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A Deal Hunter’s Guide to Amazon Prime Big Deal Days (2026)

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Amazon Prime Day events are some of the most confusing shopping occasions in existence: It’s not even a single “day" anymore. Amazon promises “millions of deals”—but the displayed discounts are often misleading, and while it’s advertised as a members-only event, some deals are available to people who don’t subscribe to Prime. Add in the frenzy of limited-time Lightning Deals and you’ve got a perfect recipe for spending too much money on stuff you don't even really want.

Fear not! I've been covering deals for over a decade and am here to help. WIRED’s Reviews team is familiar with common shopping pitfalls, and we closely track the best Prime Big Deal Days prices. What time do sales start and end? How do you tell whether a deal is actually a deal? We pooled our collective expertise to get you prepared for the latest Amazon Prime Day Event, which is...

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'We ended up with four really big campaigns and 70 missions. It's insane' — Warhammer 40,000: Dawn of War 4 creative director says King Art's ideas 'snowballed' after deciding on four faction campaigns with branching stories

* King Art co-founder and Dawn of War 4 creative director Jan Theysen says the game's four faction campaigns were decided "super early" on * Theysen says Warhammer in general "is fundamentally about the factions," and they wanted to make a cinematic experience * He admits that