After six years of covering Prime Day deals and tracking prices year-round, I have a pretty good sense of what to expect from Amazon's biggest sale events. There are always plenty of vacuums, coffee makers, TVs, and Amazon devices marked down — the kinds of products that go on sale often, but may drop to new lows or fall within their usual deal-event price ranges.
Those discounts can still be worthwhile if you're ready to replace or upgrade something. But unless you already had one of those products on your wish list, there may not be much urgency to buy, especially when many of them will likely be on sale again by the next major holiday weekend.
Every so often, though, a few brands genuinely surprise me. These are the ones that rarely get discounted, go on sale only during major shopping events, or hit unusually low prices on Prime Day. I found 10 brands with rare deals worth paying attention to, along with a few standout products from each.
Supergoop!
Supergoop! is another one of those brands that only offers discounts a few times during the year. During the summer, it can be especially selective with deals because demand for sunscreen is already high. Our beauty editors found 365-day low prices on some cult classics, so you can protect your skin this summer.
Shop up to 30% off Supergoop!.
This is the Supergoop sunscreen I’d keep by the door, in a beach bag, or anywhere else you need an easy SPF you’ll actually remember to use. The lightweight lotion is made for the face and body and absorbs without a white cast.
This spray is the easiest Supergoop format to reapply on active days, since it mists on clear and can even be used on wet skin after a pool or beach dip. It’s also infused with vitamin C, green tea, and acai, so it has more skincare appeal than your average body sunscreen.
Summer Fridays
Prime Day is the perfect time to catch all the beauty deals on trendy, premium, and K-beauty products. Summer Fridays is one of the brands I'm seeing everywhere right now, and thanks to this deal, it might finally be time to try the Lip Butter Balm that helped put it on the map.
Shop all Summer Fridays deals.
This hydrating tinted lip gloss is hydrating and shiny without leaving lips sticky.
This moisturizing body lotion smells of coconut, vanilla blossom, and warm almond, capturing the scent of summer all year long. The formula features ceramides to strengthen the skin's natural protective barrier and lock in moisture, and is also enriched with Grapeseed, Argan, Linseed, and Rosehip Oils.
Oura Ring
The Oura Ring 5 was just released earlier this month, making it the perfect time to save big on the previous generation. The Oura Ring 4 is at its lowest price ever at 35% off, and is our favorite smart ring for its accurate tracking, approachable advice, and lightweight design.
The Oura Ring is one of the most well-respected of the original smart ring brands and a great option for fitness fans who want to avoid bulky smartwatches. We particularly like it as an unobtrusive option for sleep tracking.
Skylight Calendar
The digital calendar organizer is absolutely beloved by parents trying to manage their family schedule. It only drops in price a few times a year, and $250 is the lowest we've ever seen this 15-inch touchscreen go for. Get a head start on the school year, and read our Skylight Calendar review about how it helped bring some calm to contributor Jamie Davis Smith's routine.
This viral digital planner serves as a calendar for the entire family, including chore charts and syncing capabilities with popular email and calendar apps.
Yeti
This is the first time I've ever seen some of Yeti's popular coolers, like the Hopper M30, see any sort of discount. The soft-sided design makes transporting easier and keeps contents icy cold thanks to its top-tier insulation.
- See all Yeti Prime Day deals.
YETI's Hopper M30 tote-style cooler is the most durable and serviceable cooler for most people, and it will last for years.
Coach
Some of Coach's most classic styles are up to 40% off for Prime Day. These styles are least likely to be marked down due to their trending status amid the Coach resurgence, but alas, we've been given a treat for Prime Day. The colorway options are more limited on the markdowns, though. Here are some of the designs I'm itching to add to my collection.
- See all Coach Prime Day deals.
This adorable bucket-style bag also comes with a long strap for easy carrying. It's a perfect everyday bag with soft, yet durable pebbled leather in a beautiful, cool brown.
One of our favorite Coach silhouettes, the Brooklyn, gets a summery update in straw. The oversize design is perfect for toting along all your summer essentials.
This denim cargo tote, embroidered with cherries, is a fun collectible at a new low price.
Mackenzie-Childs
I dream of decorating my home head to toe in Mackenzie-Childs. A ton of the iconic brand's decor and kitchenwares are 25% off for Prime Day, including coveted teapots, useful canisters, serveware, rugs, and more in classic prints like Courtly Check and Butterfly Garden. It's the perfect time to add to or start your collection.
- See all Mackenzie-Childs Prime Day deals
This 48-ounce canister is well-suited for storing flour, sugar, or anything you want easy access to on your countertop, because this stunning floral print deserves the spotlight.
