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Amazon Prime Day 2023 in Canada

Just when you thought Black Friday couldn’t get any better, Amazon Prime Day comes along.

If you’re looking to get a jumpstart on gift shopping or simply on the hunt for shopping deals, then mark your calendars for Amazon Prime Day deals. The first Amazon Prime Day in Canada was announced earlier this year and took place in mid-July. Now, there’s Amazon Prime Big Deal Day — better known as Amazon Prime Day Number Two!

To help, we break down dates, provide insider shopping tips and help you get the best deals during both Amazon Canada sale days in 2023.

When Is Amazon Prime Day #2 — Amazon Prime Big Deal Day — in 2023 in Canada?

The official dates for Amazon Prime Big Deal Day are October 10 and 11, 2023.

When Is Amazon Prime Day 2023 in Canada?

The official dates for Amazon Prime Day 2023 were announced and this year, shoppers can expect deals leading up to July 11 to 12, 2023 — the official 48 hours known as Amazon Prime Day.

Best Amazon Canada sale deals


50% off home and kitchen deals

Enjoy great savings on furniture, arts and crafts, home appliances, home décor, kitchen and dining and more at Amazon. Hurry, while stocks last. T&Cs apply.

18% off Sony OLED and Premium TVs

Take 18% off Sony OLED and Premium TVs at Amazon. Exclusions, T&CS apply

Up to 50% off tools and home improvement

Shop tools for your next DIY at Amazon and take advantage of great savings. Hurry, while stocks last. T&Cs apply.

Up to 80% off epic deals

Enjoy up to 80% discount on a large selection of products from top brands at Amazon. Valid for a limited time only. T&Cs apply.

Up to 40% off fashion

Valid for a limited time on selected shoes, tops, jeans, jackets and more at Amazon. T&Cs apply.

Up to 45% off Show Echo Devices

Get Up to 45% off Echo Devices for a limited time only. T&Cs apply.

Up to 15% off your next Subscribe & Save order

Enjoy up to 15% and receive FREE shipping on tens of thousands of products when you sign up for Amazon's Subscribe & Save program. T&Cs apply.

FREE shipping when you sign up to Prime Student

Enjoy FREE shipping to select areas, streaming of popular TV shows and movies, Twitch Prime, early access to deals and more for Prime Student members. T&Cs apply.

10% off textbooks

Simply use the code at Amazon. K-12 textbooks and textbooks for university are also available. Valid for a limited time when you spend $100 or more. T&Cs apply.

Free premium pillow with Live and Sleep Resort Classic mattress

Receive a FREE visco-elastic pillow when you buy an RV/Short queen Live and sleep Resort Classic Mattress. Exclusions apply.

Nectar Mattress: 2 FREE pillows + 180 night home trial

T&Cs apply.

What Is Amazon Prime Day?

Amazon Prime Day has become one of the largest and most exclusive shopping days offering shoppers sale prices on technology, electronics, and sporting gear among other retail categories.

Although Amazon Prime Day is relatively new when it comes to major shopping holidays in Canada, it has been giving Black Friday a run for its money — literally — ever since it first came into being on July 15, 2015. Since its launch, Amazon Prime Day has become one of the largest and most exclusive shopping days, offering shoppers deals on technology, electronics, and sporting gear among other retail categories.

The first Prime Day was launched in 2015, to celebrate the 20th anniversary of Amazon operating as a major online retailer in North America. Since that first sale day, Amazon has held sales days over the last nine years:

  • Prime Day 2015: July 15
  • Prime Day 2016: July 12
  • Prime Day 2017: July 11 to 12 — the first year that Amazon Prime Day was extended to 48 hours
  • Prime Day 2018: July 16 to 17
  • Prime Day 2019: July 15 to 16
  • Prime Day 2020: Oct. 13 to 14 — sales dates were delayed due to COVID-19 pandemic restrictions
  • Prime Day 2021: June 21 to 22 — the earliest Amazon Prime sale dates, since the launch
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How to score pre-Amazon Prime Day Canada sale deals

Be on the lookout for pre-sales a few days before the first Amazon Prime Day Canada scheduled for July 11 to 12, 2023 and the second Amazon Canada sale day on October 10 and 11, 2023. Key deals typically include deep discounts on Amazon products, such as Kindle e-readers, and Echo products as well as on Amazon music streaming, and Kindle Unlimited memberships. Sale deals can also be found on TVs, headphones, housewards and toys and games.

