What is Amazon Prime Day?
Amazon Prime Day is an annual sales event created by the retailing giant to celebrate members of their paid subscription service, Amazon Prime. Prime grants members perks such as free, faster shipping on a huge range of products and access to streaming services like Prime Video and Amazon Music, plus exclusive members-only deals each year on Prime Day.
The first Prime day ran in July 2015 and coincided with the company’s 20th anniversary. It was created both to rival Amazon’s Black Friday event, offering more deals than any Black Friday to date, and to celebrate the popularity of Prime subscriptions, which had grown to just over 50 million members in 2015. Fast forward to 2022 and membership figures have now surpassed 200 million.
The event has proved immensely successful since 2015, with its size and sales growing every year. The first Prime Day outsold Amazon’s Black Friday event from the previous year (2014), which had already been a record day for sales with an average of 398 items ordered per second. In 2021, Prime Day offered over 2 million deals to customers in 20 countries, plus brand new exclusives across Prime Video, Amazon Music, and Prime Gaming. Amazon reported that tens of millions of dollars of goods were sold during the event, making it one of the largest sales events the world over.
Do you need to be a Prime member for Amazon Prime Day?
Yes, Prime Day deals are only accessible to Prime members. One of the biggest mistakes customers make around Prime Day is trying to access deals when they aren’t signed up to the subscription service and subsequently missing out on discounts. Prime currently costs £7.99 per month in the UK, or £79 a year, and new members can enjoy their first month free with the free trial scheme.
If you’re not currently a Prime member, signing up for a trial period ahead of Prime Day is the most cost-effective way to get involved. You’ll have 30 days before you’re charged for your membership, meaning you can enjoy all the discounts the event offers fee-free. Of course, this means you won’t be able to sign up to Prime until we’re close to the event, so if you’re planning to place orders between now and next summer and want to make the most of faster delivery, it’s worth weighing up whether or not you’d prefer to have those perks or to save on one month’s fees. Students can access a 6-month trial period if they haven’t signed up to Prime before, so if you’re in full-time education, you can save on subscription fees for a term or two and won’t have to wait as long if you’re intent on saving your free trial for the next big day.
Whether you’re paying for Prime or on a trial, you’ll get all the same benefits, including free two-day delivery and access to services such as Prime Video, Amazon Music, and Prime Gaming. Any items you buy as part of Prime Day will be sent with this speedy delivery, letting you get your goods quicker as well as for less. If you don’t want to subscribe to Prime in the long-term but want to get involved in the Prime Day deals, sign up for a membership with a new email address when the event is near and make use of your free trial period. You'll have the choice to cancel your membership before your trial period is up to avoid any fees, or just let your membership roll on if you change your mind.
When is Amazon Prime Day?
When Prime Day is and how long it runs for has changed a few times since its inception. Although initially a single 24-hour day of deals in 2015 & 2016, Prime Day grew to 30 hours in 2017, then 36 hours in 2018 and 48 hours in 2019. Prime Day has remained a 48-hour event since 2019, but we’ve seen some fluctuation in when exactly it’s taken place.
Every Prime Day from 2015 to 2019 took place in July, but the event was delayed to Tuesday & Wednesday 13th & 14th of October in 2020 due to the COVID-19 Pandemic. Last year, the event moved again, with sales falling on Monday & Tuesday 21st & 22nd of June. This led to some uncertainty around the dates for Prime Day in 2022 until Amazon confirmed that it would take place on Tuesday 12th & Wednesday 13th July.
What kind of deals can I expect on Amazon Prime Day?
Prime day is often host to a variety of types of deals, and usually has an ongoing main sale, a ‘Deals of the Day’ section which refreshes on each day of the event, and Lightning Deals that offer sizable savings for a short time only. You’ll see price drops on electronics & devices, books, smart tech, films, TV, music, games, toys, clothes, healthy & beauty products, sports & outdoors products, food & groceries and more.
Tech is usually one the biggest categories, with significant savings on laptops, tablets, smartphones, headphones and Amazon own-brand tech. Prime Day is often a great chance to catch items at their lowest ever price, especially Amazon own-brand items. A few record-breakers from Prime Day 2022 include the Amazon Fire Stick (55% off at £17.99), Sony & Bose headphones (up to 60% off), and the Google Pixel 6 (£150 off).
