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Best Prime Day deals 2025: Record prices on Apple, Ninja & Samsung

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Prime Day 2025 is here, and the deals are especially good this year. The 2025 edition of Amazon’s annual members-only sale is also the longest ever, spanning four days from July 8 through 11. On the third day of the sale, Amazon is still dropping deep discounts and new record-low prices by the minute across tons of different product categories.

So far, we’ve spotted some especially great deals on Apple products, including AirPods, iPads, and MacBooks. You can also see great Prime Day picks from our sibling brands: CNET, PCMag, ZDNET, and Lifehacker.

SEE ALSO:

Prime Day 2025: Live updates on the top deals

Plus, other retailers are getting in on the savings. Walmart, Target, Best Buy, The Home Depot, and even TikTok Shop are running overlapping sales that last even longer than Prime Day. But the key thing about Prime Day, as the name implies, is that you have to be a Prime member to enjoy the savings. If you want to get in on the deals, you can sign up for a free 30-day trial, and if you’re aged 18 to 24, you can get six months of Amazon Prime for free.

We’ve rounded up a massive running list of all the best Prime Day deals to shop on the third day of the event. Check back here often, as we’re updating this guide constantly throughout the sale. Note: Struck-through deals were sold out or expired at the time of writing.

Best Prime Day Apple deals

Why we like it

Read our full review of the Apple AirPods Pro 2.

If we had to pick just one Apple deal to shop during Prime Day 2025, it would be this: The newest AirPods Pro are marked down to the we-can’t-believe-it price of $149.

“These are pretty much must-have wireless earbuds if you’re in the Apple ecosystem. If you’re on a budget — or if you really don’t like noise-cancelling — you can grab the regular AirPods for the also-insane price of $89. But for most of us, it’s the AirPods Pro 2. They sound great and have stellar noise cancellation — what more do you need to know?” — Timothy Beck Werth, Mashable Tech Editor

More AirPods deals

MacBook Air deals

MacBook Pro deals

Mac deals

AirTag deals

Apple Watch Ultra deals

Apple Watch Series 10 deals

Apple Watch SE deals

iPad deals

iPad Air deals

iPad mini deals

iPad Pro deals

Best Prime Day laptop deals

Why we like it

Read Mashable’s full review of the 13.8-inch Microsoft Surface Laptop 7.

“Microsoft’s 13.8-inch flagship PC is our favorite Windows laptop, combining a slick, sophisticated design with peppy performance and an all-day battery life. (Literally: It lasted nearly 23 hours in our testing.) This variant has a high-end Snapdragon X Elite processor, 16GB of RAM, and 512GB of storage — our ideal baseline specs for most everyday users.

Prime members can snag the Platinum colorway on sale for just $918.99, which is 34% off its $1,399.99 MSRP and a new all-time low by a couple bucks. For comparison’s sake, Amazon’s deal is $181 cheaper than competing discounts at the Microsoft Store and Best Buy (where it’s currently sold out).” — Haley Henschel, Senior Shopping Reporter

More Windows laptop deals

2-in-1 laptop deals

Gaming laptop deals

Chromebook deals

Best Prime Day tablet deals

Why we like it

“As much as we love the affordable iPad Mini, it’s really hard to argue with a $279 iPad. And so we’re not even going to try. While the base model iPad is missing the latest Apple silicon (the M series chips), do you really want your tablet to feel like a laptop? Then you might be tempted to get some work done instead of playing The Sims.” — Timothy Beck Werth, Tech Editor

For more Prime Day iPad deals, scroll back up to the Apple deals section.

Android tablet deals

Amazon Fire tablet deals

Amazon Fire Kids tablet deals

Best Prime Day Kindle deals

Why we like it

“If you’re looking for the best possible deal on a Kindle e-reader, then you’re looking for the base model, which gets a rare price drop for Prime Day. Kindles typically only go on sale during big events like Prime Day and Black Friday, so this is a rare chance to get a new Kindle for under $100. In her review, Shopping Reporter Samantha Mangino said this is the ‘best e-reader on a budget,’ and that’s doubly true when it’s on sale.” — Timothy Beck Werth, Tech Editor

More Kindle deals

Best Prime Day Echo device deals

Why we like it

“This deal’s a Prime member exclusive, but it’s a good one: the Amazon Echo Buds with ANC are all the way down to $44.99, making them an excellent price for a pair of noise-cancelling earbuds. Admittedly, this drastic of a price drop isn’t exactly rare: Just last month, these earbuds received an $85 discount.

