When is Amazon Prime Day 2025? Best deals to expect

Amazon Prime Day is set to return in July 2025, bringing plenty of offers on everything from mattresses and air fryers to electric toothbrushes, laptops and Apple tech.

Exclusive to Amazon Prime subscribers, prices will be slashed across third-party brands like Shark, CeraVe, Elemis and Philips. There will also be offers on Amazon’s own devices (think Kindles, Echo Dot smart speakers and Fire tablets).

In previous years, we’ve seen plenty of big-ticket products fall to their lowest ever price during the sale, such as the AirPods Pro 2 earbuds, which were reduced to just £179 last year.

While the sale hasn’t kicked off yet, there are still countless deals at Amazon right now. Keep scrolling for all the latest details on the next Prime Day sale and our team’s hand-picked selection of the very best Amazon deals available today.

Amazon has confirmed that the next Prime Day sale will take place in July, but it hasn’t revealed the official dates yet. In 2024, Prime Day took place from 16 to 17 July, so you can expect a mid-July sale this year too.

We’re keeping a close eye on the sale dates, so we will update you as soon as we hear more.

Amazon Prime Day is a two-day sale event for Prime members. It’s usually held twice a year – once in the summer and again in October to kick-start Christmas shopping. The event features deals across top brands, from Apple to Elemis, as well as offers on its bestselling own tech, including Kindle and Echo dot smart speakers.

If you want to take advantage of Prime Day discounts, you must be a Prime member. A Prime membership costs £8.99 a month, or £95 if you pay annually. If you’re between 18 to 22-years-old, this is half the standard price. Perks include unlimited one-day delivery, access to Prime Video and the chance to shop Prime-exclusive deals.

However, if you’re unsure about adding another monthly cost to your bills, you can sign up for a free 30-day trial. This will give you full access to all the Prime member benefits, and you can cancel at any time during your trial to avoid being charged when it expires. Just bear in mind that this only works if you haven’t signed for the free trial before.

Before you shop the Amazon Prime Day sale, make a wish list to avoid buying products that you don’t really need. Once the sale starts, use price history tools, such as CamelCamelCamel, to see if you’re truly getting a good deal or if you should hold off buying until the price goes down even further.

It’s also worth doing a quick Google search to see if you can get a better price at other retailers. Competing retailers often reduce the prices of popular products to match, or even provide a better offer, than Amazon.

The Apple Watch series 10 is currently at its lowest ever price on Amazon, so now is a good time to get some money off the smartwatch. Upgrades on the previous model include a brighter display that’s easier to read in direct sunlight, faster charging and a larger screen. In his review of the Apple Watch series 10, tech critic David Phelan says, “The series 10 builds on a decade of Apple’s industry-leading smartwatch design.” He explains that “It has a full set of fitness tracking features, health sensors, fall detection, sleep tracking and blood oxygen monitoring.”

It’s not just Amazon that has discounted the smartwatch, either. Very has reduced it to £299.

Amazon slashed the price of this Tefal air fryer to £99.99 in October’s Prime Day sale. You can save 33 per cent on it right now at Amazon, but we’re keeping a close eye on further price drops as we approach Prime Day.

Our tester, Katie, reviewed the XXL model and found that her frozen chips and chicken shawarma cooked “quickly and evenly”. She also liked its “easy-to-use controls, the dishwasher-safe baskets and trays, and the family-sized proportions”.

Our best mattress for medium support, the Nectar premier hybrid, is currently at its cheapest ever price on Amazon and costs less than buying directly from Nectar. “My pressure points felt supported and my spine aligned,” wrote our reviewer after putting it to the test. Plus, with a 365-night free trial and forever warranty, you can try the mattress through every season to ensure it’s the right fit for you. We’ll be keeping a close eye on more discounts as we head closer to Prime Day.

This pod machine was reduced to less than £80 in the winter Prime Day sale, and it’s often dropped to this price since. In our review, our writer loved the built-in Brita water filter, its ease of use, and how the settings can be tailored to your preferences. Our tester Zoe says, “Once you’ve found your perfect blend, you can set it as a favourite – there’s memory for four favourites, so all coffee drinkers in the test house were able to have theirs saved.”

Our TV expert Steve Hogarty says this is one of the best value OLED televisions you can buy. You can save even more at Amazon with reductions on the 42in model all the way up to the 77in display. With superb picture quality and advanced features for gaming, the 4K set is cheaper than it’s ever been right now.

Amazon’s 32in Fire TV plummeted to its lowest-ever price in the last Prime Day sale. While the viewing experience may not be as needle-sharp as a pricier TV set, you can change programmes with just your voice, thanks to Alexa capabilities. There’s built-in access to all the main streaming services, including Netflix, Disney+ and Prime Video. Right now, you can pick up the set with a 28 per cent discount, so this inexpensive TV is now even cheaper.

You can’t go wrong with a Chromebook for simple, browser-based tasks. This Asus model comes with a year’s free access to the Google One AI Premium plan – the most advanced version of the Gemini large language model.

Right now, you can get the laptop for £250 on Amazon, which is the same price we saw it drop to during last year’s Prime Day sale.

Toothbrush deals aren’t just limited to Prime Day, as we often spot them throughout the whole year. This electric model is our best budget pick and is currently reduced by almost half price. Tech critic Steve Hogarty said, “It has everything you really need and none of the frills: it’s compatible with the standard Oral-B brush heads, it has a timer with 30-second pacing buzzes, three modes, a pressure sensor and a two-week battery life.” It left him with that classic “just been to the dentist” feeling.

In his review, Steve explained that Suri’s sustainable toothbrushes are designed to be “more easily recycled or repaired”. Once your toothbrush has reached the end of its lifespan, you can send it back to the brand for free, and they will recycle it for you.

While we can’t test these sustainability claims, our reviewer, Steve, was impressed with how the Suri toothbrush performed and liked its “sleek, slim, and compact” design. With this deal, the brush has a fairly decent discount of 15 per cent off, and we’ll be keeping an eye out for more reductions on Prime Day.

Taking the top spot review of the best hair oils, our writer Vanese said that the Kérastase elixir ultime hair oil “provides an instantly smooth and nourished feel”. We tested it on both 2A-2B and 4C hair, and both testers loved it. It’s on the pricier side for a hair oil, so it’s worth snapping up when it’s on offer.

When we compared the original hydrating cleanser (£10, Amazon.co.uk) to this cream-to-foam iteration, our expert reviewer, Louise, said she was were "pleasantly surprised at how rich and creamy the lather felt on [her] skin.” She added: “If you love the hydrating cleanser but want a bit more make-up removing power and hydration thanks to the amino acids, we’d suggest trying the new version” – especially with 25 per cent off.

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