Amazon is cutting the price of the Echo Show 5 again, and this time it landed before Prime Day even kicked off.
As of October 5, the compact smart display is $59.99 at Amazon, down from its usual $99.99 - a $40, or 40%, discount. It comes in glacier white, charcoal, and cloud blue. The small screen handles the basics: weather, news, and music from Amazon Music or Spotify, plus video from Prime Video. A built-in 2MP camera covers video calls or a quick check on the house, and when you are not using it, the screen doubles as a digital photo frame. Prime members also get unlimited cloud photo storage thrown in.
The timing is the real story here. Pre-Prime-Day price cuts on Amazon's own hardware are now a routine warm-up act, not a surprise. Amazon has every incentive to get Echo devices into homes before its biggest shopping event, since more screens in more kitchens means more chances to sell subscriptions, music streams, and whatever else shows up on that display.
None of that makes $59.99 a bad price for a device this size - it is a legitimate cut on a genuinely useful smart home hub. Just do not mistake discounted ahead of Prime Day for as low as it will ever go. That is a bet the retailer, not the reviewer, is making.