Amazon Prime Day 2021 is happening now. It began at one minute past midnight on 21 June, and will end at one minute before midnight on 22 June, so you'll need to hurry if you want to bag the best deals.
Keep in mind you'll need a Prime account to get access to Prime deals.
Sign up for Amazon Prime free trial
If you are visiting us from the US, visit our dedicated US article all about the best Amazon Prime Day deals.
Prime Day marks Amazon's biggest sales event of the year with thousands of discounts across laptops, tablets, phones, TVs, wearables and more. While the event originally lasted a day, recent years have seen it grow into a two-day event.
What exactly can you expect from Prime Day 2021, and how can you get the best Prime Day deals? We're keeping up with all the latest Prime Day-related news right here.
Best Prime Day deals
There are different deal types available across Prime Day, and new deals are appearing all the time as others disappear. Some are Spotlight Deals that are available all day, while others are Lightning Deals that run for a limited time and with a limited number of items available. If you spot any Lightning Deals you love, you'll need to act quickly because they often sell out fast.
1. Apple iPhone 12 mini (256GB)
From: Amazon
Was: £849
Now: £709 (£140 off)
View Deal
2. Audible: 3 Months
From: Amazon
Was: £7.99 per month
Now: Free (£24 off for Prime Members)
View Deal
The deal is back! New customers can get three months of Audible for free ahead of Prime Day.
3. Amazon Echo Dot (3rd-gen)
From: Amazon
Was: £39.99
Now: £19.99 (£20 off)
View Deal
This isn't the newest version of the Echo Dot (that'd be the 4th Gen Echo Dot), but thanks to Amazon Prime Day it's a really cheap way to get your hands on an Alexa smart speaker.
4. Amazon Echo (4th gen)
From: Amazon
Was: £89.99
Now: £54.99 (£35 off)
View Deal
5. Apple iPad Air (2020, 64GB, cellular)
From: Amazon
Was: £709
Now: £616.99 (£92.01 off for Prime Members)
View Deal
Amazon has 2020's iPad Air range on offer for Prime Day.
6. Amazon Fire TV Stick 4K Ultra HD with Alexa Voice Remote
From: Amazon
Was: £49.99
Now: £26.99 (£23 off for Prime Members)
View Deal
Turn your 4K TV into a smart TV with Alexa voice control. The 4K Fire TV Stick was given four and a half stars and a Recommended Award in our review.
7. Fitbit Versa 3
From: Amazon
Was: £199.99
Now: £159 (£40.99 off)
View Deal
Save over £40 on the new Fitbit Versa 3 from Amazon. Very is price-matching if stock sells out at Amazon.
8. Ecovacs Deebot Ozmo 920
From: Amazon
Was: £449.98
Now: £299 (£150.98 off for Prime Members)
View Deal
We think this is an excellent robot vac even at full price, so this is an amazing deal for Prime Members.
9. Amazon Music Unlimited for 4 months
From: Amazon
Was: £9.99 per month
Now: Free (£39.96 off)
View Deal
In the run-up to Prime Day, Amazon is offering four months of Music Unlimited for free to new customers. The service now also includes hi-res audio for free.
10. Apple 12.9in iPad Pro (2020, 256GB)
From: Amazon
Was: £1069
Now: £893.38 (£175.62 off)
View Deal
Get a whopping £175 off the iPad Pro 12.9in from 2020. This isn't a Prime-only deal so all Amazon customers can buy it, but we don't know how long it'll be available at this price. See our full review for more info.
11. Amazon Echo Buds
From: Amazon
Was: £119.99
Now: £49.99 (£70 off for Prime Members)
View Deal
Amazon's Echo Buds are its answer to the Galaxy Buds and Airpods. Find out more in our Echo Buds review.
12. Kindle Unlimited for 3 months
From: Amazon
Was: £7.99 per month
Now: Free (£23.97 off)
View Deal
Kindle Unlimited allows unlimited reading across over a million titles, along with access to audiobooks and magazine subscriptions. Prime members can now claim three months for free.
13. Amazon Prime Video
From: Amazon
Now: Up to 50% off films and shows (For Prime members)
View Deal
Prime members can now get up to 50% off shows and films on Prime Video as an early Prime Day deal.
14. Ring Spotlight Cam
From: Amazon
Was: £179.99
Now: £119 (£60 off for Prime Members)
View Deal
15. Amazon Fire TV Cube - 4K Ultra HD, Alexa Voice Control
From: Amazon
Was: £109.99
Now: £59.99 (£50 off for Prime Members)
View Deal
A hands-free, Alexa-powered way to control your TV and get access to your favourite streaming services. Find out more in our Fire TV Cube review.
16. Ring Alarm 5 Piece Kit
From: Amazon
Was: £219
Now: £129 (£90 off for Prime Members)
View Deal
This is a great saving on Amazon's second-generation Ring Alarm 5 Piece Kit for home security.
17. Amazon Echo Flex
From: Amazon
Was: £24.99
Now: £9.99 (£15 off for Prime members)
View Deal
The cheapest Echo product in Amazon's line-up, Echo Flex is the lowest entry point for getting an Alexa-enabled smart home device. Find out more in our Echo Flex review.
18. Fitbit Inspire 2
From: Amazon
Was: £89.99
Now: £69.99 (£20 off)
View Deal
Amazon has £20 off the Inspire 2, making it the cheapest price around for this entry-level Fitbit - and it comes with a year's free Fitbit Premium worth £79! You'll find it for £74.99 at John Lewis and Currys.
When is Amazon Prime Day 2021?
Amazon Prime Day 2021 will start Monday 21 June and end midnight Tuesday 22 June. This makes it the earliest Prime Day to date, given the event has traditionally taken place in July.