These earbuds are a 2021 release, so you won’t be getting the latest and greatest tech. Their battery life is just okay at five hours per charge, and their ANC isn’t going to be anything mind-blowing. But if you’re looking for something that’s good enough and at a price that’s hard to beat, you’ll find it in this deal.” — Bethany Allard, Lead Shopping Reporter

More Echo device deals

Best Prime Day TV deals

Why we like it

“The cheapest 65-inch QLED TV we’re clocking at Amazon this Prime Day isn’t an Amazon TV. It is still a Fire TV, but oddly enough, it’s from Insignia — a Best Buy brand.

If you have trouble picturing the difference between an LED and QLED TV in your head, this is your chance to try an XL QLED out at home without severely overspending. The Insignia QF series has been garnering quite positive customer reviews on picture quality and color vibrancy. At this price, it’s probably not going to have the same pop as some of the premium QLEDs out there, but you’ll definitely notice the quantum dot difference compared to your old TV, especially during daytime viewing.” — Leah Stodart, Senior Shopping Reporter

43-inch to 50-inch TV deals

55-inch TV deals

65-inch and 70-inch TV deals

75-inch and 77-inch TV deals

85-inch and up TV deals

Fire TV device deals

Best Prime Day headphone and earbud deals

Why we like it

Read Mashable’s full review of the Sony WH-1000XM6 headphones.

“The new Sony XM6 headphones were just released on May 15, but they’re already on sale for around $20 off, putting them at $428 at Amazon. Now, I’ll be the first to admit that a $20 price drop doesn’t exactly put these flagship cans in the bargain price range. But since this Prime Day deal is the first-ever discount on XM6 headphones, I had to share the news. These flagship noise-cancellers have been reviewed by two Mashable staffers, who both declared the sound best-in-class and worth the investment.” — Bethany Allard, Lead Shopping Reporter

More headphone deals

Earbud deals

Open earbuds deals

Sleep earbuds deals

Best Prime Day gaming deals

Why we like it

Read Mashable’s full review of Final Fantasy XVI.

“Final Fantasy XVI is unlike any FF game that came before it, and honestly, we think that’s a good thing. That’s because FFVI is a truly fantastic character action game that combines engaging combat and an intriguing story with the visual spectacle we’ve come to expect from the series. It’s an incredibly worthwhile adventure for all PS5 owners to experience.” — Dylan Haas, Lead Shopping Reporter

More PlayStation games

PlayStation hardware

Headsets

Other accessories

Xbox games

Xbox hardware

Controllers

Headsets

Nintendo Switch games

Nintendo Switch hardware

SDXC cards

Controllers and accessories

Best Prime Day unlocked phone deals

Why we like it

“The 512GB Galaxy S25+, which launched earlier this year, has hit a new record-low price this Prime Day. While it’s not quite as powerful as the S25 Ultra or the latest S25 Edge, it’s also a lot easier on your wallet. You’ll still get the impressive Snapdragon 8 Elite processor and 12GB of RAM, plus a slightly larger and nicer display than the basic S25 (6.7-inch QHD+ Dynamic AMOLED 2X display with new ‘ProScaler’ technology), as well as a bigger 4,900mAh battery. Mashable’s Chance Townsend calls the S25+ the ‘sweet spot for battery life and versatility’ amongst the S25 lineup. It doesn’t look too much different than the S24+, but it’ll definitely wow you in terms of internal upgrades — and that’s saying something, considering how brilliant the S24 lineup already was.” — Christina Buff, Mashable Contributor

Samsung Galaxy deals

Motorola deals

Google Pixel deals

Best Prime Day Bluetooth tracker deals

Why we like it

“The best Bluetooth tracker deal to shop right now is on the Samsung Galaxy SmartTag2. This Prime Day, get this Samsung Bluetooth tracker for a record-low price of $15.50. That saves you $14.49 off its usual $29.99, for 48% off. The Samsung Galaxy SmartTag2, is compatible with Android 11 or later systems. It’s both water- and dust-resistant so that it can withstand the unexpected. It can be detected by nearby devices via Samsung’s SmartThings Find network. You can even make it ring, check its location history, and customize it to perform other, simple tasks.” — Samantha Mangino, Shopping Reporter

More Bluetooth tracker deals

For AirTag deals, scroll back up to the Apple deals section.

