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Prime Day's Sub-$25 Funnel: Amazon Cuts Its Own Hardware Deepest as Third Parties Chase the Price Floor

6/24/2026

Amazon's Prime Day sale has once again placed the company's own devices at the bottom of the price stack.

The Echo Pop Kids edition is available at $23.99 (from $49.99), the Ring Indoor Cam (second-gen) at $24.99 (from $49.99), the Blink Video Doorbell (second-gen) at $23.99 (from $59.99), the Fire TV Stick 4K Plus at $24.99 (from $49.99), and the Amazon Smart Plug at $12.99 (from $24.99) — five devices, all priced to minimize the barrier to ecosystem entry.

Amazon's Own Hardware: Ecosystem Entry at Cost The Blink Video Doorbell drops $36 from its $59.99 retail price, the largest absolute cut in the group.

It is a second-generation model with 1080p head-to-toe video, up to two years of battery life, infrared night vision, and two-way talk.