update the spaces where you probably spend much of your time with thoughtful new kitchen and home touches: A 25%-off Dyson device cools and purifies the air simultaneously; for fresh coffee, turn to the 40%-off Keurig K-mini; and if the rest of your appliances could use a refresh, there are discounts on an Anova sous vide and a robot vacuum to suck up the crumbs.

Read more: Best Prime Day Kitchen Deals

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Best Prime Day Mattress & Bedding Deals

With summer comes sweaty nights, when all you crave is a nice, cool mattress and bedding. Go ahead, buy yourself a breathable new SELF Certified Casper mattress (currently 20% off), an adjustable pillow, and more.

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Best Prime Day Competitor Deals

Sure, you’ll find super markdowns at Amazon, but don’t miss out on the competitor deals from other major retailers. Currently, Target is running its Circle Week sale, with savings up to 50% off on tech devices, home goods, skin care, and more. Nordstrom is gearing up for its annual Anniversary Sale, with promising markdowns on luxury clothing, bedding, and wellness products. Here’s a look below.

Best Nordstrom Deals

Best Target Deals

Read more: Best Nordstrom Anniversary Sale Deals, Best Early Target Circle Week Deals

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