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Best Amazon Prime Day 2021 deals

Discover the best Amazon Prime Day deals on TVs, Laptops, Lawnmowers and more, including big discounts on Amazon Fire, Kindle and Echo devices

Best Amazon Prime Day 2021 deals

Amazon Prime Day has arrived, which means thousands of products are battling for your attention. Our experts have hand-picked their favourites, and we shine the spotlight on Amazon’s own products to see how good the discounts really are.

This year, Amazon Prime Day runs from 21 June to 22 June, giving Amazon Prime members access to reduced prices on a huge number of products.

But not every deal is worth jumping on. We’ve seen discounts on products that have left the Which? test lab with a firm Don’t Buy from us. Make sure you consult our expert reviews this Prime Day – you don’t want a ‘good’ deal on a bad product.

We’ll be updating this page regularly on Amazon Prime Day 2021, so keep checking back.

Amazon Prime Day deals

Deals handpicked by our experts | Amazon Fire Stick dealsAmazon Fire Tablet dealsAmazon Echo smart speaker dealsAmazon Echo smart display dealsAmazon Kindle deals |Amazon Ring deals

About Amazon Prime Day

What is Amazon Prime Day? | How much does Amazon Prime cost? | How to shop on Amazon Prime Day | How to return Amazon items

Deals handpicked by our experts

Philips 65OLED705/12 television – was £1,499, now £1,339 (11% off according to the retailer)

Lowest-ever price on Amazon? Yes

Our TV expert says: ‘It’s already a bargain and, with an extra £160 off, this one of the cheapest Best Buy OLED TVs we’ve ever tested. Other OLEDs are easier to use, but that’s easy to overlook when you consider the staggering quality of the screen and speakers, and the price of course.’

Martin Pratt, Which? TVs expert

Read our full Philips 65OLED705/12 review, or buy it now on Amazon.


Sennheiser CX 400BT headphones – was £169, now £79 (53% off according to the retailer) 

Lowest ever price on Amazon?* Yes

Sennheiser CX 400BT headphones

Our headphones expert says: ‘Discounted to less than £100, the Sennheiser CX 400BT’s are one of the cheapest pairs of truly wireless headphones we recommended. They’re easy-to-use and are a good choice for Android device owners’.

Oliver Trebilcock, Which? headphones expert

Read our full Sennheiser CX 400BT headphones review, or buy it now on Amazon.


More Amazon Prime Day headphones deals


TomTom GO 520 sat nav – was £164.50, now £119.99 (27% off according to the retailer)

Lowest ever price on Amazon? Yes

TomTom GO 520 sat nav

Our sat nav expert says: ‘This 5-inch sat nav might have been around for a while now but it’s still a good choice. It comes with plenty of useful features and 27% off is a fairly hefty discount’.

Felix Wilson, Which? sat nav expert

Read our full TomTom GO 520 sat nav review, or buy it now on Amazon.


Silentnight Classic 1200 Pocket Deluxe mattress – was £329.99, now £251.05 (24% off according to the retailer)

Lowest-ever price on Amazon? No (was £216.45 in January 2020)

Our mattress expert says: ‘This affordable mattress has been around for a while but it’s still a good choice for anyone who prefers sleeping on top of pocket springs instead of foam. The Silentnight Classic was already one of the more reasonably priced mattresses on the market, so though it’s not the cheapest it’s ever been, the extra 24% discount still makes for a good deal.’

Lisa Galliers, Which? mattress expert

Read our full Silentnight Classic 1200 Pocket Deluxe review, or buy it now on Amazon.


More Amazon Prime mattress deals


Acer Swift 1 SF114-32 – was £399.99, now £309.99 (23% off according to the retailer)

Lowest-ever price on Amazon? Yes

Acer Swfit 1 SF114-32 laptop

Our laptop expert says: ‘Over the years, the price of this laptop has held steady at between £399 and £499, so this sales price of £309 is a steal. Keep in mind this laptop is coming up to three years old and isn’t the fastest. But it still has plenty to like, including a good screen and great battery life.’

Michael Passingham, Which? laptops expert

Read our Acer Swift 1 SF114-32 review or buy it now on Amazon.


More Amazon Prime Day laptop deals


Samsung Galaxy Tab A8 8-inch (2019) – was £139, now £89 (36% off according to the retailer)

Lowest ever price on Amazon? Yes

Our tablet expert says: ‘This tablet has all the features you could want for a basic slate for use at home or on the commute thanks to its compact size and excellent battery life. It usually retails for £139, so this £50 discount is a great way to save on an already good-value tablet.’

