Amazon Prime Day 2025: Today’s best deals, picked by our experts

It’s day one of Amazon Prime Day 2025, which means it’s the absolute best time to enjoy those discounts.

This year, Prime Day will run from 8-11 July, making it the biggest, longest, (presumably) most spectacular Amazon summer deals event yet.

We’re on the hunt for bargains on your behalf, looking for better-than-average discounts on our top-rated products across categories like TVs, laptops, smartphones, coffee machines and more.

Why trust our judgement? Because we use specialist tools and our lengthy history of covering deals events to determine whether the discount you’re seeing is a) legitimate and b) worth your time – and if it isn’t, we won’t recommend it.

Read on to discover the best Prime Day deals we’ve spotted so far, plus more information about event and how we cover it. We’ll keep this page up-to-date throughout the coming week, so check back often to catch all of the best deals across tech, home, sleep and wellness.

The best Prime Day deals

Good news! Some of these deals are for non-Prime members to enjoy. We’ll mark those ones clearly. These deals have come straight from the Expert Reviews Prime Day Slack channel (with no paraphrasing – fair warning), so they’re piping hot.

Tech deals

Smartphones

Get the Motorola G55 5G for cheaper than ever

Don't miss our favourite budget phone for its lowest-ever price on Amazon. The Motorola G55 5G is a flawless budget phone that's currently a ridiculously low £124 for Prime Day. But the best bit? No Prime membership required.

£124 (avg £150)

Non-Prime deal

View deal at Amazon

• Samsung Galaxy S25 Edge 512GB down to the same price as the 256GB model (was £1,199, now £1,099) – Non-Prime
• Samsung Galaxy S24 FE back to its lowest price on record (Avg £599, now £499) – Non-Prime 
• iPhone 16e (128GB) is now £494 – seemingly its lowest-ever price at Amazon!

Tablets

Pick up a Fire tablet for next to nothing

Pick up the five-star Amazon Fire HD 10 for £84, down from an average of £129. That's a ludicrously low sum for one of our favourite budget tablets – perfect for entertaining kids this summer.

£84 (avg £129)

Prime-exclusive deal

View deal at Amazon

• Apple iPad 11in (A16, 2025) for £284 – average £308. A steep discount for an Apple product!

TV & audio

• Best-ever prices on the Amazon Fire TV Soundbar (£90) and Fire TV Soundbar Plus (£175)
• Sony WH-1000XM5 over-ear headphones with soft case: was £279, now £219. Hard case version is £249 – which is NOT a discount
• Sony WF-1000XM5 earbuds: were £219, now £179. That’s £20 cheaper than we were anticipating!
• Sony WF-C710N earbuds: were £94, now £79
• Sony A80L (55in): was £1,100, now £1,044
• Sony X75WL (50in): was £489, now £475

Security & smart home

• Bundle deal: two Echo Dot speakers and a Tapo smart light bulb for £66. Speakers are normally £55 each (£40 during deals period)
• Eufy E340: Our doorbell of the year down to £90!

Home deals

Air fryers

This speedy, flexible air fryer is cheaper than ever for Prime Day

Pick up the Ninja Air Frye Max Pro 6.2l from Amazon this Prime Day for £100 and save yourself £45 (vs average) on an air fryer that picked up five stars from us for its choice of programmes and dishwasher-safe drawer.

£100 (avg £145)

Prime exclusive deal

View deal at Amazon

• Our Place Wonder Oven is £155 (was £195) in what looks like its first discount since launch
• Instant Vortex Plus Dual Drawer is a meagre £75 (avg £118) – the cheapest air fryer deal we’d recommend

Coffee machines

• Up to 60% off Nespresso XN903140 Vertuo Pod Coffee Machine – now £76, lowest price it’s been for a couple of years. £115 average
• Nespresso Vertuo Plus (four-star recommended) on offer for £76 – lowest price ever and £44 less than the price we reviewed at

Vacuum cleaners

• We haven’t reviewed it (yet) but the Eufy E25 robot vacuum is £150 off
• Ditto on the Eufy G50 robot vacuum but it is the lowest price we’ve ever seen it (aside from Black Friday last year)

What is Amazon Prime Day?

Originally running for 24 hours in nine countries, Prime Day has since expanded to a two-day, twice-annual event spanning 20 countries across the globe. It features big discounts on home, garden, fashion, beauty and tech products, available exclusively Amazon Prime members.

Deals go live at midnight, with popular products very likely to sell out before the period is up. Essentially, it’s like the mad rush of a superstore on Black Friday, but from the comfort and safety of your own home.

When is Amazon Prime Day 2025?

This year, Amazon Prime Day will return on 8 July 2025, running until midnight on 11 July. That’s the longest summer Prime Day the retail giant has ever hosted, which we hope will mean even more spectacular deals for you to enjoy. In 2024, Prime Day was held for 48 hours on 16 and 17 July.

This means it’s only two weeks before you’ll be able to avail of top Prime Day savings again. In that time, we’d strongly recommend signing up for Amazon Prime – you don’t have to continue your subscription once the event ends, and you’re well within the 30 day free trial period, so the subscription will cost you nothing.

What deals can I expect?

