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Sixty-four percent of U.S. households have Amazon Prime memberships, and Prime Day was even bigger than Black Friday for the online retailer last year, but Prime Day is a relatively new shopping phenomenon, having only launched in 2015.

Its success can be credited to the fact that every year since, the deals have gotten better. So if you think you know Prime Day, 2018 may have some surprises for you.

Let's take a look at some areas primed for new deals this Prime Day.

Groceries

Amazon got into the grocery game in a big way this year following the acquisition of Whole Foods a month prior to last year's Prime Day. Now a whole year into the partnership, there are more grocery options on Amazon. We don't know exactly what's going to be discounted in the Prime Pantry section yet, but there will likely be some sweet deals for savvy grocery shoppers.

The deals aren't just online either. Whole Foods locations are offering sweet deals for Prime Members right now, like 40% off boneless, animal welfare rated chicken breasts, and BOGO Honey Nut Cheerios. Allegro bagged coffee is also BOGO for Prime members (and just what tired mamas need).

Amazon's clothing brands

Over the last year Amazon has beefed up the in-house brands it launched in 2017. The Lark & Ro line of office-appropriate work wear is awesome for working moms, and the Scout & Ro line has great styles for kids. We can expect to see some discounts here.

Amazon brand diapers

Amazon also has its own line of private label diapers called Mama Bear, launched in November 2017 by invitation only. They became available to everyone in January, and if you haven't tried them yet, now may be the time. They're always cheaper than premium diaper brands, but they're 30% off during Prime Day, so like $0.06 a diaper for some sizes. That's some good diaper math!

Amazon brand decor and furniture

If you've had your eye on an end table or ottoman from Amazon's in-house furniture brand Rivet, Prime Day is a good time to buy as that line is expected to be 25% off. Deep discounts are also expected on Amazon's in-house furniture brand Stone and Beam, so if you've been shopping for a sofa, keep an eye on that page. These lines hadn't yet launched during last year's Prime Day sale, so this is a whole new ballgame.

It's longer

Of course, the most noticable difference about Prime Day this year is that it's not really a day at all. It's really "Prime Day (and a half) because it's gone way beyond 24 hours. Even last year Prime Day was 30 hours long, but in 2018 we're looking at 36 hours of savings.

Other ways to save more

  • If you install the Amazon Assistant app you'll get notifications on deals and $5 off a Prime Day order of $25 or more.
  • By using Camera Search on the Amazon App you'll be eligible for $5 off on some deals.
  • And, if you have a Prime Rewards Visa and a Whole Foods near you, you can get 10% back on your groceries today (if you've got an eligible Prime membership).

We've really never seen a Prime Day quite like this one. Check back with Motherly throughout the day, we'll be watching the sales for you!

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This is cause for celebration, mama! You are one month into this exciting new adventure, and those precious cuddles certainly help compensate for the lack of shut-eye. (Mostly, at least.)

Although it's only been a few weeks since you officially met your latest love, you're probably already amazed by how quickly your teeny snuggle bunny is growing and changing. Unlike those first few days when your sleepy newborn's eyes were rarely open, your baby is likely now eagerly studying objects within a few inches of their site and reacting to sounds. Their favorite sights and sounds of all? The people in their family.

After months of pregnancy, the extreme physical accomplishment of delivery and possibly the initiation of breastfeeding, your body needs time to recover. As you go, remember that while your baby may always be on your mind, it's healthy for you to make space for self-care, too.

While you continue to adjust, here are our favorite items to keep in your tool kit (for you and baby) at the 1-month mark:

To get sweet dreams while room sharing: Ingenuity bassinet

bassinet

Experts recommend sharing your bedroom—but not your bed—with your baby for the better part of the first year. If space was already at a premium, a compact bassinet is the perfect solution.

$129

To free up your hands: 4moms mamaroo swing

mamaroo swing

You may not want to take your eyes off your adorable baby, but life does actually require you use your hands every now and then to take care of things around the house. If your checklist includes tasks in the same room, a soothing swing can help keep baby content for a few precious minutes.

$219.99

To get through marathon nursing sessions: Boppy nursing pillow

nursing pillow

Whether from the breast or bottle, it can feel like feeding baby is your full-time job right now. Make it less of a workout with backup from a nursing pillow, which can take on a second-life as a support for your sitting baby in just a few short months.

$39.99

To start your bath-time routine: The First Years newborn-to-toddler tub

infant tub

Bath time is an important element in most nighttime routines—starting from the very first days! Focus more on the hands-on bonding without worrying your baby will slip and slide around a great big tub with a bath that is just their size.

$18.99

To celebrate baby’s first milestone: Cloud Island muslin blanket and frame set

milestone blanket

One month of life is a big milestone, both for your baby and you! Documenting how quickly your baby is growing each of these early months is a gift you will love looking back on for the rest of your life.

$21.99

To help with postpartum recovery: Frida Mom recovery kit

frida mom postpartum

Labor and delivery is a major event, mama—and our bodies are firmly still in recovery mode at the 1-month mark. If anything, life is probably only speeding up right now, so be sure to take care of yourself.

$49.99

To conquer early morning wake-up calls: Stars Above robe

stars above robe

Chances are that your baby has taken the place of an alarm clock. When the wake-up call comes too early, it helps brighten the morning a bit by having a comfy and cute robe to slip on.

$29.99

To get some letdown backup: Up&Up nursing pads

nursing pads

As you may have learned by now, breastmilk doesn't only flow on demand. Should you decide breastfeeding is your path, nursing pads will give you the protection you probably didn't anticipate you needed so you don't leak through a shirt. (Don't worry: This will ease as your supply is established!)

$7.56

To hydrate: Simple Modern pink water bottle

water bottle

It is always a good idea to drink more water—but especially now! Make it easier on yourself with a water bottle you actually like carrying around. Bonus points for being able to open it up for a drink with just one hand.

$19.99

To snack one-handed: Good & Gather snack bars

Good and Gather

You know when the baby last ate. But, what about you, mama? Keep some tasty nutrition bars on hand to simplify snacking when time and free hands are limited commodities.

$4.29

This article was sponsored by Target. Thank you for supporting the brands that support Motherly and mamas.

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