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 overall, things like Kindles, Fire tablets, and Fire TVs are seeing their best prices ever by a long shot.

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.

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.