Best Prime Day fitness tracker deals

Why we like it

“Do you look forward to summer for the outdoors? If you’re eager to get outside on hikes and be more active than ever this year, then a fitness tracker will help you track ever step. Right now, the Garmin vívoactive 5 is the best fitness tracker deal we’ve spotted this year. With built-in GPS and 11 days of battery life, it’s great for those constantly on the go. Plus, this Prime Day, it’s 37% off. It’s down to $190 from its normal $299.99 to save $109.99 — that’s $1 away from its all-time low.” — Samantha Mangino, Shopping Reporter

More fitness tracker deals

Best Prime Day robot vacuum deals

Why we like it

“This budget Roborock model was also just released this year, but it’s been living in the shadow of the big bad Saros trio. Nevertheless, it deserves a spotlight for the value that it packs, especially now that it’s under $300 for Prime members this of Prime Day. The most impressive feat of the Roborock Q7 M5+ is its 10,000 Pa of suction power — that’s far stronger than the norm for cheap robot vacuums. That matches the power of my favorite robot vacuum from 2024, the Roborock Qrevo Master, and is the baseline number I’d recommend for keeping up with substantial pet hair.

“Note that the Q7 M5+ does mop and does self-empty, but doesn’t wash and dry its own mopping pad like the more premium Roborocks.” — Leah Stodart, Senior Shopping Reporter

Robot vacuums that mop

Robot vacuums that don’t mop

Best Prime Day kitchen deals

Why we like it

“You’ve probably already seen it on TikTok: The Ninja Crispi is a compact air fryer with a glass baskets (plus lids) that make meal prep a cinch. Mashable’s Samantha Mangino tried it in her own kitchen and deemed it the best air fryer in the Ninja lineup. ‘It delivered food that was crispy on the outside and fluffy on the inside,’ she wrote. It’s on sale for $159.95 this Prime Day, down 11% from its $179.99 MSRP. We’ve seen that discount on Amazon before, but not with its Prime Day offer of a bonus $7.96 credit. That’ll get delivered to your Amazon account 30 days after the air fryer ships.

Best Buy, Target, and Ninja’s website all have the Crispi on sale for $159.99, but they don’t throw in any extra freebies.” — Haley Henschel, Senior Shopping Reporter

More air fryer deals

Blender deals

Coffee maker and espresso machine deals

Stand mixer deals

Multicooker deals

Ice cream maker deals

Frozen drink maker deals

Ice machine deals

Best Prime Day bladeless fan deals


the Dreo Tower Fan (DR-HTF007)

Why we like it

“Snag the Dreo Tower Fan (DR-HTF007) for just $67.99, down from $79.99. I know a $12 savings might not sound like a huge number, but honestly, it’s already pretty reasonably priced compared to a lot of similar models, and you’re getting a ton of bang for your buck here.

This 36-inch tower fan features four different modes and speeds that you can easily adjust from the top panel or with the handy included remote. Plus, it oscillates a full 90 degrees to really get that cool air circulating throughout your room (reaching up to 25 feet per second, according to Dreo). It even has a timer function, so you don’t have to worry about forgetting to turn it off. And for those light sleepers out there, it’s designed to operate super quietly (at just 28 dB), making it a solid choice for bedrooms.” — Tabitha Britt, Mashable contributor

More bladeless fan deals

Best Prime Day security camera and doorbell deals

Why we like it

“If you’re about to head out on summer adventures and want to keep an eye on your home, a set of security cameras can give you some peace of mind. The Blink Outdoor 4 5-camera system can help you do just that. With five outdoor, wireless cameras, you can mount them around your house and be notified whenever motion is detected. Plus, these small but mighty cameras feature infrared night vision and two-way audio.

