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01 Jul 2025

Amazon Prime Day 2025: early deals and expert advice

The upcoming July sale is one of Amazon's most popular events. Take the hard work out of finding the best deals with top picks and advice from Which?

Which? Team

Hot on the heels of the Amazon spring sale, the retailer has confirmed another Amazon Prime sale on 8-11 July 2025.

The popular sale gives Amazon Prime members exclusive access to offers across the retailer's website on everything from electronics, kitchen appliances, home and garden, and baby products to health and personal care.

These are our predictions for this year’s sale, as well as some early deals that we've spotted.

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What is Amazon Prime Day?

Amazon Prime Day is an exclusive sale event that's only open to Amazon Prime members.

As well as discounts, Amazon Prime members also get fast, free delivery.

Only Amazon Prime Members can access the deals in Amazon Prime Day. Sign-up for a free 30-day trial here.

When will the July Amazon sale launch?

Amazon says the latest Prime sale event will take place on 8-11 July. That's twice as many days as the previous Prime Day, which was a two-day event.

Previously, the Prime Day sale happened once a year, but since 2022 there are two: one in July and another in October.

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

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

Starting from midnight on the first day, new deals drop regularly throughout the 48-hour sale.

Amazon Prime Day early access deals

Although Amazon usually saves the most of its deals for Prime Day, we expect to see early deals appear on the website and mobile app a couple of days before the true sale kicks off.

Last year, its 'early deals' covered a selection of own-brand products including Echo Dot speakers, Ring video doorbells and Kindle ebook readers.

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.

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

How much is Amazon Prime?

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

Students can get an Amazon Prime membership for 50% less, paying £4.49 a month. If students pay annually, it costs £47.49 a 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 on 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.

If you are 18-22 years old or a UK undergraduate or postgraduate student, you can get six months of Prime for Students and 18-22-year olds free. After the six months are up, you'll only have to pay half price for a Prime subscription at £4.49 a month, or £47.49 annually. To get this deal, you must be a new member.

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.

Amazon scams: beware of fake Amazon calls and emails

Best early Amazon Prime Day deals

While the main bulk of deals has yet to appear, there are a few deals on Which?-tested products you can pick up right now.

Tefal Easy Fry Pizza FW4018G0

* Average price in the past six months: £106. Cheapest price in the past six months: £80

We like: It has dishwasher-safe parts

We don't like: The instructions lack a troubleshooting guide

As the name suggests, this Tefal air fryer is specifically designed for cooking pizza, although that isn’t all it does. There are actually 10 auto programs to choose from – including fries, nuggets, fish, vegetables and, of course, fresh and frozen pizza.

Tefal claims its Extra-Crisp technology and double heaters ‘ensure crispy results in no time’.

Digital controls make adjusting time, temperature and settings simple, and the viewing window lets you check your food without opening the basket.

Our full Tefal Easy Fry Pizza FW4018G0 review will help you decide if this is the right air fryer for you.

Samsung Galaxy A16 5G

*Average price in the past six months: £159. Cheapest price in the past six months: £122

Excellent value
Large 6.7-inch display
Supported for six years, despite its low price

We like: Improved processing speed

We don’t like: Battery life isn't as good as its predecessor's

You'll be hard pushed to beat the Samsung A16 based on pure value – it's part of the Galaxy range, but far undercuts the premium S-series models.

It doesn't have the latest camera technology, but it still has three rear lenses, including an ultra-wide lens to help increase the field of view of your shots. It has a large 6.7-inch screen with 2,340 x 1,080 resolution, and is fuelled by a MediaTek Dimensity 6300 processor with 4GB of Ram.

Also consider the previous 5G version of the A15 (SQUIRREL_TEXT_50013789) or the 4G version (SQUIRREL_TEXT_50013855).

Read our Samsung Galaxy A16 review for the full report from our labs.

Samsung Jet 95 Pro VS20C9547TB

* Average price in the past six months: £444.19. Cheapest price in the past six months: £324.99

Bagless and cordless handstick vacuum cleaner
0.9 litre dust capacity
Weighs 2.5kg

We like: A versatile cleaner

We don't like: Not the quietest during use

This cordless handstick vacuum from Samsung offers five different suction levels and a range of tools to help you tackle a wider range of cleaning tasks than your average stick cleaner.

Like most cordless vacs, it comes with a removable handheld helper for smaller jobs and tight corners. It also comes with a pet tool, a crevice tool and combination tool.

Although we haven't tested it, there’s also a spinning sweeper with disposable wet pads for mopping hard floors, and antibacterial reusable wet pads.

To decide if this is the right stick vac for you read the full Samsung Jet 95 Pro VS20C9547TB review.

Samsung QE48S90D

*Average price in the past six months: £1,180. Cheapest price in the past six months: £699

48-inch 4K TV
QLED display
Supports HDR10, HLG and HDR10+ formats

We like: HDR is used expertly

We don't like: The body of the TV rattles a bit at some frequencies

The QE48S90D is Samsung’s first 48-inch OLED TV. It’s not alone in making smaller OLEDs though, and faces stiff competition from LG, Panasonic and Sony.

Still, Samsung certainly has the pedigree to produce the best 48-inch OLED of 2024 and, characteristic of the manufacturer's range, this model has plenty of accessibility features.

Check out the full Samsung QE48S90D review to see how this one scored in our tests.

Apple MacBook Pro 16-inch (M4, late 2024)

*Average price in the past six months: £2,358. Cheapest price in the past six months: £2,199.97

Apple M4 Pro processor
24GB Ram
512GB storage

We like: Brilliant screen

We don’t like: Very heavy

This new 16-inch laptop from Apple has three USB-C ports, which work with the super-high-speed Thunderbolt 4 data transfer format. There's also an HDMI port, SD card reader and a 3.5mm headphone/microphone jack. It has a fingerprint reader for swift, secure login, but no face scanner.

It's a top-of-the-range model, but very expensive. It's currently at the cheapest price we've seen in the past six months.

So is it worth shelling out for? Our Apple MacBook Pro 16-inch (M4, late 2024) review has the answer.

What else will go on sale this Prime Day?

Based on what we saw last year for Amazon's first Prime Day event, we expect the retailer to offer discounts across most of its departments. That includes electronics, kitchen appliances, home and garden, baby products and health and personal care.

Amazon's press release for the event promises 'epic deals and savings on top brands including Bose, Dyson, Lego, Shark, CeraVe, Ninja, Sonos, and more'.

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 travelling and commuting.
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 pre-set 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.

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

How to return Amazon items

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 Act, 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 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.

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 responsibly.

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.