Amazon Prime Day deals are almost here. Should you take advantage of them?

It’s summertime, and the bargains seem easy at a time when many consumer prices are high. July sales events have become a seasonal revenue driver for the retail industry since Amazon launched its first Prime Day in 2015. While consumers may be enticed by the advertised can’t-miss savings on some products, personal finance experts say shoppers should be careful not to fall for potentially misleading marketing or give in to impulse buys. Amazon is holding its 10th Prime Day event on Tuesday and Wednesday. Retail rivals like Walmart, Target, Kohl’s, and newcomers TikTok Shop and Temu launched summer promotions ahead of Amazon, hoping to siphon off some of the e-commerce giant’s savings-hungry shoppers.