Right now you can grab them at the stellar price of $159.99, down from its list price of $399.99. That saves you $240 for 60% off.” — Samantha Mangino, shopping reporter

More security camera and doorbell deals

Best Prime Day outdoor deals

Why we like it

“Power up your campsite, tailgate, or beach day with the portable Jackery Explorer 300. This Prime Day, it’s down to its best price ever at just $159 — a savings of 39%. Weighing in at just seven pounds, it’s a great companion for outdoor adventures. It packs six output ports (two AC outlets, one PD 60W USB-C port, one fast charge 3.0 port, one USB-A port, and one DC car port), so you can juice up six devices at once while the power station charges itself. Plus, it’s compatible with the Jackery SolarSaga 100 solar panel, so you can stay connected even when you go off the grid.” — Christina Buff, Mashable contributor

Cooler deals

Hydration deals

Power station deals

Outdoor cooking deals

Portable speaker deals

Camping deals

Best Prime Day book deals

Why we like it

“Atmosphere is the latest from the New York Times bestselling author of The Seven Husbands of Evelyn Hugo and Daisy Jones & The Six, Taylor Jenkins Reid. Just released earlier this month, it’s already listed as one of Goodreads’ most popular books of the year. It follows Joan Goodwin, a professor of physics and astronomy at Rice University, who is selected as one of the first women scientists to join NASA’s Space Shuttle program in the 1980s. The hardcover copy is already on sale this Prime Day for $21, down 30% from its list price.” — Christina Buff, Mashable contributor

Mashable Deals

Hardcover book deals

Paperback book deals

Kindle book deals

Best Prime Day Lego deals

Why we like it

“We love Lego here at Mashable, and you can find dozens of sets for kids and adults alike on sale at Amazon and Walmart right now. But if we had to pick just one, we’d have to go with the Classic Brick Box, which lets you make near-infinite Lego creations. Plus, for Prime Day, day three, the Brick Box is just $15.29, its lowest-ever price.” — Timothy Beck Werth, Tech Editor

More Lego deals

Best Prime Day cooling deals

Why we like it

If you’re trying to beat the summer heat like the rest of us, but want to do it at a discount, this Whynter portable AC is $190.99 for Amazon Prime Day. The 14,000 BTU air conditioner is powerful yet quiet, has a built-in dehumidifier, and includes a handy little remote control. Snag one for $409 before it goes back to its pre-Prime-Day price of $599.99.

More cooling deals

Best Prime Day board game deals

Why we like it

“First released in 1948, Scrabble remains one of the most popular and best word games; it’s my personal favorite. Whether you’re new to the classic crossword game or are a word-slinging pro, you get seven letter tiles to start creating words and building upon letters added to the board with each turn. It’s more than just word creation, though — land your highest-scoring letters on special double- and triple-point tiles and see who can rack up the most points. It’s meant for two to four players. Grab it on sale for just $11.59 at Amazon this Prime Day — that’s nearly 50% off.” — Christina Buff, Mashable contributor

More board game deals

Best Prime Day Pokémon deals

Why we like it

“If you’re a big Eevee fan, or even if you just love shiny things, this TCG box set will be right up your alley. It comes with a full-art promo card featuring Eevee ex, a playmat with Eevee and its multiple evolutions, a fuzzy Eevee deck box, 15 booster packs, and 65 card sleeves. It also comes with a code card for Pokémon TCG Live that you can use to unlock digital cards. Really, the gorgeous box is another reason to grab this beautiful collection while it’s on sale, too. Just look at those colors.” — Brittany Vincent, Mashable contributor

More Pokémon deals

Best Prime Day streaming deals

Why we like it

“New and returning subscribers can get their first two months of Paramount+ Premium — that’s the ad-free tier with Showtime — for just 99 cents per month. Typically $12.99 per month, that saves you $24 total. Even better, you can score the deal on its own through Paramount+ or as a Prime Video add-on. For what it’s worth, the streamer typically offers a $2.99 per month deal for six months during Black Friday. While the Prime Day discount is only valid for a third of the time, it’ll cost you $2 less per month, making this a pretty epic deal.

