Don’t Miss These Prime Day Deals From Stores That Aren’t Amazon

All products featured on WIRED are independently selected by our editors. However, we may receive compensation from retailers and/or from purchases of products through these links. Learn more.

The waning hours of Amazon Prime Day—or Prime Big Deal Days—are the star of the show right now, but maybe you want to go shopping somewhere else. Whatever your reasoning, fear not! Plenty of other stores, big and small, are hosting sales alongside Amazon through the end of today. Everything below is hand-tested by WIRED, and doesn’t have to be bought on Amazon. You do you.

If you want to take a gander at the rest of our Amazon Prime Day coverage, updated through the end of the event tonight at 11:59 am ET, you can find it all right here.

Updated October 8, 2025: We’ve added new deals from Slumber Cloud and The Company Store.

WIRED Featured Deals:

Super-soft bamboo: Save up to 25 Percent at Cozy Earth
Backcountry’s 2-Day sale on outdoor gear: Save up to 70 Percent at Backcountry
Another alternative retailer: Best Buy’s Techtober
Support local bookstores: Bookshop.org Anti-Prime Sale—Free Shipping
Some truly fire deals: Solo Stove Two-Day Sale

Cozy Earth: Up to 25 Percent Off Sitewide—Use Code WIRED

Ask almost anyone on the WIRED Reviews team about their opinion on Cozy Earth, and it’ll be positive. The company makes supremely soft, silky, and comfortable bamboo products, ranging from bedding and linens to pajamas and hoodies. The Cozy Days sale means you can save up to 25 percent off nearly everything on the website.

This super-soft sheets feel like melted butter, and they’re warm without being stifling.

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Cozy Earth

Bamboo Sheet Set

This super-soft sheets feel like melted butter, and they’re warm without being stifling.

We can’t guarantee sweet dreams, but we feel strongly that these pajamas will give you a fighting chance.

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Cozy Earth

Women’s Bamboo Stretch-Knit Long Sleeve Pajama Set

We can’t guarantee sweet dreams, but we feel strongly that these pajamas will give you a fighting chance.

Backcountry 70 Percent Off Flash Sale

Backcountry is offering up to 70 percent off select outdoor gear and apparel. The sale includes biking, skiing, and climbing gear.

This is in our roundup of the best base layers.

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Smartwool Merino Classic Long-Sleeve

This is in our roundup of the best base layers.

This surprisingly soft, warm cropped jacket is in our guide to puffer jackets.

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Cotopaxi

Alivio Down Jacket

This surprisingly soft, warm cropped jacket is in our guide to puffer jackets.

Best Buy’s Techtober Sale

Want some great deals on tech gear but are avoiding Jeff Bezos? Best Buy might not be much better, spiritually, but the retailer is offering a few deals during its Techtober sale that we haven’t seen elsewhere. Techtober lasts until Sunday.

Look, I don’t think this watch is worth it anymore because it doesn’t have satellite comms, but it is on sale!

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Apple

Watch Ultra 2

Look, I don’t think this watch is worth it anymore because it doesn’t have satellite comms, but it is on sale!

Bookshop.org Anti-Prime Sale: Free Shipping

It’s easy to buy books from big-box stores, but Bookshop.org helps support authors and local bookstores. Right now, you can get free shipping on all orders during its Anti-Prime Sale. You can check out popular books here, or might I recommend Everything Is Tuberculosis by John Green? (I just started it and I had to force myself to put it down until the weekend.)

Solo Stove Two-Day Sale

Solo Stove makes a lot of solid gear, including pizza ovens and its well-known fire pits. Right now, nearly everything is on sale, and it’s a great time to pick something up ahead of the colder and cozier months.

Our favorite fire pit is portable enough to take to the beach, but large enough to cozy up a crowd in your backyard.

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Solo Stove

Bonfire 2.0

Our favorite fire pit is portable enough to take to the beach, but large enough to cozy up a crowd in your backyard.

The best gas pizza oven is a solid, stylish option for anyone OK with forgoing wood cooking.

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Solo Stove

Pi Prime Pizza Oven

The best gas pizza oven is a solid, stylish option for anyone OK with forgoing wood cooking.

Chirp Wheel XR (3-pack) for $104 ($26 off)

The Chirp Wheel XR helped our tester Hannah Singleton with her tech neck woes. You’ll get multiple different sizes with the three- or four-pack, which are specially designed to help work out kinks and tension in various points of your body. It’s important to start slowly, ease into it, and only use the wheel for small amounts of time to start. But now that she’s had practice, Singleton says she can’t imagine living life without her Chirp wheels.

