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For Prime Day, the only thing you really need to know is that Amazon is guaranteeing the prices of products won't go any lower in Black Friday or Christmas sales, though they may repeat: "Throughout Prime Day, members can shop with confidence that they’re getting low prices that won’t be beaten this year." Amazon typically offers the lowest prices on the web regardless - partly down to its sheer scale and partly down to its business practices - and last year Prime Day and Black Friday prices were identical or very similar, and the lowest the Kuponation.com team saw all year.