The Premium tier gives viewers an ad-free experience (except with live TV), access to the entire Showtime library, the ability to stream CBS live and download movies and shows for offline viewing, and 4K, UHD, Dolby Vision, and HDR10 quality. The discount is only valid through July 13, so be sure to sign up ASAP. Also, remember that the cost per month will go back to full price ($12.99 per month) after your two-month promotional period unless you cancel.” — Christina Buff, Mashable contributor

More Prime Day streaming deals

Best Prime Day beauty tech deals

Why we like it

Read Mashable’s full review of the Shark CryoGlow LED Red Face Mask.

“Trying to choose between investing in a red light mask or nice hair tool this Prime Day? Simply get both: This Amazon bundle gets you the Shark CryoGlow red light mask and Shark FlexFusion hair styler together for $499.99 — essentially $249.99 each — when they both typically cost $349.99. Then, prepare for your self-care routine to be completely transformed. The Shark FlexFusion is the rare styler that works on either wet or dry hair, and comes with several drying, curling, and frizz-fighting attachments.

I’m most excited about this ultra-rare Shark mask deal, though, considering I’d tell anyone to buy it at full price. I am fully convinced that the CryoGlow saved me from living in fear of my persistent adult acne striking again. No other mask does the red light, blue light, infrared, and under-eye chill pads combo like this.” — Leah Stodart, Senior Shopping Reporter

More Prime Day beauty tech deals

Best Prime Day household essentials deals

Why we like it

“Laundry detergent is one of those things you’ll always need more of. This $10 box of Arm & Hammer detergent sheets can cover up to 100 small loads — spend $40 or $50 and you won’t have to stock up on detergent for the foreseeable future.” — Leah Stodart, Senior Shopping Reporter

More Prime Day household essentials deals

Kitchen essentials and cleaning supplies

Laundry supplies

Batteries

Baby care

Cat litter

Toilet paper

Chargers

Best Prime Day gift card deals

  • Adidas — save $10 when you spend $50

  • Bath & Body Works — save $10 when you spend $50

  • Chili’s — get $10 credit on $50 with code WZB9TBFM3ZX2

  • Chipotle — get $10 credit on $50 with code PQPMA8VNOB7J

  • Fandango — save $10 when you spend $50

  • Google Play — get $10 promo credit on $100 with code GOOGLEPLAY

  • Lyft — save $20 when you spend $100

  • Netflix — get $5 promo credit on $50 or more with code NETFLIX

  • Regal — save $10 when you spend $50

  • Uber — save $15 when you spend $100

  • Zift Zillions — save $15 when you spend $100

Live

Latest Updates




1 minute ago | July 11, 2025

MacBook Air: Prime Day is coming to an end, which means most of the best deals will also disappear. We’ve been treated to low prices on popular categories like AirPods, MacBooks, fitness trackers, and so much more over the last few days. It’s going to be tough to say goodbye to all the savings, but before that point of no return, you can still score some great discounts.

I have been surprised by the standard of deals this year, particularly when it comes to Apple. The deals have been wild, with record-low prices across the board. Picking favorites in most category has been tricky, but the choice has been clear when it comes to MacBooks: the latest in the MacBook Air range is on sale for $849 at Amazon. The discount applies to all colors, so you can choose from starlight, midnight, silver, and sky blue.

49 minutes ago | July 11, 2025

Bluetti Power Station: An emergency power station is always good to have on hand. Don’t have one? This Prime Day discount may be what sways you to be prepared, because as of July 11, you can save $700 on this impressive model.

In the Prime Day sales, the Bluetti Elite 100 V2 is now just $399, down from $1,099. It’s a powerful-but-compact portable power station with a 1024Wh capacity and 1800W AC output (2700W surge), allowing you to power up to 11 devices at the same time. It’s perfect for laptops, mini-fridges, and other outdoor essentials needed for camping, road trips, or blackout at home.

Get this deal here.



