Best Buy is running a weeklong counter-programming sale while Amazon holds Prime Day.
The retailer's "Tech Fest" event runs June 22 through 28 — nearly twice the length of Prime Day 2026, which spans June 23 to 26. Best Buy has historically positioned itself as the main rival to Prime Day, and this year it arrived early. The sale includes over 40 products that either match Amazon's prices or beat them outright, plus some older Apple devices — including the M4 MacBook Air and M3 iPad Air — that Amazon no longer carries new. A spot check of the highlights: the 13-inch MacBook Air (M4, 24GB RAM, 1TB SSD) is down $400 to $1,199; the Apple Watch Ultra 2 (49mm, GPS + cellular) drops $250 to $549; and the Motorola razr ultra (512GB) falls $600 to $699.99.
The real story here is that Prime Day has become less of an event and more of a calendar pressure point that forces every major retailer to discount in lockstep. Best Buy's strategy of running longer and leaning into Apple inventory that Amazon has let go out of stock is a practical edge, not a marketing one. Shoppers who dismiss Best Buy out of habit may leave money on the table.
That said, the source notes Amazon is undercutting Best Buy by as little as two cents on some items — which suggests both retailers are watching each other's prices in near real time, and the "sale" framing does most of the heavy lifting.