Amazon Prime Day deals 2021: Dates, deals and more

Coming June 21! Just when you thought Black Friday was the best day of the year, Amazon's Prime Day comes along.

Prime Day deals 2021 What to expect
What is Amazon Prime Day? Find out more

It’s official! Amazon Prime Day 2021 is live in the UK and will run until midnight on June 22.

Historically this is the best time of year to stock up on your Amazon devices, plus other tech items like headphones, speakers and TVs.

The best Amazon Prime Day deals – Now live!

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Full list of Amazon Prime Day 2021 deals

Store Discount
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New daily!
25% off everything | New Amazon discount codes released daily!
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Discover amazing deals on tech, homeware, fashion and more at Amazon!

About Amazon Prime Day

Although Amazon’s Prime Day is relatively new when it comes to major shopping bonanzas, it has been giving Black Friday a run for its money, literally, ever since it first came into being in July 2015. If you’re looking to get a jumpstart on your Christmas shopping or if you’re simply on the hunt for a firecracker of a deal, shopping Amazon’s huge shopping holiday this autumn could be your best bet.

Here, we break down when Prime Day is and what you should expect from Prime Day 2021.

When is Amazon Prime Day 2021?

Amazon has just announced that Prime Day will take place on 21-22 June 2021. Due to COVID-19, Prime Day 2020 was delayed until October so having the 2021 date in June is a nice treat!

What is Prime Day?

Prime Day has become one of the largest and most exclusive shopping days of the whole year, even rivalling Black Friday and Cyber Monday. But unlike the massive November shopping events, Prime Day only usually lasts for two days and is only available to Amazon Prime members, so it might be time to consider Amazon’s free trial if you’re not already a member. The first Prime Day in July 2015 was in celebration of Amazon’s 20th birthday, so the annual event has previously been held during this month.


What deals are available on Prime Day?

The deals on Prime Day change every year, but historically, we’ve seen some great deals on Amazon devices such as the Echo Dot and Echo Show as well as big discounts on electronics such as headphones and beauty products including perfume and makeup.

How do I get early access to Prime Day deals?

Be on the lookout for presales starting any day. Last year, deals leading up to Prime Day started as early as five days before the event itself. Prime members saved 40% on Kindle Unlimited memberships and got a discount on Amazon music streaming. Another way to grab early Prime Day deals is to ask your Amazon Echo for early Prime deals. Last year, Echo’s assistant, Alexa, doled out exclusive savings to Echo owners two hours before the actual event started. Start looking for Prime deals to start around 9pm the night before the official date.


Is Amazon Prime Day available in other countries?

Yes! Since its start in 2015, Amazon Prime Day has expanded to include 18 different countries. Shoppers in Australia, Austria, Belgium, Canada, China, France, Germany, India, Italy, Japan, Luxembourg, Mexico, Singapore, Spain, the Netherlands, the UAE, the UK and the US can get in on Prime Day action this year.

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Like what you see? Be sure to check out our full list of Amazon discount codes and vouchers to make sure you’re getting the best deal possible!

What’s the catch?

The only real catch to Prime Day is you have to be an Amazon Prime member to participate. Don’t have an Amazon Prime membership? You can try before you buy with the 30-day free Prime trial.

Can you preview Amazon Prime Day deals?

If you ask Alexa, there is a chance you’ll get access to 100 or more exclusive deals days before Prime Day starts – and you should be able to get a sneak peek of what’s to come. Keep in mind that Prime Day is formatted in what it calls “Lightning Deals”, which only last for a short time before they’re gone. So it helps to know what you’re looking for before you sit down to shop.

In years past, the following were some of the most popular Prime Day deals:

The history of Prime Day

Prime Day was born in 2015, on the eve of the shopping platform’s 20th birthday. The goal was to offer a huge volume of deals (more than Black Friday) but make them exclusive for Prime members.

The first event lasted 24 hours and included countries like the US, the UK, Spain, Japan, Italy and more. Was it successful? Well, customers bought more items than on Black Friday 2014, the biggest one at the time.

Since then, Prime Day hasn’t shown signs of slowing down, out-doing itself as each year goes by.

Prime Day 2019 ran for 48 hours for the first time ever and customers loved it. The number of sales over the two days surpassed the previous Black Friday and Cyber Monday combined.

Amazon Prime Day vs Black Friday

There’s no denying that Prime Day and Black Friday are two of the biggest global shopping events, but they do differ in some ways.

An obvious example is the fact that Prime Day is solely based on the Amazon platform. Black Friday is celebrated by all kinds of retailers, big and small, around the world. While you’ve got access to a plethora of stores on Black Friday, Prime Day usually features some pretty hefty discounts.

In terms of sales, it’s a little difficult to judge how successful Black Friday is because there’s no one source of truth. However, Prime Day 2019 collected more sales than the previous Black Friday and Cyber Monday combined.

In a way, Prime Day is Amazon’s own version of a Black Friday. While the retailer still celebrates and joins in on the Black Friday madness, having its own sale event provides it with global recognition in the shopping space. It also gives it the chance to say “thank you” to its paying members and get rid of old stock.

Amazon Prime Day, usually held in July, has grown in popularity over time. Although it is exclusive to Prime members, Amazon manages to draw in a huge audience. Prime Day 2020, held on 13 and 14 of October, is thought to have brought in $9.91 billion (£7.56 billion) in worldwide sales, making it the biggest Prime Day to date, according to market research company eMarketer.

Google Trends data also underlines the event’s growing popularity this year, with a 456% increase in search interest for the term “Amazon Prime” from 13 September to Prime Day, on 13 October.

Amazon Prime Day shopping tips

As with any huge shopping event, there are pros and cons to shopping on Amazon Prime Day. You can score some of the best deals all year by knowing what to look for and doing a little research beforehand. Here are our top tips for snagging the lowest prices on Prime Day:

  • Know when to strike and when to pass. Lightning Deals that are released as often as every five minutes can turn online shopping into a frenzy. While you do need to snap up some items as fast as you can, don’t be pressured into clicking “Add to Cart” on every single item that flashes across your screen. If you can, do a quick Internet search to make sure the Prime Day price is really as good as it seems.
  • Read the small print. Some Prime Day deals, particularly on big-ticket electronics like TVs and computers, will hide the brand name and model number until just before the sale drops, so make sure you double-check these details before jumping on a low price.
  • Check reviews. When you feel rushed to snatch up a discount, you might not take the time to read through product reviews like you normally would. Don’t skip this step, unless you’re already familiar with the product and know for sure it’s what you want.
  • Compare prices. Since Prime Day is fast becoming a yearly fixture, other retailers are fully aware that this day is Amazon’s biggest deal day of the year, so they may be trying to match or even better prices.
  • Voice shop. If you have an Echo device, take advantage of exclusive deals by voice shopping with Alexa.

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