Amazon Prime Day 2025: early deals and expert advice

Hot on the heels of the four-day Amazon Prime sale in July, the retailer has confirmed the dates of its October sale. 

The two-day event will take place on 7-8 October 2025, starting at 00:01 on 7 October and ending 23:59 on 8 October.

The popular sale gives Amazon Prime members exclusive access to offers across the retailer's website on everything from Electronics, Kitchen appliances, Home & garden, Baby products, and Health & personal care.

Read on for our predictions for this year’s October event.

Amazon sale: early deals

The Amazon Prime Big Deal Days sale is just around the corner, and Amazon has launched a selection of early deals on its own-brand devices to whet our appetite. You can save money on its Kindle e-readers, Echo smart speakers, Ring security cameras and more. 

Amazon Kindle Scribe (with basic pen)

Cheapest-ever price on Amazon? Yes

Average price in the past six months: £306.70  | Cheapest price in the past six months: £199.99

• 10.2-inch touchscreen
• Weighs 434g
• 16GB storage

We like: Note-taking function, audiobook support

We don’t like: Somewhat heavy

Amazon’s Kindle Scribe comes bundled with a digital pen for writing and drawing. It has just one physical button, which turns the ebook reader on and off. All other actions are done using the touchscreen, including turning the pages of an ebook.

This model is also equipped with Bluetooth, which allows you to connect to speakers or headphones and listen to downloaded audiobooks even when you’re on the go. 

Read our Amazon Kindle Scribe review.

Amazon Kindle Coloursoft Signature Edition

Cheapest-ever price on Amazon? No

Average price in the past six months: £242.34 | Cheapest price in the past six months: £184.99

• Colour 7-inch display
• 32GB storage
• Wireless charging

We like: Easy to use

We don’t like: Shorter battery life than Kindle Paperwhite

Adding a splash of colour to your digital reading list, the Kindle Coloursoft Signature Edition features a seven-inch, glare-free colour display. Perfect for anyone who wants an e-reader to flick through comics, recipe books, magazines and more. 

Unlike the standard Coloursoft, the Signature Edition features wireless charging, an auto-adjusting front light, and a massive 32GB of storage (the Kindle Coloursoft only has 16GB).

Read our Kindle Coloursoft review.

Find more Kindle deals at Amazon.

Amazon Echo Show 8 (3rd Gen)

Lowest-ever price on Amazon? Yes

Average price in the past six months: £133.74 | Lowest price in the past six months: £89.99

• 8-inch display
• Wi-fi and Bluetooth connectivity
• 13Mp camera

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

We don’t like: Screen can be a fingerprint magnet

The third generation of Amazon’s smart display has a familiar wedge-shaped design and is a little larger than the previous version. On the top of the device, you’ll spot a mechanical privacy shutter for the camera, plus buttons to mute the microphone or adjust the volume.

You can tune into the radio, listen to music streaming services or audiobooks (these may require subscriptions), ask for weather updates, connect smart home devices and more.

Read our Amazon Echo Show 8 (3rd Gen) review.

Amazon Echo Show 5 (3rd Gen)

Lowest-ever price at Amazon? Yes 

Average price in the past six months: £133.31 | Lowest price in the past six months: £89.99

• 5.5-inch display
• Built-in camera
• Doubles up as a digital photoframe

We like: Simple set up with voice control

We don't like: The screen is smaller than most smartphones

The Echo Show 5 is an Alexa-powered smart display with a compact 5.5-inch screen, making it the smallest of Amazon's smart displays and well-suited for bedrooms. It can serve as a bedside alarm clock, be controlled by voice, provide weather updates each morning, and display a slideshow of your favourite pictures when not in use.

The 2Mp camera enables video calls to other Alexa users and allows you to drop in or check on the room remotely, similar to a security camera.

Read our Amazon Echo Show 5 (3rd gen) review.

