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- This year, Amazon Prime Day runs from Tuesday 23 June until midnight on Friday 26 June
- That’s four days of Amazon deals on home appliances, tech, beauty, garden and much more – and we expect many of the best deals to linger over the weekend and even into July
- We suggest signing up for Amazon Prime now – you’ll get a 30-day free trial you can cancel once the event is over
Amazon Prime Day 2026 is coming. The annual deals event will run from June 23 – June 26 this year, stretching the definition of a “day” to its absolute limits once more.
Last year’s Prime Day sale was a doozy. Our favourite budget smartphone fell to under £150, while Sony’s excellent WH-1000XM5 headphones were cheaper than ever at £219. We also spotted an Instant Vortex air fryer for just £75, and the Surface Pro 11 was down to £679 from a list price of £1,079.
Our job during deals events is to 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 over a decade of experience 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 everything you need to know about Amazon Prime Day – including the exact timings for this year’s summer Prime Day sale, plus what we’ve seen in previous years and what to expect from the big day/week itself.
What is Amazon Prime Day?
Originally running for 24 hours in nine countries, Prime Day has since expanded to a FOUR-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?
This year, Amazon Prime Day starts on Tuesday 23 June, and runs until midnight on Friday 26 June 2026. That’s four solid days of deals, although we anticipate some of the better bargains on previous-generation products will linger over the weekend and beyond.
As we’re within a month of the next deals event, we’d strongly recommend signing up for Amazon Prime – you don’t have to continue your subscription once the event ends, and as long as you’re well within the 30 day free trial period, the subscription will cost you nothing.
In 2025, Amazon Prime Day began 8 July, running until midnight on 11 July. That’s the longest summer Prime Day the retail giant has ever hosted, which meant even more spectacular deals for you to enjoy, and we’re seeing the same scale this year too. In 2024, Prime Day was held for 48 hours on 16 and 17 July.
What deals can I expect?
Some of the biggest deals tend to be on Amazon Devices. Over October 2025’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 and Keepa.
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 Prime subscription:
- Unlimited one-day and same-day delivery for eligible orders above £20 in the UK
- Access to exclusive Prime deals over Prime Day, Prime Big Deal Days and Black Friday events
- Prime Video access with movies, TV and Amazon Originals exclusive content
- Ad-free music and podcasts with Amazon Music
- Free access to selected Kindle books and magazines through Prime Reading
- Free access to Amazon’s Luna game-streaming platform
- Unlimited full-resolution Amazon Photo storage
You can also currently get a year’s Deliveroo Plus Silver subscription, two tickets for £10 at ODEON cinemas (once a month, Mon-Thurs only), extra credits for Audible and discounted access to Amazon Music Unlimited and Amazon Prime Rent or Buy.
But is the subscription worth £9/mth? 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/mth for access to TV and movies
- An ad-free Spotify Premium account is £12/mth (albeit, the choice of music available is wider)
- Amazon charges £8/mth 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.
To assess an Amazon deal the same way we do at Expert Reviews, use free Amazon price trackers such as CamelCamelCamel or Keepa. 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.
Keepa also appends a helpful graph to each product listing on Amazon, so you don’t even need to leave the site:
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 2026 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. In 2025, Amazon took things further: Prime Day 2025 lasted for a whopping four days, ending at midnight on 11 July. The same is true this year.
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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