This vibrant rug would add a fun pop of color to a playroom or entryway. It's washable, making it ideal for high-traffic areas.
Hatch
Few items have switched up my bedroom routine like the Hatch Restore 3. First presented to me as a customizable wake-up alarm clock, it's so much more than that. It has helped me create a wind-down routine with its content library of relaxing meditations, stories, and sounds. It also functions as a sound machine if you like white noise while you sleep. It only goes on sale during Prime Day and Black Friday, so this 20% discount is the best you'll find if you're trying to work on better sleep habits.
The Hatch Restore 3 now features phone-free controls and enhanced sound quality, offering you even more ways to personalize your sleep routine with over 50 sounds and 18 light colors, while minimizing screen time for a better night’s rest.
Ninja
Ok, hear me out, Ninja is always on sale, but their most viral products aren't. This Prime Day marks the first meaningful price drop of the Ninja Crispi Pro and the lowest price ever on the Ninja Cafe Pro. Sadly, the deal on the device of the summer, the Slushi, is sold out, but it is still available on Ninja direct.
The Ninja Crispi Pro is our favorite glass air fryer. The cooking vessel lets you see your food while it cooks and reduces reliance on traditional nonstick air fryer coatings.
Ninja's Luxe Cafe Pro Series makes it fast and easy to whip up espresso, cold brew, and coffee in minutes with Barista Assist Technology, a guided experience with customized grind-size recommendations, weight-based dosing, and active brew adjustments for temperature & pressure for balanced flavor. The Pro Series features an integrated tamper, hot water spout, and a frothing system with five froth presets.
Technivorm
In the same caffeinated vein, the Technivorm Moccamaster sees small 10% price cuts throughout the year but never drops by more than 35%. The Moccamaster is commonly regarded as a "buy-it-for-life" appliance and makes some of the richest drip coffee. The machine is hand-built in the Netherlands with a design that has barely changed since the 1970s, featuring modular parts that are easily repairable and a long five-year warranty. It can be found in a rainbow of colors, too.
For coffee enthusiasts who are particular about their drip coffee, 35% off the iconic Moccamaster KBGV is a rare discount that only comes around key deal events, like Prime Day or Black Friday. Beloved for their durable build, simple one-switch operation, and consistently excellent drip coffee, this coffee maker brews a full 40-ounce pot in just 4 to 6 minutes and is available in several colors.
Rothy's
Rothy's rarely gets marked down, especially when it comes to its most wearable everyday styles. The brand is best known for polished flats, Mary Janes, and loafers that are machine-washable, comfortable out of the box, and made with recycled materials. If you've been waiting to try a pair of Rothy's, this is the kind of Prime Day fashion deal that actually feels worth flagging.
What’s both timeless and new? With its chic square toe and flexible strap, this incredibly comfortable flat in black puts a fresh spin on the beloved Mary Jane—and is even knit from plastic bottles.
These slim-profile slingbacks are subtly elegant. They take zero breaking in and the rear strap caused no blisters. These stay in place thanks to its soft, silicone pads.
Rag & Bone
Rag & Bone doesn't usually fall into the impulse-buy category, which makes any meaningful markdown worth a second look. The standout is the Miramar sale — the brand's trompe l'oeil "denim" styles that look like jeans but feel more like sweats or soft knitwear. It's a rare chance to get the polished, off-duty Rag & Bone look without paying full designer-denim prices.
Disguised as jeans with faux buttons and distressing, these stealthy, full-length sweats are made from lightweight terry cotton with an elastic waistband.
These French terry track pants have a denim-like print, faux fly, and contrast side stripes, so they give you the look of sporty jeans with the comfort of sweats.
What makes these Prime Day deals rare?
To qualify as rare, I dug into comparable price data and compared how often they go on sale and lowest historical prices. This may be the first time these products have been this price this year, or they only go on sale around key shopping events like Black Friday and now Prime Day. I also consider popular products that are at their lowest prices ever.
Shopping for more discounts today? Check out our roundup of all of the best Prime Day deals or browse Amazon for the full selection.
You can purchase logo and accolade licensing to this story here.
Disclosure: Written and researched by the Insider Reviews team. We highlight products and services you might find interesting. If you buy them, we may get a small share of the revenue from the sale from our partners. We may receive products free of charge from manufacturers to test. This does not drive our decision as to whether or not a product is featured or recommended. We operate independently from our advertising team. We welcome your feedback. Email us at reviews@businessinsider.com.
