Amazon Prime Day 2021 – all the latest deals and info about the sale

We're updating this page regularly with the very best Amazon Prime Day deals

Amazon Prime Day 2021
(Image credit: Brent Darby / TI Media)

Usually held in July, Amazon's celebrated discounting day has finally arrived. We've picked some of our favorite Amazon Prime Day deals for the UK and US.

Whatever you have your eye on, make sure you're getting the best deal possible and get it on offer during Prime Day. Click to go straight to the current Amazon Prime Day deals...

Amazon Prime Day 2021 - the best deals today

The products and prices on this page update automatically with the very best deals of the day.

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When is Amazon Prime Day 2021?

Usually, Amazon Prime Day is in July. In 2021, we expect it to fall around 15th July.

Because of the pandemic, Amazon Prime Day 2020 started on Tuesday 13th October 2020 at 12am and ran until the end of the day on Wednesday 14th October 2020. 

In 2019, however, it fell on 15th July in both the UK and the US.

What is Amazon Prime Day?

The first Amazon Prime Day was held in 2015, to celebrate Amazon's 20th birthday. Items were discounted across the site in every category from Home & Garden to Toys.

It's become a permanent fixture on the calendar ever since, and last year spanned 18 countries, including including the US, UK, Singapore, Mexico, Italy, India, Australia and the UAE.

Can I shop on Amazon without Prime?

You can. but in order to take up any Prime Day deals, you will need an Amazon Prime account. You can currently sign up for a free 30-day trial of the service. Once that expires, Prime membership costs £7.99 per month, and you can cancel at any time.

What is a Lightning Deal?

There are two main types of deal that apply on Prime Day.

The first are discounts that run for the duration of the event. These often apply to Amazon's own-brand products, such as its Echo Dot speakers and Kindle e-readers.

Then there are Lightning Deals. These are special offers that pop up over the course of Prime Day on specific items. They may be for a limited amount of time up to around four hours or on a limited amount of stock. The very best Lightning Deals are known to sell out in minutes.


(Image credit: Amazon)

Our tips for getting the best deals and discounts


(Image credit: Jody Stewart/TI Media)


Whatever you plan to shop, it's a good idea to start making a list now. Research prices carefully, and make a note of precise product names, model numbers, dimensions and so on.

It's easy to be caught out in the heat of the moment, so having a list to hand will help you to ensure that you're getting a good deal. Certainly don’t buy anything on a whim, particularly if you haven’t researched it.


If you have followed our first tip, you should be clued up on what other stores are charging for the items you want to buy. However, come Prime Day, other retailers may try to price match or even outdo the deals Amazon are offering with their own flash sales. Currys, John Lewis & Partners and Debenhams have all been known to do this in previous years.

So before you press that 'buy' button, it's a good idea to hop on to rival websites and check you really are getting the best price.


(Image credit: Brent Darby / TI Media)


Ashopping price comparison app is a useful and powerful tool, particularly during a sales period. Enter the specific name and code of the product you want to buy, and it can serve up its price history over time. This allows you to identify the best time to buy. You can also set up price alerts that will tell you when an item's cost is at an all-time low.

'There are several reasons why prices can fluctuate all year round,' explains Idealo’s Katy Phillips. 'Many retailers using artificial intelligence and algorithms to dynamically adjust prices according to consumer demand, competitor prices and even the weather.'

'Amazon Prime Day is undoubtedly a great time to snap-up a deal. But shoppers do have to be a little bit savvy in order to really get the best bargains. I’d urge shoppers to remember to compare prices of products to make sure they are getting the best deal.'

By nature, comparison apps work best when you are searching for widely sold items. Technology, appliances, fragrance and candles are all good examples. Apps we'd recommend include Idealo, PriceSpy and PriceRunner.


There's nothing more frustrating than identifying an amazing Lightning Deal, setting an alarm on your phone to make sure you don't miss it, and yet it still sells out in an instant. But don't lose hope. Instead, add yourself to the Waiting List.

Because shoppers have 15 minutes to check out the contents of their baskets, inevitably, some items aren't purchased and become available again. If you are on the Waiting List, you'll be first in line to snap them up.

See also...Black Friday 2021 – the latest news and best deals on furniture, mattresses, tech and more

So start researching and signing up now, and you give yourself the best chance of having a very successful Amazon Prime Day. Best of luck...