Having covered Amazon Prime Day for as long as we have, we know what to expect. One thing that's almost always certain — Amazon is going to drop prices on their Kindle e-readers. The longest Prime Day ever is now underway (through July 11), and we're seeing lots of discounts roll in on the popular reading devices.

In 2025 that is not the case at all, though. Amazon has dropped prices on the entire Kindle lineup and these are the best deals I've ever seen on the latest models. If you've been waiting for Prime Day to pick up one of these popular e-readers for yourself or a loved one, I can honestly say there's never been a better time to do so.

If you’re on the market for a Kindle, Fire TV device or Echo speaker, Amazon Prime Day is basically Black Friday for you. Prime Day deals on those devices are typically the same (or very close to) the prices we see at the end of the year near the holidays.