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Aryna Sabalenka Says It ‘Pissed’ Her Off That American Amanda Anisimova Celebrated Early in Upset Wimbledon Win

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July 11, 2025

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  • Tennis star Aryna Sabalenka is taking a difficult Wimbledon loss in stride while recounting a few particularly challenging moments during a match against American winner Amanda Anisimova
  • Speaking with reporters later, Sabalenka ultimately laughed off a moment that “pissed” her off during a set, and said she used her feelings as fuel
  • After the loss, Sabalenka tried to focus her remarks on self-reflection and moving forward

Tennis star Aryna Sabalenka is taking a difficult Wimbledon loss in stride while responding to a few particularly tough moments during a match against American winner Amanda Anisimova.

Overall, she accepted the defeat and said Anisimova, 23, “was a better player” that day — but recalled a frustrating instance during a set.

“I was just trying to chase the ball, and yeah, she was already celebrating it, and I was like, ‘I mean, that’s a bit early.’ But then she kind of pissed me off saying, ‘That’s what she [Sabalenka] does all the time,’ ” Sabalenka, 27, told reporters.

Still, she tried to channel the moment as fuel going forward.

“It actually helped me to keep fighting, and I’m like, okay, now I’m going to show you the tennis, you know? So I came back because I got really angry in that moment. So probably in the third set, I should’ve remembered,” she said, laughing off the moment.

Sabalenka lost the semifinal match to Anisimova in three sets, 6-4, 4-6, 6-4.

In response to a reporter’s question, the Belarusian pro, ranked No. 1 in the world, addressed another tense moment when the ball hit the net and dropped over.

“For sure she didn’t hear me, but I was just like, ‘You don’t want to say sorry?’ But she just wanted, I guess badly, to win this match and it’s on her,” Sabalenka said. “If she doesn’t feel like saying sorry, like she barely got that point and she didn’t feel like saying sorry for that tricky situation, that’s on her.”

Never miss a story — sign up for PEOPLE’s free daily newsletter to stay up-to-date on the best of what PEOPLE has to offer​​, from celebrity news to compelling human interest stories.

The two women embraced each other after their competition on Thursday, July 10. Following the loss, Sabalenka tried to focus her remarks on self-reflection and moving forward.

“Still a lot of things to be proud of, and this experience shows that next year I’m only hungrier and angrier and it’s only these tough defeats help me to come back much stronger, so I have huge hopes for the next year,” she said with a smile.



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Walmart recalls 850,000 water bottles after two consumers suffer vision loss from ejecting caps

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July 11, 2025

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NEW YORK (AP) — Walmart is recalling about 850,000 stainless steel water bottles because the lid can “forcefully eject” and unexpectedly strike consumers — resulting in permanent vision loss for two people to date.

The recall covers Walmart’s “Ozark Trail 64 oz Stainless Steel Insulated Water Bottles,” which have been sold at the chain’s stores across the country since 2017. According to a notice published by the U.S. Consumer Product Safety Commission on Thursday, these products pose “serious impact and laceration hazards.”

That’s because when a consumer attempts to open the bottles “after food, carbonated beverages or perishable beverages, such as juice or milk, are stored inside over time,” the lid can eject forcefully, the CPSC notes.

As of Thursday’s announcement, Walmart had received three reports of consumers who were injured after being struck in the face by these lids when opening their bottles. And two of those people “suffered permanent vision loss after being struck in the eye,” the CPSC added.

Consumers are urged to stop using the now-recalled Ozark Trail bottles — and contact Walmart for a full refund. Shoppers can also bring the products to their local Walmart store for that compensation.

The bottles being recalled can also be identified by their model number, 83-662 — which doesn’t appear on the product itself, but would show on packaging. The stainless-steel base is silver and the lid is a black, one-piece screw cap. There is also an Ozark Trail logo embedded on the side of the 64-ounce bottle.

The Associated Press reached out to Walmart for further comments on Friday.





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Justin Bieber’s surprise album gets lukewarm reviews

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July 11, 2025

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Ian Youngs

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Getty Images Justin Bieber performs on day three of Sziget Festival 2022 on Óbudai-sziget Island on August 12, 2022 in Budapest, Hungary.Getty Images

Justin Bieber has surprised fans by releasing a new album titled Swag, his first in four years – but critics have not been bowled over by the comeback.