Michael Passingham, Which? laptop expert

Read our full Samsung Galaxy Tab A8 8-inch (2019) review, or buy it now on Amazon.


More Amazon Prime Day tablet deals


Fitbit Versa 2 – was £199.99, now £113 (43% off according to the retailer)

Lowest-ever price on Amazon? Yes

Our smartwatch expert says: ‘This is a big discount on a very popular smartwatch. The Fitbit Versa 2 is an impressive wearable with lots of features – it’s a good alternative for non-iPhone users.’

Christina Woodger, Which? smartwatch expert

See our full Fitbit Versa 2 review or buy it now at Amazon.


Russell Hobbs RHCF200 freezer – was £299.99, now £214.99 (28% off according to the retailer)

Lowest-ever price on Amazon? Yes

Our freezer expert says: ‘Amazon has reduced the Russel Hobbs RHCF200 chest freezer as part of its Prime Day sale. Priced at £215, it’s around £40 cheaper than at other retailers, making this a handy discount if you’re looking for a chest freezer that comes with plenty of room and has excellent temperature stability.’

Patrick Gallagher, Which? freezer expert

Read our full Russell Hobbs RHCF200 freezer review, or buy it now on Amazon.


Our investigation into fake and incentivised reviews on Amazon reveals why you need to shop savvy for bargains on Prime Day.


Amazon Fire Stick deals

Amazon Fire Stick

Amazon’s Fire Sticks are a popular rival to Chromecast devices and, with an Alexa voice-control remote included, give you hands-free access to your favourite programmes.

A slick interface and wide range of apps makes them an essential add-on for some, although you may not gain a lot over a modern Smart TV’s built-in range of apps. Cheaper options include a more limited remote control, with more expensive 4K and dedicated speaker models also available.

We like: Wide range of built-in apps, good value

We don’t like: May not add a lot for owners of newer smart TVs


Amazon Fire TV Stick with 4K and Alexa – was £49.99, now £26.99  (46% off according to the retailer)

Lowest-ever price on Amazon? Yes

Amazon’s most feature-packed streaming stick offers 4K resolution where available and access to a wide range of popular streaming services. As Alexa is tucked inside, you can ask the AI assistant to search for what you want to watch, which is far quicker than using the on-screen keyboard.

Read our full Amazon Fire TV Stick with 4K and Alexa review, or buy it now on Amazon.


Amazon Fire TV Cube – was £109.99, now £59.99  (45% off according to the retailer)

Lowest-ever price on Amazon? Yes (same price during March 2021)

The Fire TV Cube has a built-in speaker, making it slightly larger than your typical TV streamer. The box can talk to your TV wirelessly (or through the ethernet port) and could be just the ticket if you like the idea of a TV streamer and wireless speaker combo.

Read our full Amazon Fire TV Cube review, or buy it now on Amazon.


Amazon Fire Tablet deals

Amazon Fire Tablet

An Amazon Fire Tablet might catch your eye if you’re not desperate to spend big money on a premium Apple iPad. These Fire OS-powered tablets come in a range of sizes – you can pick between a 7-inch, 8-inch or 10-inch screen. Amazon also sells ‘Kids’ models with parental controls, a limited app store and protective cases.

The latest Amazon Fire tablet is the Fire HD 10, which has a 10-inch, 1080p Full HD display and either 32GB or 64GB of storage. Each member of the Fire Tablet lineup has a microSD card slot, which means you can increase the amount of storage if needed.

We like: Handles basic tasks well, easy to use

We don’t like: Screen and speakers are not the best


Amazon Fire  HD 8 – was £89.99, now £39.99 (56% off according to the retailer)

Lowest-ever price on Amazon? Yes

This 8-inch model is now the cheapest it has been on Amazon. This model only has 2GB of Ram (enough for basic tasks) but if you plan on multitasking, consider the more powerful models below, or consult our full selection of tablet reviews.

Read our full Amazon Fire HD 8 review, or buy it now on Amazon.


Amazon Fire  HD 8 Plus – was £109.99, now £59.99 (45% off according to the retailer)

Lowest-ever price on Amazon? Yes

Step up to 8GB of Ram on the Fire HD 8 Plus. This model has a USB-C port, which is compatible with most modern smartphones (aside from iPhone), and you can access your Kindle book library and Amazon Newsstand to download newspapers and magazines.

Read our full Amazon Fire HD 8 Plus review, or buy it now on Amazon.


