 Prime Day is July 16th and the 17th. With all these deals, I could be more than Megan Thee Stallion. And shoppers came out clicking for the deals. In the first seven hours of Prime Day, sales were up almost 12% compared to last year, according to Momentum Commerce, which manages about 50 brands for Amazon, from Crocs to Lego and Beats by Dre. It's certainly become part of culture.