Another way to grab early Amazon Prime Day deals is to ask your Echo for early Prime deals. Last year, Alexa doled out exclusive savings to Echo owners two hours before the actual event kicked off. Amazon Prime Day deals typically start around 9 p.m. the night before the official dates.

Can you preview Amazon Prime Day deals?

Yes! You can get a preview of sales to keep in mind, as well as pre-sales. An easy way to do this is to ask Alexa to keep you notified. Just asking Alexa to keep track of deals for you will get you access to more than 100 exclusive pre-sale deals, plus you get a sneak peek of upcoming Amazon Canada sale deals. Alexa is also a great tool to help you keep track of ongoing deals leading up to Amazon Prime Day, as well as during the 48-hour flash sale. That’s because Amazon uses the “Lightning Deals,” format. This means Prime members need to jump on a lightning deal — when a product is heavily discounted for a short period of time — to get the deal. To take advantage of lightning deals, make a shopping list using your Amazon Prime account and ask Alexa to keep you informed of upcoming lightning deals for specific products or shopping categories.

Amazon Canada sale shopping tips

As with any huge shopping event, there are pros and cons to shopping on Amazon Prime Days in Canada. You can score some of the best deals all year by knowing what to look for and doing a little research beforehand. Here are our top tips for snagging the lowest prices on Prime Day:

  • Know when to strike and when to pass. Lightning Deals that are released as often as every five minutes can turn online shopping into a frenzy. While you do need to snap up some items as fast as you can, don’t be pressured into clicking “Add to Cart” on every single item that flashes across your screen. If you can, do a quick Internet search to make sure the Prime Day price is really as good as it seems.
  • Read the fine print. Some Amazon Prime Day deals, particularly on big-ticket electronics like TVs and computers, will hide the brand name and model number until just before the sale drops, so make sure you double-check these details before jumping on a low price.
  • Check reviews. When you feel rushed to snatch up a discount, you might not take the time to read through product reviews like you normally would. Don’t skip this step, unless you’re already familiar with the product and know for sure it’s what you want.
  • Compare prices. Since Amazon Prime Days fall right around the 4th of July and Christmas in July sales events, you might want to check for competitor prices around the web. By now, other retailers are fully aware of Amazon’s biggest deal day of the year, so you could find similar deals. A handful of retailers have even announced that they’ll be offering free two-day shipping to Amazon Prime members.
  • Voice shop. If you have an Echo device, take advantage of exclusive Amazon Prime Canada deals by voice shopping with Alexa.

Is Amazon Prime Day available in other countries?

Yes! Since its start in 2015, Amazon Prime Days have expanded to include 13 different countries, including the United States. Shoppers in India, China, Japan, the UK, Germany, Austria, France, Belgium, Spain, Italy and Mexico will also be able to get in on Prime Day action this year.

What’s the catch?

The only real catch to Amazon Prime Day is that you have to be an Amazon Prime member to participate. Don’t have an Amazon Prime membership? Ask Alexa to sign up for Amazon Prime, and you might get an easy $20 off your membership!

Amazon Prime Day statistics

In 2021, almost 16,000 online shoppers in 10 countries were asked about their intentions and plans when it came to e-commerce spending and Amazon Prime Day. According to the Finder: Amazon Prime Day report, Canada ranked No. 6, with more than a quarter (27%) of Canadians planning to shop Amazon Prime Day Canada sales. The global average, for those planning to shop Amazon Prime Day sales, was 29%.

