Prime Day will be back in June.
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 extended the sale to 96 hours last year, with the price cuts running July 8 – 11, 2025. The US retailer hasn’t confirmed when Prime Day will be held this time around, or how long you’ll have to secure its limited-time offers. However, it has promised Prime members access to “Amazon’s best deals of the summer”.
For clues about what to expect, last time around, Amazon delivered “hundreds of thousands of deals” across a slew of much-loved brands, including Bose, De’ Longhi, Apple, Dyson, Lego, Shark, CeraVe, Ninja, and Sonos.
It confirmed to GB News: “Amazon’s Prime Day will be returning this June, and UK Prime members can look forward to some of Amazon’s best deals of the summer during this year’s Prime Day event. We’re offering members discounts on some of the hottest brands, socially trending items, creator favourites, and Amazon-exclusive products to make this June‘s event even more valuable for members.”
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
Amazon Prime
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.
There’s no word on when Prime Day 2026 will be held, but it’s a month earlier than its 2025 counterpart
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AMAZON PRESS OFFICE
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.