*Ominous voice* It's here.
You might've noticed that Amazon's been working hard to shore up its fashion bona fides as of late, launching a separate vertical for what it promises will be a growing roster of capital-D designer brands earlier this month, and expanding the personal shopping service it introduced last year to now include men's fashion. The mega-retailer has its all-seeing eye set on the apparel industry, and (spoiler alert!) what Amazon wants, Amazon tends to get.
Well, if all this fashion talk has you nervously considering the state of Amazon's annual blowout bacchanalia, rest assured, the company has no plans of deserting its most zealous devotees. Because Prime Day, the retailer's hallmark event, is still very much happening—starting today and ending tomorrow at midnight!—and it remains a bellwether of what the platform has to offer when it comes to clothing. C'mon. You're talking about a company that invented its own goddamn holiday. It's not too fancy for shit. Any platform that aspires to sell you zit cream as ably as it does just-off-the-runway fashion is never going to be too fancy to take roughly *checks notes* all your money.
For now, Prime Day is still the retailer's biggest event by far, the opportune time to stock up on basic and not-so-basic pieces from menswear brands big and small alike. And until Amazon pivots to selling, like, custom Swarovski-encrusted evening gowns (what's half off "price on request?!") it's not going anywhere. To help you navigate the metric fuckton of product available, we here at Esquire have taken it upon ourselves to put together a Prime Day primer (heh) encompassing all the sweet, sweet, menswear deals you should be shopping at this very moment. Let's dive in.