Prime Day confirmed for FOUR days in June as Amazon promises 'best deals of the summer'
Prime Day will be back from June 23-26.
This annual shopping bonanza unleashes Black Friday-like prices across almost every category stocked on Amazon, including electronics, kitchen, gaming, beauty, and fashion. The catch? Prime Day is only available to those with an Amazon Prime membership, which costs £95 per year.
While it's known as Prime Day, Amazon has historically extended the sale across a few days, and this year the US retail giant is giving you ample time to shop over a period of three days.
For clues about what to expect, Amazon has promised Prime members access to "Amazon’s best deals of the summer." The company has also confirmed you'll be able to save up to 40% from major brands like Samsung, Dyson, Oura, Ninja, De'Longhi, Microsoft, and more.
Jamil Ghani, vice president of Amazon Prime, said: "Prime Day is one of the biggest moments of the year for members, whether they're looking for deals on the latest electronics or saving on fresh groceries and household essentials, the value of Prime keeps growing, and this year is no exception."
And if you can't wait until the end of June, Amazon has already released a few deals Prime members can dip into early.
Start your Amazon Prime free trial to unlock access to Prime Day exclusive deals
Amazon Prime membership in the UK offers free one-day delivery, Prime Video, Prime Music, unlimited cloud storage for photos, and a handful of other perks. New users can enjoy a 30-day free trial. Membership is required to unlock access to the annual Prime Day sale, which features major discounts across "hundreds of thousands" or products in all categories on Amazon
For instance, Audible — the immensely popular audiobook and podcast service — usually offers a one-month trial to new subscribers. In celebration of Prime Day, you can enjoy all of the perks of Audible for three months at no cost. That means your account will be granted 3x credits to spend on any audiobooks that catch your eye. These will be available to download and keep forever, even if you cancel your Audible subscription before the free trial ends.
If you haven't tried Amazon Music Unlimited yet, Prime members are being treated to four months for free. Normally £12.99 per month, you'll save £52 and get access to 100 million ad-free songs, a massive catalogue of Audible audiobooks, and ad-free podcasts.
You'll also get an extra 30% off all Amazon Haul products, plus free shipping on orders over £15. For those who don't know, Amazon Haul is a new ultra-budget section tucked away on the UK website and mobile app designed to take on the likes of Shein and Temu. Amazon Haul quietly launched back in May of last year, following its debut in the United States in late 2024.
In the year since it arrived (quietly) on British shores, you might have missed it entirely – Amazon hasn't exactly been shouting about it from the rooftops.
Prime Day 2025 saw record-breaking sales, with millions of Alexa-enabled devices – like the Echo Dot, Fire TV Stick 4K Max, and Echo Show 5 – sold to Prime members. The two bestsellers from Amazon's own R&D labs were Ring Battery Doorbell and Fire TV Stick HD. Other bestselling items included AirPods Pro 2, BIODANCE Bio Collagen Real Deep Mask, and Dawn Platinum Powerwash Dish Spray.
Amazon claims that shoppers saved "billions on deals across more than 35 product categories — more savings than any previous Prime Day event."
The Seattle-based retailer also hit another milestone last year by delivering at its fastest speeds ever, with more than 1.6 billion items arriving the same or next day in the UK, getting customers what they need, when they need it. And it's not just time that customers are saving — UK Prime members saved an average of more than £200 on fast, free delivery last year – more than double the cost of annual membership.
Looking at previous Prime Day sales, we'd expect Amazon to revive its curated list, called Today’s Big Deals which features a new bundle of products exclusive for Prime members, including a limited-time New Deal Drop deal price crash on a specific product that'll launch at midnight every day during the Prime Day sales.
Without a Prime membership, you'll be stuck paying the full RRP for items that've been discounted in the sale. You'll also lose out on next-day delivery at no extra cost on thousands of items.
Luckily, becoming an Amazon Prime member doesn't have to cost you anything. That's because the US shopping giant offers a 30-day free trial of its membership scheme. Sign up, then cancel immediately, and you'll still be able to enjoy all of the perks of Prime membership for a month.
That includes access to all discounts in the Prime Day sale, exclusive boxsets and films to stream via Prime Video, unlimited cloud storage for photos in Amazon Photos, free video games to download to your PC, next-day delivery on thousands of items, free Audible books to download and keep, and more.
If you've already tested out an Amazon Prime membership with a 30-day free trial, it's worth checking whether your account is eligible. Amazon regularly offers a trial period to all customers every year or so, even if you've taken out a 30-day trial for previous Prime Day sales, you might be able to sign-up again.
If you're excited about the prospect of a site-wide Amazon sale, you can start preparing for the deals now. Amazon has shared several ways that Prime members can get Prime Day ready and make the most of the 96-hour event:
- Ask Rufus, Amazon's AI shopping assistant, questions about Prime Day and receive tailored deal recommendations and up-to-date pricing information. Rufus can handle broad questions that require knowledge on thousands of products, like “What do I need for a weekend camping trip?”, as well as specific queries about the battery life on a specific laptop model
- Discover the right deal with personalised deal recommendations, including “recommended deals for you”, “deals related to your lists”, “4+ star deals for you”, and “deals related to items in your cart”
- Make life easier with fast, free delivery on millions of items included with a Prime membership and choose the delivery option that best suits your needs during Prime Day. Prime members receive unlimited fast, free One-Day Delivery on millions of items across all categories, with Same-Day Delivery available on over a million items in more than 80 towns and cities across the UK (minimum order values apply). You can also select free delivery to Amazon Lockers or Counters, or choose a delivery day preference with Amazon Day.