Some of the biggest deals tend to be on Amazon Devices. Over October’s Prime Day sale period, we saw several models reduced to their lowest prices ever. They included the Amazon Fire TV 32in 2-Series HD smart TV, average price £207, discounted to £140 and the Amazon Fire TV Stick with Alexa Voice Remote, average price £36, reduced to less than half price at £17. These were all-time low prices at the time. backed up by data from CamelCamelCamel.

Of course, there are plenty of other brands on discount, too. In both July 2024 and October 2025, we saw big reductions on Pixel smartphones (the Pixel 8A was an impressive £399), Shark vacuums, air fryers and Ring doorbells.

We also saw Apple’s AirPods Pro 2 at their lowest ever price at £179, the workhorse Oral-B iO3 model reduced to £56 (compared to a typical £83), Shark’s self-emptying robot vacuum cleaner for under £300 and Sony WF-1000XM5 noise-cancelling headphones hitting an all-time low price of £189.

How do I sign up to Amazon Prime and is it worth it?

To sign up, you’ll need to visit the Amazon Prime website, where you’ll be given two ways to subscribe. You can either pay for a rolling monthly subscription at £9 a month, or you can opt for a year’s membership upfront at a cost of £95, saving a total of £12.88 over 12 months. In both cases, if you aren’t currently a member, Amazon is running a 30-day free trial before your subscription starts. 

Included in your subscription are:

• Unlimited one-day and same-day delivery for eligible orders above £20 in the UK
• Access to excess to exclusive Prime deals
• Prime Video access with movies, TV and Amazon Originals exclusive content
• Ad-free music and podcasts with Amazon Music Prime
• Free access to selected Kindle books and magazines through Prime Reading
• Unlimited full-resolution photo storage

You can also currently get free shipping on Hello Fresh delivery boxes for a year, a year’s Deliveroo Plus Silver subscription, two tickets for £10 at ODEON cinemas (once a month, Mon-Thurs only) and access to Amazon Gaming.

But is the subscription worth £9 a month? Or £7.92 if you pay annually? It will almost certainly depend on the services you use. But for comparison:

• A Netflix subscription starts at £5 for access to TV and movies
• An ad-free Spotify Premium account is £12 (albeit, the choice of music available is wider) 
• Amazon charges £8 a month for a standalone 1TB of photo storage
• Amazon deliveries can cost from £2

The three subscriptions mentioned above add up to £26, so it’s easy to see how quickly you could recoup your subscription fee. Albeit, obviously the content available to you isn’t directly comparable.

Are Amazon’s Prime Day offers really worth it?

It’s all too easy to get sucked into the hype of a Prime deals event, and we’d never advise buying an item unless you really need it, you can afford it, and you’ve checked carefully to make sure it’s the best price out there. At Expert Reviews, we do our own careful research to check that the deals we mention are truly the best around.

One way to check that you’re getting the best price is to use the free Amazon price tracker CamelCamelCamel. Pop the name, URL or product code of the item you are looking at and it will generate an Amazon price history graph, so you can check if it’s indeed the cheapest that the item has ever been. You’ll need to pay attention to the average price: never compare a sales price to RRP.

It’s also worth checking the item at other retailers such as John Lewis, Currys, AO.com and Boots to see if they are doing a price match. It may be worth buying elsewhere, especially if you could get a longer product warranty or some other perk (hello there, Boots Advantage Points).

You could use a ‘price trawling website’ such as Google Shopping, PriceRunner or PriceSpy to find a product’s cheapest online price on that day. Just be aware that some retailers may be omitted or favoured by these shopbots.

Will John Lewis price match Amazon Prime Day deals?

John Lewis has just reinstated its Never Knowingly Undersold policy – and this now applies to certain products on its website. The policy states that: “if you find the same item for a lower price at any of our 25 listed retailers within seven days of buying from us, we’ll refund you the difference”. This list of retailers includes Amazon.

However, the company also explicitly states that while the product can be on a seasonal offer or promotion, it “can’t be: reduced to clear, a multi-buy offer, members-only price, flash sale, reduced with a promo code, or an exclusive/trade price”. This would rule out matching to an Amazon Prime sales event. You’ll likely have to wait for Black Friday for that.

How long will Prime Day 2025 last?

As illogical as it may sound, Prime Day no longer lasts for just one day; the past three years have all seen Prime Day running for a total of 48 hours. This year, Amazon is taking things further: Prime Day 2025 will last for a whopping four days, ending at midnight on 11 July.

This 96-hour period gives you a little more time to snag all the deals you want, but you’ll still need to eat and sleep, giving other deal hunters a chance to get that coveted item before you. Luckily, we have no such needs (just kidding). Our comprehensive, round-the-clock deals coverage will hopefully give you the leg up you need to get all the discounted items you desire.

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Written By

Will Georgiadis Author

Since 2018, Will has been the engine of the Expert Reviews production team as sub-editor, senior sub-editor, and now production editor. Will is responsible for making sure that the content Expert Reviews publishes is of the highest quality; he also keeps the team’s vast workflow running smoothly and maintains the ancient and revered Expert Reviews style guide. With five years of experience behind him and thousands of articles edited, sub-edited and triple-checked, Will is confident that you won’t find a single mistake on the site – and if you think you have, you’re wrong.

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