The event is taking place across the UK, US, Europe (Italy, Germany, France, Portugal, Netherlands, Spain, Belgium, Austria, Luxembourg), the United Arab Emirates, Turkey, Singapore, Saudi Arabia, Mexico, Japan, China, Brazil, and Australia.
Also see: Will Prime Day 2021 be worth it?
Prime Day deals we expect
We predicted: "Amazon devices are almost certain" – confirmed!
Last year, Amazon kicked off big discounts on its own Echo and Kindle devices (see last year's discounts below). While Amazon has confirmed up to 50% off Echo, Fire TV and Ring devices, we suspect Amazon will launch Kindle and Blink device deals too on the date.
We also accurately predicted that Amazon would launch extended trials of its services such as Amazon Music HD and Audible. In March 2021, Amazon had a promotion that included three months of Audible for 99p. As we predicted, the offer has returned.
We predicted: "Expect a big push towards third-party sellers" – confirmed!
Prime Day 2020 marked the biggest sales for small and medium businesses on Amazon, which form the bulk of the retailer's third-party sellers – sales surpassed US$3.5 billion over Prime Day last year, a 60% increase from the previous year.
It helps that Amazon held a promotion just before Prime Day 2020, that gave customers who spent £10 on small businesses a £10 credit to spend during Prime Day. We suspected Amazon would have a similar promotion this year and we're pleased to see that it will.
We predicted: "We expect mega Fitbit and Apple deals" - Fitbit deals confirmed!
Amazon often has the most competitive Fitbit offers. We've seen it discount new Fitbit models relatively soon after launch, like the £299 Fitbit Sense which had £30 off for Cyber Monday – roughly two months after the product's September launch.
While Amazon hasn't confirmed what sorts of discounts we'll see on Prime Day, it has confirmed deals from Lego, Bosch, Philips – and Fitbit. Amazon didn't confirm whether Apple will also join those brands, but we've seen some incredibly general discounts on Apple devices from Amazon recently, including up to £100 off the new iPhone 12 mini and now £200 off the 4G iPad Air 4, which only launched last year.
Amazon also shaved £106 off the M1 Macbook Pro last December, just a month after the device launched. Now that the M1 is available on the iMac, and iPad Pro devices, it's possible we might see discounts on those too by the time June rolls around. Amazon may also have even deeper discounts on the previous generation iPad Pro.
Here's where you can buy the new M1 iMacs and M1 iPad Pros. We'll be keeping track of the very best deals from these brands and beyond in our best deals section.
How to get the best Prime Day 2021 deals
With so many products on offer, it can be overwhelming to know what to buy and whether you should buy it. Here are few things to keep in mind:
- Make a shortlist of the products you really want and start looking at average prices now, and Amazon's current price
- Ensure you're already logged into your Prime Account so there's no fumbling around on the day - sign up for the 30-day free trial if you don't have Amazon Prime
- Make sure your payment and shipping information is up to date now to be ready to make quick purchases on the day.
- Consider turning on Amazon's 1-click purchase option so you can beat the masses to the deal as soon as it's announced
- Use the Watch this Deal button on upcoming deals you see on Amazon's website, to make sure you don't miss them.
- Join the Waitlist for products that say 100% claimed, because people often change their minds and don't buy. You'll get a notification to alert you if more become available.
- Remember to compare prices against rivals (see next section)
You might also find the following deals round-ups useful in the run-up to Prime Day and beyond:
Prime Day rivals from across the web
As Amazon Prime Day grows, the company's competitors have begun joining in with the fun. Keep an eye on the following retailers for deals to rival Amazon's when Prime Day arrives:
See more detail about each of the Prime Day alternatives in the UK in our Prime Day rivals round-up.
What is Amazon Prime Day?
Prime Day is a major sale event hosted by Amazon that offers exclusive discounts to its Prime members. Amazon launched its first Prime Day in the summer of 2015, to celebrate its 20th birthday. Prime Day 2021 will be the company's seventh such event.
Some of the most popular tech categories across previous Amazon Prime Days have been video game consoles and headphones, while some of the top-selling products were Amazon's own Echo Show and Echo Show 5, and the Fire 7 tablet. The PlayStation Classic and Oral B electric toothbrushes were also popular purchases.
Customers need to have a Prime membership to access Prime Day promotions or deals. Here's our step-by-step guide on signing up, or go to Amazon now to get its 30-day free trial.
The Amazon Prime service started out as a way to get unlimited next-day delivery, but quickly evolved to include additional benefits such as access to Amazon's Netflix rival service, Prime Video, Twitch gaming, Prime Now and more. Here's everything you need to know about Amazon Prime benefits.
How to get Amazon Prime
As mentioned, the catch to Prime Day is you need to be an Amazon Prime customer to access the deals.
Remember Amazon also offers a 30-day free trial of Amazon Prime, and even free trial Prime members can get Amazon Prime Day deals. You can sign up to the Amazon Prime free trial here.
Here's how you can get Prime for free via Vodafone. You can find out more about Amazon Prime and the huge number of features it offers in our complete guide to Amazon Prime.
Be sure to cancel your subscription before your free trial ends to avoid being charged, unless of course you find yourself enjoying it! Find out more about how to cancel your subscription properly here.
If you've previously had a free trial of Amazon Prime, you might be surprised to hear that you can do so again if it has been more than a year since your last trial.
Why was Amazon Prime Day delayed in 2020?
Amazon's Prime Day historically takes place in July, but 2020 brought with it some huge challenges, so Amazon decided to push back the deals event in order to keep its staff and customers safe.
“This year we’ll be holding Prime Day later than usual while ensuring the safety of our employees and supporting our customers and selling partners,” an Amazon spokesperson told The Verge. “Members all around the world will experience Prime Day later this year.”
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