Lelo: Up to 40 Percent Off + Free Gift

We like a lot of Lelo sex toys here at WIRED, and many of them are discounted for the store’s “Prime Time for Pleasure” sale. There are options for all sorts of bodies and partner situations, and purchases over $199 get a free Sona 2 Travel vibrator.

The best suction toy is intuitive and powerful—if you want it to be. Best of all, it’s quiet.

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data-testid=”feature-large-callout”>

Photograph: Lelo

The best suction toy is intuitive and powerful—if you want it to be. Best of all, it’s quiet.

Brooklinen Big Deals: 15 Percent Off Sitewide

Brooklinen makes darn fine bedding and linens, and right now the whole site is 15 percent off. Similar to Cozy Earth, everyone on the WIRED Reviews team has great things to say about the Brooklinen gear they’ve tested. Here are some of our faves.

These soft sheets are silky and slick while still remainin warm.

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Brooklinen

Luxe Sateen Core Sheet Set

These soft sheets are silky and slick while still remainin warm.

These crispy organic sheets feel similar to a hotel, too, with a breathable finish that won’t overheat you.

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Brooklinen

Organic Cotton Sheets

These crispy organic sheets feel similar to a hotel, too, with a breathable finish that won’t overheat you.

This down comforter has that classic hotel feeling and warmth without too much weight.

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Brooklinen

All-Season Down Comforter

This down comforter has that classic hotel feeling and warmth without too much weight.

If you want a good down pillow, then Brooklinen’s Down Pillow is the best at still holding a shape compared to others we tested.

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Brooklinen

Down Pillow

If you want a good down pillow, then Brooklinen’s Down Pillow is the best at still holding a shape compared to others we tested.

Slumber Cloud Fall Sale: 20 Percent Off

Slumber Cloud makes some of my all-time favorite cooling bedding, including fantastic cooling sheets and even a cooling travel pillow. You can shop up to 20 percent off the site right now for its fall sale.

This is our favorite set of cooling sheets, thanks to the silky Tencel lyocell and phase change material fibers that draw heat away from your body.

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Slumber Cloud

Performance Tencel Sheet Set

This is our favorite set of cooling sheets, thanks to the silky Tencel lyocell and phase change material fibers that draw heat away from your body.

This cooling travel pillow is nice and squishy, and the cover comes with handles to make it easy to tote around.

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Slumber Cloud

UltraCool Travel Pillow

This cooling travel pillow is nice and squishy, and the cover comes with handles to make it easy to tote around.

The Company Store Comfort Days Sale: 25 to 40 Percent Off Sitewide

The Company Store makes a ton of fantastic bedding, from sheets for every season to luxe down comforters and even a great Serene Foam mattress topper. (Serene foam is like memory foam, but traps less heat, so you’ll love this if you want a softer bed.) The shop is running a sitewide sale of 25 percent off orders over $100 (use code COMFORT25), and some items, like the fantastic linen sheets, are 40 percent off.

These linen sheets have a nice weight to them, but still deliver on great breathability that keep these sheets nice and cool. These sheets are 40 percent off, which will apply in-cart.

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The Company Store

Legends Hotel Washed Linen Sheet Set

These linen sheets have a nice weight to them, but still deliver on great breathability that keep these sheets nice and cool. These sheets are 40 percent off, which will apply in-cart.

The Company Store’s latest line of velvet-textured flannel feels incredible to sleep on on a chilly night. Each piece is sold individually, so you can pick and choose how much flannel you want on your bed.

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The Company Store

Legends Luxury Luxe Velvet Flannel Sheets

This mattress topper uses Serene foam, which has microscopic air capsules to address the heat retention and firmness problems of memory foam while keeping the same plush, pressure-relieving feel. Our memory foam tester loves it.

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The Company Store

Serene Foam Memory Foam Topper

The RDS-certified, hypoallergenic Legends Hotel Premium Alberta down comforter still sports the crisp, fluffy, high-end-hotel feel we expect and love from The Company Store.

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The Company Store

Legends Hotel Premium Alberta Down Medium Warmth Comforter

The RDS-certified, hypoallergenic Legends Hotel Premium Alberta down comforter still sports the crisp, fluffy, high-end-hotel feel we expect and love from The Company Store.

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Legends Hotel Premium Alberta Down Medium Warmth Comforter

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