Amazon Fire  HD 10 – was £149.99, now £79.99 (47% off according to the retailer)

Lowest-ever price on Amazon? Yes

If you want a bigger screen to play with, the Amazon Fire HD 10 might be on your shortlist. It has a 10-inch 1080p Full HD display and comes in black, denim (blue), lavender (light pink) or olive. Although we haven’t tested this latest model in our lab, we have been hands-on with the 2019 release.

Read our full Amazon Fire HD 10 (2019) review, or buy the all-new Amazon Fire HD 10 on Amazon.


Amazon Echo smart speaker deals

Amazon Echo

Amazon is discounting its Echo models for Prime Day, which means you could grab a bargain on a talkative smart speaker. At the heart of every Echo speaker is the Alexa voice assistant, which you can use to run web searches, schedule reminders or control other wi-fi-enabled devices at home.

The latest Amazon Echo smart speakers have swapped out a cylindrical shape in favour of a more modern-looking, spherical design. A blue light will run laps around the base of the speaker when you’re talking with Alexa. Echo supports a host of audio streaming services including Amazon Music, Apple Music, Apple Podcasts, Deezer and Spotify.

We like: Response Alexa voice control, easy to set up and use

We don’t like: Works best with Amazon services to access all features


Amazon Echo (4th Gen) – was £89.99, now £54.99 (39% off according to the retailer)

Lowest-ever price on Amazon? Yes

This fourth-generation model of the Echo is a better option than the cheaper Dot (below) if you’re planning on listening to music. At the back of this mini but mighty speaker is a 3.5mm audio-in and audio-out socket for connecting devices without Bluetooth.

Read our full Amazon Echo (4th Gen) review, or buy it now on Amazon.


Amazon Echo Dot (4th Gen) – was £49.99, now £24.99 (50% off according to the retailer)

Lowest-ever price on Amazon? Yes

This affordable speaker could be worth a closer look if you’re shopping for a small Alexa gadget. Using the accompanying Alexa app, you can still connect this speaker to other Echo speakers to play music in a multi-room setup.

Read our full Amazon Echo Dot (4th Gen) review, or buy it now on Amazon.


Amazon Echo smart display deals

Echo Show

The Amazon Echo Show takes the brains of the standard Echo speaker and adds a front-facing camera and 5-inch, 8-inch or 10-inch display. Audiophiles will be tempted by the Echo Show 10, which has the largest speaker of the bunch.

The Echo Show 5 is the most affordable option. It has a 5-inch screen and could function as a bedside alarm clock or a cooking assistant for the kitchen. We noticed variable sound quality in the Which? test lab, though, so check our reviews if you’d like to shop for a better-sounding alternative.

We like: Responsive voice control, sharp display

We don’t like: Small screen may be too fiddly for some


Amazon Echo Show 5 + adjustable stand – was £99.98, now £50.98 (49% off according to the retailer)

Lowest-ever price on Amazon? Yes

The Amazon Echo Show 5 is usually on sale for around £50, but as it’s Prime Day, Amazon is chucking in an adjustable stand to sweeten the deal. The Echo Show 5 has a 5-inch display and speakers that project out the back.

Read our full Amazon Echo Show 5 review, or buy it now on Amazon.


Amazon Kindle deals

Amazon Kindle Oasis

A Kindle doesn’t have the processing power of a premium tablet, but does offer enough space for thousands of ebooks and a glare-free display to read them from. Amazon’s latest entry-level Kindle has a 6-inch display and is small enough for one-handed reading, making it a suitable commuting companion if you’re heading back to the office.

The Kindle Oasis is the priciest Amazon ebook reader, thanks in part to an IPX8 rating that means it should survive a splash or water or a dunk in the bathtub. Every Amazon Kindle is available to buy with or without ads – you’ll have to pay slightly more if you want an ad-free experience.

We liked: Adjustable screen light, glare-free display, audiobook support

We didn’t like: Not all models are waterproof


Amazon Kindle 2019 (10th-gen) – was £69.99, now £49.99 (29% off according to the retailer)

Lowest-ever price on Amazon? Yes (same price during November 2020)

This Kindle has been reduced to the same price it was at the end of last year. It has a 6-inch e-ink display, LED front-lighting and is powered by 4GB of Ram. Bookworms can flick through Amazon’s ebook store and download titles straight to the device.

Read our full Amazon Kindle 2019 (10th-gen) review, or buy it now on Amazon.