Ring Spotlight Cam Plus

Lowest-ever price at Amazon? Yes 

Average price in the past six months: £133.31 | Lowest price in the past six months: £89.99

• Choose between mains-powered or battery-powered options
• Software update period until at least 2028
• Motion detection

We like: Motion-triggered alerts and a spotlight to deter intruders

We don't like: Recordings require a subscription

The Ring Spotlight Cam Plus is an HD outdoor camera with motion-activated spotlights, a security siren, customisable Motion Zones and colour night vision. You can power it from mains, or choose to buy the battery-powered option. 

When a person is detected, you'll be alerted on your phone, and you'll be able to speak to them through the device using the built-in microphone and speaker. 

Read our Ring Spotlight Cam Plus review.

Ring Pan-Tilt Indoor Cam

Lowest-ever price at Amazon? Yes

Average price in the past six months: £61.60 | Lowest price in the past six months: £29.99

• Mains-powered
• 360-degree pan and 169-degree tilt
• HD video

We like: Adjust the view by moving the camera through the app

We don’t like: You need a subscription for some features

If you want to keep an eye on your pets or your valuables when you aren't home, the Ring Pan-Tilt Indoor Cam can watch over the entire room it's in, thanks to its ability to pan and tilt.

A built-in microphone and speaker also allow for the two-way talk feature. That'll come in handy for telling mischievous children to stop misbehaving or for soothing a barking dog.

Read or Ring Pan-Tilt Indoor Cam review.

Ring 5 Piece Kit (Second Generation) with Outdoor Siren

Lowest-ever price at Amazon? Yes

Average price in the past six months: £244.76 | Lowest price in the past six months: £209.99

• Mains-powered
• Software update period until at least 2028
• Motion detection

We like: Simple to install

We don't like: Alarm calls and cellular backup require a subscription

This bundle includes a base station, keypad, contact sensor, motion detector, a range extender and an alarm outdoor siren. 

Everything can be controlled from the dashboard in the Ring app. You'll be alerted when doors or windows are opened, and when motion is detected in your home. 

Read our Ring 5 Piece Kit (Second Generation) with Outdoor Siren review.

Amazon Fire Max 11

Lowest-ever price on Amazon? No

Average price in the past six months: £220 | Lowest price in the past six months: £114.99

• 11-inch display
• 4GB of Ram
• 64GB hard drive

We like: Colourful screen, fine for simple apps

We don't like: Cameras aren't the best we've seen on a tablet

Amazon has dropped prices across its Fire Tablet range, including its biggest slate, the Fire Max 11. An eight-core processor powers this model and you might find it well-suited if you need a tablet that deals with basic tasks.

Amazon sells its tablets at a cheaper price with ads, or you can pay £10 more to have it without. The ads will appear in the home and lock screen, and you can pay to remove them once you’ve bought the tablet if you change your mind.

Read our Amazon Fire Max 11 review.

Looking for great deals at other retailers? See our monthly round up of the best deals, collated by our product experts.

What is the Amazon Prime Day sale?

Amazon Prime Day is an exclusive sale that's only open to Amazon Prime members. The sale takes place several times a year.

When will the October Amazon sale launch?

Amazon's Big Deals Day is launching at 00:01 on 7 October and lasting for nearly 48 hours, until 23.58 on 8 October.

When it first launched, the Prime Day sale happened just once a year, but since 2022, there are now two sale drops: one in July and another in October.

Here's a look at when Amazon launched its previous Prime Day sales:

• 2025: 11-14 July, 7-8 October
• 2024: 16-17 July, 8-9 October
• 2023: 11-12 July, 10-11 October
• 2022: 12-13 July, 11-12 October

In July this year, Amazon extended the sale from two days to four days, however, it's returned to two days for the pre-Christmas event.

The sales starts from midnight on the first day, and new deals drop regularly throughout.

Be aware of Prime Day scams: we found Amazon copycats cashing in on the July Prime Day sale

Is Prime Day only for Amazon Prime members?

Yes, only Amazon Prime members get access to the Amazon Prime Day discounts. This includes Amazon Prime monthly and annual members, free trial members, and Amazon Student and Amazon Household members.

How much is Amazon Prime?

Amazon Prime membership costs £8.99 per month, or £95 per year. If you pay annually, you save just over £12 per year.

