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Amazon Prime Day 2026: early deals and expert advice
Yasmine specialises in shopping advice and finding the best deals during sales events like Black Friday, helping readers get great value for their money.
Amazon's next Prime Day sale is just around the corner, and we're expecting to see thousands of deals on bestselling products.
The event gives Amazon Prime members exclusive access to discounts on everything from Electronics, Kitchen appliances, Home & garden, Baby products, and Health & personal care.
Mark your calendar for 23 June 2026 – it has been confirmed that's when the next sale will be taking place.
We'll be rounding up the best deals that are worth adding to your shopping list. If you can't wait that long, there are already some early deals you can make the most of before the event begins.
Take a look at the best deals in the June sales to see current deals at other online retailers.
Why you can trust Which? this Amazon Prime Day
What makes us different?
- We don’t accept freebies. Unlike most publishers, we don’t take products from PRs or manufacturers. We maintain our independence by paying for everything we test.
- We only recommend good products. We've rigorously tested everything on this page, whether that means using a robotic arm on a mobile phone until the battery goes flat or rolling a barrel thousands of times over a mattress. We don't promote deals on products we know are poor.
- We track prices. We tell you a product's average price in the past six months and the lowest price, so you can see if a discount is as good as it seems. We also flag if it’s the lowest price we’ve ever seen on Amazon.
What is Amazon Prime Day?
Amazon Prime Day is an exclusive sale that's only open to Amazon Prime members. It tends to take place several times a year.
See the results of our in-depth Amazon Prime sale pricing investigation: Are the Amazon Prime Day deals any good?
When is Amazon Prime Day?
Amazon usually holds two Prime Day sales each year, one in the summer and one in the autumn.
The online retailer has confirmed that the sale will take place for four days, starting at midnight on 23 June and finishing at 23.59pm on 26 June.
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
See advice about how to shop the event, from the Which? Deals editor, including seven things they would never do during a sale.
Early Amazon Prime Day deals
Some products have already been discounted at Amazon ahead of the sale. Here are some of the best early deals.
Jump straight to the deals: Electric toothbrushes | Headphones | Projectors | Robot Vacuums | Streaming devices | Video doorbells | Wi-fi mesh systems
Best video doorbell deals
Ring doorbell + indoor cam
Cheapest-ever price on Amazon? Yes
Average price in the past six months: £81
Cheapest price in the past six months: £39.99*
- Video doorbell and indoor camera bundle
- Controlled by Ring app
We like: Indoor and outdoor coverage
We don’t like: Both require a subscription for video storage
Last year, Amazon offered this bundle of two Ring products - a doorbell and an indoor camera - for less than £55.
Typically, buying these two products individually would cost you around £130, so it was a substantial saving.
The video doorbell is battery-powered and has a ‘head to toe’ HD-resolution camera with support for colour night vision, while the indoor cam gives you peace of mind anywhere inside your home with HD picture quality.
Read our Ring Battery Video Doorbell and the Ring Indoor Camera (2nd gen) reviews.
Best headphones deals
Apple AirPods Pro 3
Cheapest-ever price on Amazon? Yes
Average price in the past six months: £206
Cheapest price in the past six months: £170
- In-ear truly wireless earbuds
- Active noise cancelling
- Built-in touch controls
We like: Plenty of eartip sizes
We don't like: Compatibility issues with Android
While not technically a Prime deal because it's also available to non-members, this price drop on the latest AirPods Pro is worth shouting out.
Apple's flagship headphones have new features including 'conversation boost', which automatically adjusts the volume of someone you're talking to if you're in a busy area. Apple claims that this new model has upgraded noise cancelling compared to the previous 2nd generation of AirPods Pro.
Touch controls on the stems control the active noise cancelling, volume and change tracks.
Read our Apple Airpods Pro 3 review.
Best streaming device deals
Amazon Fire TV Stick 4K Plus
- Newest-gen model
- 4K Ultra HD with support for Dolby Vision and HDR10+
- Bundled with remote
We like: Easy to set up, support for voice commands
We don't like: No built-in Ethernet port for wired connections
Amazon's popular streaming stick is available at a temptingly low price. It's built for smooth 4K streaming and gives you access to thousands of films and TV shows from services including Disney+, Netflix and Prime Video.
The bundled Alexa Voice Remote lets you search for content using your voice, or you can navigate using the physical buttons instead.
Wondering whether you need one? Here's what a Fire Stick adds to your TV.
Best wi-fi mesh system deals
Amazon Eero Pro 6E (3-pack)
Cheapest-ever price on Amazon? Yes
Average price in the past six months: £518
Cheapest price in the past six months: £305.99
- Two ethernet ports
- Wall mount holders sold separately
We like: Simple instructions
We don't like: Parental controls locked behind paywall
The Eero Pro 6E is a tri-band mesh system – we tested the three-pack, but this deal is for a single eero router. It comes with an accompanying app which provides instructions for setting up.
Some features, such as enhanced security features and parental controls, are inaccessible without an eero Plus subscription – priced at £9.99 monthly or £99.99 yearly.
Read our Amazon Eero Pro 6E (3-pack) review.
Best electric toothbrush deals
Philips Sonicare 4100 Series
Cheapest-ever price on Amazon? No (£55 in April 2026)
Average price in the past six months: £65
Cheapest price in the past six months: £50
- Oscillates to right and left
- Charges via USB stand
We like: Useful features, battery indicator
This mid-range electric toothbrush from Philips Sonicare comes with two brush modes – a standard 'clean' mode and one for sensitive teeth.
If you apply too much pressure, the toothbrush gives feedback with a change in vibration, a sound variation and the brush head replacement light flashes orange.
Read our Philips Sonicare 4100 Series review.
Best projector deals
Anker Nebula Mars 3 Air Portable Projector
Cheapest-ever price on Amazon? Yes
Average price in the past six months: £481
Cheapest price in the past six months: £339
- 14 x 11.5 x 17cm (H x W x L)
- HDMI, Aux, DC power, USB-C inputs
- Battery powered
We like: Convenient carry handle
We don't like: Best at night
The Anker Nebula Mars 3 Air Portable Projector will allow you to watch TV shows, sports and movies anywhere with a big empty wall. It's battery-powered, not too heavy, and has a handle to help you carry it around.
It'll stream video in 1080p. Plus there are built-in speakers too. Log in to your Google account, and you'll be able to access a range of streaming services directly from its interface.
Read our Anker Nebula Mars 3 Air Portable Projector review.
Best robot vacuums
Eufy Clean X8 Pro with Self-Empty Station
Cheapest-ever price on Amazon? Yes
Average price in the past six months: £384
Cheapest price in the past six months: £279
- 2.5-litre dust tank
- Charging and self-empty station
- Built-in mopping
We like: Saves you time
We don't like: Robot vacuums can't usually clean stairs
Vacuuming sucks. Literally, but it can also be tedious to lug around a massive unit and all that bending over can leave your back hurting. One solution? Automate it.
This robot vacuum is pretty plug-and-play: on first setup, it will map out the floor of your home, then all you need to do is press play and let it do all the work for you. It can also mop, and it self-empties its dust tank once full.
Read our Eufy X8 Pro robot vacuum review.
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.
Not a Prime member? Visit our monthly deals pages for the latest offers from other retailers.
- 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
Planning on becoming a member? Here's how to get Amazon Prime for free.
When is Black Friday? Find out when retailers start their discounts
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 to 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 audible for free
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 bought 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
How to recycle your old tech
If you're looking to replace some older technology by shopping in 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 item