Amazon Kindle Paperwhite 2018 – was £119.99, now £79.99 (33% off according to the retailer)

Lowest-ever price on Amazon? Yes

Unlike the standard Kindle, this Amazon ebook reader is waterproof, which could be handy if you plan on enjoying books poolside. It has a 6-inch screen and you can play audiobooks through Bluetooth headphones or the built-in speakers. This version comes with ads – but you can pay £10 more for the ad-free option.

Read our full Amazon Kindle Paperwhite 2018 review, or buy it now on Amazon.


Amazon Ring deals

Amazon’s security cameras watch over your home and partner up with a mobile app so you can look through the lens wherever you are. Every Ring model is compatible with Amazon Alexa, which means you can pair your doorbell with another Alexa device to get notified every time the doorbell is pressed or motion is detected.

Some Ring doorbells require a wired connection, while others can communicate with your router without forcing you to get your toolkit out. The video quality on Ring devices is mixed, so consult our expert reviews to make sure you’re picking a device with a good eye.

We liked: Simple to install yourself, impressive mobile app

We didn’t like: Not all models have a removable battery, subscription required for video storage


Ring Video Doorbell Pro + plug-in adaptor – was £159, now £99 (38% off according to the retailer)

Lowest-ever price on Amazon? Yes

This video doorbell sits at the higher end of the Ring range, with 1080p video feedback, infrared night vision, and a two-way talk mechanism that lets you speak to visitors from your mobile. Amazon is chucking in an adaptor that powers the doorbell from a standard electrical socket.

Read our full Ring Video Doorbell Pro review, or buy it now on Amazon.


What is Amazon Prime Day?

Amazon Prime Day is an annual event that offers Amazon Prime members exclusive access to discounts across the retailer’s website. The deals featured on the website cover both Amazon-owned products and items from other sellers.

If you’re an Amazon Prime member, you can log into your account to see deals marked with the ‘Prime exclusive deal’ label, which we’ve circled below:

How much does Amazon Prime cost?

If you want to gain full access to the deals running on Prime Day, you could sign up for a 30-day free Amazon Prime trial. This means you’ll see the same offers members do, but you can also cancel your trial membership if nothing catches your eye.

If you want to continue your Amazon Prime membership beyond the trial period, be prepared to pay £7.99 a month, or £79 a year.

How do I cancel my Amazon Prime Day trial?

If you cancel your trial before it expires, you won’t get charged a fee for renewal. To do this, follow these steps

  1. Visit the Amazon Prime membership page
  2. In the top-right corner, select Manage membership
  3. Click End membership

How to shop on Prime Day

Use the Amazon app

Amazon’s mobile app is free and worth a look if you want to sift through Prime Day deals while you’re on the move. Updating your notification settings means you’ll receive alerts when certain deals go live. To set it up, follow these steps:

  1. Open the Amazon app and tap Settings in the bottom-right corner
  2. Select Your Account
  3. Scroll down to Deals notifications

You’ll now be looking at Amazon’s ‘deals dashboard’. From here, you can subscribe to deal alerts and manage your existing alerts.

Use the Which? Reviews app

Which? members will have full access to the Which? Reviews app, which puts all our expert product reviews in the palm of your hand. If you spot a tempting Prime Day deal, open up the Which? Reviews app to see how the product fared in our test lab.

From the Which? Reviews app, you can create a shortlist of products that you’ll be keeping an eye on for Amazon Prime Day. Our handy ‘Compare’ tool will let you see test results side-by-side.


If you’re not yet a Which? member and want to shop smarter on Prime Day, find out more about joining Which? today.


How to return Amazon items

If you buy a product on Amazon Prime Day and it arrives on your doorstep damaged, that means the retailer is fully responsible.

Under the Consumer Rights Acts, your purchase needs to be of satisfactory quality (not faulty or damaged), fit for purpose and as described. If your Prime Day pickup doesn’t meet one of these requirements, the retailer (not the manufacturer) is in breach of the Consumer Rights Act.

If you have to pay to send back a defective or damaged product, Amazon will pay that fee. A message on the retailer’s website adds: ‘You can return most products from the Amazon sites to Amazon within 30 days of receipt of the products if the products are in an unused and undamaged condition. To return an item please visit our Returns Support Centre.’

For expert Which? advice on returning goods you’ve bought online, consult our in-depth guide to returns and refunds.

This story was originally published on Monday 21 June 2021. We’ll keep updating it whenever we spot new deals from Amazon that our experts believe are worth buying.


Additional reporting by Jade Harding

*Based on data from price-tracking tool CamelCamelCamel.

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