Amazon Prime Day 2021 | Source: Amazon/The Toy Book

Following a pandemic-fueled detour into fall last year, Amazon Prime Day is back on track in its usual summer kick-off slot.

The e-commerce giant revealed plans to host Prime Day 2021 on June 21 & 22 with exclusive deals spread across most departments. In addition to toys and games sharing part of the spotlight, Amazon Prime Day promises “never-before-seen exclusives across Prime Video, Amazon Music, Prime Gaming, and more” as the company continues to evolve beyond retail and into entertainment.

“Prime Day is a celebration of our Prime members, and we’re excited to bring members great deals across an incredible selection, whether members want to shop and save on top brands, buzzworthy items, or small business collections,” says Jamil Ghani, vice president of Amazon Prime. “Since we launched Prime Day in 2015, it’s delivered great new ways to shop, gift, watch movies and TV, and even dance, and we’re excited to carry on that tradition.”

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In addition to a curated gift guide and an assortment of yet-to-be-revealed Prime Day deals on toys and games, Amazon launched early promotions on select toys and games, including products from Hasbro, Mattel, LEGO, Fisher-Price, Spin Master, Radio Flyer, Magna-Tiles, and more, from top brands including Barbie and PAW Patrol.

This year, the competition will be steep as the big three are going at it. Walmart already revealed plans for its own Deals for Days promotion while Target Deal Days will overlap the same dates.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.