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Why the Run-Up to Prime Day Is the Worst Time to Shop on Amazon


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As product experts, a large part of our job here at WIRED is to help you get the best products at the best prices. That includes helping you find great deals during massive sales events like Black Friday and, of course, Amazon Prime Day. If you're looking to get the best price on that gadget that's been sitting on your cart for months, it's important to know when to pull the trigger—and when not to. Other than a handful of good early Prime Day deals, now is almost certainly the time to hold your fire.

Amazon, Walmart, and other major retailers tend to jack up pricing on all sorts of products that have long since sunk below their manufacturer’s suggested retail price ahead of a major sale. That way once you see it on the big day it looks like ...


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