Up to 65% off Amazon own-brand devices including Echo Dot, Fire TV Sticks & Fire Tablets
Up to 60% off headphones from Sony, Bose and JLC, with lowest-ever prices for top models
Up to 60% off cleaning wipes, washing tablets and more from Dettol & Finish
Up to 60% off Philips & Remmington shavers and straighteners
Up to 60% off coffee machines, with prices starting from £19
57% off Oral-B & Philips electric toothbrushes
Up to 50% off Garmin and Fitbit smartwatches & health/fitness trackers
Up to 50% off kitchen appliances such as air fryers and grills George Foreman, Phillips, Tower and Breville
Up to 50% off fans and air conditioners
Up to 50% off food, drinks & alcohol
Up to 41% off tablets from the likes of Huawei, Samsung and Lenovo
Up to 40% off Razer Gaming laptops
Up to 50% off TVs, with 4k models starting at £199
50% off Gtech Vacuums
Up to 49% off tools & garden items from Bosch
Up to 40% off Vans, Hugo Boss, Wrangler, and more top fashion brands
Up to 40% off beauty products from brands like Rimmel, Revlon and Olay
£180 off Ring Home Security bundles and £144 off Ring and Echo bundles
Up to £150 off Apple iPads & Apple Watches
35% off Shark cordless vacs
Up to 30% off smartphones from Apple, Google, Samsung, OnePlus, Motorola and more, with lowest-ever prices on the Google Pixel 6 Pro
30% off selected Adidas sportswear & trainers
25% off Kindle e-reader bundles
25% off Nintendo Switch and Just Dance 2022 bundles
15% off Microsoft, Acer, Asus & Huawei laptops
Backpacks & stationery from £1.50 as part of back to school promotions
Amazon also restocked the Xbox Series X, which has proved tricky to find for many customers, just in time for the main event. There were also discounts on a selection of games for the Xbox, so gamers could save on new titles.
As well as discounts and restocks, Amazon also launched several exclusive membership promotions that continued until the end of July 13th, with savings on audiobooks & e-books, gaming and music through their streaming & e-book services:
30 free games with Amazon Gaming, including the Mass Effect Legendary Edition (which includes each instalment of the widely-celebrated sci-fi RPG Mass Effect trilogy) and the cult shooter Star Wars: Republic Commando.
Three months’ membership free (instead of the usual one) with new sign ups to Kindle Unlimited and Audible
4 months’ membership free for New Amazon Music Unlimited subscribers, rising to 6 months’ free membership with the purchase of a 4th Generation Amazon Echo Dot
New subscriptions to Prime Video at 99p for the first month,
3-month subscriptions to Amazon Kids Plus family plans for £3.99
25% off groceries with Amazon Fresh & Groceries
Finally, customers were encouraged to shop with small and medium businesses in the run up to the event rather than just buying directly from Amazon itself. The e-commerce giant announced that every £1 spent on eligible small business products before the end of July 11th would net shoppers one entry into a draw for a selection of Amazon gift cards up to the value of £5,000.
Our Tips for for Amazon Prime Day
If you want to be ready next time Prime Day rolls around, we’ve got a few hints to help you maximise your savings. First of all, make sure you’ve sorted a Prime subscription. I know, I know, we’ve said it already, but many customers miss out on savings because they forget that the deals are for Prime members only, which is easily avoided with a quick visit to your account. If you aren’t currently a member, we highly recommend making use of free trials around the date of the event to avoid fees (and of course, you can always cancel once Prime Day is over if you’d like to keep it that way).
It’s also worthwhile downloading the Amazon App if you want to keep a close eye on the best deals. Through the app, you’ll be able to add deals to your watch list, meaning you’ll get notifications when similar savings are available. You can also see all the deals that are currently available, which is especially handy for catching those limited-time lightning deals whilst you’re on the go. The Amazon App is free to download on Android and Apple, and you just need to sign in with your Amazon account to get started.
Given the immense popularity of successive Prime Days, many retailers have started running their own promotions around the same time of year in an effort to get in on the action. For instance, Currys ran an ‘Epic Deals’ event that offered up to 30% off tech in 2022. As such, if you see a deal you’re keen to make the most of from Amazon, it’s worth checking if you can find that product on offer at another retailer so you can be sure you’re saving as much as possible. Retailers like Currys frequently run sales on tech, and their price match guarantee means they’ll meet prices even if they’re part of promotions like Prime Day, letting you net the same deals with the addition of warranties or extras you might not be able to get anywhere else.
Finally, we keep up to date with all the latest Prime Day info, and will update this page as new details come in, so our best tip is to check back in regularly to fully prepare for Prime Day 2023. In the meantime, you can find the latest Amazon deals on our Amazon discount codes page, so head over if you’re after some savings on your next Amazon order.