Amazon is running Lego discounts two weeks before its own Prime Day sale even begins.
Prime Big Deal Days, Amazon's second Prime Day event of the year, doesn't start until October 6-7. But a batch of Lego sets are already marked down. The Botanicals Flower Arrangement is $62.04, down from $109.99 and its lowest price ever, notable because the set is reportedly being discontinued soon. The Pokemon Eevee build is $47.95, also a record low. A Super Mario Mario Kart set is $149.99, and the Star Wars AT-ST Walker is $171.99, near its historical low of $165.85. Smaller cuts are scattered across the Advent Calendar, Art, Creator, and Technic lines too.
This is the same playbook retailers use for Black Friday, which now effectively starts in early November: roll out "early deals" before the marquee event so shoppers commit before they can compare against whatever the sale itself actually offers. It also suggests Amazon's two annual Prime Day events are blurring into a longer, fuzzier discount season rather than two distinct 48-hour windows.
If a price already qualifies as an all-time low two weeks before the official sale, the event itself may just be more of the same, not necessarily better.