In a three-star review, the Guardian said it has “moments of brilliance”, but is “no long-awaited masterpiece”.

The Telegraph gave two stars, agreeing that it is “not the return of a pop titan”, and describing it as “an uncomfortable and unfiltered cry for help”.

The paper pointed to spoken-word interludes including the “self-pitying, super-short Therapy Session”, on which he addresses the toll of press speculation about his mental health; and another titled Standing On Business, which features a viral clip in which he confronted a photographer.

The video, filmed on Father’s Day, showed the exasperated singer saying: “I’m a dad. I’m a husband. You’re not getting it. It’s not clocking to you. I’m standing on business.”

The video was widely circulated and remixed online, and now features as part of the promotion of the new album as well as in the track listing.

“Standing on business” has gained currency as slang for standing up for yourself and taking care of your responsibilities and ambitions.

‘Saccharine cliche’

With a run time of just under an hour, the teen icon-turned-megastar collaborates with a host of rappers on Swag including Sexxy Red, Cash Cobain and Gunna.

Its title appears to hark back to the singer’s 2012 hit Boyfriend, featuring the line “swag, swag, swag, on you”.

Promotional pictures shared by the Canadian singer feature his wife, Hailey Bieber, and their son – at points being held over his head.

The Guardian’s Rachel Aroesti wrote that the album “opens extremely promisingly with All I Can Take, a hauntological twist on spotless, energetic 1980s R&B”.

Overall, it’s “very considered, cleverly nostalgic and subtly satisfying – there’s not a craven chart smash in earshot”, she wrote.

“Lyrically, however, Swag isn’t such a classy and thoughtful affair. Dadz Love is an inane celebration of Bieber’s nascent fatherhood that essentially just repeats the title into meaninglessness.

“The other love songs – which are addressed to his wife, Hailey, whose viral lip gloss-holding phone case gets a shout-out on Go Baby – rarely transcend superficial, saccharine cliche.

“But they are at least preferable to the eye-watering spoken-word segments.”

‘Wiping the slate clean’

The Independent’s Adam White awarded two stars, saying the album is “just further confirmation of the artistic lethargy that has plagued his most recent work, and an unfortunate insight into a man who seems awkwardly caught between sex, God, and self-pity”.

Billboard’s Andrew Unterberger said it was “Bieber as we’ve never really heard him before – stripped of most of his usual big pop trappings, with a much more organic-sounding, alt-R&B-focused sound”.

But fans hoping for an album full of songs like his 2015 smash hit Sorry may be disappointed, he added.

The album was awarded 7/10 by Clash magazine’s Robin Murray, who said its 21 tracks have lyrics “that move from an emotive depiction of fatherhood through to in-jokes”.

“Stylistically, it broadly sits on 90s-adjacent synth pop – sometimes fixed in its approach, sometimes vaporised. It’s always colourful, and – for all its breadth – it’s always entertaining.”

However, Murray added: “One of the core strengths of SWAG is also its weakness: there’s a lot of it. His first album in four years, this feels like an outpouring of ideas, a wiping clean of the slate.”

@lilbieber Justin Bieber stands with his back to the camera in a black and white image. Next to him is his wife Hailey Bieber holding a baby. The word "SWAG" is written on the right hand side of the image. Rolling hills are pictured in the distance.@lilbieber

The album drop also comes on the back of fans’ worries for Bieber’s state of mind. In recent months, the singer has shared multiple posts online about the intrusion of paparazzi in his personal life.

Bieber’s marriage has also been under the spotlight after another controversial social media post. The singer celebrated his wife featuring on the cover of Vogue with a social media post detailing an argument between them.

The lyrics of Daisies, the second song on Swag, appear to allude to the couple’s relationship with “falling petals do you love me or not” and “you said forever babe, did you mean it or not?”

Other song titles on the album seem to touch on religious themes including Devotion, Soulful and Forgiveness, in keeping with Bieber’s Christian faith.

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