According to survey results, the typical profile of an Amazon Prime Day shopper is someone between the ages of 18 and 24, primarily shopping for make-up and skincare (13%), followed by clothing and accessories (9%) and consumer tech, such smartwatches and earbuds (9%).

While slightly more men (28%) plan to shop for Amazon Prime Day deals, at least 1 in 4 women (25%) also plan to cash in on Amazon Prime Day Canada deals.

Canadians between the ages of 18 and 34 were most likely to shop the sales, with 35% of people in this age group purchasing during Amazon Prime Day in Canada.

High living costs may dampen Amazon Canada sales spending in 2023

In the last year, Canadians felt the pinch of inflation and higher interest rates. The price of goods and services went up — sometimes dramatically — and, as a result, people began to look for areas to cut costs. In data released in the Finder: Consumer Sentiment Tracker Q2, more than 1,010 respondents were asked where they planned to cut expenses in 2023. To help get living costs under control, Canadians planned to cut costs in the following areas (multiple responses were allowed):

  • 50% — Groceries and eating out
  • 45% — Entertainment tickets (such as sporting events, movies, plays, shows, events, etc.)
  • 43% — Clothing, footwear and accessories
  • 35% — Alcohol, cannabis and tobacco
  • 29% — Travel
  • 25% — Fitness and recreation (such as gym memberships and sports equipment)
  • 24% — Cable and streaming services (including music and books)
  • 18% — Vehicle-related costs (such as gas, parking and insurance) or transportation costs (such as public transportation tickets)
  • 16% — Home and garden (such as furniture, appliances, decor, etc.)
  • 14% — Annual fees (such as credit card fees, store memberships, and other subscription costs)
  • 12% — Health and self-care (such as RMT, alternative practitioners, personal care products, etc.)
  • 10% — Mobile and data plans
  • 9% — Banking and financial fees
  • 9% — Utilities
  • 7% — Insurance
  • 5% — Shelter costs

Given that Canadians plan to cut spending on personal products, clothing and fashion accessories this could impact sales activity during Amazon’s Prime Day sales event in 2023.

Global Prime Day trends

The Philippines leads the way for shoppers looking to score a deal on Prime Day 2022, with 46% saying they'll shop the sales. At the other end of the spectrum is New Zealand where just 11% said they'll be hunting for a deal on Amazon for Prime Day.

It should come as no surprise that the Philippines leads the way in 4 out of the 5 shopping categories, with 18% of survey respondents saying they'll be buying makeup and skincare, 15% buying clothing and accessories, 13% buying products for the home and 12% spending their money on gaming and tech gadgets like the Oculus or Xbox.

The only category where the Philippines didn't come out on top was consumer tech such as smartwatches and Airpods, which were most popular with Mexican shoppers (11%).

While New Zealand came in dead last for Prime Day shoppers overall, it was actually Australia that came in with the lowest percentages for people shopping the sales in 4 out of the 5 categories, with New Zealand scoring the lowest in products for the home (2.8%).

Globally, makeup and skincare will be at the top of shoppers' lists, with an average of 32% of shoppers saying they're looking for a deal on cosmetics. Other popular shopping categories include clothing or accessories (31%) and products for the home (e.g. homewares) at 28%.

How the sexes will be shopping

There is almost no difference in the appetite for shopping between men and women, with an average of 30% of men saying they'd shop around the globe compared to 28% of women.

The widest gap in favour of men shopping is in Mexico, where 46% of men said they'd be shopping compared to 39% of women. On the other side of the coin is New Zealand where it's skewed the other way with 13% of women saying they plan on shopping the sales compared to 9% of men.

Global age trends for Prime Day shoppers

Younger people worldwide are most likely to take advantage of Prime Day discounts, with an average of 34% of those aged 18–34 being potential Prime Day shoppers.

Frequently asked questions about Amazon Prime Day in Canada

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