Students can get an Amazon Prime membership for 50% less – paying £4.49 per month. If students pay annually, it costs £47.49 per year, saving just over £6.With a subscription, you get access to Prime Video, plus unlimited premium delivery, among other things.

Read our Amazon Prime Video review to see what we think of the content quality and value for money.

Get a free trial for Amazon Prime day

If you time it well, you can sign up for 30 days of Amazon Prime for free once the Prime Day sales begin, and then cancel for free before you get charged. If you don't cancel within the 30 days, you'll automatically be switched onto a regular Amazon Prime membership and charged £8.99 a month. The trial gets you access to Prime Video, Amazon Music, Amazon Photos and more.

To cancel your membership before the trial expires, you'll need to visit the Amazon Prime membership page, choose Manage membership and select End membership.

Find out more about how to get Amazon Prime for free

What will go on sale this Prime Day?

Based on what we see every event, we expect the retailer to offer discounts across most of its departments. That includes Electronics, Kitchen appliances, Home & garden, Baby products and Health & personal care.

Back in October 2024, our experts spotted tempting discounts on home products and electronics, including:

• Sony WH-1000XM4 headphones - over-ear wireless headphones with loads of adjustable features and settings. A great choice for travellers and commuters.
• Samsung Galaxy Z Fold 5 - A foldable phone that’s large enough to feel like a miniature tablet when open. We like the super fast charging.
• Ninja Perfect Temperature Kettle KT201UK - With six preset temperatures, this kettle is great for tea fans. It’s speedy and there’s a matching toaster available, too.
• Oral B iO Series 9 - This smartphone-compatible toothbrush has a pressure sensor and various smart features to help you improve your brushing technique.

More reading: Amazon scams: beware of fake Amazon calls and emails

Looking to shop now? Visit our monthly deals pages for the latest offers around right now.

• Best laptop deals
• Best TV deals
• Best mattress deals
• Best broadband deals
• Best mobile phone and SIM-only deals
• Best iPhone deals
• Best fridge freezer deals
• Best washing machine deals
• Best dehumidifier deals
• Best vacuum cleaner deals
• Best iPad and tablet deals

When is Black Friday? Find out when retailers start their discounts

How to return Amazon purchases

If you buy a product on Amazon Prime Day and it arrives on your doorstep damaged, 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 product doesn't meet one of these requirements, the retailer (not the manufacturer) is in breach of the Consumer Rights Act.

Amazon will refund the cost of sending an item back if it was sold or dispatched by Amazon. If the item you purchased isn't eligible for a free return, and you’re using a pre-paid return label, Amazon will deduct the cost of the return from your refund.

For expert advice on returning goods you've bought online, see our in-depth guide to returns and refunds

Why you can trust Which? this Amazon Prime Day

Before you hit ‘buy now’, it’s worth reading exactly why you can trust Which? this Amazon Prime Day.

As the Consumer’s Association, our priorities lie firmly with you, the consumer, and ensuring you have all the facts before making a purchase.

What makes us different?

• We don’t accept freebies. Unlike most publishers, we don’t test products from PRs or from manufacturers. We do the market research and go out and buy popular products to maintain our independence
• We only recommend good products. Everything on this page has been put through rigorous testing, whether that is using a robotic arm on a mobile phone until the battery goes flat or rolling a barrel thousands of times over a mattress. We only pick the products that have done well in these tests to look for deals
• We price track. Our pages will tell you what the average price was in the past six months and what the cheapest price was so you can see if those discounts are quite as good as they seem. For Amazon Prime Day, we also flag if it’s the cheapest price we’ve ever seen on Amazon.

How to recycle your old tech

If you're looking to replace some older technology by shopping the Prime Day sale, make sure you dispose of your old items in a responsible way.

You have a few options if you want to offload your unwanted electronics. Kerbside collection is suitable for small electrical items – in many cases, your local council will collect smaller items such as toasters and kettles. Alternatively, you can drop items at a local recycling centre.

For more details on how to get rid of your unused gadgets, check our advice on how to recycle electrical items