The longest Prime Day ever is officially underway (through July 11) and as per usual, Amazon has discounted its own devices to some extreme lows. While we haven't been super impressed by the Echo deals, things like Kindles, Fire tablets, and Fire TVs are seeing their best prices ever by a long shot.

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Amazon Prime Day 2025 has arrived, and with it comes deep discounts on electronics, household items, appliances, clothing and more. The sale will run from today until Friday, July 11.