Apple’s latest AirTags are cheaper than ever for Prime Day

At a glance:

• Four‑pack of Apple AirTags now $90 at Amazon and Best Buy, a $9 discount
• Costco members can grab a five‑pack for $99.99, effectively getting the fifth tag free
• New AirTag version adds a stronger ultra‑wideband chip and 50% louder speaker while keeping CR2032 battery and IP67 rating

Prime Day pricing shake‑up

Apple’s AirTag lineup finally sees a meaningful price cut during Amazon’s Prime Day event. The four‑pack, which normally retails for $99, is listed at $90 on both Amazon and Best Buy, shaving $9 off the bundle and bringing the per‑unit cost to roughly $22.50. This is the first time the latest AirTag model has been discounted this heavily since its launch earlier in 2026. The reduction is modest in absolute terms, but for budget‑conscious travelers it represents a tangible saving on a device that many users consider essential for luggage, keys, and other valuables.

Costco takes a slightly different approach for its members, offering a five‑pack of AirTags for $99.99. The price effectively makes the fifth tag free, delivering a per‑unit cost of $20.00. Both retailers are promoting the deals as limited‑time offers tied to the Prime Day sales window, which runs through the July 4th weekend.

What’s new in the latest AirTag?

The refreshed AirTag builds on the original’s solid foundation with two noticeable hardware upgrades. First, Apple has swapped in an upgraded ultra‑wideband (UWB) chip that can guide users up to 50 percent farther away than the previous generation. In practice, this means the on‑screen arrows, haptic feedback, and audible cues can locate a lost item from a greater distance, a boon for travelers whose luggage might be stored far from the boarding gate.

Second, the speaker volume has been boosted by 50 percent. Users who have struggled to hear the faint ping of an AirTag hidden inside a bag or closet will notice a clearer, louder tone, making recovery faster and less frustrating. Despite these enhancements, Apple has retained the familiar CR2032 replaceable battery, allowing users to swap out the power source themselves without special tools.

Core features remain unchanged

Apple has deliberately kept several of the AirTag’s hallmark qualities intact. The device maintains an IP67 rating, protecting it from dust ingress and immersion in up to one meter of water for 30 minutes—an important consideration for items that might be exposed to the elements. The sharing functionality also stays the same: up to five people can be granted access to track the same AirTag, which is useful for families or small teams.

Another noteworthy feature is the ability to temporarily share a lost item’s location with participating airlines, including United, Delta, and American Airlines. This collaboration helps passengers and airline staff locate misplaced luggage more efficiently, leveraging the AirTag’s precise location data within the airline’s baggage‑handling ecosystem.

How the discount fits into Apple’s broader pricing strategy

Apple rarely discounts its hardware directly, preferring to keep price points stable across its product line. The AirTag discount is therefore notable not just for consumers but also as a signal of Apple’s willingness to cooperate with major retailers during high‑traffic sales events. By offering a modest price cut rather than a deep clearance, Apple preserves the perceived premium of the AirTag while still providing a tangible incentive for shoppers.

Analysts suggest that the timing aligns with Apple’s push to increase accessory revenue, especially as iPhone sales plateau in some markets. Low‑cost, high‑utility accessories like AirTags can boost the overall ecosystem spend, keeping users within Apple’s hardware and services loop.

Who should consider buying now?

If you own an iPhone, the AirTag remains one of the most reliable Bluetooth trackers on the market, thanks to its seamless integration with the Find My network. The upgraded UWB chip and louder speaker make it particularly attractive for frequent travelers, outdoor enthusiasts, and anyone who routinely misplaces items. The Prime Day price drop lowers the barrier to outfitting multiple belongings—think luggage, backpacks, bike frames, and even pet collars.

Conversely, Android users may find the AirTag less compelling because the full suite of features (UWB precision finding, Find My integration) is exclusive to iOS devices. For those users, third‑party trackers that support Android may offer a better value proposition.

What to watch next

The AirTag discount is likely a limited‑time promotion tied to Prime Day, so shoppers should act quickly if they want to lock in the $90 four‑pack price. Keep an eye on Apple’s official website and other major retailers for any follow‑up deals, especially as the summer travel season ramps up. Additionally, watch for any firmware updates that could further enhance the UWB capabilities or introduce new sharing options, as Apple has a history of rolling out incremental improvements to its accessories post‑launch.